Climate, topography and water area are highly related to rural county population change over the past 25 years. A natural amenities index, derived and discussed here, captures much of this relationship. Average 1970-96 population change in nonmetropolitan counties was 1 percent among counties low on the natural amenities index and 120 percent among counties high on the index. Most retirement counties and recreation counties score in the top quarter of the amenities index. Employment change is also highly related to naturall amenities, although more so over the past 25 years than in the current decade. The importance of particular amenities varies by region. In the Midwest, for example, people are drawn to lakes for recreation and retirement, while people are attracted to the West for its varied topography.