credit :  Grenoble Alpes Tourisme © Pierre Jayet

In this year 2022, Grenoble has been made the Green Capital of Europe and this title fits it so well. Discover the city and its unique assets from a new angle: from the Bastille, the “totem place” of this Green Capital year. From the fortress, admire the city’s eco-districts, its parks and gardens, its surrounding mountains and its innovation culture, presented during this guided tour created specifically for the Place Marketing Forum.

The available places are reserved only for those who have registered for the event. To register, you will need to send an email confirming your attendance to the following addresses:


9:00 to 9:45AM |
Welcoming participants at the World Trade Center in Grenoble - Breakfast

credit : World Trade Center Centre de Congrès Grenoble

Reception of participants at the World Trade Center in Grenoble with breakfast included for onsite participants. Online participants will be welcomed on the streaming platform a few minutes before the official opening of the Place Marketing Forum 2022.

Streaming links of the conferences and think tanks will be sent to all participants a few days before the event.

Official opening of the 10th anniversary of the New Place Marketing & Attractiveness Chair PMF edition

Opening of the edition by Christophe ALAUX, director of the Chair for Attractiveness and New Territorial Marketing, with a brief presentation of the Chair’s missions and achievements. Presentation of the host territory Grenoble Alpes, European Green Capital 2022.

10:00 to 11:00AM | Opening conference
The challenges of sustainable transition in metropolitan territories: from sustainable attractiveness to attractive sustainability?

How do the territorial attractiveness strategies of metropolises adapt to the Sustainable Development Goals? Are we moving towards more endogenous attractiveness strategies, encouraging the anchorage of territorial actors? How are metropolises changing the practices of attractiveness players to promote these transitions (economic, social, environmental)? May obtaining the European Green Capital Label be a catalyst for this change in the attractiveness model? We will address these questions through the testimonies of elected officials and managers from inspiring European and international cities.

11:00 to 12:30AM | Conference & Round Table
Residential attractiveness: a new objective for more endogenously oriented attractiveness approaches?

The context of the pandemic has accelerated societal trends which have brought to the forefront the issue of residential attractiveness, quality of life and long-term property inflation in major metropolitan areas but also in some medium-sized and smaller cities. Home office has become a long-term phenomenon. It now concerns about 2/3 of managers (APEC, 2021) and about 1/3 of employees in France (IPSOS for the J. Jaurès Foundation, 2021). The deployment of flex offices, digital nomad profiles, co-working and co-living spaces (more than 8,300 places in France in 2021, an increase of 7% vs. 2019, source: BNP Paribas Real Estate, 2021) and the expectations of the new “Z” generations (or others) are causing an acceleration of residential territorial dynamics.

What are the inspiring practices of territories that now wish to attract all the talent that the territory needs? How can we attract and retain the younger generations and skills in jobs that are in short supply? How to conciliate employment, quality of life and territorial development? CEOs from french and international organisations will share their experiences and discuss the challenges they face.

2:00 to 3:30PM | Conference & Round Table
Tourism and events serving the overall attractiveness of the territory: tourists, inhabitants, companies, associations, farmers...

France remains the preferred choice for 2/3 of French people intending to travel, ahead of Europe (source: OpinionWay survey for Liligo, December 2021). Thus, 85% of French holidaymakers stayed in France for the summer of 2021 (source: Cabinet Protourisme, 2020). Local tourism, the regulation in time and space of visitor flows, and the relations between inhabitants and tourists are now at the heart of the concerns of attractiveness strategies. These trends have been reinforced by the health crisis and underline the extension of the role of tourism, beyond the sole relationship with tourists.

Tourism approaches are integrated into the attractiveness ecosystem and interact with the more global attractiveness objectives that concern businesses, investors, inhabitants and major events. How can we turn tourists into future residents or investors? How can we reconcile the expectations of local tourism with those of international customers? How to participate and capitalise on the hosting of film productions? How to increase local tourism and leisure activities in line with the values and businesses of the area? European metropolises were confronted with these issues at an early stage. Their representatives will share their strategies, experiences and challenges.

