FRIENDS4FAMILY aims to design a quality territorial touristic offer based on rural values for family-friendly tourist hospitality in the Region of Vlora (Albania) and the Salento area in Puglia (Italy). In particular, the project will valorize the rural areas of the target territories, and improve the collaboration among rural touristic operators by best practice sharing and know-how transfer related to "family tourism". Through workshops, study visits, and B2B meetings, the project will propose innovative services for families and create a cross-border network of touristic operators for improving the quality of services offered by rural tourism infrastructures, based on public-private partnerships.