A Proactive Approach to Investment Attraction
The opening session examined how Ormož and the broader Podravje region have attracted investment. The region has long struggled with high unemployment and a lack of high-value-added jobs. The Invest Podravje initiative, launched in 2013, demonstrated that a proactive strategy—based on data, targeted outreach, and networking—can significantly impact investment levels.
Key learnings for urban practitioners on this topic:
• Know your region’s needs and strengths before targeting investment.
• Data-driven decision-making helps define a clear strategy.
• Networking and personal relationships matter—face-to-face engagement with investors is critical.
• Municipal cooperation is crucial— municipalities alone (particularly smaller ones) carry little weight when trying to attract outside investment, harnessing the assets of the wider region is critical to build an attractive investment package. Without regional buy-in, efforts can stall and everyone suffers.
• Investment attraction should focus on high-value jobs that respond to the region’s needs, rather than just any employment.
However, the sustainability of such collaborative programs remains a challenge. When funding was cut in 2024, the initiative ended. This raises an important question: Should investment attraction efforts be nationally supported rather than relying on fragmented municipal budgets?
Sustainable Mobility in Business Zones
Many European cities struggle with the high car dependency of workers commuting to industrial and business zones. In areas with dispersed settlement patterns and a lack of critical mass this problem is exacerbated. According to research carried out by the Institute for Spatial Policies (iPOP) in Slovenia, over 60% of workers in such zones commute alone by car, despite only one-third expressing a preference for solo car travel.
Through a pilot action undertaken by iPOP, three companies in a Slovenian business zone developed mobility plans, incorporating e-bike sharing schemes, extended public transport routes, carpooling incentives and appointing mobility coordinators within companies.
Results showed an 11% shift toward sustainable transport modes over one year. This case highlights the importance of mobility planning at the company level, rather than relying solely on municipal policies.
In Ormoz, the EcoCore team undertook a similar test action by providing 12 bikes for daily use by businesses and their staff in a local business park. The results proved a clear demand for such a service with users cycling over 400km (in short journeys) during the 3 month test period.
Partners had an opportunity to visit the newly developed Technology Park in Ormoz. This 2000m2 development incorporates an array of sustainability initiatives including rest areas for cyclists equipped with a solar system, a solar charging station for e-bikes, and a bicycle service corner, supporting modal shift. You can read more about what the Ormoz Technology park has to offer in our case study here .
Key takeaways for urban practitioners:
• Mobility coordinators or ambassadors within businesses can drive change internally.
• Data-driven mobility plans help justify public and private investment in transport alternatives.
• Car dependency is often an issue of habit—when given alternative options, many employees opt for sustainable transport.
Keeping Stakeholders Engaged
Maintaining stakeholder engagement in urban projects is a common challenge. Tina Koler shared strategies for ensuring continued involvement, based on her involvement in previous URBACT projects such as City Centre Doctor and Re-Grow City.
Key lessons:
• Personal engagement is crucial—meet people where they are, not just in formal settings.
• Let go of negative stakeholders—some individuals drain energy without contributing meaningfully.
• Give stakeholders meaningful roles—for example, involving retirees in city initiatives can create social value.
• Use participatory approaches—engaging businesses, local institutions, and citizens in small but concrete actions fosters long-term involvement.
Industrial Reimagining for Sustainability
Ormož offers an inspiring example of how old industrial spaces can be reimagined for environmental and social benefits. The Ormož Basins Nature Reserve was once a series of wastewater ponds for the local sugar factory, but it has been transformed into a nature conservation bringing critical social, economic and environmental value to the area. You can read about the project in our case study here.
Takeaways for other cities:
• Post-industrial spaces can be repurposed creatively—not just for economic use, but also for environmental and cultural purposes.
• Multi-stakeholder collaboration is key—government, businesses, and civil society must work together for transformation projects.
• Quality of life improvements attract residents and businesses—placemaking plays a vital role in talent retention.
Addressing Brain Drain and the Skills Pipeline
One of the biggest challenges in Ormož—and many small to mid-sized European cities—is the loss of skilled workers to larger cities or neighbouring countries. Every year, thousands of Slovenians commute to Austria for work, while university graduates often remain in Ljubljana or Maribor.
During the meeting participants discussed the following potential solutions:
• Encouraging remote work agreements with Austrian companies to allow Slovenians to work locally while earning higher wages.
• Connecting students with local businesses through projects, internships, and mentorship programs.
• Storytelling to change the brain drain narrative—highlighting the benefits of living in Ormož while working in innovative industries.
• Improving public services and housing affordability to make staying in the region more attractive.
Collaboration and Regional Strategy Development
A recurring theme was the lack of coordination among municipalities in the region, which limits the ability to achieve critical mass and develop a cohesive economic strategy.
Possible solutions:
• Creating a regional economic corridor to collectively market the area.
• Bringing decision-makers on study visits to show successful collaborative models.
• Developing a shared data platform to align strategies across multiple municipalities.
Final Thoughts
The Ormož meeting provided a wealth of insights for cities across Europe facing similar challenges. The key lesson? Cities must take a proactive, strategic approach to investment, mobility, and stakeholder engagement. While financial and administrative challenges remain, the case studies from Ormož highlight innovative pathways for urban development that balance economic growth with sustainability and quality of life.
For urban practitioners seeking to tackle investment attraction, sustainable business development, or workforce retention, Ormož may be one to watch with a committed team on the ground working on data-driven planning, pushing for regional collaboration, and harnessing community engagement.
