What makes rural areas attractive places to live and work?
How can rural areas strengthen their economies and remain attractive places to live and work? That question was at the centre of the Rural Pact Policy Action Lab in Kotka, Finland, where the European Association for Innovation in Local Development (AEIDL) joined European policymakers, researchers and rural development organisations to exchange perspectives on the future of rural economies.
Held from 29 September to 1 October 2026, the Policy Lab focused on “Strengthening a diversified rural economy in the post-2027 period”. Across presentations, discussions and field visits, participants explored how rural areas can support local businesses, retain and attract people and skills, and improve economic opportunities.
Looking beyond administrative boundaries
A recurring theme was the importance of understanding how people and businesses use a territory in practice. Professor Teemu Makkonen of the University of Eastern Finland discussed the factors that support resilient rural economies, including local conditions, cooperation between public and private actors, and policies suited to each territory.
People may live in one municipality, work in another and travel to a nearby town for services. Businesses also rely on customers, suppliers and infrastructure beyond their immediate area. Looking at these connections through functional areas can help decision-makers understand where collaboration is needed and at what scale solutions may work.
This perspective connects closely with RURBANIVE’s work on rural–urban cooperation. The project develops and tests solutions through seven Rural–Urban Co-creation Labs, bringing local stakeholders together to address shared challenges across rural and urban areas.
Services, mobility and rural attractiveness
The Policy Lab also explored how access to services and connectivity relate to population change. Michelle Marshalian from the European Commission’s Joint Research Centre presented research examining the relationship between demographic characteristics, services, tourism, connectivity and population trends.
The discussion highlighted that access needs vary by service and territory. It also raised the value of considering combinations of services, and how transport and digital connectivity can help people reach them. Access to education, healthcare, mobility and digital infrastructure can shape where people choose to live and work, as well as the conditions for local businesses.
For RURBANIVE, these questions are closely linked to mobility, territorial awareness and rural–urban connections. Mobility is not confined to a single municipality: it links homes with workplaces, services and neighbouring towns. Understanding those links can help authorities and local stakeholders consider where mobility gaps affect access to opportunities.
Continue the discussion on rural–urban mobility
Mobility and access to services will be among the topics explored at the next RURBANIVE Forum, which will focus on transport poverty. The online session will consider what transport poverty looks like in rural and peri-urban areas, and how rural–urban cooperation, mobility data and digital tools can help improve access to services, jobs and markets.
The Forum will include perspectives from the European Committee of the Regions, the European Commission’s Joint Research Centre and POLIS Network, alongside a RURBANIVE presentation and policy insights from AEIDL.
RURBANIVE Forum #2 – Transport poverty
10 November 2026 | 09:30–11:00 CET | Online
