Rural depopulation has become a pressing issue across Europe, and Bulgaria is no exception. With over 65% of residents in villages being elderly, and rapid emigration leading to a shrinking population, the future of rural Bulgaria looks bleak. However, the “Baba Residence Programme”, a recent initiative by the Ideas Factory Association, offers hope for communities facing long term decline. Launched in 2015, the programme connects urban youth with elderly villagers, fostering cultural exchange, social entrepreneurship, and long-term sustainability. This blog explores the lessons from Baba Residence, its impact on rural communities, and its potential for broader application in rural development across Europe.

The Challenge of Rural Depopulation in Bulgaria

Bulgaria’s rural areas face significant economic and social challenges. High levels of emigration, coupled with an ageing population, have led to a decline in the availability of essential services like healthcare, culture, and social infrastructure. Villages in Bulgaria are increasingly isolated, with limited opportunities for younger generations, further perpetuating the cycle of depopulation. According to the Baba Residence report, over 65% of rural residents are elderly, and the departure of young people to urban centres has left these areas severely underserved. The growing threat to rural communities in Eastern and southern Europe is the ongoing population shift away from these countries to other countries, including Austria and Germany, where incomes are higher.

Bulgaria is experiencing the fastest population decline globally, severely impacting rural areas. Villages have been left struggling with necessities and cultural traditions risk being lost as older generations pass away without successors to carry on their practices. Rural depopulation not only creates an economic vacuum but also threatens these communities’ social and cultural fabric.

Baba Residence: A Human-Centred Design Approach to Rural Revitalization

The Baba Residence initiative stands out for its unique approach to addressing these challenges. The programme pairs young urban professionals with elderly villagers, creating a mutually beneficial relationship that fosters innovation and the preservation of cultural heritage. Over a three to five-week period, participants live with their elderly hosts, learning about rural traditions while applying human-centred design principles to create solutions for local challenges.

The process begins with selecting a village based on factors such as depopulation trends and the willingness of local residents to engage in community-led innovation. Participants, including social entrepreneurs, artists, and researchers, work closely with villagers to identify needs and co-create solutions.

A major component of the Baba Residence model is the application of “design thinking”. By involving participants in every step of the process, from ideation to prototyping and implementation, the initiative ensures that solutions are tailored to the specific needs of each village. This participatory approach has resulted in long-lasting, sustainable outcomes, including establishing cooperatives and cultural festivals and restoring local infrastructure.

Success Stories from the Field

Since its launch in 2015, the Baba Residence programme has expanded to five regions across Bulgaria, involving more than 200 young participants and benefiting over 5,000 elderly residents. One of the standout success stories from the initiative is the creation of a knitting cooperative in northwestern Bulgaria. Elderly women from the region partnered with designers to produce high-quality knitted goods, which are now sold wholesale to IT companies. This not only provides the women with a source of income but also preserves a traditional craft that was at risk of being lost.

Another significant outcome of the programme has been the establishment of local festivals that celebrate and preserve Bulgarian cultural heritage. These festivals have not only helped to revive local traditions but have also attracted tourists, providing an economic boost to the villages. For example, a CD of Bulgarian Muslim folklore in the Rhodope Mountains was recorded and preserved in the Bulgarian National Radio archives, safeguarding this unique cultural expression for future generations.

Also, the programme has successfully advocated for greater access to cultural events in rural areas, addressing the stark reality that 89% of residents in these areas had not attended a cultural event in the previous year​. This advocacy has led to the restoration of cultural centres and the co-creation of local products that are now sold at markets, further strengthening the local economy.

Building Sustainable Relationships and Networks

One of the key factors behind the success of the Baba Residence programme is its focus on building sustainable relationships. By connecting urban participants with rural communities, the initiative creates lasting bonds that extend beyond the duration of the residency. These relationships are further strengthened by the involvement of local authorities, cultural institutions, and the media, ensuring that the initiatives receive the support they need to thrive in the long term.

Moreover, the programme has established a vibrant network of artists, researchers, and local communities, creating opportunities for ongoing collaboration. This network now spans 30 villages and continues to grow as new participants and partners join the initiative. The programme’s adaptability has also allowed it to expand beyond Bulgaria, with similar models replicated in Turkey and other European countries.

Lessons for Broader Rural Development Initiatives

The ongoing operation of the Baba Residence programme offers valuable lessons for rural development initiatives across Europe. One of the most important takeaways is the power of participatory, human-centred design in creating sustainable solutions. By involving local communities in every step of the process, the programme ensures that solutions are relevant, culturally sensitive, and capable of being maintained by the community in the long term.

Another key lesson is the importance of bridging the gap between urban and rural areas. The Baba Residence programme demonstrates that rural development is not just about providing resources but about creating meaningful connections between people from different backgrounds. These connections can lead to innovative solutions that address the unique challenges faced by rural communities while also preserving cultural heritage.

The programme highlights the role that cultural and social activities can play in rural revitalisation. By focusing on the cultural assets of rural communities, the Baba Residence programme has been able to attract both local and international attention, positioning these areas as valuable contributors to Bulgaria’s national identity. This approach not only preserves traditions but also creates economic opportunities through tourism and the sale of locally produced goods.

Could this be a blueprint for rural revitalisation?

The Baba Residence programme offers a potential blueprint for sustainable rural revitalisation in other locations worldwide.

By focusing on human-centred design, participatory processes, and cultural preservation, as seen in projects in the North East of England with (NICRE), the initiative has created lasting change in some of Bulgaria’s most isolated and underserved regions.

The success of the programme lies in its ability to connect innovative urban thinkers with rural communities, creating multi-layered relationships that address both social and economic needs.

The Baba Residence programme demonstrates that rural revitalisation is not only possible but can be achieved through the co-creation of solutions that respect the cultural and social fabric of rural communities – these projects also needn’t cost the earth and also pass on potential life skills between the generations which may have been potentially lost.

This model has the potential to be adapted and applied across Europe, offering solutions for the future of rural areas facing similar challenges.

This article was based on the information provided by EU Rural Pact and the Baba Programme.