Based on the premise that planning should contain a major social component, this paper argues that Less Developed Countries do not give enough overt consideration to planning the rural environment. Planning activity is inherently urban biased. Using Malawi as a case study it can be demonstrated, employing a number of social indicators, that the rural populous is disadvantaged in both relative and absolute terms in comparison with their urban counterparts. Rural development programmes are, however, hampered by the need to co-ordinate the activities of the numerous ministries responsible for different sectoral initiatives. In particular, rural service provision cannot be dissociated from agricultural reform and investment to improve agricultural productivity and rural incomes. Further difficulties also arise from the attitudes of aid and grant agencies which will only fund particular types of project irrespective of whether these are best suited to local socio-economic conditions. By providing an integrated National Physical Development Plan it is hoped that some of these difficulties may be reduced, and more effective rural development policies pursued.