--- - |2 Abstract Successful integration of immigrants is vital for rural areas facing population decline and labour shortage. Yet little is known about the role civil society plays in this process and about the factors that promote or hamper acceptance of immigrants by the local population. By using data from a national survey of the Norwegian population, this article examines rural‐urban differences in attitudes toward immigrants and immigration, and what characteristics rural and urban residents consider important for immigrants who may settle in their locality. The results indicate that people living in rural areas express more negative attitudes toward immigrants and immigration compared to people living in urban areas. Additionally, rural residents place greater importance than their urban counterparts do on immigrants’ participating in local events, speaking the native language, and being willing to adapt to Norwegian values. - 'Sociologia Ruralis, EarlyView. '