Abstract
Plurality is considered to be one of the most important indicators of rurality in the contemporary society. But in what sense can plurality and diversified geographic context of countryside make a difference for development of farm tourism, if any? This paper aims to explore the significance of rural diversity of Croatia for farm diversification into leisure-orientated activities. The main method is comparison of spatial distribution of those farms, on the one hand, and seven different types of rural areas, on the other. Among others, the results indicate the significance of overall (mass) tourism development along the coast for development of tourism on agricultural households. Furthermore, age and education are confirmed as important factor in the process.