Supported by french local authorities, the Chair promotes a holistic vision of attractiveness: from the capacity of local places to "shine" and promote their offers to their ability to attract on-site people (tourists, businessmen, researchers, students, retired, new residents ...) and capital (investors, developers, new entrepreneurs ...)
A Chair focused on international and operational
Why this Chair ?
Three observations are behind the launch of the Chair:
1. Nowadays, regional attractiveness has become a major concern for the local authorities’ future. Taking account of its impact on employment, economy and culture, as well as its inhabitants’ quality of life in general; especially since the authorities’ budgets are being cut and the outcomes of the regional marketing measures which have been implemented have been deemed inadequate by councilors and professional sectors.
2. Throughout the world, a new form of regional marketing is starting to spread.
This is a result of the hyper-competition between the regions and recent upheavals in the regional political environment, as well as economic, sociological, climatic, demographic and technological upheavals. These new approaches and practices in attractiveness and regional marketing are changing the role of the citizen and drastically changing the management, governance and current practices of the most successful authorities, which are implementing them.
3. French local authorities have a small knowledge with the world’s best-performing territories practices.
There is currently no permanent monitoring of best regional marketing practices across all the various professions and sectors involved in regional attractiveness. Thus, the chair has been created to cross these three challenges and enable the local authorities to develop more effective place marketing strategies.