The scientific article reveals the need for implementation of effective Internet connectivity to one of the most advanced forms of specialized tourism – rural tourism. The systematic approach and Internet communication provide feedback and mediate the balance between system developers and its environment. The purpose of this article is to summarize the impact of current trends in the use of information and communication technologies in rural tourism, especially in carrying out marketing activities and communication with tourists. Emphasis is placed on the necessity of doing business and corporate marketing through the Internet. The essential advantages of the Internet as a valuable marketing tool are proven. Alternative means of online communication with customers are reviewed. The author argues that poor use of the social networks by entrepreneurs in rural tourism results in their pale recognition by the potential customers and lower interest in this type of sustainable tourism.