CHRISTOPHE ALAUX AT THE "PETIT DÉJEUNER DE L'ATTRACTIVITÉ" IN DIJON, FRANCE

Illustration : ©La Chaire A&NMT

🔍 Attractiveness breakfast in Dijon: presentation by Christophe ALAUX

📅O n Thursday May 22, 2025, Christophe ALAUX, University Professor and Director of the IMPGT and the A&NMT Chair, spoke alongside Olivier Melis, Managing Director of Lejay-Lagoute, at a new attraction breakfast event organized by Dijon Bourgogne Invest at the invitation of Stéphane Bossavit and Catherine Petitjean.

Discussions centered on the following question: " How can we make our region shine in Europe and around the world? " and highlighted the interest shown by companies and elected representatives in the challenges of regional attractiveness, particularly with regard to the IMAGETERR®24 study conducted by the A&NMT Chair:

• Enhancing the region's image and exporting it internationally with strong regional brands: Burgundy and Dijon associated with gastronomy, wine and epicureanism;
• The need to work collectively with attraction agencies that position themselves as aggregators with local players to develop increasingly interconnected ecosystems, such as Vitagora for the agri-food industry;
• The need to develop symbolic brands that can be appropriated and shared, and that convey the region's values, like the "A coeur" of the Marque Alsace brand;
• The importance of developing regional employer brands that promote not only jobs in companies, but also the region's quality of life, based on the experience of those who live here.

These exchanges illustrated the interest of companies and public policy-makers in a renewed territorial attractiveness as an economic lever, a vector of local pride and a tool for international influence.