Urban and contemporary art is becoming renowned in north-eastern Paris and is becoming an object of tourism. The works produced are part of territorial marketing, so artists have to deal with economic, political and artistic realities. The evolution of urban and contemporary art, its institutionalisation and growing merchandisation tend to change the relationship between the artist and his environment. Institutional actors such as the Paris City Council and the Établissements Publics Territoriaux (EPT) rely on strategies for promoting and institutionalising these works with a view to promoting the peripheral territories of Paris Centre and local development. Action plans and tourism patterns stem from this desire to develop a regional tourist hub in which Paris would be the gateway to destination. The aim of this strategy is to promote new tourism products in stigmatised or poorly known areas, in particular through urban balades around this topic, in an attempt to enhance the image of destination on a metropolitan scale. Many community and private stakeholders join and participate in this territorial strategy for developing the image of the Grand Paris or promoting tourism products from tourism offices and organising events.