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Due to urbanization, Sweden’s municipalities have adapted their cities for population growth as peoples’ desire to live closer to service, jobs, and city activities have increased. This has left the rural areas with population decline as the focus have swifted towards the city areas and place attractiveness and service in the rural have decreased. Municipalities need to aim focus on rural areas again to enhance an attractive living environment for its residents, but also to increase population growth again. However, there is a problem on how profitable it is to invest new buildings and infrastructure in those areas. 

This study focuses on Sundsvall municipality and its largest rural area, Indals- liden. It investigates opinions of current and recent residents on how the area can increase in attractiveness. The study points out what actions that three types of migrants (immigrants, emigrants, and home returners) want the municipality to prioritize in order to increase attractiveness and attract new residents, but also sustain a pleasant surrounding for existing residents. A rural coordinator explains the prioritized points, that have been analyzed in relative to the lifestyle migrant’s perspective. The results presents both similarities and differences between different groups of migrants on how to increase place attractiveness, but also differences and similarities between push- and pull factors that have driven them to move. Further, there are differences and similarities between the rural coordinator’s opinions and prioritized agenda, and the migrants. This study therefore concludes the importance of using the narrative of residents to ensure that the area stays attractive and have necessary service and infrastructure in order to attract new residents and provide a good living environment for current residents.