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The metropolis is conceptualised through two contrasting paradigms: its attractiveness, stemming from its centrality within the global urban hierarchy, and its multiple crises—socio-spatial segregation, environmental degradation, urban service failures, and political fragmentation (Bassand, 2007). In the context of intensified interurban competition, metropolitan attractiveness is contingent upon a city’s ability to capture global economic flows and strengthen its standing on the international stage (Anttiroiko, 2015).
Therefore, branding and territorial positioning have emerged as strategic instruments for cultivating a distinctive and positive image of urban spaces by integrating heritage and modernity (Ingallina, 2007). Two fundamental dimensions underpin these endeavours: long-term planning, which ensures the sustainability of development strategies, and promotion, which encompasses communication efforts aimed at reinforcing a city's image (Carrillo Nuño, Vidales Astello and Lara Pacheco, 2019).
This paper investigates the evolution of territorial narratives in Greater Paris and Casablanca, examining how they have facilitated novel approaches to metropolitan planning and governance, thereby enhancing both cities’ attractiveness. Despite their distinct contexts, both metropolises face comparable challenges, including the need for global repositioning and adaptation to contemporary crises.
Paris is recognised as the world’s most attractive city (Euromonitor International, 2024). However, the metropolis faces persistent issues, including a housing crisis and a lack of territorial cohesion, contributing to continuous population decline (Insee, 2024). Framing strategies play a pivotal role in shaping planning policies in Greater Paris. In 2007, President Nicolas Sarkozy introduced a transformational discourse, positioning Paris as a unified and sustainable global metropolis. To accelerate the metropolisation process, the project relied on a comprehensive communication strategy (Pagès, 2010). This narrative materialised through structural reforms, notably the creation of the Grand Paris Express—designed to enhance connectivity in peripheral areas—and the development of specialised economic clusters.
Casablanca is ranked as Africa's leading financial centre (Wardle and Mainelli, 2024). However, by the early 2000s, the city had experienced a decline in territorial attractiveness. The 2013 Royal Speech signalled a narrative shift that led to the Grand Casablanca Development Plan (2015–2020), which initiated a proactive governance approach and introduced novel financing mechanisms. This shift has resulted in significant infrastructure, mobility, and public facility projects, enhancing social cohesion and mitigating socio-spatial fragmentation. Concurrently, a territorial branding strategy was implemented, accompanied by cultural events aimed at reclaiming public spaces and green areas. These initiatives have contributed to shaping a renewed metropolitan identity.
This paper initially examines the role of territorial narratives in shaping planning and governance strategies to enhance metropolitan attractiveness in Greater Paris and Casablanca. Subsequently, it analyses how crises—frequently acting as catalysts—compel metropolises to redefine their policies and realign with emerging global trends. The COVID-19 pandemic has further accelerated this shift, emphasising storylines centred on public health, liveability, and urban resilience. In this context, the paper explores whether Paris and Casablanca have adapted their strategies to address contemporary urban challenges exacerbated by the global health crisis.
The methodology employs a qualitative approach, using interviews with key decision-makers, institutional actors, and urban planning experts, alongside discourse analysis. The objective is to develop a more comprehensive understanding of how narratives influence metropolitan planning, assess their impact on territorial attractiveness, and determine whether they align with contemporary goals of inclusivity and resilience. Ultimately, the paper examines whether these evolving framings contribute to fostering more sustainable and equitable urban futures.
References
Anttiroiko, A.-V. (2015) City branding as a response to global intercity competition. Growth and Change, 46(2), pp.233–252. DOI: 10.1111/grow.12085.
Bassand, M. (2007) Metropolises and Metropolisation. In Bassand, M., Kaufmann, V. and Joye, D. (eds.) Challenges of Urban Sociology (2nd ed., revised and expanded). Lausanne: Presses polytechniques et universitaires romandes.
Carrillo Nuño, E.G., Vidales Astello, B.A., and Lara Pacheco, R.F. (2019) Modeling territorial attractiveness in the metropolis. Política, Globalidad y Ciudadanía, 5(10), pp.17–35. DOI: 10.29105/pgc5.10-1. Available at: https://revpoliticas.uanl.mx/index.php/rpgyc/article/view/122.
Euromonitor International (2024) Top 100 City Destinations Index. [Online] Available at: https://www.euromonitor.com/top-100-city-destinations-index/report.
Ingallina, P. (2007) The attractiveness of territories. In PUCA (ed.) The attractiveness of territories: cross perspectives, seminar proceedings. Paris: Plan Urbanisme Construction Architecture (PUCA). [Online] Available at: https://www.urbanisme-puca.gouv.fr/IMG/pdf/actes_attr_territoires.pdf.
Insee (2024) City of Paris: a portrait of its inhabitants. Insee Flash Île-de-France, (95). [Online] Available at: https://www.insee.fr/fr/statistiques/8274695.
Pagès, D. (2010) The Parisian metropolis and its narratives: from the territorial project to a possible dialogued narrative identity? Quaderni [Online], 73 (Autumn 2010). Published online on 5 October 2012. Available at: http://journals.openedition.org/quaderni/441 [Accessed 1 May 2019]. DOI: 10.4000/quaderni.441.
Wardle, M. and Mainelli, M. (2024) The Global Financial Centres Index 36. London: Z/Yen Group Limited. [Online] Available at: https://www.longfinance.net/media/documents/GFCI_36_Report_2024.09.24_v1.1.pdf.
| Keywords | Metropolisation; territorial attractiveness; strategic narratives; planning; governance. |
|---|---|
| Best Congress Paper Award | No |
