BILBAO AT EXPO SHANGHAI 2010:

A Golden Opportunity for Companies

2. Bilbao’s Pavilion at Expo Shanghai 2010

1. Bilbao at Expo Shanghai 2010

Contents

1.1 Expo Shanghai 20101.2 Bilbao at Expo Shanghai 2010

2.1 Message-Force: From Urban Revolution to the Revolution of Knowledge 2.2 The Exhibition Space

4. Expo Shanghai 2010: A Gold Opportunity for Bilbao-Based or Basque Companies

3. Bilbao’s Transformation

3.1 Keys of Bilbao’s Transformation Process 3.2 25 Key Actions in 25 Years

4.1 A Golden Opportunity for Basque Companies4.2 Project to Encourage Companies’ Participation 4.3 Facts and Contacts to Get to Know Bilbao 4.4 A Modern Network of Communications

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1. Bilbao at Expo Shanghai 2010

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1. Bilbao at Expo Shanghai 2010

1.1. Expo Shanghai 2010

Why Bilbao at Expo Shanghai 2010?

Accomplishment: Bilbao chosen from 113 cities, alongside Madrid and Barcelona.

A world model of urban sustainable development (a unique case) based on creativeeconomy and the economy of knowledge.

“Better City, Better Life”

The slogan, “Better City, Better Life” expresses the shared desire for future improvements inthe quality of living in urban environments.

Today, about 50% of the world’s population live in cities. By 2050, they will have risen to75%.

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Expo Shanghai in Numbers

From May 1 through October 31, 2010.

Over 185 participating countries, 45 international organisations, and 49 cities from aroundthe world.

Over 70M expected visitors from China and abroad. Exhibition area by the Huangpu River,covering 3.28 square kilometres.

Exhibition area

Expected visitors’ countries of origin:

90% China

5% Japan

5% other countries

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UBPA: The Space for Cities

Covering over 15 hectares, the Urban Best Practices Area (UBPA) will be a showcase forcities from around the world to suggest solutions for urban issues from variousperspectives.

55 projects from 49 cities in the five continents have been chosen as Urban Best Practices.The cities include London, Paris, Milan, Rotterdam, Hamburg, Madrid, Seoul, Hong Kong,Osaka, Montreal, Philadelphia, and Chicago.

Bilbao has been selected as one of the Urban Best Practices in the world.

Bilbao’s location within UBPA

1.2. Bilbao at Expo Shanghai 2010

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Bilbao at the Livable Cities area

within UBPA(Urban Best

Practices Area)

UBPA is divided into 4 areas:

Livable Cities, where Bilbao will present its transformation model

Sustainable Urbanisation

Protection and Use of Historical Heritage

Technology Innovation

Bilbao’s stand will be located in the same pavilion as those of Paris, Osaka, Philadelphia, Geneva, and Vancouver.

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2. Bilbao’s Pavilion at Expo Shanghai 2010

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Bilbao’s Three Revolutions

“Bilbao Guggenheim ++” is an example of the profound transformation of a city in a shorttime –only 25 years--, from a grey, environmentally polluted city with an industrialproduction system in crisis to one of the most attractive cities in Europe.

Bilbao’s Urban Revolution is the result of many different initiatives sharing a commonintelligent vision. The Guggenheim Museum is the symbol of this transformation, and theicon of the new City Project. The whole process can be summarised in 25 actions that tookplace over the past 25 years, which together make a City Project.

Bilbao’s three revolutions will be synthetically presented at the Expo.

2.1. Message-Force: From Urban Revolution to the Revolution of Knowledge

Industrial Revolution

Urban RevolutionRevolution of Knowledge

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The key element of the exhibition “Bilbao Guggenheim ++” will be the interplay betweenthe physical and the social space, showing how the physical transformations of the cityhave been pursued by leaders and citizens, improving the quality of living andstrengthening a sense of belonging while boosting self-esteem and confidence in the city’sfuture.

