Positioning and Improvement of Bilbao’s Tourist Offer

Positioning and Improvement of Bilbao’s Tourist Offer – Bilbao

Key Service: Strategic Advice
Location: Bilbao
Product: Strategic Advice
Office: Spain

Positioning and Improvement of Bilbao's Tourist Offer

Scope of Work:
Development of strategic & touristic plans.
Touristic Analysis, Design of strategic Lines, New valuation of its resources, Sustainable development, Study and estimate of the economic impact.

Description of the project: Bilbao’s great merit, recognised with numerous awards, has been to reinvent itself over and over again. It has gone from being an industrial and grey city to being a cultural city, designed for the citizen, a vibrant city. It has succeeded in transforming the management paradigm of the traditional city and has become an innovative city that attracts new expectations and generates employment.

The study of Bilbao´s positioning and improvement in the tourism market, aligns the institutional approach in the tourism sector and analyzes the performance of the objectives. The study of the economy could impact the proposed strategies.The proposal was to position Bilbao as a strong
Megapolis, according to the European Spatian Planning Observation Network (EPSON), and achieve a transformation from a traditional and industrial city to an innovative city. A place where the citizens of Bilbao seek a high-quality of life by promotion of services, diversified economy and private and public collaboration.

Horwath HTL Spain, after analysing the situation, designed several strategic lines that sought to value the tourist resources of the city under a sustainable vision. A proposal on the (1) development of urban tourism towards a strong megalopolis, betting on R&D: landscape transformation of the river, combining aspects of ancient and modern architecture, telling the story through the buildings of the city; (2) development of culture and knowledge: outdoor museum built with re-used materials of the industry, cultural events, university reorganization and accommodation conversions.Accompanied by the development of the MICE sector under an alternative perspective of use of spaces, incentive for slow-food movement and shopping tourism.

Status of the project: Completed