A few days after PLACExNordic 2026 came to an end, LinkedIn started filling up with photos and stories from Skellefteå.
For two days, nearly 170 professionals working with talent attraction, place branding, investment promotion, destination development and regional growth had gathered in northern Sweden to explore a question many places are wrestling with right now: how do we become more resilient, attractive and future-ready?
The photos showed Sara Kulturhus. Workshop sessions. Study visits. New connections over coffee. Conversations that continued long after the official programme had finished.
As we began reading participant evaluations and reflections from social media, it became clear that many delegates had left Skellefteå carrying home remarkably similar thoughts. This was particularly interesting given that almost 170 participants from 15 countries had gathered at PLACExNordic, bringing perspectives from talent attraction, investment promotion, place branding, destination development, innovation and regional growth.
Yet many seemed to be reflecting on the same themes.
Resilience. Trust. Belonging. Relationships.
For a conference built around the theme Resilient Future Places – From Adapting to Advancing, that feels like a good sign. A theme that came to life.
Themes can sometimes remain a headline on a website or a slide at the beginning of the programme, but this year, it travelled with us throughout the entire event. From the opening keynote to the final workshop, speakers approached resilience from different angles. Some spoke about talent, others about communication, innovation, investment attraction, identity, culture or community building. Yet many conversations kept circling back to similar questions.
- How do places remain attractive when the world around them changes?
- How do we create confidence in uncertain times?
- How do we continue moving forward when the conditions suddenly shift?
The opening story from Skellefteå’s City Director Kristina Sundin Jonsson resonated strongly with many participants. Her reflections on the city’s journey through rapid growth, global attention, major investments and unexpected setbacks became a reference point throughout the conference.
Several participants later highlighted Skellefteå as a reminder that resilience is not built during a crisis. It is built long before, through trust, collaboration and a shared belief in the future.
Trust may be becoming the most valuable asset a place can have.
A word that appeared repeatedly in participant reflections was trust. Not only trust in institutions, but trust between people. Trust between employers and talent, trust between residents and local leaders but also, trust between places and the people they hope to attract.
Linda Kleist’s powerful presentation from Greenland sparked many conversations around identity, authenticity and what happens when global attention suddenly turns towards a place. Participants described her session as thought-provoking, honest and deeply human. Several delegates connected Greenland’s story with broader discussions throughout the conference. In a world overflowing with information, campaigns and competing messages, trust increasingly seems to be one of the strongest foundations a place can build upon.
Her story also highlighted something many places can relate to: the importance of building a strong brand foundation before circumstances change. Whether the attention comes from rapid growth, major investments, geopolitical interest or unexpected events, places that have a clear identity and a strong sense of purpose are better equipped to navigate both opportunities and challenges. Greenland became a powerful example of how authenticity and long-term place branding can create stability when the world suddenly starts paying attention.
The conversation has expanded from attraction to retention
Talent attraction remains one of the most pressing challenges facing cities and regions across Europe. But one of the most interesting observations from this year’s conference was how often the conversation moved beyond attraction and towards retention.
Megan Reif from Volvo Cars and Nicole Zwetsloot from Brainport Eindhoven shared perspectives on talent intelligence, workforce insights and the importance of understanding what influences people’s decisions over time.
Many participants reflected on the same idea afterwards:“People come for the job, but stay for the connections.”
That simple sentence captures much of what was discussed throughout the conference. Community. Social networks. Onboarding. Belonging. Opportunities for spouses and families. Collaboration between employers, municipalities, universities and ecosystem partners.
Attracting talent is only part of the journey, creating the conditions for people to build a life is equally important.
Making social media social again
Few quotes travelled as quickly through LinkedIn after the conference as Niklas Myhr’s challenge to “make social media social again.”Participants from different countries referenced his presentation and reflected on the need for more dialogue, more authenticity and more meaningful engagement. For many, his message extended far beyond social media.
It touched on a broader shift taking place across communication, place branding and leadership. Building relationships, creating relevance and showing up consistently may be more valuable than simply increasing visibility.
From design destinations and defence tech to AI and investment attraction
The programme also showcased the breadth of modern place development. Participants explored how IKEA and Älmhult continue to strengthen their position as an international design destination and how heritage can be used as a foundation for future growth.
They discussed innovation ecosystems with Irene Haikonen from Enter Espoo, explored investment attraction together with Mikael Aamisepp, and reflected on the opportunities and challenges AI presents with Chris van Vleuten.
Marte Amalie Jonsrud Kaardahl inspired delegates with the HortenLove story, demonstrating how creativity, courage and local pride can generate international attention. She also had the audience dance to a pre-listening on music made by the sounds of the Oslofjord!
Sandra Slotte and Megan Reif challenged participants to think differently about employer engagement and international talent retention, while Pär Gustafsson facilitated conversations about identity, heritage and place positioning.
Different topics and different perspectives. Yet many participants described leaving with a broader understanding of how interconnected these challenges have become.
The highest-rated part of the conference wasn’t actually a keynote
When we reviewed the evaluation results, one category stood out. Networking!More than any individual session, participants highlighted the value of meeting peers, sharing experiences and exchanging ideas with colleagues facing similar challenges in different parts of the world.
Looking back, that result makes perfect sense. The conversations between sessions were often just as engaging as the presentations themselves. Coffee breaks stretched into deeper discussions. Workshop debates continued over lunch. New connections formed between people who may never otherwise have met.
For many delegates, PLACExNordic offered something increasingly valuable: the opportunity to step outside their daily responsibilities and spend time with people who understand the complexity of building attractive, competitive and future-ready places.
So, what are people talking about after PLACExNordic?
If we were to summarise the reflections, evaluations and conversations that followed the conference, a few themes stand out:
- Resilience is becoming a critical capability for places navigating uncertainty.
- Trust is emerging as one of the most important foundations for long-term attractiveness.
- Talent attraction and talent retention are inseparable.
- Residents remain a place’s most credible ambassadors.
- Belonging and relationships matter more than ever.
- And some of the best ideas emerge when people with different perspectives come together and learn from one another.
For us, that may be the strongest takeaway from PLACExNordic 2026.
Participants left with new contacts, fresh perspectives and practical ideas to bring back to their organisations. More importantly, they left with new questions, new inspiration and renewed energy for the work ahead.
And judging by the conversations that continue across Europe and beyond, those discussions are far from over.
#placexnordic #placexnordic2026
By: Anna Iderot Bjelke