Bilbao’s pavilion will be a closed box where light and lighting will play a key role. In thecentral area there will be a model of Bilbao’s urban structure in transparent plasticmaterials. The pavilion draws inspiration from Chillida’s abstraction of vacuum.

Bilbao’s Pavilion

2.2. The Exhibition Space

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The stand has been designed as a little work of art symbolising the three transformations inthe city’s history: the industrial revolution, the urban revolution, and the revolution ofknowledge –the endeavour the city is undertaking now.

The stand is located at the pavilion’s exit, in a transit area. At the entrance visitors will findPrague.

The stand will favour real-time networking and exchange activities between visitors to ExpoShanghai 2010 and the city of Bilbao.

The stand will rely on the participation of Martín Berasategui, who has recently opened arestaurant in Shanghai.

Bilbao’s Pavilion

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3. Bilbao’s Transformation

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Public-Private Partnership

Over the past few years, Bilbao has witnessed a miraculous transformation –a dream cometrue that has placed the city in the international avant-garde of urban transformation. Theso-called “Guggenheim Effect” has to do with the museum’s popularity all over the world,and with the big urban changes in the area of the estuary. However, Bilbao’stransformation goes well beyond an iconic building.

The city’s transformation is the result of a wide range of measures sharing an intelligentvision. The amazing popularity of the Guggenheim Museum all over the world is a symbolof this transformation, but it is only the first step in a process in which political leadership,citizen participation, public-private partnerships, and a new economic model paved theway for big changes.

3.1. Keys of Bilbao’s Transformation Process

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1970s: Industrial crisis. 80,000 industrial jobs lost.

Bold, new revitalisation model integrating culture, the environment, society, and theeconomy.

Institutional leaders, companies, and citizens getting together to turn Bilbao into anadvanced city of services.

Bilbao: From industrial city to city of services and knowledge.

From Industrial Revolution to

the Revolution of Knowledge

Unique Urban Renovation in

the World

2000: Guggenheim Bilbao, Euskalduna Convention Centre, Airport, City Train, Tram,Uribitarte Promenade along the Estuary –all completed projects.

Bilbao’s rehabilitation is unique in the world, given the surface area involved in the citycentre and the number of renowned architects who took part in the process (Gehry, Foster,Pelli, Legorreta, Isozaki, Calatrava, Zaha Hadid, Soriano, and many others).

Creative vision of the city’s transformation and the change in economic model.

Institutional leadership.

Public-private partnership.The Keys to

Success

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1. Rehabilitation of the historic district 2. Port expansion: Outer Inlet3. Redevelopment of the port and industrial areas along the Estuary 4. Development of Bilbao Ría 2000 under public-private partnership 5. Cleaning of the Estuary: Huge environmental operation 6. Bilbao across the Estuary: Renovation and innovation 7. New and old bridges connecting the city 8. Bilbao’s underground: Metropolitan connections9. Bilbao’s airport: Connections with the world 10. Guggenheim Museum: The symbol of the transformation process 11. Art institutions and museums (Museum of Fine Arts, Bilbao Arte, and others) 12. Abandoibarra13. Ensanche transformations 14. Elimination of rail crossing gates 15. Bilbao’s new tram 16. Huge facilities: Euskalduna, BEC, La Alhóndiga, Cruise Terminal 17. New hotels 18. Bizkaia Technology Park 19. Microspaces for social integration: Developing life in the neighbourhoods 20. Old Bilbao 21. Recovery of traditional architecture 22. The architecture of new Bilbao23. Art in the city 24. International awards 25. The Revolution of Knowledge

3.2. 25 Key Actions in 25 Years

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1. Rehabilitation of the historic district

The space with the strongest identity in Bilbao, it was totally destroyed by the floods in 1983. Its rehabilitation, carried out by SURBISA (Sociedad Urbanística de Rehabilitación de Bilbao), has been a model one. Today, Bilbao’s historic district is a compact yet culturally diverse space, characterised by a fusion of customs and activities in perfect social balance, the use of traditional architecture with an innovative touch, wise urban planning, high social density, and matchless metropolitan connectivity by underground and tram.

