By mid-2024, around 9.5 million people were already living in rural settlements in England, and the numbers keep climbing. That figure represents roughly 17% of the population, and it’s growing because more people are choosing to leave cities behind. I’ve been watching this shift for a few years now, and what strikes me is how consistent the pattern has become — it’s not a temporary blip but a structural change in where people want to live.
Net internal migration within England has been flowing towards majority rural authorities for some time, and in 2023 the rate of that movement was actually higher than it was a decade earlier. Birmingham saw its population drop by over 17,000 in a single year as more than 70,000 people moved away. Similar trends are playing out in Manchester, Leeds, and London. The question isn’t really whether people are leaving cities anymore — it’s whether the countryside can handle the influx. Here’s what you actually need to know.
If you’re thinking about making the move yourself, you’ll want to understand what’s really happening on the ground. The data tells a clear story, but it also reveals some complications that don’t show up in the estate agent brochures. I’ve covered property terminology and market shifts extensively, and this relocation trend is one of the most significant I’ve seen. A video doorbell might seem like a small thing, but when you’re moving to a quieter area where properties are more spread out, having that extra layer of awareness about who’s at your door becomes genuinely useful.
What the great relocation actually means for you
The most important thing to understand about this migration is that it’s not just about wanting a nicer view. The numbers show that rural households have a higher average income than urban ones, but that difference is more than offset by higher spending — particularly on transport. So the financial picture isn’t as simple as “cheaper to live in the countryside.” You might earn more, but you’ll also spend more getting around.
What I tend to notice when people ask me about this is that they focus on property prices and forget about the everyday costs that add up. If you’re moving from a city where you walked or took the bus everywhere, suddenly needing a car for every trip to the shops or the doctor’s surgery is a real adjustment. The data backs this up: the more rural the area, the more likely people are to travel by car or van, and the further they travel. That’s not a small thing — it’s a fundamental shift in how your week works.
On the positive side, rural residents consistently report higher wellbeing scores than their urban counterparts, though both have dropped since before the pandemic. Crime rates are lower, neighbourhood satisfaction is higher, and people are more likely to volunteer or give to charity. There are real trade-offs here, and understanding them is the difference between a move that works and one that doesn’t. If you’re weighing up options, rightsizing your property for a different stage of life is something worth thinking through carefully.
Where people get the relocation wrong
I’ve seen the same mistakes come up again and again when people move from cities to the countryside. The research explains why these errors happen, and knowing about them in advance can save you a lot of trouble.
Underestimating how hard it is to access services
One of the biggest surprises for new rural residents is how far everything is. Rural areas have poorer connectivity to services than urban ones, especially when you’re not driving. The proportion of people who recently visited a dentist is lower in predominantly rural areas, and while GP working hours per patient are actually higher, average wait times for appointments are longer. If you’re used to having a dozen GP surgeries within a mile of your flat, moving somewhere where the nearest one is a 20-minute drive is a genuine lifestyle change.
Assuming broadband will be as good as in the city
This one catches a lot of remote workers off guard. Availability of decent, superfast, or gigabit-capable broadband in the most rural areas lags behind the rest of England. There are also more “not-spots” for voice, text, 4G, and 5G in majority rural constituencies. If your job depends on a stable internet connection, you need to check the actual speeds at the specific property — not just what the postcode checker says. My first move would be to ask the current occupants what their real-world speeds look like during peak hours.
Overlooking the housing quality issue
Rural homes are often charming, but they’re also older. A marginally higher proportion of rural homes fail to meet the Decent Homes Standard compared to urban ones, and the combination of pre-1919 construction and detached layouts makes them harder to keep warm. Energy bills in a draughty stone cottage can be eye-watering. Before you buy, get a full building survey and ask specifically about insulation, heating system age, and window condition. A carbon monoxide alarm is a sensible addition in any older property with solid fuel heating or an ageing boiler.