4:00 to 5:30PM | Conference & Round Table
Attracting and anchoring companies and investors: for which projects and which jobs? Issues and perspectives on the new practices of economic attractiveness agencies

Despite the crisis, our territories remain attractive and foreign investment remains a considerable lever for value creation. According to the latest Business France report, France recorded 1,215 foreign investment decisions in 2020, representing 34,567 jobs created or maintained. 41% of these investment projects concerned towns with fewer than 200,000 inhabitants. However, the pandemic has highlighted the failures of global value chains and the risks linked to industrial dependence in strategic sectors. At the same time, the urgency of societal and environmental challenges has made it necessary to question attractiveness strategies based on the geographical dispersion of companies’ value chains throughout the world. Faced with these challenges, the territories and their attractiveness agencies have made major changes in the way they approach prospecting and support activities and, more broadly, in the way they build a territorial offer.

How can we understand the commercial real estate market with the new working practices? How to assess the impact of an investment project on its territory? Are there specific needs to support companies with positive impacts? Finally, how can we reconcile the sustainable development trajectory of a territory with that of the company?

7:30 to 11:00PM | Networking evening

credit :  Grenoble Alpes Tourisme © Pierre Jayet

A unique evening that highlights the host territory and encourages exchanges between experts, professionals and those who are passionate about place marketing and attractiveness. This high point of the event offers participants a friendly and informal environment to co-construct and generate new ideas and new international partnerships.

More information to come on the venue and the program of the evening !


8:30 to 9:00AM |
Welcoming participants at the World Trade Center in Grenoble - Breakfast

Reception of participants at the World Trade Center in Grenoble with breakfast included for onsite participants. Online participants will be welcomed on the streaming platform a few minutes before the first conference of Day 2.

Streaming links of the conferences and think tanks will be sent to all participants a few days before the event.

9:00 to 10:30AM | Think Tank
Health, Well-being, Sustainability

Think tank of the A&NMT Chair run in partnership with the CRT Auvergne-Rhône-Alpes Tourisme and Isère attractivité

In an international study (31 countries) conducted by Booking in 2022, 79% of respondents said that travelling contributes more to their mental and emotional health than other forms of rest and relaxation. Whether mental or physical, health is becoming the new challenge for the attractiveness of territories. Beyond access to care, territories must increasingly prove that they are able to offer an environment favourable to the health of the people who are present there, whether permanently or temporarily. Health questions territorial actions of prevention, curation, taking into account the ageing of the population, in connection with the sectors of attractiveness. The notions of territorial well-being and quality of life are indicators for measuring the subjective perceptions of inhabitants who integrate these subjects.

The objective of this Think Tank is to question the notion of sustainability, in order to allow territorial managers to approach the environmental factors that impact the health of individuals under the angle of prevention. To do so, health is considered as a pillar of territorial attractiveness, both multidimensional and multisectoral.

Various experts will discuss recent studies and scientific research conducted on these subjects. The practices of some territories in advance on these subjects will also be presented.

11:00 to 12:30AM | Think Tank
Governance and Partnerships of attractiveness initiatives

Think tank of the A&NMT Chair run in partnership with Toulouse Métropole, Nancy Métropole and the Department of Seine-et-Marne

In January 2021, the CNER counted 105 attractiveness agencies in France. Governance and partnerships are important issues for the success and the durability of attractiveness and territorial marketing initiatives. This governance, which is both political and managerial, must make it possible to coordinate a multitude of players, often belonging to very different sectors of activity, with a view to sharing a common vision, a strategy and actions to promote the attractiveness of the territory. These governance models are evolving, sometimes using new legal structures that facilitate collaboration and the integration of companies in particular.

The aim of this Think Tank is to present new forms of governance for attractiveness by drawing inspiration from existing practices and also from practices in other sectors. It also aims to develop a reflection on the management of these partnerships around these attractiveness initiatives: ambassador networks, business networks, local producer networks, etc.

This Think Tank combines experience sharing, prospective reflection and active participation of its members to help managers and local elected officials to coconstruct collective and transversal attractiveness strategies over time and space.