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2. Port expansion: Outer Inlet

The Outer Inlet project meant the development of infrastructure that was key to the competitiveness of the Basque production system. But the whole project went beyond infrastructure itself, rehabilitating inner port areas so that ships no longer need to sail up the Estuary. This opened up the possibility to build new bridges connecting the city from the physical, economic, and social points of view. All in all, this was a strategic project for the whole metropolitan area.

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3. Redevelopment of the port and industrial areas along the Estuary

These areas became the foundation for the development of the New Bilbao projects. Huge land areas along the Estuary were granted by the Government to undertake the transformation of the city. .

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4. Development of Bilbao Ría 2000 under public-private partnership

Vision, institutional leadership, public-private partnerships, and the development of intelligent elements for territorial transformation, such as Bilbao Ría 2000, have been the keys to success in Bilbao’s miraculous transformation.

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5. Cleaning of the Estuary: Huge environmental operation

A project worth €800 million (that is, six times as much as the building of the Guggenheim Museum), it is being funded through an increase in tap water rates.

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6. Bilbao across the Estuary: Renovation and innovation

The environmental rehabilitation of the Estuary made it possible to carry out Bilbao’s big urban model transformation. The city opened up to the Estuary, and the most important and innovative urban projects kept the city in contact with the river.

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7. New and old bridges connecting the city

Bridges have a special meaning in Bilbao’s urban model. They are the elements connecting the right and left banks of the river. Moreover, they are physical infrastructures for social integration. And, finally, they are sculptures emphasising the innovative, modern image of a city looking into the future.

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8. Bilbao’s underground: Metropolitan connections

The underground is Bilbao’s key to metropolitan connectivity. The linear layout of Bilbao’s metropolitan area turns the underground into an efficient means of transport, which has in fact revolutionised the city’s mobility systems. Designed by Sir Norman Foster, Bilbao’s underground is one of the most beautiful in the world.

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9. Bilbao’s airport: Connections with the world

Bilbao’s airport has become the most important airport in Northern Spain. Its international dimension keeps growing and its area of influence gets larger and larger. The airport is the main node connecting Euskadi with the world.

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10. Guggenheim Museum: The symbol of the transformation process

The “Guggenheim Effect” is a symbol of society’s will of change, self-reliance, and determination, in the belief that it was possible to reinvent and erect twenty-first-century Bilbao on a territory in ruins and an exhausted production system. The museum in Bilbao is Frank O. Ghery’s best work –and probably the icon of twentieth-century architecture.

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11. Art institutions and museums (Museum of Fine Arts, Bilbao Arte, and others)

Bilbao’s commitment to the arts is closely linked to the new economic and urban development model. Alongside the Guggenheim Museum, housing the most sophisticated contemporary art, the Museum of Fine Arts has been fully renovated. The Bilbao Arte foundation, in the heart of Old Bilbao, sponsors programmes to draw artists and encourage the production and distribution of art at all levels.

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12. Abandoibarra

The most significant operation of Bilbao’s transformation, Abandoibarra developed in a dilapidated, obsolete port area. It meant rehabilitating the bank of the Estuary, eliminating rail crossing gates, and then erecting the Guggenheim Museum and the Euskalduna Palace. The area also houses parks, hotels, shopping centres, and houses. The Iberdrola Tower, the Deusto Library, and the University Auditorium will complete the transformation. With the design of the Estuary bank, its bridges and gardens, the tram, and the works or art, Abandoibarra is one of the most sophisticated city districts in Europe.

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13. Ensanche transformations

The Ensanche is the largest-scale, more central project in Bilbao. It implied eliminating rail crossing gates, rehabilitating the banks of the Estuary, developing means of transport like the underground and the tram, recovering key pieces of traditional architecture, and creating quality contemporary architecture –all basic operations in Bilbao’s transformation. Likewise, it involved improving infrastructure quality and urban spaces, redesigning the Gran Vía, implementing pedestrianisation programmes, designing better squares, and so on.

