Traffic increase in the UK - and the increased noise it brings with it - is now predominantly in rural areas. Rural noise is now a major cause of loss of tranquility. Case studies wewr carried out by interview in the M40 Chilterns area, Dumfries and Galloway minor roads near A74(M) and A75, M65 Blackburn green belt, A34 at East Ilsley and A590 within the Lake District National Park. Significant disturbance was reported in the open countryside, at some distance from the source of the noise. A loss of enjoyment of attractive places was reported. Current approaches to the assessment of road noise nuisance were considered inadequate. Some villages heavily affected by traffic noise are nevertheless judged ineligible for amelioration measures. Rural traffic noise problems were not restricted to major roads. Increased traffic speed and volume have increased noise nuisance. Noise disturbance has increased as a result of an increase in particularly noisy types of traffic such as heavy goods vehicles, motorcycles, re-engineered cars and off-road vehicles. It is suggested that there should be noise reduction targets set, reduced traffic speeds, restrictions on noisy vehicles, improved road appraisal for rural areas, improved noise mitigation measures, and better public transport options for National Parks and other areas attracting high numbers of tourists.