Forgetting that second homes affect local dynamics
In majority rural authorities, 2.5% of dwellings are second homes — more than three times the rate in urban areas outside London. That means in some villages, a significant number of houses sit empty for much of the year. This can affect everything from local shop viability to community cohesion. If you’re moving to be part of a lively village community, check how many homes are occupied year-round versus used as holiday lets.
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| Factor | Rural Areas | Urban Areas |
|---|---|---|
| Population aged 65+ | 27% | Lower proportion |
| Second homes as % of dwellings | 2.5% | 0.8% (outside London) |
| Work from home | 35% | 30% |
| Living in most deprived 10% of neighbourhoods | 1% | 12% |
| Average wellbeing scores | Higher | Lower |
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How to make the move work — a practical guide
If you’re serious about relocating to the countryside, here’s what I’d actually do based on the data and what I’ve seen work for others.
Check the broadband before you check the property
This sounds backwards, but it’s the single most common regret I hear about. Rural broadband availability is genuinely behind, and if you work remotely or stream a lot of content, slow internet will drive you mad. Use the Openreach fibre checker and ask neighbours what they actually get. If the connection is poor, find out whether fibre-to-the-premises is planned and when. Don’t rely on 4G as a backup — rural not-spots are common.
Calculate your real transport costs
Rural households have higher average incomes than urban ones, but higher expenditure on transport more than offsets that advantage. Before you move, work out your likely weekly mileage, fuel costs, and car maintenance. If you currently don’t own a car, factor in the purchase price too. A home security kit with outdoor cameras might feel like an unnecessary expense, but when your nearest neighbour is half a mile away, having that extra visibility matters.
Look at the school and healthcare situation early
The number of schools in predominantly rural areas has reduced over the last decade, and rural schools have fewer students and are less likely to employ a full-time head teacher. On the healthcare side, dentist access is worse in rural areas, and while GP hours per patient are higher, appointment wait times are longer. If you have children or ongoing health needs, visit the local school and register with a GP before you commit to a purchase.
Understand the second home dynamic in your target village
In some rural areas, 2.5% of homes are second properties, but in specific villages that figure can be much higher. A high proportion of second homes means fewer year-round residents, which can affect local services, pub viability, and community feel. Spend a weekend in the village during winter, not just summer, to see what it’s like when the holiday homeowners aren’t around. If you’re buying as a primary residence, you want to know you’ll have neighbours in January.
- 1Check broadband speeds at the specific addressUse the Openreach fibre checker and ask current occupants about real-world speeds during peak hours. Don’t rely on postcode-level data.
- 2Calculate your full transport budgetInclude fuel, insurance, maintenance, and depreciation. Rural households spend significantly more on transport, and that eats into any income advantage.
- 3Visit the local school and GP surgery in personRural schools are smaller and may have fewer resources. Dentist access is worse. Register with a GP before you move if possible.
- 4Spend a winter weekend in the villageSee how many homes are occupied year-round. A village that feels lively in August can feel very different in February.
If you’re thinking about how this fits into a longer-term property strategy, a realistic property ladder strategy can help you think through the timing and financial implications of a rural move.
Is it actually cheaper to live in the countryside? ▾
What if I need to commute to the city sometimes? ▾
Are rural schools worse than city schools? ▾
How do I check if a rural property has good internet? ▾
What about crime in rural areas? ▾
Will I feel lonely in the countryside? ▾
The great relocation is real, and the data shows it’s accelerating. But a successful move depends on understanding the trade-offs — not just the property price. My advice is to treat the decision like any major investment: verify everything you can, visit at different times of year, and calculate the full cost of living, not just the mortgage. If this was useful, you might also want to read Is sustainable housing the key to long-term property value in the UK?
Sources and Further Reading
Is the UK housing market due for a correction? — Expert analysis on where property values may be heading, useful context if you’re selling a city home to fund a rural move.
Key findings: Statistical Digest of Rural England. Gov.uk, 2024.
Why are more people moving to the countryside?. Social Life Magazine, 2023.
Where are UK residents moving to?. Chiltern Relocation, 2024.
