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MADRID Page 2 Page 5 Page 6 TECHNOLOGY Page 7 THE CONSTANTLY ‘SPORTY, NAUTICAL REBRANDING WITH INNOVATION AND MOVING CAPITAL AND AND LIGHT STYLE AND UNIVERSAL ENTERPRISE CREATE IDEAL EUROPEAN HQ ON ITS FEET’ ICT ACCESS TECHNOLOGY FOR LIFE

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QUOTE/UNQUOTE Unstoppable Spain ‘We are now the A dynamic economy and an indomitable joy for life has created the perfect eighth economic environment for twenty-first century global business conquistadors power in the world’

Spain’s ambassador to the called the Iberian Tiger, just like U.S. Carlos Westendorp Ireland is known as the Celtic Tiger. outlines the strong relations The country has been growing at between the two nations an average yearly rate of 4 percent, which is double the EU average. In 1986, Carlos Westendorp be- Spain is now the eighth econom- came Spain’s first ambassador to ic power in the world and for this the EU. He was tasked with inte- reason alone it should be impor- grating the country into the poli- tant to the U.S. tics and economics of Brussels. After a brief stint as ambassador What are the competitive advantages for U.S. to the UN, he left New York in investors in Spain? 1997 to serve as special envoy to Spain is strategically located in Bosnia-Herzegovina. In 2004, the Mediterranean and a natural when the Socialists were voted port of entry to the European mar- back into office in , he was ket. Other important assets are appointed ambassador to Wash- our presence in Latin America and ington. our influence in the Middle East, in particular with Arab How would you characterize countries. Our econo- your mission and main task my is booming, we in Washington? have a competitive reg- We’re putting a lot ulatory framework of emphasis on the and our language is an Hispanic community, advantage because of although we also have Latin America. a good working rela- tion with other com- What about Spanish investors munities. Latin in the U.S.? America is an asset for CARLOS WESTENDORP In less than four us. After all, Spain is Spanish Ambassador to years, Spain has the second-largest in- the United States quadrupled its FDI The nation’s expanding horizons have brought about the award-winning Terminal 4 at Madrid’s Barajas airport. vestor there after the here. An important U.S. and I think we can accom- factor has been the strength of the Few metrics can account for the With real GDP growth of 2.8 per- gusto that raises eyebrows at trad- year and has been described by a plish a lot together. We have a very euro. But the most important fac- Spanish makeover since 1986, when cent in 2008, it is time for Spain to ing floors. In 2004, Spain’s Banco Paris fashion director as ‘possibly active cultural and educational pol- tor is that large companies in Spain it joined the European Communi- capture technology in its total fac- Santander Central Hispano bought the most innovative and devastat- icy too. now have money to invest. The ty. By 1989, GDP had grown 4.8 per- tor productivity (TFP). the UK’s Abbey Bank in ’s ing retailer in the world’. My objective is to improve U.S. is a difficult market to pene- cent annually and per capita income Policymakers are playing the role largest cross-country merger. Even For Gerardo Diaz Ferran, of the Spain’s economic presence. I’ve trate, but once you’re here com- had leapt 4 percent. After decades of enablers these days. ICEX, Spain’s lesser banks are unrecognizable. Spanish Federation of Entrepreneurs been very lucky because Spanish panies are highly competitive. of unstoppable growth, income per trade promotion agency, has been “Twenty years ago, savings banks (CEOE), this is a unique time win- firms have suddenly realized the Investors are mainly from the fi- person climbed to 105 percent of the matching investors with scientific didn’t have any industrial participa- dow. A switchover to a technology- importance of investing in the U.S. nancial sector, including Banco European average in 2007. The in- parks and universities since 1983. tion and half of their assets were in led export model is the way for Spain market. Once you have a network Santander and BBVA. Construc- dicator, by the European statistical The liaison has helped alter the public debt securities,” says Juan to stay ahead. On a visit to Cairo last of world-class firms, you become tion companies are being award- office, factors out inflationary dif- Quintas Seoane of the Spanish Con- February, Diaz asked Egyptian au- much more influential. If you in- ed public procurement projects, ferences between countries. But it BILATERAL TRADE WITH federation of Savings Banks (CE- thorities to allow Spain to launch a vest in specific states, you have ac- including one for urban furniture is nevertheless a measure of how far THE U.S. NOW STANDS CA). Today, their net worth has series of mega-projects across the cess to governors, congressmen in New York. Then there is the this country of 45 million has AT $10 BILLION AND increased 60 times and volume of Middle East, including tourist in- and mayors. food industry, as well as high-tech changed. What next? SPANISH COMPANIES assets exceeds Spanish GDP. frastructure and industrial engi- companies in renewable energy. “We are now the eighth-largest ARE SETTING TRENDS Meanwhile, bilateral trade with neering. “We have a lot to offer at a What does the average American know economy in the world and we want WITH INNOVATION the U.S. now stands at $10 billion, good price,” says Clos, also part of about Spain? UNITED WORLD PROJECT to make sure we stay there for a long mindset of hundreds of Spanish up from $4 billion in 2004. Blue chip the trade delegation in Cairo. It depends who you ask. If it’s TEAM IN SPAIN time,” says Joan Clos, the Minister SMEs, often unable to implement companies like Telefonica snapped All said and done, Spain is also a someone in Oklahoma, I am not Project Director: Elisa L. Moriarty of Industry, Tourism & Commerce. R&D schemes on their own. In the up the Lycos Internet portal in 2000 social and artistic innovator. Issues sure the person will know where Editorial Research: A former mayor of , Clos world of biotech, the gamble is al- for $5.4 billion, selling it later to like gay marriage, embryonic stem Spain is. But on the coasts, people Miguel Artacho, is keenly aware of competitive strate- ready paying off. Last year, Zeltia, a Daum Communications of South cell research and gender parity in are familiar with the country and Ignacio Giavi and Carlos Duez gies in sectors like tourism and re- bio-pharmaceutical company based Korea. With the strength of the eu- politics are a few of the character- astonished at the level of growth. Logistics Coordination: newable energy. For him, Spain is in the northwestern region of Gali- ro, prêt-a-porter chains based in istics of the new . While Spain is a very attractive country Begoña Blanco about to undergo a second com- cia, applied for FDA approval for a Spain are opening flagship stores in star architects like Santiago Cala- with an edge in fashion, balmy petitive shock as the construction drug derived from marine organ- New York. In Ohio, a subsidiary of trava work on skyscraper designs weather and excellent food. Amer- Sectorial photos by Kristin Kjellgard sector ceases to drive economic ac- isms. Its R&D expenditure had Endesa, a Spanish energy giant, is in Chicago, actors like Javier Bar- icans admire success and it’s al- tivity. Construction companies are grown to €36.7 million ($53.3 mil- retro-fitting hydraulics factories to dem have walked off with this year’s ways a first step to getting involved. A more extensive version however bolstered by the services lion) by 2004. produce rotor blades for wind tur- Golden Globe Award for Holly- of the Seopan group, which high- Spain’s financial system bears lit- bines. In fashion, trendsetters like wood’s latest hit, No Country for What role have U.S. investors played in the of this report is lights the extensive experience and tle resemblance to its former self. Zara have invented a new school of Old Men. The title of the movie Spanish takeoff of the last 15 years? available at expertise of its members to the in- Banks have expanded into Europe marketing. Part of the Inditex Group, could very well apply to the new and Spain has undergone an eco- www.unitedworld-usa.com ternational business community. and Latin America with the kind of Zara produces 10,000 designs per unstoppable Spain. nomic miracle. It could easily be

