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This paper seeks to (re)invigorate those engaged with or thinking of engaging with counterurbanisation research in the light of a feeling that the topic has become somewhat academically stagnant, and consequently too easily recuperated by strong popular culture stereotypes, not least that of the sophisticated middle‐class urbanite moving themselves and their family to start a ‘new life’ in what is perceived to be an idyllic rural setting. The paper argues, firstly, that even if we accept temporarily some understanding of counterurbanisation that is close to such portrayals, there is still much to find out and appreciate concerning the significance of the moves, both for those involved and for society and culture more generally. Secondly, though, and especially when acknowledging more fully an international migration dimension to counterurbanisation, the paper exposes this understanding as being far too narrow and …