The purpose of this study is to analyze how a rural muncipality with negative population growth promotes year-round residency. Using Lysekil municipality as an example, this study aims to investigate both the consequences of a declining year-round population, and how the municipality encourages population growth in the Commune. Of course, this is an extremely broad subject which can be approached from many angles. With this in mind, areas such as urbanization, attractiveness and place-marketing were scrutinized in detail. Using qualitative research (and empirical data) from various literature, as well as semi-structured interviews with employees of Lysekil municipality, the study revealed that a declining year-round population resulted in declining tax revenue. This tax shortage could lead to the municipality becoming unable to offer services that meet the expectations of the local population. However, the study also revealed that Lysekil municipality has great potential to achieve the population growth it desires. This can be accomplished by appropriate investments into attractive living situations as well as effective communications in the shape of the local internet and public transportation. For Lysekil municipality to become a year-round vivid municipality would require several measures, alongside investment, in both outer and inner factors.