Abstract: The relevance of studying the problem of the attractiveness of the city in the assessments of student youth lies in the need to understand the factors influencing the choice of place of residence and study of the younger generation. In the context of globalization and migration processes, it is important to identify which aspects of the urban environment, infrastructure and social life attract students, as well as what problems they see in their city. Today, the phenomenon of social attractiveness is becoming more and more significant, as individuals begin to form a certain social rating in the system of any interactions, which affects their choice of moving, shopping, etc. For students, the assessment of attractiveness, as a rule, is of particular importance, since many medium-sized cities during the academic year are literally filled with students seeking to get an education or to gain a solid foothold and develop in this area. The study was implemented through a combination of two data collection methods – a mass survey and a focus group. The sample consisted of students from various higher educational institutions of the city of Barnaul (n=212). The sample is based on a system of cluster selection of respondents. The prevailing part of the student youth believes that the assessment of the attractiveness of the city of Barnaul is above average, due to its high geographical attractiveness, combining the advantages of forest-steppe and foothill zones. Social, tourism and innovation components have medium attractiveness, while economic attractiveness is low due to limited career opportunities. However, with efforts at the regional level, it is possible to increase the attractiveness of the city and prevent migration outflow. The overall assessment of the attractiveness of the city of Barnaul is at an above average level. This assessment is predetermined by the fact that there is a high degree of attractiveness within the geographical component. Barnaul combines all the advantages of the forest-steppe zone and the foothill zone, and the combination of these zones makes it possible to offset the disadvantages of aridity as the main criterion of the forest-steppe zone, as well as sharp temperature drops and recurrent frosts.