Taliano-des Garets, Françoise <br/><br/>
A coveted label for a territorial marketing challenge 

 -  2023.<br/>							 
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<br/><br/> The “European Capital of Culture” label has become a truly coveted prize among cities. Seen as the Holy Grail of urban attractivity, cities are battling it out to obtain its well-known benefits: accelerated economic, touristic, and urban development, as well as enhanced cultural prestige. The European Union, for its part, is brandishing it in a bid to improve its image, still considered overly technocratic and bureaucratic.