Tramway Infrastructure as an Agent for Place Branding and Business Development : A Qualitative Case Study on Pirkkala, Finland

Abstract

The world is fast urbanising, which is increasing the demand for efficient and sustainable transport systems. Planners and policymakers within contemporary cities increasingly use transport infrastructure to not only fulfil mobility demand, but also integrate it within broader economic and spatial development strategies to catalyse urban development, attract investment and shape their cities' image. In this paradigm, light rail or tramway systems have seen renewed interest due to their technical capabilities, adaptable nature and symbolic value. These capabilities of tramways allow cities to signal long-term development intent, induce spatial changes and support place branding strategies to create competitive and attractive cityscapes.

Tampere city region has started to expand its tramway system to develop a robust sustainable transport system fit for the 21st century. As the system expands beyond Tampere’s administrative boundaries, the tramways’ anticipated impacts extend into and begin shaping surrounding municipalities. This study focuses on the municipality of Pirkkala, where the first regional expansion of the Tampere tram is underway. It examines how the tram expansion to Pirkkala is perceived to influence the municipality’s brand value and business development. The research employs a qualitative methodology to investigate these perceived impacts. The research data included semi-structured interviews with business owners and development agencies, alongside reviewing content published in official city planning documents. The collected data was analysed through thematic and discourse analysis to reveal constructed narratives and perceived impacts of tramway expansion.

Findings indicate a dual narrative, viewed as both a branding and development opportunity with sources of uncertainty. Institutional actors portray tramway as a long-term development anchor, densifying urban living, attracting high-value economic activity and projecting Pirkkala as a future-oriented transformed municipality. Meanwhile, local businesses expressed concerns over short-term disruption, flawed value-capture logic and potential exclusion from future development trajectories. The study concludes that the success of transport infrastructure-led development relies not only on physical investments but also aligning ambitions with physical realities and lived experiences inherent to the local context.

While the study focuses on a singular small-sized Nordic municipality, it provides valuable insights into the multifaceted practices of urban and, to a certain extent, regional transport infrastructure. Pointing to its growing usage as a strategic tool to induce sustainable transformation whilst shaping a place’s identity, competitiveness and development pathways.