In the global competition for people, small and medium-sized cities increasingly face the same challenge: how to attract new residents while retaining those who already live there. For Iisalmi, surrounded by lakes and forests, the answer lies not in becoming something new — but in learning how to communicate what it already is.
Like many European cities, Iisalmi is experiencing demographic decline driven by an ageing population and low birth rates, while its economy remains strong. The challenge is clear: there is work, but not enough people.
Through the URBACT Residents of the Future network, Iisalmi has taken a more strategic approach to internationalisation, communication and city branding — focusing on identifying existing strengths and making them visible beyond Finland.
🎧 To hear directly from Terho and Mari about how Iisalmi is approaching this challenge, listen to the full podcast episode embedded below.
A key insight was the gap between how locals see their city and how it is perceived from the outside. Qualities such as safety, accessibility, nature and work-life balance are often taken for granted by residents, but can be highly attractive to international audiences.
By involving international residents in the URBACT Local Group, the city gained valuable perspectives. For example, the calm and quiet atmosphere — sometimes seen locally as a limitation — is often experienced by newcomers as a major advantage.
Based on this, Iisalmi developed a marketing concept targeting international professionals, including English-language campaigns and more inclusive events. Initiatives like the “Bridge to Iisalmi” programme support newcomers, while future plans include improving services and developing remote working opportunities.
The key lesson is clear: city branding is not about creating something new, but about recognising and communicating existing strengths — and building your city’s brand around them.