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14. Elimination of rail crossing gates

The elimination of rail crossing gates was a key element in the improvement of Bilbao’s urban spaces. It allowed for developments like Abandoibarra, the Park and the new Ametzola station, and Ferrocarril Avenue. The moving of railroads underground in Basurto and Rekalde also helped. These are costly and complex operations, but they have been crucial to the success of Bilbao’s transformation.

1997 2004

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15. Bilbao’s new tram

Bilbao’s tram is a new means of surface transportation connecting Old Bilbao and the historic district with the Ensanche. It is playing a key role in the functional integration of the new projects being developed in the areas around the Estuary. The tram also connects Abando railway station with the bus station, adding an interesting option for city tours.

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16. Huge facilities: Euskalduna, BEC, La Alhóndiga, Cruise Terminal

Of course, the most significant one is the Guggenheim Museum, a symbol of Bilbao’s transformation. Alongside the titanium giant, there are the Euskalduna Palace, whose outstanding theatre and opera facilities earned it the designation as the best convention centre in the world in 2003; the Bilbao Exhibition Centre (BEC), a trade fair and exhibition centre that has made Bilbao more attractive for trade events; the Cruise Terminal, that has led to the city’s better positioning in the travel industry; La Alhóndiga, a historical building in the heart of the Ensanche currently undergoing renovation to become a cultural, leisure, and sports centre; the Campos Elíseos Theatre; the Provincial Library; the New Conservatoire, and the Sport Palace.

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17. New hotels

They are innovative city hotels, perfectly integrated into the urban spaces they fill, and they are making a huge contribution to Bilbao’s capacity to welcome tourists. Likewise, they are part of the infrastructure that helps Bilbao attract conferences and events, thus supporting the city’s economic activity.

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18. Bizkaia Technology Park

Biskaia Technology Park is a sign of the city’scommitment to the evolution of Bilbao’s, Bizkaia’s and Euskadi’s business fabric towards technologically advanced business activities. Some of the most innovative companies and corporations in the Basque Country have their headquarters here.

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19. Microspaces for social integration: Developing life in the neighbourhoods

They are part of a small-scale programme of city transformations and improvements. Focusing on city neighbourhoods and communities, the programme is having a huge impact in the people’s environmental and social conditions of living, changing the lives of many families living in Bilbao. These small projects with a big impact make a nice complement to the more visible transformations that have built Bilbao’s new image and position in the international scene.

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20. Old Bilbao

On the bank of the Estuary facing the historic district and separated from the Ensanche by rail crossing gates and Abando Station, Old Bilbao is the district with the highest poverty rate and most critical dilapidation in town. A series of measures have been taken for economic recovery, connections with adjoining districts, social integration, and infrastructure and home improvement. New, remarkable spaces have been created on the bank of the Estuary. The rehabilitation of Old Bilbao earned the city an award in 2006.

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21. Recovery of traditional architecture

The efforts made to rehabilitate Bilbao’s buildings of greatest historical value are astounding. These buildings include Plaza Mayor, the Stock Exchange building, the Fresh Food Market, Abando Station, the Arriaga Theatre, La Alhóndiga, and the Campos Elíseos Theatre.

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22. The architecture of new Bilbao

Frank O. Gehry’s Guggenheim Museum is one of the most spectacular architectural works of the twentieth century. Likewise, Norman Foster designed Bilbao’s underground. Both architects were recipients of the Pritzker Architecture Prize, as did Rafael Moneo, Zaha Hadid, and Álvaro Siza. All of them are carrying out important projects in Bilbao.In addition, the city features works by Santiago Calatrava, César Pelli, Arata Isozaki, and Ricardo Legorreta, as well as other top-notch architects or engineers like Federico Soriano, Carlos Ferrater, and Fernández Ordóñez.

