​The notions of place and attractiveness have become central to our societies. At an institutional level, places are economically, socially and culturally homogenous entities that transcend political boundaries.

On a more economic level, places are increasingly competing with each other. Not only in terms of tourism and business, but also in terms of residential development. The COVID, for example, has played an important role in terms of residential attractiveness.

The management of these places poses an increasing number of problems to be solved. Firstly, at the political and governance level. New bodies, often involving public and private players, are needed to steer these structures, and public policies must be highly coordinated. For example, issues of mobility and spatial planning (public policies with a spatial impact) must be coordinated to ensure the sustainable development of a region. The same applies to fiscal and energy policies.

Secondly, in terms of strategy, these places must prioritize the expected developments, whether in terms of maintaining and attracting companies to provide jobs, increasing or controlling tourist activity (overtourism in certain regions) or enhancing residential attractiveness (promoting the place to new residents, strengthening services for the population, etc.).

Finally, depending on the needs and priorities defined by these locations, branding and marketing measures need to be developed and implemented.

Students who took the first edition of the course share their opinions:

"A strong theoretical foundation, a team of teachers who perfectly cover all theoretical aspects, the presence of many case studies and practitioners, the multicultural environment of the students."

"Among the best parts, I mention the balance between theory and case studies presented by practitioners and even by those who are currently implementing them."

The physical component of the course is a one-week intensive, hands-on experience held at the University of Lausanne (Switzerland) - Campus Dorigny, School of Public Administration (IDHEAP) between 15 - 19 February 2027. 

University of Lausanne's classes' schedule (the detailed schedule will be finalized in early fall):

Monday:

• morning: Place and regional integration strategies
• afternoon: PDO/IGP presentation and analysis / Visit to the Maison du Gruyère

Tuesday:

• morning: The development of place attractiveness strategies
• afternoon: The example of a metropolis: Ghent

Wednesday:

• morning: Place and economic integration strategies (the cluster approach)
• afternoon: Lausanne and sport/ Presentation of the Vaud/ Lausanne strategy/ Visit to an international sports organization

Thursday 

• morning: Place and residential integration strategies
• afternoon: presentation of a concrete example: One Provence

Friday 

• morning: Place and sustainable integration strategies 
• afternoon: tour of Lausanne and meeting with Lausanne Tourisme

The virtual sessions will take place on Thursdays in the late afternoon (in principle from 4:15 pm to 7:00 pm, Paris time CET):

• Session 1 - 08.10.2026: Introduction / Public Policy and Place
• Session 2 - 15.10.2026: Place and its characteristics
• Session 3 - 22.10.2026: Types of territorial attractiveness: successes & failures
• Session 4 - 29.10.2026: Local governance and stakeholder analysis
• Session 5 - 12.11.2026: Diagnosis & implementing attractiveness strategies
• Session 6 - 19.11.2026: Attractiveness and competitiveness
• Session 7 - 26.11.2026: Principles, phases and targets of place marketing
• Session 8 - 03.12.2026: Assessing the impact of attractiveness strategies