CULTURE VULTURES FLY HIGH On the north Atlantic fringe, you will enter the Celtic domains of Gali- cia and , with lush mountains Everything is art and Iron Age hillforts. Further east are the , a proud industrious The fame of Spain is anything Spain is a country of individual- fessor, played by Ben Kingsley. The people with possibly the most so- but plain as the nation’s ists, says author John Hooper in The screenplay is based on a Philip Roth phisticated culinary societies on the creative spirit soars overseas New Spaniards. But the reference is novel. continent. , an erstwhile rust- not to an American brand of rugged In the realm of food, chefs like belt city, now basks in the titanium Whenever Carrie has a romantic individualism. Instead, the Spanish Pedro Almodovar Ferran Adria Antoni Tapies Fernando Alonso light of the Guggenheim Museum, breakup on HBO’s Sex and the City, brand consists of carefree algorithms Javier Bardem designed by Frank Gehry. at least she has her Manolos to turn and a self-sufficient philosophy that plays Anton For contrast, head southwest to to. The character played by Sarah Jes- ends seducing the foreigner. It is al- Chigurh in the Extremadura. Bordering , sica Parker is known for her attach- so a key conductor for creativity. Coen brothers’ this region of rolling plains and oak ment to fashion, higher on her list People here break for mid-morn- No Country For groves serves as a stomping ground than the complicated boyfriend. Her ing meals, often lubricated with a Old Men for Iberico hogs, now imported to stiletto-heeled shoes, designed by cool beer on tap. They are then sent U.S. retailers like Whole Foods in the Spain’s Manolo Blahnik, of the packing back to work full of new form of succulent hams. Ex- eponymous label, are the quintes- ideas. tremadura is also known in Europe sence of urban chic. Only culture—art, music, film, Penelope Cruz Pau Gasol Rafael Nadal Antonio Banderas for its cherries and almonds. Like Carrie, many Americans are fashion and fine cuisine—transcends Finally, cut across the country due magnetized by the aesthetics of their daily life. It is little wonder that Ferran Adria have put fine cuisine Beyond the city eclectics of places east and you will hit the Mediter- Spain. Here, everything is art. Dur- Spain has produced 20th century on its feet. In 2007, the head cook like Barcelona or Madrid, Spain is ranean port city of Valencia. Its 1.8 ing their junior year abroad, U.S. ex- maverick painters like Salvador Dali, of El Bulli traveled to New York’s uncharted territory for most U.S. million people perhaps best exem- change students are known to go Joan Miro or Antoni Tapies. Film di- Culinary Institute of America with visitors. Many can still find echoes plify the merger of art and life. This native in small provincial towns, rectors like Pedro Almodovar or a sampler of his food foams. Eating of Hemingway, the Civil War cor- is Spain’s SME heartland, the just- adopting the ways of locals. They Alejandro Amenabar have gripped has never been the same anymore. respondent, in a roadside hotel in-time manufacturer and second- learn to eat dinner at 10 pm, wear audiences with their story lines. For Jose Andres, the Asturian-born cook where he once holed up. Finding lit- largest exporter in the country. And scarves in 50-degree weather and eat the Sundance crowd, Isabel Coixet that grew up in Barcelona, takes erary echoes in this country of yet, it is also home to the City of more seafood than they have con- is the country’s talent at its most raw. molecular eating for a tour of Spain’s 193,000 square miles (twice the size Arts and Sciences, a creation of San- sumed in their lifetime. And where In her latest work, Elegy(2008), Pene- 17 regional cuisines. His new TV of ) is not difficult. tiago Calatrava, featuring opera else do older people and cute tod- lope Cruz is a student who awakens program airs on PBS stations across Drive aimlessly north or south, houses, science exhibits and aquar- dlers mix on city streets at 2 am? sexual possessiveness in her pro- the country this spring. depending on your temperament. iums. Who could ask for more?

