The main goal of rural tourism is to bring people back to nature and restore traditional values of life by making it sustainable in order to preserve natural heritage and revalue indigenous values. Tourist agencies play a vital role in creating a differentiated and high-quality tourism product that aids in the development of rural tourism. Rural tourism can lower the concentration of tourism in the coastal zones and turn the rural hinterland into a tourist attraction that is going to be active throughout the year, thus enriching Croatian tourism. This paper uses methods of compilation and comparison, deduction methods, and methods of analysis and synthesis. The analysis of the business environment is vital for the company to discover all its advantages and disadvantages by using various tools. It also helps raise the awareness of the company to anything that could potentially jeopardize the business. Using tools such as SWOT and PESTLE analyses allows the company to analyze and make good use of all its market strengths so that it can achieve set goals, turn its weaknesses into strengths, identify all potential market opportunities and make the most of them, but also be prepared for all threats that could disrupt the business. A tool called Porter's five forces is used to analyze the competition and help the company develop competitive advantage and increase brand awareness. It is vital that every company uses this business model when creating the value of a product/service and getting it out on the market. Through nine categories, the business model canvas provides an opportunity for the company to develop a strategy by creating value which will help it become the market leader.