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CONCLUSIONS ICOUL CONGRESS 2017»  BARCELONE, JUNE  2017
After listening to all of you, it is a pleasure to present to you the conclusions we have drawn from these 3 days of Congress, 3 days of exchange of ideas, visions and experiences that extend our awareness of our responsibility as professionals in the field of urban planning, and Above all that they increase the awareness of our responsibility as citizens. As in many other policies, in terms of landscape, we must also think globally and act locally. For this we offer to all those who may be interested in the following Decalogue of conclusions of the 2nd International Congress of Urban Landscape, ICOUL 2017: 1. The New Urban Agenda, recognizing the landscape as an element that facilitates the quality of urban life, incorporates it fully into the guide for the development of sustainable human development policies. And the role of local governments is essential in achieving that goal. But without a project, there is no progress. And this applies also to the management of the urban landscape. 2. The urban landscape is based on multisensory perception, and represents a good basis for the construction of other policies, such as land management, accessibility and sustainability. Today it is already evidence that the experiences of urban landscape management improve the living conditions of cities. That is why we must persevere in incorporating them into the local urban agenda. 3. Sustainable urban management policies should emphasize the need to rehabilitate, recycle and reuse cities before creating more cities. All cities have an urban landscape that deserves to be, recovered first and preserved afterwards. 4. The most necessary reinvention of urban design is to recover planning, too often missing. An objective for which Urban Landscape Master Plans can be useful. And it has to be done in the long run, fleeing the electoral cycles. 5. The phenomena of urban resistance are a symptom of the existence of a citizenship that demands to be heard. But without a real co-production of the urban landscape the citizen renounces the essence of his condition. The basis of participatory democracy is found in the exchange between citizens and city. The empowerment of citizens through democratic means, from the bottom up, guarantees their commitment to the maintenance of the values ​​of use of public space essential for coexistence in the urban environment. And to get their participation, what is needed is more participation, perfecting as far as possible the ways in which it is articulated so that the form does not condition the background. 6. Urban areas, all, whatever their size, are eventually over. We must work on reconnecting with their environment, providing them with the right management tools to do so. 7. The management of the urban landscape is transversal and involves urbanism, environment, territory, marketing and communication. Without a determined and strong public leadership to face this challenge is impossible. 8. The incorporation of city marketing techniques as a political management strategy reinforces citizens' sense of belonging and pride, and a commitment to maintaining the elements that make up the city's apparent structure, which we have come to call landscape urban. 9. Outdoor advertising is not inimical to the city. The danger lies in the lack of control and in the renunciation of intelligent forms of advertising that add value. The partnership between the city and the outdoor advertising sector is strategic for the improvement of the quality of the urban landscape and for the extension of the quality of urban life. 10. The urban landscape is, in short, the distilled product of the concertation between the public and the private, promoted by a city brand that makes patrimonial patronage solidary and transparent. Barcelona, ​​June 14, 2017