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2 Thursday, February 28, 2008 SPAIN Distributed by USA TODAY Invest in Madrid, get a return on life Madrid. The Spanish capital couples a laid-back lifestyle with a fast-paced approach to development and growth In Madrid, a brilliant social environment, and readily blue sky presides reg- available and skilled manpower to ularly over unimagin- attract foreign investment in ably sunny days. It's a knowledge-based industries, city whose population proudly Madrid is finding the angle it needs claims to “work to live, not live to to shine. work,” where grandmothers, young With rapid developments in- children and businesspeople alike sectors such as research and de- stretch out their weeknights with velopment,renewable energies, long walks and late into the information technology, finance evenings. and international arbitration ser- The laid back atmosphere is vices, and even the aeronautics and comfortably contrasted, however, aerospace industries, branding a with a sense that the city is in the region with such great potential to throes of fast-paced development. international investors has made The many building sites, the heav- PromoMadrid’s job significantly ing traffic and constant movement easier. of people present throughout the In 2007 alone, major U.S. firms metropolis, clearly tell any visitor such as asset management firm that Madrid is a city where things American Capital Strategies Ltd, are happening. design consultancy Thanks to strong XPLANE, and MD historical links with the Anderson Houston American continent followed giants Google Madrid is the Euro- and IBM, by taking the pean epicenter for cul- first steps towards en- tural and business ties tering the European with Central and Latin market through setting America. However, in up their European the U.S., Madrid is on- headquarters in ly just beginning to Madrid. make its mark. JESUS SAINZ MUÑOZ Further internation- “Madrid is viewed as Chairman al awareness of Madrid a business city in both PromoMadrid comes through IFEMA, Europe as well as Latin the city's 1.3 million Madrid moves rapidly, both in generating economic development and after work entertainment, and its image as a desirable place for business is now making inroads in the U.S. America. In the U.S., however, there square meters of trade fair space. is barely any image of Madrid as a General Director, Fermín Lucas, business sector and as an attractive says that through hosting over 70 site for foreign investment,” says trade fairs annually, IFEMA aims JUSTICE MRS Jesús Sáinz-Muñoz, Chairman of to create added value. "Through PromoMadrid, the leading gov- our fairs, we cover 320 economic ernment agency charged with de- subsectors, making us the leading Vying for the front ’s famed veloping Madrid’s image and forum for European and global eco- attracting international investment nomic activities," he comments. to the capital. The final ingredient in the seat in arbitration ham heading to U.S. While Sáinz Muñoz agrees that Madrid brand is its lifestyle. In the more work needs to be done to in- face of other more overcrowded The Spanish capital is making to take another large part of the Located 2.5 hours northwest of per year, a figure it is intent on crease Madrid’s profile in the Unit- and colder European cities, Madrid a serious bid to become a world’s economic and legal pie. Madrid, historical Salamanca doubling in the near future. ed States, he is quick to mention offers a different approach to the leading destination for the While a difficult market to produces some of the “Our successful recipe is based that positives also exist. “Our im- work-life balance. settling of disputes through crack, with only a few world cities country’s best cured meats. on obtaining quality Iberian ham,” age is neither positive or negative, Things are changing, then. With international arbitration meeting all requirements, Madrid Now, local company MRS is states MRS honorary chairman and so our work is to develop the cor- its diverse and growing economy, is quite comfortably taking its seat planning to bring a little bit of group founder Mariano Rodriguez rect and desired positioning its proximity to the rest of Europe Right now, as you read this, around the international arbitra- Salamanca to the good ole Sanchez. “In order to do so, we take abroad,” he says. and a unique lifestyle, foreigners Madrid’s “Campus of Justice” is tion table with cities like Paris, U.S. of A. into account and monitor many Evidently, directly facing up to are flocking to invest in Madrid's under construction in the north- London and Geneva. factors, including genetic line, feed juggernaut competition from Asia business and lifestyle in droves. ern outskirts of the city. Set to be- The reason? First, Spain’s 2006 This year some of the best Sala- and a perfect salting and curing and Eastern Europen, where most come Europe’s biggest judicial international arbitration law mancan ham will be arriving in the process.” foreign investment focuses on pro- complex, the project aims to cen- which, as well as being approved U.S. for the first time. MRS, the One of Salamanca’s leading com- jects with intensive manpower and tralize the city’s 18 legal centers in Parliament unanimously, is group behind Jamón Salamanca, panies, MRS Group initially be- low added value was not an op- that are currently scattered one of the most if not the most intends to begin exporting the del- gan its activities in 1976 with tion. Instead, Sáinz Muñoz admits throughout Madrid. arbitration friendly statutes in icacy that has had Spaniards swoon- Pavimento Asfálticos Salamanca, that the main issue was finding the Slated for completion in 2010, the world. ing for centuries by mid-2008. now one of Spain’s top civil con- right angle to promote. the campus has already attract- Also, Spanish Courts have Americans are in for struction firms with an By using Madrid’s infrastructure, ed international interest, both voiced their support for interna- a treat. For those unfa- annual turnover of €60 for its immensity and design. tional arbitration. Four commer- miliar with this Spanish million ($87 million). Furthermore, as part of the cam- cial arbitration courts currently specialty, Iberian ham By 1982, MRS had A madrileño pus shall be devoted to the han- operate, three of them in con- is a salted and cured established contemplates dling of arbitration matters, the junction with Madrid’s Chamber meat most often served Agropecuaria Turra, Madrid’s project is also adding signifi- of Commerce, and they are es- in long, thinly-shaved later to become Jamón changing cantly to Madrid’s reputation as sential institutions in ensuring leg cuts. Similar to Salamanca. Between landscape at a leading center for international there is no undue interference in Italy’s prosciutto, Iber- 1988 and 1994, the Plaza de Castilla, arbitration. the arbitration process. ian ham is perfectly ac- group expanded its to the north of In today’s globalized world, Finally, just like with all oth- companied by red wine construction arm with the city where over 70 percent of busi- er business transactions, and sharp cheese, MARIANO RODRIGUEZ the creation of Edi- nesses express preference for solv- Madrid’s historical, political and which in Spain is tradi- SANCHEZ maro and Tecnología ing international commercial economic ties with Latin Amer- tionally Manchego Honorary Chairman and de Construcción Las- disputes through international ar- ica, and the rest of cheese. Founder of MRS torres, the latter of bitration, this means that Madrid Europe will also help to attract Jamón Salamanca, which was its first ven- is laying down the groundwork further cases. which is already exporting to ture into cement production. That Japan, China, Germany and Brazil, same year, it founded Proyectos boasts Europe’s largest Iberian Editoriales Salamanca, a publish- ham facilities, spread over five ing firm that now produces an Madrid Major events in 2008 ranches in Salamanca, a region award-winning local daily news- revered by Spaniards for the ex- paper, expanding this line with ■ The celebration of international events is a major part of PromoMadrid’s strategy. cellence of its cured meats and graphic design firm Castellana de High-profile events are welcomed to the Spanish capital, where world-class conference sausages. The company’s rigorous Artes Gráficas in 2003, today facilities are matched by a unique lifestyle, making organizing and attending an event a quality control process, applied to known as Integral Press. perfect mix of business and pleasure. all aspects of production from the From the late 90s, however, Major conferences coming to Madrid in 2008 include: raising of the animal to the final MRS’s main diversification took product, is pioneering in Spain, place in hotel and resort develop- May 3rd to 6th Asian Development Bank Annual Meeting and undoubtedly one of the rea- ment. MRS Real Estate is the name www.adb.org sons Jamón Salamanca has been behind Salamanca Forum Resort June 18th to 20th Annual EVCA Symposium approved for export to the U.S. and the Hotel Doña Brígida Golf www.evca.com ISO 9001:2000 and 14001:2004 Spa, a four-star hotel with confer- June 29th to July 3rd 9th World Petroleum Congress certified, Jamón Salamanca cur- ence rooms, congress hall, spa and www.19wpc.com rently processes 60,000 animals 18-hole golf course.

