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This study explores aspects which influence whether young people decide to remain in a rural area or move away. Based on a qualitative analysis of 41 open-ended interviews with young people from a rural area of inland Spain, it especially examines the perception they hold of the opportunities provided by their rural environment for labour market integration. The results show that: 1) agriculture, the economic base of the area, is not perceived as a means of social and labour market integration; 2) a high degree of mobility between the village and the city is a necessary condition for young people to remain in a rural area; 3) promoting the natural and cultural resources of an area strengthens the feeling of belonging and identity.