Abstract
Modern tourists are looking for new experiences, i.e. they no longer focus on familiar types of vacation. Rural areas with their material and spiritual heritage can create a product according to the expectations and needs of modern tourists. The 2008 financial crisis and the current health crisis caused by the COVID - 19 pandemic have changed preferences and tourism demand in general. This paper focuses on changes in tourist demand caused by the consequences of the crisis and traditional customs that can be used to differentiate the tourist offer. The initial assumption is that tourists want to escape from urban areas and spend their holidays in rural areas. The results indicate that rural areas have numerous potentials, which, combined with customs, can influence tourists to visit these areas more extensively.
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