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The aim of this study was to investigate the possibilities of increasing the location attractiveness of a locality in order to achieve a positive population increase. Husum is a locality with a negative population development, this study will investigate which actions are suitable to apply in Husum with the aim of creating an attractive society. The term attractive is difficult to define, but in this study we refer to it as: Creating an understanding of people's perceptions of different places and how they perceive attractiveness. The study corresponds to a qualitative method based on a survey and interviews. The purpose of the study is based on creating an understanding about how the residents of Husum want their society to develop. Which is why the survey and interviews only include the residents of Husum. 

Previous research highlights the importance of creating an understanding about the reasons why a society is perceived as unattractive, in order to thus improve its image. The study’s respondents highlight the problem with empty houses and overgrown green areas, which creates a sense of the decline of society. Furthermore, previous research highlights the importance of developing existing assets in order to achieve increased location attractiveness. The respondents mention that the community’s location close to nature and the coast is one of Husum’s main assets, as well as the European Highway 4 and Botniabanan located at the center of the community. Developing more attractive residential areas near the coast and marketing Husum as a place with good commuting opportunities are two ways to put Husum on the map. Thus, more people are expected to see the attractiveness of Husum, which is further expected to lead to an increase in people moving into the community. 

Keywords: location attractiveness, place marketing, rebranding, shrinking population