Revitalising rural areas through counterurbanisation: Community-oriented policies for the settlement of urban newcomers

Rural communities throughout Japan, especially in the most peripheral regions, are experiencing rapid demographic, socio-economic, and environmental decline, with many facing the possibility of vanishing in the coming decades. To address these issues, the Japanese government has implemented various policy initiatives aimed at rural revitalisation, some of which focus on attracting newcomers to depopulating rural communities and encouraging counterurbanisation. The relocation of urban residents is therefore considered essential to the regeneration of rural and peripheral areas. This paper examines the characteristics and practical implementation of the chiiki okoshi kyouryoukutai (Local Revitalisation Cooperator, LRC) initiative, a well-established national level policy that supports rural revitalisation through counterurbanisation. The initiative offers aspiring urban in-migrants a salary and housing for up to three years, while also requiring them to engage in community-oriented and entrepreneurial activities. The study uses secondary and qualitative primary data to examine the socio-demographic characteristics of LRC members and the successes and challenges of the initiative in meeting its two key policy objectives, namely the settlement of newcomers and the development of local entrepreneurship. The results contribute to our understanding of contemporary urban-to-rural mobilities in Japan, particularly the way counterurbanisation is normatively framed as a process that should benefit both in-migrants and receiving communities. We conclude by delineating the broader potential of this kind of initiative as a rural revitalisation instrument that can be flexibly tailored to the needs of each community and that can facilitate newcomers’ integration. Concurrently, we also raise questions about the degree of success of the policy, particularly regarding its effectiveness in stimulating entrepreneurship and retaining newcomers in the long term.