In many countries, efforts are being made to enhance involvement of rural communities and the poor in the tourism industry. Community involvement offers the prospect of enhanced rural development, conservation, and a more broadly-based tourism industry. However, experience to date has also thrown up many limitations and challenges. This paper explores some of those challenges and identifies strategies for addressing them, based on experiences in a range of countries. It aims to provide practical examples and an analysis of key issues for those who are also wrestling with the issues.