Residents of the Future: Iisalmi (Finland): "It's about building your city's brand on its strengths"

Residents of the Future: Šibenik (Croatia): "It's about the captivating power of a Mediterranean-style work-life balance"

The last episode of the Residents of the Future podcast presents the City of Šibenik (Croatia) as the lead partner of the URBACT Residents of the Future network. Hosted by Tiago Ferreira, the episode features Nikolina Gracin and Ines Kulušić from the City of Šibenik – Department for Economy – who coordinated the project and led a partnership of nine European cities addressing population decline and urban shrinkage. The discussion focuses on demographic trends in Šibenik, including an 8% population decrease between 2011 and 2021, and broader European patterns of migration from small and medium-sized cities to larger urban centres. The episode presents key project activities, including the work of the URBACT Local Group (ULG), pilot actions with students in Zagreb, and the development of Integrated Action Plans (IAP). It highlights the importance of visibility, perception, and targeted communication in attracting and retaining residents. A central concept discussed is the Mediterranean-style work-life balance as a measurable advantage of small coastal cities. In the case of Šibenik, this includes a developed cultural sector, year-round events, tourism-driven economic activity, remote work opportunities, proximity to the Adriatic Sea and national parks, a strong sense of community, safety, and a 15-minute city structure. The episode also outlines planned investments in education, public services, infrastructure, and healthcare (including a new hospital), aimed at improving quality of life and supporting long-term demographic stability. This is the closing episode of the Residents of the Future podcast series and summarises key insights from the URBACT network led by the City of Šibenik.

Residents of the Future: Trebinje (Bosnia & Herzegovina): "It's about building digital infrastructure for future generations""

Trebinje is a city known for its quality of life, cultural heritage, and natural surroundings — but like many small cities across Europe, it is facing long-term depopulation and the outmigration of young people. In this episode of Residents of the Future, Tiago Ferreira speaks with Tamara Dursun and Slobodan Vulešević about the structural challenges behind these trends: young people leaving for education, limited local job opportunities, and an aging population. At the same time, Trebinje is actively developing new responses — with digitalisation emerging as a central pillar of its future strategy. The conversation highlights how digital transformation is not understood as a technical upgrade, but as a practical tool to improve everyday life. Reducing bureaucracy, enabling access to public services online, and saving time for citizens are seen as key steps toward making the city more attractive for both current residents and newcomers. Beyond public administration, digitalisation is also shaping new economic opportunities. Initiatives such as gaming conferences, digital events, and support for remote work point toward a shift in how smaller cities can position themselves — not by competing with large urban centres, but by combining quality of life with digital connectivity. The episode also touches on concrete local measures included in Trebinje’s Integrated Action Plan: housing support for young families, scholarships, and inclusive access to healthcare services — all aimed at strengthening long-term demographic resilience. The key takeaway is clear: digital infrastructure is not just about technology — it is about creating conditions for people to stay, return, and build their future locally.

Residents of the Future: Iisalmi (Finland): "It's about building your city's brand on its strengths"

In this episode of the URBACT podcast Residents of the Future, lead expert Tiago Ferreira speaks with Terho Savolainen and Mari Kuronen from the City of Iisalmi, Finland. Iisalmi is a small city in northern Finland, surrounded by lakes and forests, known for its high quality of life, strong local companies and close connection to nature. Despite its size, it combines a vibrant local economy with a safe and accessible living environment. In the conversation, Terho and Mari share their personal connections to Iisalmi and reflect on what makes everyday life in the city work — from short distances and family-friendly conditions to the balance between work, leisure and nature. The discussion also addresses a key challenge shared by many European cities: population decline driven by ageing demographics and low birth rates. While local companies continue to grow, the city faces increasing pressure to attract new workers and residents. Through the URBACT Residents of the Future network, Iisalmi has taken a stronger focus on internationalisation, city branding and communication. For the first time, the city developed a marketing concept specifically targeting international professionals and potential new residents, including English-language campaigns and more inclusive events. A central insight of the process was recognising how differently local qualities are perceived from the outside. Elements that residents may take for granted — or even see as limitations, such as the city’s calm and quiet character — can be highly valued by international audiences. Looking ahead, Iisalmi’s Integrated Action Plan builds on this approach, combining international marketing with practical measures such as improving services for newcomers, strengthening connections between people and local companies, and exploring new opportunities like remote working environments. Iisalmi’s experience highlights an important lesson: effective city branding is not about creating a new image, but about recognising and communicating existing strengths — and making them visible to people beyond the city itself.

Residents of the Future: Alba Iulia (Romania): "It's about investing in young people."

In this episode of the URBACT podcast Residents of the Future, lead expert Tiago Ferreira speaks with Tudor Drambarean from the municipality of Alba Iulia, Romania. Alba Iulia is a historic city with more than 2,000 years of history and a strong symbolic role in the formation of modern Romania. Over the past two decades, the city has undergone a major transformation through strategic use of EU funds, turning its restored fortress and cultural heritage into a driver of tourism and urban development. In the conversation, Tudor shares his personal story of growing up in Alba Iulia, working in Brussels at the European Parliament, and returning home to help develop the city through EU projects. He explains how the municipality built internal capacity for EU funding, with around 45 staff members working on project development and implementation. The discussion also focuses on one of the key challenges facing many small and medium-sized European cities: urban shrinkage and brain drain. Young people often leave for larger cities with more opportunities. Through the URBACT Residents of the Future network, Alba Iulia is exploring new ways to address this challenge by working directly with young people. Initiatives include workshops, public discussions, volunteer programmes, hackathons and large community events such as the “Table that Unites Us” gathering in the city’s historic fortress. Looking ahead, the city’s Integrated Action Plan focuses on strengthening youth participation, supporting civic initiatives and developing new infrastructure for learning and creativity – including a proposed science and technology museum. Alba Iulia’s experience shows how cities with deep historical roots can adapt to demographic change by investing not only in infrastructure, but also in people, community and youth engagement.

Residents of the future - Plasencia (Spain): "It's about being close to each other"

How can a historic city facing population decline reinvent itself for the future? In this episode of Residents of the Future, URBACT Lead Expert Tiago Ferreira travels to Plasencia, Spain — a city known for its cathedral, medieval old town and natural surroundings — to explore how it is responding to urban shrinkage. Guests Juan Ramon, Fernando and Francisco share personal stories of staying, leaving and returning. They reflect on why people move away — and why they come back. From strong community networks and walkable distances to affordable living and access to nature, Plasencia offers a compelling lifestyle alternative to large metropolitan areas. The episode explores: * The reality of depopulation in small and medium-sized cities * How community belonging helps retain residents * Innovative testing actions: welcome kits, community events and a lifestyle promotion video * Ambitious plans for affordable housing, a pilot eco-neighborhood and a housing innovation hackathon Plasencia shows how quality of life, identity and local pride can become powerful development strategies. Listen and discover how small cities across Europe are building hope and resilience.