Role and challenges of rural tourism in promoting sustainable rural development

Purpose: This paper aims to explore the contributions of rural tourism to achieving the Sustainable Development Goals (SDGs), focusing on its impact on rural economic growth, social well-being, and cultural preservation. Additionally, the study examines the practical implications of rural tourism within the contexts of globalization and urbanization. Approach/Methodology/Design: The research utilizes case studies and a literature review as primary methods, drawing on data from the *2024 China Rural Tourism Development White Paper* as well as practical examples from Tuscany, Italy, and the Basque Country, Spain. These analyses explore how rural tourism stimulates income growth, employment opportunities, and infrastructure development. Furthermore, the study proposes a multidimensional assessment framework to evaluate the sustainability of rural tourism across economic, social, and environmental dimensions. Findings:The findings indicate that rural tourism significantly alleviates poverty by creating jobs, increasing income, and improving infrastructure, thereby contributing to sustainable economic development in rural areas. Additionally, rural tourism plays a vital role in preserving the ecological environment and cultural heritage, fostering environmental sustainability and cultural diversity through eco-friendly tourism initiatives and cultural heritage projects. Furthermore, rural tourism offers entrepreneurial opportunities for women and community members, promoting gender equality and enhancing community cohesion. Practical Implications:This study offers valuable insights for local governments, policymakers, and community stakeholders to tackle the challenges of environmental conservation, social inequality, and cultural conflict in rural tourism. It proposes concrete strategies, including the promotion of eco-friendly tourism practices, the enhancement of community engagement, and the provision of skills training for residents to ensure the long-term sustainability of rural tourism. Originality/value: This research provides substantial academic and practical value in promoting the sustainable development of rural tourism. By introducing a multidimensional evaluation framework to assess the economic, social, and environmental impacts of rural tourism, the study establishes a robust foundation for future policy development. With advancements in green technology and digital marketing, rural tourism is anticipated to maintain a crucial role in the economic prosperity and ecological preservation of rural regions worldwide.