To Örebro University

This paper explores whether the concept of counterurbanisation, expanded with an international dimension, offers a valuable framework for understanding recent migration flows from the Netherlands to Sweden. Using a geo-referenced database comprising demographic and socio-economic variables, the post-migration employment status, employment sector and settlement location of Dutch migrants in Central Sweden are analysed. In addition, results from observation, interviews and a survey during emigration fairs are employed to describe the motives for migration from the Netherlands to Central Sweden. We argue that counterurbanisation is not an exhausted research topic, when international political, economic and socio-cultural factors are added to the study.

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.

Lifestyle migration is part of an ongoing quest for a better way of life. More or less affluent migrants moving to a destination with a perceived better climate are studied in the context of social rather than economic motivations. This paper focuses on Dutch families and their decision to move to the rural municipality of Hällefors in the Bergslagen area, Sweden. Such a Nordic destination, actively attracting migrants, has not previously been investigated in the context of lifestyle migration. The purpose of the paper is to examine what factors contribute to the decision to move. The research questions are the following: what are the socio-demographic characteristics of the migrating families? What meanings do the migrants attach to their work environments and places of residence prior to moving? What motivations and expectations have shaped the decision to move? These questions are addressed through an interview study. Results show that the adult family members were mainly born in the late 1950s or in the 1960s. The children were born in the 1990s and early 21^st century. According to most respondents, effects of overpopulation and rapid urbanisation, both felt on the work floor and in the living environment, became a serious trigger to leave the Netherlands. Differences between the families consider the character of occupations (within or outside the creative industries) and the length of the decision process. In contrast to some other lifestyle migrant populations, families in this study considered returning as part of their ongoing quest.

Within the context of lifestyle migration, this chapter describes and analyses the motives of a group of affluent Western migrants in the rural Swedish municipality of Hällefors...

...The Dutch seem to prefer rural and sparsely populated areas over urban areas (Eimermann et al. 2012).Against this background, the study at hand focuses in particular on one rural Swedish municipality: Hällefors. The aim of this chapter is to examine the migration process of Dutch lifestyle migrants in Hällefors and their ambivalent attitudes towards returning, and thereby to give voice to the hope, pain, nostalgia, and triumph of lives lived in other places (King et al.1995). Consequently, the empirical question is as follows: “After migrating to Hällefors, what influences the Dutch households’ attitude towards returning?” This question is addressed through narratives of Dutch migrant households, gathered during fieldwork in 2011.