Ecological component in the requirements of tourist demand becomes more and more important every day. Contemporary “urban” tourists are increasingly turning to environmentally clean areas and show growing interest for organic foods. Sustainable tourism has become imperative in the development of destination and an important requirement in determining its competitiveness. Bearing in mind the respectable resources that have Kolubara district in the Republic of Serbia and County of Istria in Republic of Croatia for the development of rural tourism and preservation of their natural environment, reasonable to expect that in the tourist offer of the area insisted on rural tourism and sustainable development. In the paper work highlighted the important resources which could develop rural tourism in these areas with emphasis on sustainable tourism development and the insistence on the uniqueness that each of these areas have. Also, there is a review of major planning and program documents the development of tourism in both regions with an emphasis on the importance played by destination marketing and management for each of them.