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FINE IBERIAN CUISINE CAMPOFRIO Gastronomy with gusto in the U.S. A taste of Spain

Spaniards have long treasured with those of coun- about the brand names ture cheese made from sheep’s their gastronomic delights and, tries with greater for such things as wine, milk – and many are already avail- at Wal-Mart at long last, these are making brand awareness. olive oil, cheese and able in the gourmet section of their way into mainstream Miguel Otero, Gen- ham? These are now most grocery stores. Leading food products the market. In 2005, the company American kitchens eral Director of LBSF, deservedly making For the past few years, Spanish company Campofrio has a represented 29 percent of Spanish comments, “Spanish their way into the lime- wines have been garnering inter- long history of collaboration cured meat sales in the U.S. under While Spanish corporations are products and services light, not only in national awards, but one of the with U.S. companies. Its new its brand names of Campofrio, making great global strides in sec- must offer greater val- gourmet delicatessens greatest strides for the industry agreement with Wal-Mart will Navidul and Revilla. With three tors like banking, telephony, con- ue and clear utility to and trendy bars but al- was made just a month ago when now bring it a little closer to production facilities already ap- struction and apparel, other our foreign cus- so in local supermar- the U.S. magazine Wine Enthusi- the American public proved by U.S. officials for cured companies are slowly but steadi- tomers.” While Span- kets. Thanks to the ast named La the “World’s ham export, Campofrio is now ly adding quality and flair to an im- ish products may still MIGUEL OTERO, ‘Denominación de Best Wine Growing Region”, cat- Leading Spanish processed meats working to have a fourth approved portant part of U.S. consumers’ not be quite as well General Director of LBSF Origen’, or Guarantee apulting not only the region but the producer, Campofrio Alimentacion in Spain this year. everyday lives: food and drink. known as those of of Origin, labels, con- entire country into prominence. – of which U.S.-based Smithfield “We have had a presence in the However, what many people are neighboring or Italy, the sumers know they are buying a Torres (wines and brandies) and Foods, the largest processed meats U.S. since 1978 when we formed a unaware of is the origin of the fan- situation is definitely improving. high quality product from one of Freixenet (cava) are just two ex- and pork products company in the joint venture with Beatrice Foods,” tastic wine they tried in that chic “We are beginning to stand out. Spain’s finest producers of wine, amples of brands from other re- world, owns 23 percent – has signed says Chairman Pedro Ballve. “Ba- bar downtown, or of that heav- Spain is being discovered,” he adds. cheese, meat and even saffron. gions that are fast becoming an agreement with sically, in the years since enly olive oil served with their These days, Spanish celebrities Most people associate olive oil household names in the U.S. Wal-Mart to sell cured we went international, bread in the bistro down the road. are acting as efficient ambassadors with Italy but even the most cur- Iberian ham, Spain’s singular- ham in select stores on we have always had a In 1999, 17 Iberian companies for Spanish culture and products. sory glance at a list of worldwide ly favorite foodstuff and often de- the east coast of the U.S. strategic alliance with founded the Leading Brands of Few today are unfamiliar with olive producers is enough to see scribed as “melt-in-the-mouth The agreement is ex- an American compa- Spain Forum (LBSF) in order to Penelope Cruz, Pablo Picasso, that Spain supplies more than meat”, comes from free-range pected to more than ny. First it was Beatrice, better position Spanish brands Joaquin Cortes and Pedro Almod- half of the world’s olives and olive acorn-fed pigs and is finally be- triple Campofrio’s sales then Horner and now abroad. The LBSF now has 75 ovar. Food buffs will also be well oil, far ahead of Greece and ing imported after years of an- of Serrano and Iberian Smithfield Foods. We members , all of which have passed versed in the recipes of Ferran France, the nearest contenders. ticipation. Currently, Iberian ham ham in the U.S. to have always felt that this the highly selective entrance re- Adria (who lent his voice to a char- As for cheese, Spain has approx- exported to the U.S. comes from roughly €15 million ‘umbilical cord’ with the quirements set by its founders, acter in Disney Pixar’s ‘Rata- imately 100 different varieties – Salamanca, a town that has been ($21.8 million) this year U.S. was important who were aware that their prod- touille’), Karlos Arguiñano, Jose the most famous of which is named a UNESCO World Her- – just 1.4 percent of the PEDRO BALLVE, since it is one of the ucts had to be able to compete Andres and Sergi Arola. But, what Manchego, a rich and zesty ma- itage Site and which is famous company’s total annu- Chairman of Campofrio most advanced and in- for its university, architecture and al global sales. novative markets in the Sergi Arola is one of Spain’s new history. This region prides itself The agreement with Wal-Mart world in terms of consumption favorite chefs and winner of two on being the cradle of true Castil- signals Campofrio’s move into the and trends.” Michelin stars. Shown below: a ian Spanish as well as the home U.S. market in a big way after a Incorporated in Burgos in 1952, typical Arola masterpiece – of the finest ham in the country. residual presence of its cured ham Campofrio Alimentacion is Spain’s putting a spin on traditional “We have developed a powerful products in American specialty largest processed meats producer. patatas bravas (fried potatoes industry around our porcine shops over the past four years. It Acknowledging that the Mediter- with a spicy tabasco sauce) that breeding. Our culinary traditions also forms part of a general trend ranean diet is a beacon for nutri- has food lovers swooning and along with the fact that we have of international expansion from tionists and chefs worldwide, the gourmets enthralled. one of Europe’s oldest universi- Spanish food products companies company has adopted a healthy ties create a unique cul- in recent years to new markets like living philosophy, offering con- tural legacy. We attract the U.S., the EU, Latin America sumers products that fulfil the nu- students and gourmets and China. tritional needs of varying lifestyles. from all over the Luckily for Americans, it also re- In addition to cured ham, its globe,” observes Ju- flects the even more recent trend products include sausages, frank- lian Lanzarote, of Spanish companies securing furts, cooked hams, cold meats and Mayor of Salaman- wider entrance to the U.S. market poultry lines. Today, the company ca, adding, “the one for Spain’s renowned cured hams. has a presence in three continents, thing I never tire of Indeed, Campofrio was the first with production facilities in six eating is Salaman- Spanish company to export cured countries and sales in more than ca ham.” ham to the U.S., where it has led 40 countries across the globe.

