ABSTRACT
The third chapter argues that attractiveness and competitiveness have become central for many cities, regions, and countries. A frequent theme in economic and political debates, attractiveness can be considered the ultimate goal of place branding and marketing. This chapter explains that the reason for places to promote themselves is to make sure they not only are attractive (intention expressed by the public authorities) but actually attract (producing concrete effects on target groups). It analyses this double dimension of attractiveness, intention, and results through many examples. Place marketing is seen as a long-term policy instrument consisting of diverse, interrelated activities aimed at retaining and attracting target groups in or to a given place. In addition, the chapter elaborates on the attractiveness-related issues at stake for companies, investors, talents, tourists, and residents.
