Non-Capital Industrial Cities of Tatarstan: Factors of Attractiveness for Young People

Introduction. In the context of new industrialization, the main challenge for industrial cities is preserving human potential, which is linked to the ability to attract and retain young people. Using the Republic of Tatarstan as an example, the aim of this study is to identify factors that make non-capital industrial cities attractive to young people in the context of their life choices. Materials and Methods. The study is based on a combined methodological design. The empirical base consisted of 12 focus groups conducted in 2024 in four industrial cities (Naberezhnye Chelny, Nizhnekamsk, Almetyevsk, and Zelenodolsk) with three key groups: employees of city-forming enterprises employed in the non-manufacturing sector, as well as students from schools, colleges, and universities. Qualitative data from the focus groups and the results of quantitative mass surveys conducted in 2021 and 2024 were integrated. Additional depth was achieved by including expert interviews and interviews with residents' families. Results. It was found that the dominant factors for young people in assessing a city's attractiveness are salary levels and opportunities for professional fulfillment and advancement. Education plays a significant role in their life choices. Among the pressing issues identified were a shortage of specialized doctors, environmental concerns, and personal safety (due to the emergence of new migrant workers). While the region has successfully addressed the challenges of creating a comfortable urban environment, the underdevelopment of the leisure and entertainment sector was noted. Discussion and Conclusion. The study demonstrates the need for comprehensive measures to enhance the attractiveness of industrial cities. Key areas include creating conditions for career and educational advancement, targeted support for young professionals in addressing housing issues, systematic efforts to enhance the prestige of engineering and blue-collar jobs, and the development of a clear, shared vision for urban development. The findings contribute to the study of youth migration behavior, provide a practical basis for managing the human potential of industrial territories, and can be used by municipal, regional, and federal authorities.