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4 Thursday, February 28, 2008 SPAIN Distributed by USA TODAY

FOCUSING ON U.S. TOURISTS Spectacular Spain An American Tourism. With more than 60 million visitors each year, in Iberia Forget Roman holidays – Spain is now the European destination Spain provides the best vacation experience possible, contrasting attracting flocks of American tourists in search of that perfect combination of culture, fun and sun. Tourism and Commerce the past, present and future Secretary of State Pedro Mejia Gomez and Felix Larrosa Pique, the former director of Turespaña, the Spanish Tourism Institute, discuss Every country likes to claim between the old and new. The restaurant offering sweeping most breathtaking treasures how they’d like to foster this important partnership. they’ve got the best of every- 18th-century Prado Museum views of the city below. tucked away in its smaller thing – best food, most beau- just received a modern addi- Speaking of food, Spain’s fine towns. Spain is home to 40 UN- tiful landscape, most talented tion, adding 50 percent more wines and delectable dishes will ESCO World Heritage sites, people, most efficient cities – space to house its unrivalled be on display in Barcelona in such as the sandy beaches of as a matter of national pride. collection of paintings by March at Alimentaria, one of and the imposing Al- However, could it be that, after Rubens, Velazquez, and Goya. the most important food shows hambra castle in . A decades of living in the tourism Bilbao is dominating the mod- in Europe. Just across town, de- state-of-the-art train system shadow of France and Italy, ern art movement with its strik- constructionist chef Ferran has made it easy and affordable Spain has actually achieved all to reach all these scenic desti- this? Superlative success in nations. The Spanish govern- every category? ment aims to upgrade 4,350 The American tourist has miles of existing track to high- come to realize that in Spain, you speed quality by 2010, making really can have it all. Want mu- all major cities reachable by seums? Madrid’s got the Prado, train from Madrid within four Pedro Mejia Gomez Felix Larrosa Pique a crown jewel of the art world. hours, and from Barcelona Fast, safe transportation? The within six and a half hours. cutting-edge AVE train system As Spain makes these ad- What is the Spanish government doing to connects every major city in vancements in transportation, accommodate American tourists? Spain at lightning speed. Fantas- it is mindful of the current vi- tic food? Chefs from all over tal, worldwide focus on the en- Mejia Gomez: American Larrosa Pique: A plan called ‘Hor- Spain have taken vironment. According to the tourism is very important to us. izonte 2020’ will give top priority to far beyond . Great weath- Kyoto Protocol, Spain intends We’re focusing on the installa- urban landscape renewal and beau- er? Check. Spain has even dom- to reduce its greenhouse gas tion of four and five-star hotels. tification. We must make a special inated the sports and cinema emissions by 15 percent be- It seems wise for Spain to pro- effort in urban centers where there arenas recently, with names like tween 2008-2012. And that en- vide hotel infrastructures that is a high concentration of cultural Rafael Nadal and Javier Bardem vironmental awareness is being center on higher quality. and historical options. We are also on the tip of everyone’s tongue. reinforced by the celebration going to continue increasing the Americans have long come to of Expo . Beginning number of direct flights to Madrid Europe to enjoy its centuries-old in June, Zaragoza, Spain’s fifth- and Barcelona. history and relaxed atmosphere, largest city, will host this inter- and have finally found that elu- national exposition focusing on What is the profile of the average American sive combination of culture, fun water and sustainable develop- traveler to Spain? and sun in spectacular Spain. ment. The number of U.S. visitors These multi-sector advances Mejia Gomez: We have tourists Larrosa Pique: We aim to pro- to Spain rose by 23 percent in are the product of years of hard who go places that are not beach or ject the emotional values that in- 2007, and Spain became the work to create the best vaca- resort areas, which the Spanish gov- terest U.S. citizens, and cuisine, second-most visited country in tion experience possible. ernment is anxious to encourage. wine, and authentic culture assume the world. “We have been “Turespaña (the country’s The average expenditure of the an extraordinary role. In addition, breaking records with respect tourism institute) has been a American tourist here is double that through Turespaña, we attracted to the arrival of international fundamental element in the of the average tourist from anywhere 200 professional events in 2007 tourists for the past three or development of Spanish else, and tourism is not concentrat- throughout Spain. four years,” announced Spain’s The curvaceous, free-form sculptural style of Frank Gehry’s Guggenheim Museum in Bilbao tourism,” Mejia Gomez says. ed just during one or two summer Secretary of State for Tourism, has become a reference point in architectural circles and a seductive backdrop for visitors “Over the years, the image it months; it’s non-seasonal. Pedro Mejia Gomez. “The pres- to view contemporary art. has created of Spain has been ence of the United States has al- very important, and it contin- What is being done to get to know this growing U.S. market? ways been relevant from the ing Guggenheim Museum, and Adria’s restaurant El Bulli is cel- ues to be important today.” commercial point of view, but the newly completed Contem- ebrating being voted the best This image – a portrait of the Mejia Gomez: We are trying to Larrosa Pique: Approximately also from the investment point porary Art Museum in Leon restaurant in the world by ideal coexistence of old and maintain a high level of collabora- €2.5 million have been invested in of view, as it is our leading for- has imitated its success. Mean- Restaurant Magazine for the new; of both siestas and tion with the private sector to pro- market and product studies. This eign investor, and we feel it will while, Barcelona’s Museu Na- second year running. streamlined technology – is mote foreign tourism to Spain. New sector is constantly changing and continue to be.” cional d'Art de Catalunya is Though Barcelona and the reason that Spain will wel- technology allows us to satisfy an we need to be fully aware of the com- One of the main reasons for drawing rave reviews not only Madrid are the country’s largest come more than 60 million vis- ever-growing and sophisticated de- petitive environment we are in, and Spain’s emergence as a tourist for its art, but also for Oleum, and certainly most well-known itors this year with open arms mand from a diversified public that increase our knowledge through Mecca is its fine-tuned balance its in-house Mediterranean locales, Spain has some of its and an open view of the future. is still anxious to travel. high-level research.

