This document provides an agenda for the Place Marketing Forum 2017 (PMF17) conference taking place on March 23rd and 24th. On the first day, there will be presentations and panels on political vision and place branding strategies, associating firms with attractiveness approaches, and how companies can act on their territory's attractiveness. The second day will feature panels on tourism marketing approaches, flagship projects, global strategic attractiveness plans, new models of governance, and new trends in place marketing. The conference aims to discuss best practices and new ideas in developing place marketing strategies to attract residents, businesses, tourists and investment to territories.