City tourism in France, Toulouse metropolis, between permanence and changes in event and tourist strategies[Le tourisme urbain en France : Toulouse Métropole, entre permanence et mutation des stratégies événementielles et touristiques]

Through a case study, we will analyze the creation of an innovative attractiveness agency for Toulouse, taking action on a national scale as a first in terms of territorial governance for business tourism, events and leisure activities integrated into the same structure. The Toulouse Métropole Attractiveness Agency, created in January 2017 by the merger of three pre-existing entities, makes it possible to identify the current debates that arise for the major French cities and the objectives to be achieved. We produce a general reflection on urban tourism and the various devices to lead to a more efficient touristic system and above all to bring our country up to standard regarding the use of digital data (data). As for the part of the event for this metropolis of southwestern Europe, it is important through the identity construction of an aeronautics capital but also the creation of modern infrastructures such as La Halle de La Machine. The role of the metropolises is that of real gateways for the tourist territory, in this sense the metropolises can develop the attractiveness of the territories by establishing new consultations and development tools through the different forms of tourism and with events as a brand creator in the context of urban marketing.