A VISIT TO THE SPAIN’S CAPITAL CITY Whatever your world is, you’ll find it in Madrid

Amazing culture and history, great infrastructure, and above all, great people. The Spanish capital receives visitors with open arms and provides them with a range of tourist activities, whatever their preference

Hemingway wrote about it. Almodovar captures it on film. While it may not be as immediately beautiful as some other European cities, Madrid has been singled out as one of the most culturally ex- traordinary and uniquely en- chanting places on the planet. The Spanish capital boasts a diverse heritage, but according to Santia- go Fisas Ayxela, Regional Minister of Culture and Tourism, what re- ally makes Madrid stand out is its people. “It is one of the most open cities imaginable, where people SANTIAGO FISAS AYXELA, Regional Minister of Culture and Tourism from anywhere in the world feel at home and are greeted with open MA convention center, where en its bid to host the 2016 Olympic arms,” Fisas Ayxela explains. “It wel- most trade fairs are held. “If we add Games. “Hosting the Olympic comes everyone, but also holds on to all this Madrid’s top-class ho- Games can totally change the per- to its very important traditions.” tels, gastronomy, and the ception people have of a city,” Fisas In recent years, Madrid has character of Madrid’s people, the Ayxela says, citing the success of grown to be one of the top desti- result is a city that visitors return the 1992 games in Barcelona. nations for both domestic and in- to because they are so happy here.” One of Madrid’s leading advan- ternational tourists. The tourism The numbers don’t lie: Madrid tages is its excellent connections sector contributes approximately received more than 9.3 million vis- to its sporting sites via the metro 10 percent to the regional GDP be- itors in 2007. “We think that subway system. This is a subject tween direct income and indirect Madrid is the gateway for U.S. that Fisas Ayxela is particularly employment, creating more than tourists to visit Spain and the rest passionate about, as he served as 150,000 jobs in the region. One of of Europe,” Fisas Ayxela says, “Since Secretary of State of Sport, First the key factors in bringing people they come from so far away, they Vice President of the 1992 Span- to the region is Madrid Barajas air- take advantage of the opportuni- ish Olympic Committee, and was port, a first-rate international hub ty to visit other nearby places.” an all-Europe golf champion. “I with connections to a number of Madrid boasts eight fellow believe it will be a very attractive destinations in the U.S. It is the World Heritage cities located less candidacy,” he adds. largest European airport in terms than 150 miles from the city cen- “Madrid’s vitality makes it very of area (a fourth international ter- ter, such as the medieval walled special and very different from any minal was recently completed), city of Avila, and mountainous other city; a young person looking and one of the most modern. , which features impres- for fun will find it any day of the Fisas Ayxela explains that sive Roman aqueducts. week, and older people looking Madrid’s cultural promotion ex- Madrid is currently carrying out for peace, excellent services and tends to students interested in a major investment program in in- culture will find that as well,” con- learning Spanish – as well as busi- frastructure, transportation and cludes Fisas Ayxela. “Madrid is tru- ness travelers – through the IFE- the hospitality sector to strength- ly a city that offers it all.”

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Distributed by USA TODAY SPAIN Thursday, February 28, 2008 5 Valencia, the kinetics of FDI Offering an opportunity to invest and a great place to live, the region is catching the global commerce limelight

Reflecting a zest for modernity, the striking form of Valencias’s City of Arts and Sciences was designed by noted Spanish architect Santiago Calatrava and heralds in a new era for the region as it uses innovation and infrastructure to forge international synergies.

Known for its , the effigy-burn- the autonomous region received 58 percent of ing festival in March, the region of Va- Spain’s inflowing FDI, making it the largest per lencia is an economic ball of fire. The capita recipient in the country. “Foreign investment tempo here is determined by major in our region has increased nearly 1,000 percent sporting events and crane activity at its inter-modal in the past 12 years. It proves that we’re working cargo terminals. Its capital, the port city of Valen- in the right direction,” says Lis. With €18.2 billion cia, hosted the America’s Cup in 2007. This year, ($26.3 billion) in manufactured exports, the re- five other races will showcase the region’s risk-tak- gion is also a key player in international trade, de- ing nature, including a Formula 1 Grand Prix. Mean- veloping synergies with shipping lines in the while, quietly churning out 10 percent of Spanish and industrial partners in Turkey. GDP is a dense cluster of SMEs. But what makes Valencia so special? According “Valencia has become a global refer- to Lis, it is a combination of strategic ence point by hosting events that have geographic location, a no-nonsense ser- an incredible media buzz. The 32nd vices sector and excellent infrastructure. America’s Cup last year alone garnered The Comunitat Valenciana enjoys a €2.7 billion ($3.9 billion) and created macroeconomic vision from the top and 80,000 jobs,” says Antonio Lis Darder, sells itself as the port of entry for man- the General Director of Valencia Com- ufacturing industries based in Madrid, munity Investments (VCI), the region’s often overtaking Barcelona in cost ef- official trade promotion agency. The fectiveness. “Investment is a multi-lev- organizational know-how of local en- el affair, with many factors and many trepreneurs generates business syner- departments. It involves business per- gies further down the stream. “We profit ANTONIO LIS DARDER mits, incentives, city councils and re- doubly from investments,” says Lis. General Director of VCI gional ministries. Investors seek ease of Known as the Comunitat Valenciana, doing business, as well as clarity in the the balmy Mediterranean region is home to 420 business framework,” says Lis. multinationals. A recent study shows that 80 per- At the heart of Valencia’s breakneck pace is a cent of them gave regional authorities a ‘good’ or ‘very strong tradition in industry. For years, the region good’ rating for the business environment. Seaport was known for its ceramics and cement works. logistics, transportation networks, institutional sup- Through innovation, it has moved up the value port for R&D, and modern communications were chain into flooring systems, bio-fuel plants and among the reasons cited for satisfaction. Ford, the components for solar energy. The emerging au- largest U.S.-based investor, has announced €425 diovisual sector is the latest to cluster around a mu- million ($615.9 million) in capital outlays through nicipal plan dubbed the City of Light. Lis has 2013. The carmaker has produced nearly nine mil- traveled to Miami and Los Angeles to promote lion cars at its plant in Valencia since 1977. It exports the idea. He comments, “There are 700 companies nearly 64 percent of its European production out of working in this sector already. To take off, the au- the seaport here. diovisual industries will require professional ser- Last year, Valencia’s total GDP grew to €95 bil- vices, craftsmen and hotel infrastructure, among lion ($137.4 billion). In the third quarter of 2007, many other things.”

