How can we encourage the development of rural areas? Business opportunities and economic activities in these areas are changing. A variety of assets and expertise are attracting businesses as concern for the environment and an appreciation of nature grow. As a result, markets for local specialities and natural attractions are being created. Known as niche markets, these are often linked to natural resources or cultural identity and traditions. This publication examines the basic requirements for developing niche markets and discusses their role as a strategy in rural development. Six case studies from different OECD countries illustrate successful experiments.