Attracting talent is becoming a key challenge for the economic development of the regions. Partnerships between companies and local authorities are increasingly being developed to build common strategies. In a highly competitive context, it is important to ensure a favourable environment for working people and potential investors.
The concepts of territorial employer branding and Territorial Management of Jobs and Skills will be at the heart of this conference.
In response to the disamenity often created by uncontrolled and ill-managed tourism, it is becoming essential to include local people in sustainable tourism development strategies. It is necessary to involve them in thinking on the welcoming and the activities proposed on the territory. From this point of view, the use of data also allows a more detailed knowledge of tourist behaviour and might provide a better regulation of flows.
In particular, the conference will explore the stakes of their analysis for the territories in the implementation of sustainable and inclusive tourism strategies.
Emmanuelle MOUSTIER Senior Lecturer in Economics | IMPGT – Aix-Marseille University
Despite the tension in the real estate market, abandoned wastelands still dot the landscape today. Sometimes in the heart of cities, these “empty spaces” have untapped potential. How can we revive these neglected areas? By bringing together public and private actors and citizens, the collaborative approach of placemaking opens up new possibilities.
The conference will highlight how collective intelligence can enhance these spaces and turn them into totems of attractiveness for a territory, integrated into their environment and invested by the inhabitants.
Stephane GHIO Director Economic Development | Euroméditerranée
Matching the values of a territory and the values of its actors requires a real strategy: identification of influencers, engagement practices, and in-depth work on values. If successful, a co-branding approach will allow the territory to associate with its territorial ambassadors (and vice versa), and thus increase its reputation and legitimacy.
The conference will focus in particular on influencing practices developed in the territories.
Anne-Sarah MOALIC Deputy Director | Normandy Attractiveness Agency
New hybrid places, co-working spaces, alternative socialization spaces, Third Places are flourishing in the territories and bring with them the idea of a more inclusive society that takes the time to share and listen to each other. More than simple co-working spaces, they aim to create a perennial ecosystem in which the singularities of its actors are expressed, and to lead to the emergence of collective projects allowing to “co-create and preserve value in the territories”.
The conference will provide keys to understanding their organization, their animation, and their evolution.
Charlie BARLA Director | The Cité de l’innovation et des Savoirs Aix-Marseille
This conference will propose an assessment of the most innovative and successful attractiveness strategies of the past year as well as an opening towards the future of Place Marketing in the world. It will be a privileged space for exchange on new trends and major themes that will influence tomorrow’s attractiveness strategies. This collective projection will leave the audience free to participate in order to bring out great ideas and to feed everyone’s thoughts.
Aurelie BASSE Brittany Brand Manager | Bretagne Développement Innovation
Faced with the dynamism of their economic fabric, some territories are struggling to attract enough residents to meet the recruitment needs of their growing businesses. Partnership approaches, involving local authorities and businesses, seem to be an appropriate response to overcome recruitment difficulties. The workshop will mobilize collective intelligence to open up thought-provoking path.
AT2 | What kind of governance for attractiveness agencies?
The workshop will offer a look at the progress of the governance of attractiveness agencies with testimonies, experience sharing and examples of structures at different scales of action. The workshop will focus on three main areas: the key players to be integrated into the approaches, the factors of success for the governance of attractiveness agencies and finally the best suited legal status for this structure and its stakeholders.
Moderated by Christophe ALAUX
Hubert CALMETTES Managing Director | Toulouse metropolis, Attractiveness agency
AT3 | Understanding the role of cultural actors as economic partners
The positive impact of cultural events or facilities on the territories is often highlighted, whether in terms of economic spin-offs, influence or attractiveness, confirming the role of cultural organizations as full-fledged economic actors.
This workshop will be an opportunity to exchange with a panel of experts on the strong links that cultural organizationsforge with their home territory and the way they are integrated into development strategies.
Edina SOLDO Professor | IMPGT – Aix-Marseille University
AT4 | Sustainable destinations: embracing the upcoming trend
What are the characteristics of sustainable tourism? Through real-life situations and collective intelligence, the workshop will enable us to identify the changes within the different universes of the tourism sector (transport, accommodation, catering, leisure activities, events) as well as the role of professionals and tourists in these evolutions. Valorization of local products, over-tourism and accessibility issues will be among the themes addressed.
Moderated by Laura CARMOUZE et Thomas REYNOIRD
Vincent DELAITRE Director | Isère, Attractiveness agency
The workshop will provide a better understanding of co-construction approaches with inhabitants in attractiveness strategies. It will be an opportunity to exchange with university experts in co-construction techniques as well as professionals oriented towards operational and day-to-day practice (specialized consulting firms, steering bodies within local authorities).
AT6 | Conditions for efficient innovation ecosystems
Africa has a major economic potential and is developing at high speed, in particular thanks to agile and innovative start-up ecosystems. How can our own start-up ecosystems support African development? Which territorial environment can we offer them to facilitate their establishment on the European market?
This workshop will be an opportunity to brainstorm and assemble the building blocks for successful Africa-Europe relations!
Moderated by Sarah SERVAL
Samir ABDELKRIM Founder and Director | StartupBRICS
The evaluation of Place Marketing strategies is a real challenge for local authorities. This workshop will provide an overview of the main reflections to be carried out, both upstream and during the process. Different methods, as well as their respective advantages and limitations, will be presented and illustrated. The questions of the choice of indicators, levels of evaluation or dimensions of territorial change will also be discussed by our experts in an interactive format.
Moderated by Christine CUENCA
Camille CHAMARD Director & Associate Professor | IAE Pau-Bayonne
AT8 | Place attractiveness brands: valuing the intangible
How can we value intangible assets, protect them, and turn them into resources? During this workshop, emphasis will be placed on the different strategies to enhance the intangible heritage of a territory: protection of trademarks, development of licensing, co-branding (trademark partnerships), etc. The panel of speakers will bring its practical vision of the protection of a brand or a product as well as its marketing (importance of experiential, storytelling, emotional factor…).
Moderated by Christophe ALAUX
Alexis BERTUCAT Tourism, Communication and CSR Manager | Olivier BAUSSAN Group