ABSTRACT: The Doñana Natural Protected Area is an exceptional space for rural tourism. In fact, tourism activities may be one of the most important sustainable development lines in this territory. In spite of this, rural tourism has not been highly developed, and Doñana continues being a recreational and residential destination for Seville and Huelva, its two closer cities. The access restrictions imposed by environmental conservation, the preference of territorial planning for sun and beach tourism mean that rural tourism in Doñana has been a purely secondary activity.