Coastal zones are territories highly-coveted by some categories of actors with several perceptions, experiences, practices and purposes. The great diversity of natural resources is one of the reasons of this attractiveness and their management needs to take a lot of various users into account. In this context, attractiveness of coastal areas could offers potential for substantial economic growth and development of competitiveness activities. However, it also can accentuate the degradation of natural resources. The challenge is to both manage development and conserve natural resources and to integrate the individual and collective concerns of all relevant sectors of society and of the economy. This management seeks to integrate or coordinate activities and existing users. By this way, it reveals heritage issues. The coordination of actors has significant legal, political and relational dimensions: it depends on formal and informal rules i.e. conventions and implies participative initiatives but also conflict situations. In this way, the panel of natural resources uses on one coastal area can be just as well interpreted like so many conventions as regards the natural heritage. Currently, this approach reveals conflict dynamics linked to the issue of competitiveness and attractiveness of the coastal territory. By mobilizing the heritage approach and economic of conventions we study environmental conflicts to show the necessity of taking account natural resources to join the attractiveness to the competitiveness of a territory. It's also highlighting the hot spots of coordination on one territory implying local institutional changes in the medium term. Our method is structured in two steps. First at all, we assess the attractiveness and the competitiveness of the studied territory by analysing the territorial flows concerning population and firms. Then, by analysing land-use conflicts, we show in which extent these flows are responsible for a plurality of natural heritage representations on one territory and, therefore, for a plurality of natural resources uses, which get in competition. To analyse the land use conflicts, we work from the method created by the Proximity team of the UMR INRA SAD-APT. This method aims at revealing these conflicts by three complementary data sources: expert interviews, cases and regional daily press (Torre & al., 2006). We expose here the textual analysis results of the regional articles newspapers which constitute one of the three sources. This method is carried on the Pays du Bassin d'Arcachon Val de l'Eyre (BARVAL), an institutional territory in the southern France, which associates urban with rural areas, coastal towns with forested inland. This coastal territory is characterized by the diversity of the natural resources, as well by the values associated to each of them. The analysis focuses on land use conflicts linked to water management in the Pays BARVAL and shows that a positive synergy between attractiveness and competitiveness is not obvious and requires compromises between the different conventions about natural heritage.