The aim of this study was to systematically gain an understanding of the rural tourism value chain to identify transformation opportunities for a sustainable, resource efficient and inclusive growth path post Covid-19. The study involved mapping the rural tourism value chain by identifying all the economic activities and the associated tourism enterprise service providers that lead to value creation. Further to this, the interconnecting value creation relationships between the various rural tourism activities were identified, followed by the interconnecting relationships that lead to socio-economic value and environmental concerns. This whole value chain analysis provided an understanding of how value is pervasive throughout the rural tourism value chain, specifically the implications of this value on rural communities and the environment.