Cock-a-doodle Doo. Bordeaux has just reached first place in the double ranking of the attractiveness of metropolises, at the top of a trio completed by Lyon and Lille – from the point of view of business leaders – and Toulouse and Montpellier – that of employees. To the question “would you say that it is an attractive metropolis?” », 82% of the bosses questioned name Bordeaux among the 12 main ones in France (Lyon at 80%, Lille at 79%; 63% for Aix or even 50% for Rouen), as do 70% of employees (68% for Toulouse and Montpellier , 51% for Paris) interviewed as part of this unpublished Metropolis Observatorymeasured by Odoxa and…
Cock-a-doodle Doo. Bordeaux has just reached first place in the double ranking of the attractiveness of metropolises, at the top of a trio completed by Lyon and Lille – from the point of view of business leaders – and Toulouse and Montpellier – that of employees. To the question “would you say that it is an attractive metropolis?” », 82% of the bosses questioned name Bordeaux among the 12 main ones in France (Lyon at 80%, Lille at 79%; 63% for Aix or even 50% for Rouen), as do 70% of employees (68% for Toulouse and Montpellier , 51% for Paris) interviewed as part of this unpublished Metropolis Observatorymeasured by Odoxa and KPMG on behalf of Stan (business consulting) and Newton Offices (office real estate).
It is even in the Bordeaux metropolitan area that employees would settle “if an opportunity presented itself”: 48% of respondents are targeting the Aquitaine capital compared to 38% for Lyon or 29% for Paris, for example. This confirms the good image of the Bordeaux metropolis and the department it embodies, in this new war for influence which consists of attracting dynamic companies.
“Paradigm shift”
According to this study, 44% of employees in the country say they are “ready to move”, even without better professional conditions, including 64% of 18-24 year olds, and among them, 74% are interested in one of the 12 main French metropolises. . By taking the lead, Bordeaux Métropole shows that it is now playing in the big leagues, twenty years after the start of major projects in the urban area against the backdrop of the return of the tramway, which recently celebrated its anniversary.
The five presidents of the Metropolis who have “made” Bordeaux and its metropolitan area since the mid-1990s: Vincent Feltesse, Alain Juppé, Alain Anziani (the current president), Alain Rousset (the current president of the Region) and Patrick Bobet are gathered here for the 20th anniversary of the tramway on December 16.
Fabien Cottereau/ “South West”
Moreover, gathered for the occasion, the five successive presidents of the Metropolis – Alain Juppé, Alain Rousset (current boss of the Region), Vincent Feltesse, Patrick Bobet and Alain Anziani (current lease holder) – did not miss to rewind the film of the “radiation” of Bordeaux, between urban renovations, promotion of a favorable environment (the fashionable city, the vineyard, the ocean, etc.) and fishing for businesses that matter, such as the tourism sector “tech”, well harpooned in the mid-2000s.
Bet won? From an economic point of view, surely. For several years now, Gironde has attracted around 20,000 new inhabitants each year, half of them in the Bordeaux conurbation, which is now close to a million inhabitants. Despite the growth crisis induced by this “success” (not enough housing, explosion in real estate prices, complicated traffic), the reindustrialization of the territory could play out there.
The Bordeaux metropolis is especially identified for its “quality of life”
“We are facing a paradigm shift: economic indicators alone are no longer enough to determine the attractiveness of metropolises,” summarizes Georges Meregiano, director at KPMG, author of the ranking. Quality of life, culture, access to care, environment: “Humans are at the center of the elements of attractiveness, moreover becoming a shared value between managers and employees. »
“You have to seduce”
In other words, “we are in a configuration of competition: often, companies hesitate between Bordeaux, Nantes or Montpellier; for them to come, you have to seduce them,” explained Patrick Seguin, the president of the Chamber of Commerce and Industry (CCI) of Bordeaux this fall, for whom the Gironde still benefits from an “attraction that certain regions do not ‘have more’. Elected officials and economic decision-makers have reoriented their strategy since the “Magnetic Bordeaux” years: the idea is no longer to concentrate everything in the Bordeaux metropolis but to irrigate its “hinterland” by following the lines of the future RER or by filling the areas to be reindustrialized.
However, there remains work because the Bordeaux metropolis is especially identified for the “quality of life” attributed to it by 85% of business leaders and the dynamism of the health sector – it is ranked 2nd out of 12 in this sector, but 5th on the energy transition and technological innovation, and 4th on digital. But it does not have the image of the most “economically dynamic” Metropolis: barely 28% of respondents designate it as such, compared to 61% for Greater Paris or 55% for Greater Lyon. .
(1) 1,085 employees and 312 business leaders surveyed in September 2023.
In numbers
Always more ? This Thursday, December 28, INSEE must publish its annual demographic report. The district of Bordeaux should happily exceed the very symbolic million inhabitants: last year, this administrative division of 82 municipalities around Bordeaux officially reached 999,388 inhabitants, including 819,600 inhabitants in Bordeaux Métropole (28 municipalities), which should remain the most populated intercommunity in New Aquitaine ahead of the Basque Country agglomeration (318,700 inhabitants) and Limoges Métropole (207,100 inhabitants). INSEE should confirm that with more than 1.6 million inhabitants, Gironde is the department with the fastest growing population in the region – more than 110,000 inhabitants more in six years! – and remains the 6th most populous French department.
2023-12-27 16:46:31
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