This article explores an important topic, sustainable tourism, through the analysis of rural tourism supply and demand. Its objective is to evaluate the potential viability of agrotourism and the direct links between positive sociocultural, environmental and economic contributions, which are becoming increasingly important, rural tourism and agrotourism are emerging as key strategies for sustainable development.

Methodology from a post-positivist paradigm, with a qualitative approach and applying grounded theory, which was approached to experts with expertise through interview;

Results characterized elements such as innovation and sustainability are fundamental for the growth and success of rural tourism, since they contribute to the creation of resilient and prosperous communities by generating economic and social benefits, due to the fact that by introducing new technologies, creative activities and unique and traditional experiences, innovation improves the attractiveness of rural destinations and enhances the visitor experience.

Conclusions is to implement a strategic transformation towards sustainable management of rural tourism, where it provides different pathways towards sustainable management, strategic transformation and thus reduce some obstacles associated with the complexity of rural tourism management.