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23. Art in the city

Artists like Salvador Dalí, Eduardo Chillida, Jorge Oteiza, Miquel Navarro, Manolo Valdés, Jeef Koons, Louise Borgoise, and Vicente Larrea have showed their creativity in Bilbao, adding new dimensions to various spaces.

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24. International awards

Bilbao’s urban transformation is one of the projects with the largest number of prestigious international awards: 2002 – Cities Awards for Excellence – Fundación Metrópoli2003 – European Healthy City Award – Pfizer Foundation, London2004 – Città d’Acqua – Biennale di Architettura di Venezia2004 – European Urban and Regional Planning Awards – European Council of Town Planners (ECTP)2005 – Cultural Management Award – Associazione Italiana per il Consiglio dei Comuni e delle Regioni d’Europa (AICCRE)2005 – ISOCARP Awards for Excellence – International Society of City and Regional Planners (ISOCARP)2006 – European Urban and Regional Planning Awards – European Council of Spatial Planners (ECTP-CEU)2007 – European Enterprise Awards (Old Bilbao) – European Commission

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25. The Revolution of Knowledge

Bilbao never stops. It is ready to face new challenges in the next few years. It is ready for the Revolution of Knowledge. The Zorrozaurre Island project is soon getting under way: “A Knowledge District in the Heart of the Estuary. From a Peninsula with Dilapidated Homes and Offices to an Island of Innovation.” The new Zorrozaurre will be a modern residential district, also capable of housing a city technology park. Bilbao Bizkaia Kutxa (BBT) will set up its headquarters on the island, and so will the engineering firm IDOM, whose staff comprises over 2,500 professionals around the world, and Igualatorio Médico Quirúrgico (IQM), which has already laid the cornerstone of a new clinic here.

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4. Expo Shanghai 2010: A Gold Opportunity for Bilbao-Based or Basque

Companies

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A Golden Opportunity for Basque Companies to create wealth for Bilbao, Bizkaia, and Euskadi

Recruiting investments for Bilbao/Bizkaia/Euskadi.

Supporting foreign trade of Bilbao/Bizkaia/Euskadi in China and other emerging markets –the current driving force of the global economy.

Companies that have been involved in Bilbao’s transformation, which can generatenew businesses in building or transformation processes in other cities.

Companies already settled in China that need further strengthening.

Companies in emerging sectors like renewable energy or bioscience, which areclosely linked to knowledge and produce high value.

Showing the know-how of the city and the companies headquartered in it.

Showing the city’s potential for tourism (holidays, culture, food).

Renewing city development efforts and the commitment to the Revolution of Knowledge.

Bilbao’s pavilion: Serving Bilbao/Bizkaia/Euskadi companies

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China: A Huge, Untapped Market

Since 2008, China has been the second economic power in the world, behind the US only. It is also the world’s largest exporters, with one of the strongest, most robust economies.

The Chinese market comprises 1.5 million people. The opening process in coastal regions has led to an amazing economic explosion,

with average growth rates above 10%. In the hinterland, the average growth rate is about 7%.

The economic reform policies implemented in China since 1978 and the country’s joining the World Trade Organisation have turned it into one of the driving forces of Asia’s economy. The reform, which aimed at wooing foreign investors, has led to the creation of special economic zones in coastal areas, where industrial development took root.

The Chinese government made huge investment in infrastructure and public services, and created housing developments for workers. As a result, China became the most powerful manufacturing country in the world, especially in the household appliance and textile industries, mainly due to low-cost labour. (Salaries hover about €70 a month in industrial areas.)

About 25% of all manufactured goods in the world are produced in China.

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China, a Booming Economy

The goods made in China have reached international markets, pushing growth rates andexport/import indexes up in Asia.

From January through September 2009, direct foreign investment in China amounted toUSD 63,766 million and 16,348 new foreign investment projects were approved.

