The following paper highlights the enhancement and promotion of Campania region's rural tourism plus the Green Building's importance for a kind of sustainable and competitive one, providing ideas and valuable suggestions on how natural, environmental and cultural assets of the landscape should be properly exploited. Rural tourism is about values and traditions' reaffirmation, but is more than that: it also applies to an interest for rural buildings and landscape' architecture. Rural tourism concerns health protection, a welfare expressed in the pleasure of life, air and water's quality; of genuine and healthily food in an eco-friendly facility and a rural landscape used as a source of satisfaction and relax. Green Building means to build with the aim of ensuring people's wellbeing, regarded as a physical and mental condition in which an individual's health, socio-economic balance and environmental protection play a role. The ideal prototype of rural tourism will encourage all the practices making the farm and the agro-tourist accommodation service architecturally sustainable in the environmental and landscape context, promoting creative activities that are in keeping with the natural and historical setting. (C) 2015 The Authors. Published by Elsevier B.V. is an open access article under the CC BY-NC-ND license.