Attractiveness Canvas: From the richness of the territory to the diagnosis of attractiveness

Often, the attractiveness of a territory or destination is reduced to its raw figures: its capacity to attract external resources (the Economy) or its positioning on the global stage (the International). The focus is on the simple Monetary Value of a good or service.

That's where the trap lies. A place can be rich without being truly attractive.

I created this matrix, the Attractiveness Canvas, in 2018. At the time, it was already about broadening the vision of a territory beyond its economic capacity. Today, with the rise of climate and social challenges, this tool is more relevant than ever.

The Attractiveness Canvas requires us to look beyond purely financial indicators to evaluate the human experience.

Attractiveness is the alchemy of these forgotten dimensions:

- Quality of Life: This is not a luxury, it is the foundation of sustainable attractiveness. It includes human development (health, education, social life) and socio-economic conditions (quality of employment, income level). An "attractive" city is first and foremost a city where life is good.

- Hospitality and Security: In an economy driven by intangible assets, hospitality becomes a determining factor in the attractiveness of places. This feeling of welcome is inseparable from security, which is the state in which the individual does not feel vulnerable.

- Cultural Roots and Ecology: Cultural heritage is intergenerational transmission, which gives meaning to a place. As for ecology, it must be analyzed through the policies, actions, and behaviors developed by local stakeholders: communities, businesses, and citizens.

The Attractiveness Canvas reminds us of a simple truth: attraction isn't achieved solely through benefits, but through the promise of an authentic and lasting experience. Attractiveness must satisfy the needs of the present without compromising the ability of future generations to thrive.

Which factor (among Cleanliness, Picturesqueness, Activities, etc.) do you think is the most underestimated in evaluating the attractiveness of a territory?