<p>The rural crisis in Western countries is a complex issue that affects not only demographic, economic, and social aspects but also environmental ones. In areas where the natural environment and cultural practices have been closely linked through centuries of interaction, the decline of the natural environment is closely connected to population decline and the abandonment of traditional activities. In these areas, tourism is seen as an economic alternative to addressing the crisis. However, developing tourism can also worsen ecological decline. Using a socio-ecosystem perspective and the concept of ecosystem services, we employ ethnographic research to examine the connections between tourism and water in a rural Mediterranean mountain setting. Our findings reveal the mixed role of tourism in relation to water-related services, showing that, in some cases, tourism both increases the use of and declines in ecosystem services, while also helping sustain and improve them during rural crises.</p>