MAKING WAVES A lively city that is ‘sporty, nautical and light on its feet’ Valencia never rests and has playful shifts of scale. It is highly Today, Valencia competes for a stream of high-profile formal, and yet free of constraints. lucrative contracts with other in- sporting events and major Like the city itself, the building dustrial ports such as Antwerp exhibitions coming up serves a function first, but lays and Marseille. “Sporting events bare an uninhibited sense have proven our strengths and Designed by David Chipperfield of fun. For Antonio Lis our know-how,” says Lis. Architects and Barcelona’s b720 Darder, the head of Va- For 2008, Lis highlights the Vol- firm, the white-cubed America’s lencia’s trade promotion vo Ocean Race, the World Mo- Cup building in Valencia was agency VCI, media torcycle Grand Prix, the world among only seven projects world- events like the indoor track and field competi- wide to be short-listed by the Roy- America’s Cup tion, and the European Formula al Academy of British Architects have helped place 1 Grand Prix as the city’s major (RIBA) in the nominations for the city on the sporting events. the prestigious 2007 Stirling global invest- By the time 2009 rolls around, Prize. On the RIBA website, the ment map. Valencia will again host the Amer- structure is described as ica’s Cup after the success of last “sporty, nautical and light on year’s competition. its feet”— all qualifiers that In the meantime, visitors easily apply to Valencia’s zeal should not miss the landmark for modernity. exhibits on climate change Built as a logistics center and spy science at the City for sporting events, the of Arts and Sciences, a four-story structure spectacular museum opened in May 2006. Its complex designed by first duties were as cen- renowned architect San- tral command for teams tiago Calatrava. and sponsors participat- ing in the America’s After raising its Cup, which took place international profile by in Europe for the first successfully hosting the time in 150 years. 32nd America’s Cup Known here as Veles last year, the city e Vents (sails and finalized plans to wind), the structure stretch out to the sea has already earned with a new marina that icon status. Locat- will transform the ed at the heart of coastline and form a the city’s in- link between the port dustrial port, and the city with 1.3 it consists of million square meters three trays of of leisure, business and stacked white sporting facilities. concrete with

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6 Thursday, February 28, 2008 SPAIN Distributed by USA TODAY The perfect balance between a rich past and an avant-garde future Once an important Roman center and birthplace of Spain’s conquistadors, Extremadura is about to embark on a new era in its history

“Extremadura is un- This sacrifice will no longer be dertaking a new form necessary, says the regional gov- of economy today, ernment. In fact, Extremadura’s while making efforts economy has lately been registering to reinforce its traditional economy higher growth than the national av- at the same time,” states President of erage, which in turn is higher than the Regional Government Guiller- the European average. Moreover, mo Fernandez Vara. “The new econ- thanks to a visionary ICT strategy omy is related to new technologies, launched at the end of the nineties, and leading companies in the sec- Extremadura is fully integrated in the tor like IBM and Indra have already information era. set up their software production fa- Unemployment levels are on the cilities here. Our goal is not to aban- decline and per capita income is on the don what we have always been but rise. To harness this momentum, the also to project ourselves towards government is focusing on value added what we have to be in production, technology this new day and age.” and attracting new com- The Lusitania bridge over the Guadiana river in the Extremaduran capital city of Merida. The bridge was designed by Spanish architect Santiago Calatrava, who is currently This approach to the panies to the area, key to designing the World Trade Center Transportation Hub station for Ground Zero in New York City. economy by the region- which is a strong infra- al government reflects structure backbone. in essence the same mes- A high-speed train be- MARCA EXTREMADURA sage it is now promoting tween Madrid and Lis- of Extremadura itself – bon that will run through that of a land in which the region will be com- Extremadurans bring it forward town and countryside, pleted in 2010, and a new progress, while tradition, highway linking Ex- A trendy new magazine and global the Extremaduran lamb displayed in a butch- past and future blend GUILLERMO FERNANDEZ tremadura’s two largest satellite coverage are just two of the er’s shop in Madrid and the clothing made seamlessly, creating an VARA, President of the cities, Badajoz and new initiatives from the regional here and sold in a store in Barcelona .” environ where innova- Junta de Extremadura Cáceres, is slated for 2013. government’s Marca Extremadura Marca Extremadura’s creators based the phi- tion thrives but where “Extremadura was be- project that is showing the region itself losophy behind the project on the transfer of there is still time to enjoy the simple fore considered the ‘periphery of the just how much it has to offer value. Interestingly, they saw that it was first things in life. periphery’ but the EU has extended necessary for Extremadurans to see the value In many ways, this Spanish au- its borders and we are no longer at In 2005, the government of Extremadura com- that existed in themselves and their region, Mar- tonomous community, historically the ‘end’ of anything but rather at the missioned a study that confirmed their suspi- ca Extremadura’s most important products. the country’s poorest region, has ‘beginning’ of something. We have cions – the region was poorly known even “Extremadura has progressed significantly benefited by being largely overlooked gone from the periphery to the cen- within Spain. Furthermore, this was the main in recent years, and Extremadurans have every by the industrial revolution. Wedged ter,” Fernandez observes. reason behind an entrenched image that the reason to expect a prosperous future. But they between Portugal and the central If strong infrastructure, lower op- region had been unable to shake – that of the Extremaduran pop singer, Bebe, graced the cover of the themselves must believe in it and put their will plains of La Mancha, Extremadura erating costs and a growing econo- poor, dusty outback – and one that by no means seventh edition of the magazine Image of Extremadura. behind it,” said Ariño. is also far removed from Spain’s my are not enough to lure those new was an accurate reflection of this western au- The government spent €5 million ($7.3 mil- crowded coasts, and hence, its mass companies in, however, maybe they tonomous community today. From this, the re- la under which all of these and other initiatives lion) on the project last year. This year, that fig- tourism. Consequently, it remains should consider this: “We may not be gional government’s Marca Extremadura were grouped, with the ultimate aim of repo- ure is expected to top €20 million. So far, the unspoilt. Boasting a wealth of World leaders in GDP but we are in human (Extremadura Brand) project was born. sitioning the region in the global context. project has spawned a satellite TV channel Heritage Sites and protected nature relations, in the things which are in- Launched in the spring of 2006 as a public “What this is about,” he declared at the launch, dedicated to the region, its own magazine, a reserves, the region has managed to deed priceless, in our natural envi- company, Marca Extremadura was described “is that when somebody reads the word Ex- logo to serve as a seal of quality, a food prod- retain the beauty of its countryside ronment and the possibility of being by its director Pedro Ariño as a comprehen- tremadura or sees the Marca Extremadura lo- uct range and a new national campaign enti- and preserve its rich history and cul- ‘different’. If you truly want to enjoy sive campaign that was neither a new shot at go, they immediately associate it with quality. tled ‘Time for the things we live for’ that ture albeit often at the expense of eco- life, come to Extremadura,” concludes advertising or public relations nor a new tourism And everything falls under this, from the ser- promotes an image of Extremadura as the per- nomic progress. the region’s president. or cultural promotion, but rather an umbrel- vice provided by a hotel waiter in Badajoz to fect combination of modernity and tradition. REGIONAL DEVELOPMENT INITIATIVE WINS INTERNATIONAL ACCLAIM Extremadura LinEx a triumph for World Heritage Sites techno-socialists and capitalists alike

