SUMMARY
Widely reported in the press and media, rankings assessing the attractiveness of regions (both internationally and nationally) have become widespread in recent years. Some are one-off studies, while others are barometers, carried out on a recurring basis. We prefer the latter, to be able to assess trends, as attractiveness and territorial marketing strategies are a long-term process.
The diversity of analysis angles makes comparisons between barometers difficult, if not impossible. Often, they measure attractiveness from a certain perspective, a particular sector, or the "targets" we seek to attract or retain in the region. While they provide useful information, the diversity of players, sources and data collection methods means that we need to take a step back from the results of these rankings.
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