With the development of clusters, science parks, industrial zones, often with a public impulse, the "territorial offer" is increasingly structuring the IPA activity. As strong sectors or value chains are quite well addressed by various countries, bidding against each other with more incentives and tax exemptions does not help maximising the synergies in the region.

How to differentiate, complete each other and try to develop a "Mediterranean positioning" to compete with other emerging regions? Organised by ANIMA, in partnership with the Jordan Investment Board, this experience sharing seminar covered the main issues related to territorial marketing, from the process of designing a readable economic development strategy to the effective targeting of investors. These 2 days were also an opportunity for the participating organisations to better understand each other's strategy and strengths, and discuss the possibility to develop joint initiatives to market the Mediterranean.

On the 13th of January, experts and IPA representatives of the Euro-Mediterranean region shared knowledge and experience on strategic planning for economic development. After a presentation of the “Mediterranean Investment Map”, a sectoral guidebook on public investment policies in the Mediterranean, organisations gathering companies in different sectors (textile, finance, pharmaceuticals) and countries (Jordan, Palestine) expressed their views on the Mediterranean business environment and its necessary improvements.

Understanding the geographic spread of businesses, suppliers and associated institutions is essential to deal with an investor looking for productivity gains and global competitive advantages. After the presentation of successful initiatives in this regard, the morning session of the 14th allowed participants to exchange on the issue of building stronger transnational co-operation in investment promotion. The afternoon session addressed the A to Z building and marketing of segmented offers, with the case studies in various sectors (halieutics, biotech, automotives, etc.) and countries (Morocco, Tunisia, Jordan, Palestine) in the Mediterranean.

This Workshop was dedicated to top executives affiliated with the 4 networks forming the MedAlliance consortium so that they can disseminate the workshop’s conclusions within their department and organisation. The participants were supposed to come from departments dealing with territorial marketing.

Ultimately, 58 people from 31 different organisations established in 10 Mediterranean countries participated in the workshop.

All the participants rated the seminar as Excellent or Good, and the event was backed by the national authorities in charge of investment promotion: the Jordan Investment Board.