Rural tourism value creation is systemic, with socio-economic and environmental implications. In collaboration with the Department of Tourism, the CSIR conducted a study to understand the systemic relationships among all service providers in the rural tourism value chain to identify interventions that could transform the value chain such that its growth path post-COVID-19 is sustainable, resource-efficient and inclusive. The interventions proposed can be implemented directly by rural tourism enterprises through initiatives or partnerships between the enterprises themselves and supporting and enabling service providers along the value chain. A roadmap/framework developed with input from key tourism stakeholders is required to make the interventions a reality.