Sustainability challenges have evolved in parallel with growth in tourism, and this has been especially important for rural tourism focusing on authenticity, clean nature, and environmentally friendly tourist operations. In rural Norway and Poland, this is normally done by small establishments with skilled person-based services. This chapter is based on data collection at six rural tourist establishments (businesses like hotels and tourist service providers) along the coastal line in Nordland County in Norway and nine in Poland, in the south-east region Carpathia. The analysis is done by using SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), looking at sustainability challenges in combination with other central indicators. The establishments in the survey were chosen because of their small size, rural location, and the ability to make environmental/sustainability offers as part of a niche product strategy. The results show possibilities for further development of their niche orientation, but this must be accompanied by closer attention to the environmental aspects, including new public regulations. Comparisons between Norway and Poland indicate that Norway has a wilder nature with a higher potential for “monopoly-like” pricing. The project aims at giving feedback to participating establishments and to local authorities in Nordland County and Carpathia, and to contribute to scientific research.