Most direct foreign investment is still fuelled into companies that are 100% foreign-owned(over 80% approved projects and 75% direct foreign investment).

Over 70% investment from January through August 2009 went to the manufacturing andproperty industries.

China is expected to grow by 9.5% in 2010, thanks to heavy investment in the propertymarket and low inflation. In the third quarter of 2009, the y-o-y growth rate was 8.9%.

The Chinese manufacturing industry has been growing steadily, as the PurchasingManagers’ Index (PMI) rose above 50% in December (+56.6%) for the tenth month in arow. (The previous month it had risen by 55.2%.)

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Bilbao, Side by Side with Companies

3.2. Encouraging Companies’ Participation

Those Bilbao- or Bizkaia-based companies involved in Bilbao’s urban development can selltheir know-how and expertise.

Those companies in strategic sectors (renewable energy, finance, bioscience, tourism…) canwoo potential clients and strengthen their positioning in the global market.

Those companies with production facilities in China can make new contacts, strengthenexisting ones, and so on.

HOW CAN COMPANIES USE BILBAO’S PRESENCE

AT EXPO SHANGHAI 2010?

Bilbao Guggenheim ++: Your meeting place

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What CAN’T we do for you?

Defray travel expenses

Run custom agendas to suit individual company needs

What can we do for you?

Give you the Bilbao space as a meeting place

Make our network of international contacts available, especially institutional ones

Give you the assistance of our staff in the Bilbao space

Share our Bilbao-Shanghai promotional material with you

Give you institutional support in a country where this support matters.

Provide you with admission tickets for the Expo

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Bilbao, Bizkaia, Euskadi

4.3. Facts and Contacts to Get to Know Bilbao

-Located in Northeastern Spain, Bilbao is the capital of the region of Bizkaia in Euskadi, the Basque Country

-Population: 355,731

- Surface area: 41 km2, 19m above sea level

- Population in the metropolitan area: over 900,000

- Climate: Wet oceanic. Average temperatures: 20º C in the summer and 8º C in winter

- Shops: 9,257

- Companies: 39,100

- Useful contacts:

• Bilbao Town Hall: www.bilbao.net• Tourist information: www.bilbao.net/bilbaoturismo• Airport: www.aena.es• Port: www.bilbaoport.es• Stock exchange: www.bolsabilbao.es• Guggenheim Museum: www.guggenheim-bilbao.es• Euskalduna Convention Centre: www.euskalduna.net• Bilbao Exhibition Centre (BEC): www.bilbaoexhibitioncentre.com• Chamber of Commerce: www.camarabilbao.com• Cebek-Bizkaia Business Confederation: www.cebek.es• Confebask-Basque Business Confederation: www.confebask.es• Basque Business Society: circuloempresariosvascos.wordpress.com• Spri-Basque Country Development Agency: www.spri.es

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Bilbao,

Linked to the World

4.4. A Modern Network of Communications

- Bilbao is the most important air, sea, and ground communication centre in northern Spain.

- International airport: 10km from the city. It is the main regional airport of the Atlantic Corridor, serving flights to the most important European cities: London, Frankfurt, Paris, Brussels, Milan, Madrid, Barcelona... From here, there are flights reaching all the continents.

- Port: With over 200 regular services, it is connected to 500 ports around the world, which makes it the leading port in the Atlantic Corridor.

- Ground: Bilbao is the knot where roads and highways leading to the most important cities in Spain converge.

- Transport: Bilbao boasts one of the most modern undergrounds in the world, an innovative tram, and an efficient network of city and intercity buses.

- Rail: Daily high-performance train services are available for Madrid and Barcelona. A high-speed train will connect Bilbao with Madrid and, through it, with the Trans-European high-speed rail network as of 2015.

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Promobisa

C/ Nervión, 3. 48001 Bilbao

Contact details

Phone: [+34] 94 420 53 15

Fax: [+34] 94 420 53 99

Email: promobisa@ayto.bilbao.net