DEVELOPMENT OF RURAL TOURISM IN NORTH MACEDONIA AS AN ALTERNATIVE TO MASS TOURISM

Abstract

Rural tourism has emerged as a sustainable alternative to mass tourism, providing opportunities for diversification of the tourism offer, preservation of rural heritage, and revitalization of local economies. This paper explores the potential and challenges of developing rural tourism in North Macedonia as a strategic direction for sustainable tourism growth. Based on qualitative analysis, literature review, and national tourism date, the study identifies key factors influencing rural tourism such as natural resources, traditional architecture, and community involvement. Finding indicate that rural tourism contributes to employment generation, women's empowerment, and the protection of traditional lifestyles, but faces constraints including poor infrastructure, limited marketing, and seasonal demand. The paper concludes the well -designed rural tourism strategies can promote balanced regional development and reduce pressure on overvisited destinations such as Ohrid and Skopje.