French attractivity: operation seduction

« France is still seen as less skilled and less motivated in responding to the new requirements of the global economy than certain other countries, and even as lacking professionalism, pragmatism, industrial efficiency and expertise in cutting-edge technology ». These comments were made by AFII, the French Agency for International Investment, during its « Image of France » campaign, launched in October 2004. Set up after the launching of the new attractivity policy by the Raffarin government, the principal objective of the campaign is to « change France’s image in the eyes of foreign decision-makers and to create a united and positive image of French business ». But the strategy adopted by France is not limited to attracting international investment.

Created in 2004, the Strategic Council for Attractivity is made up of twenty company directors who meet to discuss their opinions on the question. In the same year, the interministerial Committee for Regional Planning and Development set up a series of measures prior to the creation of competitiveness centres, in accordance with decisions taken at European level. Today, 67 centres have been officially recognised and last March, the government launched a selection process to allocate the 70 million euros set aside to fund the projects presented. The second call for projects (closing date 15th May) takes into account several selection criteria, including « innovative technological content » and « repercussions in terms of the creation of value, economic attractivity and jobs ».

Regional Involvement
Coordinated by the DGE (Directorate General for Enterprise), the choice of projects will be made before this summer and a third call issued in the autumn of 2006. The interministerial joint fund dedicated to the centres has a budget of 600 million euros for the period 2006 – 2008. Local competitiveness in the international market is one of the threads of France’s attractivity policy, and also enables the regions and local authorities to display the advantages of their region to French and foreign companies. The Midi-Pyrénées region, for example, which already has a reputation for the strength of its aeronautics sector, can now boast the creation of an international centre for aeronautics, space and on-board systems. Apart from these obvious assets, the regions are increasingly promoting their know-how, lifestyle and dynamism.

The French regions summit held in Brussels at the end of April is an example of this. The presidents of the regional councils demanded the independent management of the12.7 billion euros of European funding allocated for 2007-2013 but their request was refused by the French Prime Minister. « France will be a really democratic nation when there is a counterweight to the power of central government » declared Adrien Zeller, President of the Alsace Regional Council. Although true regional autonomy is still a long way off, it is clear that local initiatives are mushrooming, nourished by the idea of attractivity. The agglomerations are working in partnership with companies to satisfy them and attract new, prestigious businesses (see our article on the Parc Saint-Christophe). The CCIs, for their part, are introducing special new programs. The CCI Pau Béarn, for example, has presented its project on the « Attractivity of the Region and Innovation: the case of medium-sized towns » within the framework of the European southwest Europe Interreg IIIB, and has received the support of the European Commission. The Pau CCI is developing trans-border and trans-regional relationships whilst promoting regional development.