A dynamically developing economy requires significant trial and adjustment to the changing economic mechanisms from all participants in the market. In the case of rural areas, multifunctional development is one methods of economic stimulation. In this multifunctional development, significant participation by farmers in rural tourism activities is an alternative of the production function and an additional source of income. An example of such development is in the region of the Polish Carpathian Mountains. This region has significant amounts of (valuable) nature and landscape. It has the greatest number of agritourism farms of all regions of Poland, and simultaneously, the owners of agritourism farms are drawing their attention more and more to the quality of the services provided by introducing innovative projects. Thanks to these main factors, the region has been selected as a case study to be implemented within the PRO AKIS project.