The current emergence of new tourist options in the national rural space is characterized by the connection with the farming and food production resources of the big farms where these options can be found. This new model differs from the traditional rural tourism in small units scattered throughout the territory, which was disseminated in the framework of the rural development policies of Portugal engendered by the European programs LEADER and PRODER. Based on the example of Alentejo, this paper deals with the relationship between recent changes occurred in the rural environment and the sustainability of these new tourist units within this setting. The L’and Vineyards of Montemor‐o‐Novo, the Herdade da Malhadinha Nova and the Grous, in Albernoa (Beja), or still the tourist Project of S. Lourenço do Barrocal in Reguengos de Monsaraz are examples of this new model of high standing (5 stars) projects. These projects designed around a concept of tourist township elect gastronomy, wine and olive oil production and, in general, biological production as key elements to the tourism product aiming to offer the clientele a rural experience in a ‘comfortable contemporary setting ‘. The link between clients and the rural world is provided by the loyalty to ‘new’ producers’ clubs (of wine, olive oil….) and by the existence of new specific professional trainings. The successful rural culture comes to the cities. Are the rural populations benefitting from this interest and do they like it
