Planning in coastal areas is often viewed as a possibility for municipalities to enable the construction of housing in attractive places, and thereby encourage growth in the region both locally and for the municipality in its entirety. A growing need for housing and workers in the northernmost region of Sweden, as well as a historical trend of centralization to larger cities, has led municipal planners in Sweden to make use of therural coastal areas to attract migrants and as a place to help safeguard sustainable long term growth in the region. This study explores the approaches of two municipalities, Piteå and Kiruna, towards rural growth in coastal areas. Mainly focusing on sustainability and wordings of problematizations as well as wordings of motivations and goals. The aim is to conduct a content analysis of the selected municipalities' planning documents and thematic additions to their comprehensive plans regarding rural coastal areas, examining how these areas are addressed in planning strategies. The analysis also investigates the municipalities' strategies for promoting sustainability and growth within these areas. The results highlight a prioritization of economic growth over social justice and ecological balance. While economic considerations are emphasized, the study reveals variations in rationales for land use and the objectives municipalities associate with the selected locations. Additionally, the analysis underscores a lack of comprehensive investigations and justifications regarding the anticipated effects of designating theseareas. This study sheds light on the complexities of integrating sustainability goals into local planning processes and provides insights into the challenges and priorities faced by municipalities in Sweden.