As metropolitan areas around the world keep expanding, behind them, rural areas continue to be affected by greater rates of depopulation. This is not a new phenomenon: rural to urban migration has been reported in the developed world at least from the period between the two world wars. However, recent rural depopulation trends have dramatically intensified in both the developed and the developing countries worldwide. In planning literature, greater emphasis is placed on the “urban–rural” divide, that is, people leaving the countryside to look for better opportunities in urban areas. However, a growing body of literature points to the fact that not all rural areas are declining at the same rate. Indeed, some rural towns have managed to retain population and even to grow. Therefore, at least in developed countries, an “intra-rural” divide notion is emerging. To exemplify this notion, we have studied rural towns in Southern Italy.