The main objective of this research was to understand the perception of social actors about tourism in rural areas (TRA), analyzing the challenges to achieve integrated rural tourism (IRT). The research adopts a case study approach in the municipality of Piranguçu. The qualitative method used primary and secondary data collection. The sources of the secondary data were institutional documents. Primary data were compiled from 49 semi-structured interviews with farmers, tourism entrepreneurs, government and non-governmental organization (NGO) representatives, and participant observation at the Municipal Tourism Council (COMTUR). The results showed that positive socioeconomic effects underpin tourism supportive behavior. The potential of tourism is based on the natural and cultural resources incorporated in the locality. However, the role of tourism in local development has not yet reached its full potential. The main challenges are greater assertiveness of local government, improvements in infrastructure and services, collaboration among stakeholders, and social participation. The research highlights the importance of tourism for the diversification of the rural economy and guides managers and institutions with proposals aimed at boosting the revitalization of rural areas.