AbstractThis chapter presents three case studies of sustainable coastal rural tourism development in Lithuania which are contributing to the diversification of rural activities in Lithuanian coastal areas: (1) Rusnė Island in the Nemunas river delta adjacent to the Curonian lagoon; (2) Minija village in the Minija river delta; and (3) Karklė, a seaside village situated north of Klaipėda on the Baltic Sea coast. Through interviews with key stakeholders, including relevant officials and local interest groups, and interrogating Lithuanian government tourism statistics and a range of reports and policy documents, the chapter explores the policy context for rural tourism development in Lithuania, the 'triple-bottom-line' sustainability of rural and water tourism developments in Lithuania at a local community level, and the conflict between social and economic development on the one hand and environmental issues on the other.