Romanian rural area, as other rural areas from CEE countries is passing difficult moments considering the complex reform (economical, social, structural, etc.) that should fulfil. In this context and considering its great potential, rural tourism could be an important chance for development and life quality increasing. The present paper reflects the conclusions resulted during the OPTOUR FW5 project carried out by a complex international team composed by researchers from: University Bournemouth (England, coordinator), Universitat Munchen (Germany), Universidad Leon (Spain), Escuola Superior e Tecnologia e Gestao (Portugal), University Trakya Stara-Zagora, University of Food Technology Plovdiv (Bulgaria) and University of Agricultural Sciences and Veterinary Medicine from Cluj-Napoca (Romania). The project researches were carried out during three years and directed to the following stages: a.) customer survey, b) entrepreneurs survey; c) facilitators survey, d) entrepreneurs' response to visitors' perceptions, e) feasibility of alternatives, f) strategy proposal (national level). The OPTOUR FW5 project proposed to analyse the opportunities perceived and barriers encountered by CEE and EU rural tourism entrepreneurs including their responses to a range of rural tourism development initiatives, both exogenous and endogenous. A multi-disciplinary approach has been adopted, which considers both the demand for and supply of a rural tourism product. In doing this it accepts that viable rural tourism requires more than the provision of appropriate accommodation rather it is a heterogeneous product of amenities, accommodation, attractions and activities with a pronounced socio-cultural dimension.
