The aim of this paper is to assess the innovativeness of thematic villages in the Lublin Voivodeship and to identify the problems and challenges faced by their leaders. The article is based on face-to-face and telephone interviews with the leaders of thematic villages in the Lublin Voivodeship, as well as study visits to these villages. Thematic villages are an innovative, comprehensive tourism product in rural areas. People over 40 rate the innovativeness of thematic villages significantly higher than younger tourists under 39. Furthermore, more tourists over 40 (53.33%) recommend thematic villages than tourists under 39 (35.82%). However, the leaders of thematic villages have to deal with many problems, primarily: the seasonality of tourist traffic, the dependence of tourist traffic on weather conditions, the lack of specialist knowledge in the field of economics, finance, and marketing, complicated legal regulations regarding the sale of meals, and the lack of willingness to involve the majority of the village inhabitants in the project.