Land reform development in China has experienced three great reforms, and new policy of rural land circulation in new period was an inevitable trend of rural economic development. SWOT analytical method was adopted to study the influences of the new policy on rural tourism development, which led to new opportunities, including developing rural tourism in scale and realizing capitalization of the resources. However, there were many problems and challenges, which were showed in neglecting the guarantee of farmers’ interests and lacking the protection of rural landscape. Hence, the measures for rural tourism development under new situations should be taken as follows. To begin with, it should give full play to government function; secondly, it must strengthen management of rural tourism land; thirdly, overall planning was essential; fourthly, it was necessary to protect farmers’ interests; finally, efforts should be devoted to protect and reconstruct rural tourism landscape. These measures could not only promote the industrialization development of rural tourism, but also advance the development of urban-rural integration.