The heritage, whether it be material or immaterial becomes the more significant motive which attracts tourists to rural tourist destinations. Slavonia and Baranja, as one of the richest regions by their folk heritage alone, can become a significant and very attractive and competitive destination considering the trends that are evident in the market of tourist demand. The aim of this paper is to provide an insight into the real state of the folk culture in the rural area of Valpovština region, showing the opportunities for the further development of tourism and the branding of the Valpovština region as a rural tourist destination. The purpose of this paper is to find resources for the development of rural tourism in the already mentioned area, with special emphasis on its folk culture and the application of these resources in the function of tourism development. The theoretical part of the paper defines the terms such as rural areas, cultural and rural tourism, folk culture and Valpovština region, and by defining those terms we can determine the actual state of rural tourism in this area and improve it by including its folk culture into tourist offer and introduce new tourism products such as tourist events. Valpovština as a micro-region of the already mentioned Slavonia-Baranja region with its own folk heritage can occupy a significant position in the tourist offer of Continental Croatia.