#13 Territorial Attractiveness: Water, from the invisible resource to the new territorial luxury 💧
- Francois Veauleger
- Jan 26
- 2 min read
For decades, the attractiveness of a territory was measured by its abundance. The water flowed in torrents, invisible and seemingly endless. It was a given, provided by a centralized infrastructure that no one questioned.
Today, the paradigm is reversed. Water becomes the primary marker of a destination’s liveability and resilience.
In my Attractiveness Canvas, the Ecology dimension is not limited to wilderness. It is defined by the concrete actions of local actors. This is where technical innovation meets attractiveness.
Water wisdom cannot be decreed, it is constructed through engineering.
We are seeing fascinating models emerging where we move away from monolithic centralized delivery to more agile solutions. Think about star recovery networks and the systematic reuse of gray water. These systems create virtuous local loops. It's no longer just "plumbing", it's autonomy and territorial security.
An attractive territory tomorrow will not be one that pumps ever further, but one that knows how to regenerate its own resource on site. The tourist or resident no longer only seeks comfort; he seeks the guarantee that his stay does not dry up the local source.
“Water value” radically transforms Sustainability. As the Canvas emphasizes, it’s about meeting the needs of the present without compromising the future. By switching to in-situ treatment and star mesh, we make the territory robust in the face of crises.
Attractiveness through water therefore means daring technical sobriety as a marketing argument. It means promoting a model where each building becomes an actor in the water cycle rather than a simple passive consumer.
The true wealth of a territory will no longer be the blue gold that we sell, but the blue gold that we circulate intelligently.
Do you know of any examples of neighborhoods or cities that have already taken the step toward water autonomy?
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