Uruguay is a country with numerous competitive advantages afforded by its natural landscapes and cultural heritage, and has been promoted around the world mainly as a “sun and sand” destination. However, with the impetus of the citizens themselves, rural tourism is becoming a “growing trend” and efforts are now under way to professionalize and position this sector as a major tourism product. This article examines the sector’s legal and institutional framework as well as the main activities encompassed by the concept of rural tourism for the relevant authorities. It also describes the providers of rural tourism services and, finally, offers a brief description of the current status of and outlook for rural tourism in Uruguay.