The proportion of rural population is decreasing all over the Europe. The purpose of this article is to identify rural development perspectives in the age of creative economy taking into account the possibilities offered by the information and communication technologies, Scandinavian experience and the results of the survey of inhabitants in a rural municipality – Durbes novads - in Latvia. The object of the research is development options for rural territories in Latvia. We conclude that one should facilitate the non-agricultural entrepreneurship, as well as the connectivity to jobs both physically (with transport) and virtually (by using information and communication technologies) in the rural territories. The inhabitants of the cities might be attracted to rural territories, at least seasonally, by promoting the image of countryside as an exclusive place of residence. Special attention should be paid to the rural youth – the future work force and entrepreneurs.