Marco Eimermann

Promoting Swedish countryside in the Netherlands: International rural place marketing to attract new residents

Urban-to-rural consumption-led mobility contributes to restructuring stagnating rural areas in Europe. Against this background, this article explores international rural place-marketing efforts by Swedish municipalities towards affluent western European migrants, exemplified by campaigns in the Netherlands. The analysis is based on the concepts of rural place marketing and lifestyle migration. Research methods employed in this article are observation and a survey during migration information meetings, followed by interviews with both stakeholders and migrants. The results suggest that rural municipalities with less favourable or unfavourable geographic conditions are the most actively engaged in international place-marketing efforts. Participation in migration information meetings and the Internet are the most commonly used communication strategies. The engaged municipalities are selective in their consideration of target groups. Attracting even a few of the ‘right type’ of migrants (i.e. families and entrepreneurs from affluent countries) over the course of some years contributes considerably to maintaining a small municipality’s population and economic viability. However, although stakeholders claim that the marketing efforts have been effective and statistics point out that the number of Dutch migrants has increased, it is hard to distinguish the effect of rural place-marketing campaigns from the myriad possibilities for migrants to gather information about potential destination areas. Therefore, regional policy makers may consider shifting their focus to actively receiving potential migrants who are in the final stage of their decision process.

Flying Dutchmen? Return Reasoning Among Dutch Lifestyle Migrants in Rural Sweden

Abstract This article aims to examine return reasoning among Dutch lifestyle migrant families in Hällefors, rural Sweden. It addresses two questions: after migrating to Hällefors, what influences return reasoning among Dutch families? What does this imply for return migration and transnationalism within lifestyle migration research? The questions are addressed through analysis of Dutch migrant families’ narratives, collected in 2011 and subsequent years. The findings are related to issues of transnationalism and return migration within lifestyle migration research. As many of these intra-EU urban–rural migrants are seriously considering returning, this study draws attention to temporary lifestyle migration over longer periods.

International winter tourism entrepreneurs in northern Sweden: understanding migration, lifestyle, and business motivations

ABSTRACT This paper examines the migration, lifestyle, and business motivations of international winter tourism entrepreneurs who have moved to a “low-amenity” rural area in northern Sweden. Low-amenity areas are characterised by economic decline, outmigration, and limited tourism development. Based on qualitative interviews, the research applied a multi-dimensional framework to the study of migrant tourism entrepreneurship, considering personal migration drivers, the value of location-specific amenities, desired consumptive experiences, previous familiarity with the destination, business-related goals, as well as temporal and technological dimensions of mobility and self-employment. The findings suggest that the northern winter and the undeveloped low-amenity character of the place were key factors in migration choices. Consumptive lifestyle interests around counter-urban living and winter outdoor hobbies were prominent, yet there was diversity in terms of business aspirations and considerable seasonal lifestyle–business balancing. Despite noticeable contributions to winter tourism development in the low-amenity north, the study also identified a sense of temporariness and expected onward migration among migrants, raising questions about the longevity of this development.

Globalising Swedish countrysides? A relational approach to rural immigrant restaurateurs with refugee backgrounds

ABSTRACT The main purpose of the article is to connect rural immigrants’ business ventures and development in Sweden to relational perspectives on their proximate and distant family and co-ethnic networks at structural and individual levels. Accordingly, the authors employ a relational approach and draw on in-depth interviews. In the context of urban–rural relationships’ meanings for the restaurateurs’ business benefits and constraints, they address two questions: (1) What does embeddedness in proximate and distant family and co-ethnic networks mean for the interviewed restaurateurs and for their businesses? and (2) How do previous and anticipated transitions in the restaurateurs’ families influence their business decisions and migration trajectories? The results suggest that the interviewees employed transnational dimensions in their social embeddedness and that they maintained material and emotional relationships with their countries of origin. This relational approach thus contributes to a better understanding of what the studied businesses mean for the entrepreneurs and the selected localities. The restaurateurs contribute to a globalisation of Swedish countrysides, but their socio-economic potential for countering rural depopulation in Sweden is not fully realised. Additionally, the study illuminates how individuals influence, and are influenced by, place-to-place mobilities on a daily basis and during their life course.

New mobilities – new economies? Temporary populations and local innovation capacity in sparsely populated areas

Temporary population mobilities – including short-term labour, residential and recreational mobilities – have long been a prominent feature of human geography in sparsely populated areas. Such mobi ...