Rural tourism linked to nature and culture-based activities holds considerable potential for stimulating local economic growth (UN Tourism [1]). The Yellow River Basin, a cradle of Chinese agricultural civilization (Niu and Zhu, in Yellow River News 4:2017 [2]), is endowed with abundant natural wetland resources and distinctive cultural landscapes, offering significant potential for rural tourism development. However, the rapid expansion of urban areas along the river poses challenges to the sustainable utilization of these rural tourism resources. This essay examines the interplay between rural tourism and sustainable development, and analyses the status on the Yellow River wetland with riverside rural tourism. Through a comprehensive review of relevant policies and literature, coupled with an analysis of the current conditions of these wetlands under the influence of Jinan’s urban cross-river expansion, the study underscores the importance of wetland ecological protection and landscape aesthetic enhancement for the sustainable development of rural tourism in the region. Using the villages near Baili Yellow River Scenic Area in Jinan as a case study, the essay investigates the impact of urban expansion on local wetlands and riverside communities. It then explores strategies to improve landscape aesthetics through wetland ecosystem protection, cultural preservation, creative cultural expression, and increased social participation. These strategies are designed to sustainably boost rural tourism and economic development by enhancing the aesthetic value of rural landscapes across ecological, cultural, and social dimensions. The findings provide both theoretical insights and practical recommendations for the sustainable development of rural tourism in the Yellow River Basin amidst ongoing urbanization.