Through reviewing development of China's rural tourism industry, its history, scale, geographical distribution and development form was introduced briefly, and then motives of rural tourism development were analyzed from the perspectives of tourism industry restructuring, agricultural restructuring, economic foundation, time foundation and spiritual needs. Common problems in the present rural tourism development were proposed as:aggravated environment pollution, low-grade product and insufficient participatory contents, ineffective marketing means, and shortage of talents. In view of these problems, innovative development strategies of rural tourism industry were studied, and it was proposed that environmental pollution supervision should be enhanced from all aspects of developer, manager, tourist and government; diversified tourist products should be developed, such as participatory products for tourist experiencing public-spirited characters, obtaining knowledge of rural areas, renting "Happy Farm", and taking wedding photos; various propagation means can be applied in marketing to enhance the brand building; training talents for rural tourism development in various means.
