The paper highlights three important challenges for tomorrow’s EU migration policy and proposes measures to deal with them: First, ensure a sustainable and fair labour migration policy which is purposefully designed to take into account the needs of the origin countries, as well as the needs of the migrant workers themselves – in addition to the needs of the immigration countries. Second, increase mobility of third country nationals to and within the EU with a focus on the EU’s close neighbours. Third and finally, change public opinion towards immigration by building a new discourse and promoting it through mainstream media.