Extremadura has blazed new Nations’ joint UNCTAD and paths, enabling universal UNITAR Symposium on ICT access to IT infrastructures Policy Issues for Development. and services, while How did Extremadura pull this promoting digital literacy for off? It all began with a new ICT Old town of Cáceres everyone, both in urban and strategy in 1997 based on free ■ The city’s history is reflected in its rural areas and open source software (soft- architecture, which holds a rich heritage ware that can be freely copied, of Roman, Islamic, Northern Gothic and In developing economies round modified and re-distributed by Italian Renaissance monuments. From the world the call for the creation its users.) the Muslim period, the Torre del Bujaco, of a knowledge-based society can Extremadura adopted Linux, shown above, is the most famous. be heard, and Extremadura has developed by Linus Torvalds, as been no different. It is, however, the official operating system for the region’s unique approach to its offices and schools, thus mark- bringing this about that has dis- ing the first time that a European tinguished it and con- public school system verted it into a case switched to an open study worldwide. With source. Extremadura limited resources, it has called its adapted ver- become over the last ten sion of the software years a high-tech, Mi- LinEx. crosoft-free zone. Over the next five This achievement years, the regional gov- Archaeological Ensemble was hailed by the Ottawa Citi- ernment burned 150,000 copies of of Mérida zen in 2004 as “an upbeat de- the operating system, which were ■ The colony of Augusta Emerita, velopment for the downtrodden”. sent to the region’s 670 schools today known as Merida, was the capital It won Extremadura one of Brus- and distributed to the public of the Roman Lusitania and considered sels’ European Regional Inno- through inserts in local newspa- one of the most important cities during vation Awards that same year, pers. LinEx was installed in 32 the Roman Empire. It gathers numerous and a mention in the Washing- tech centers, where citizens were well-preserved remains of the old city, ton Post two years earlier. In the trained in its use free of charge. A including this Roman theater. summer of 2006, regional offi- regional intranet was created that cials were invited to speak on connected 1,500 public offices and their experiences in the United schools – another European first. The region’s 15,000 teachers were trained and instructed to incor- porate computer use in the class- room, and a center was created to develop customized accounting software, and hospital and agri- cultural applications. In Ex- tremadura today, universal access to the digital world is a reality, Royal Monastery of Santa Nature, discoveries, your compass, monuments, new memories, and the Extremadura model is Maria de Guadalupe friendship, meetings, gastronomy, taste, feasts, love, a flower... acknowledged round the globe as an overwhelming success. ■ The monastery is an outstanding repository of four centuries of Spanish religious architecture. It ...there is a place where you can live and imagine these things. Jose Zayani of the embodies two significant events that Extremaduran bar occurred in 1942: the Reconquest of Extremadura El Miajón Castúos the by the Catholic www.cosasporlasquevivimos.com in Madrid cutting Kings and Christopher Columbus’ www.marcaextremadura.es Time for things for which we live. slices of the arrival in the Americas. The statue of region’s famous the Virgin Mary located inside the Iberian ham building symbolizes the for customers Christianization of the New World.

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Distributed by USA TODAY SPAIN Thursday, February 28, 2008 7 Technology for life A combination of institutional support coupled with a dynamic, imaginative private sector is making Spanish goods appreciated all over the world Far from the clichés of summer ow of French or Ital- to readapt varietals to Overall, exports of Spanish languor, few countries can com- ian cuisine. José An- new consumer tastes. manufactured products to the U.S. pete with the image makeover of drés, the chef of Culture is another grew 23 percent in the last year. Spain. Like statisticians who ap- Washington’s Café At- ICEX vehicle penetrat- “Spanish companies focused ply math to new disciplines, lantico, recently ing U.S. markets. on Latin America in the 1990s, Spain has applied technology to helped organize an Acebes programmed but now we’re witnessing a radi- traditional sectors of the econo- event at the Culinary cultural events in cal change, with the infrastruc- my. Touted as an innovator in Institute of America, American cities ture sector investing heavily in PharmaMar, a leading biopharmaceutical company of the Zeltia Group, searches the sea agribusiness in the 1980s, today together with Basque throughout 2007 to fa- the U.S. They combine construc- bed for new compounds which are then tested for their ability to combat tumor growth. its talent pool includes fashion and Catalan cooks. cilitate exports of Span- tion with financing and manage- supply chains, desalination Wine enthusiasts on ish books and music. ment, using the concession-based plants, biotech firms and re- this side of the Atlantic ANGEL MARTIN ACEBES With its sizeable model as an entry point into the BIOTECHNOLOGY newable energy. ICEX, the ex- have also benefited Vice President of ICEX Latino population, the market,” states Acebes. port promotion agency, deserves from the reinvention U.S. is suddenly a Although investment still flows much of the credit for driving of Spanish wineries. The suc- prime target for Spanish retail mainly to the European Union, Deep-sea globalization home. Its slogan? cessful vintners imported tech- chains. And because fashion is al- Acebes is aware of the shift to Technology for Life. nology from Australia in the 1980s so culture, ICEX officials point North America in sectors like en- “We wanted to transmit the to garment chains like Zara as in- gineering. Not a bad result for a pharmaceuticals idea of a dynamic country with a WITH ITS SIZEABLE LATINO vestor beachheads here. Playing country that until 1998 was a net passion for what it does. Our cam- POPULATION, THE UNITED off the strength of the euro, Man- recipient of foreign capital. “To- A decade ago, when neling money from financial paign highlights Spanish tech- STATES HAS SUDDENLY go, another prêt-a-porter firm, day, investment abroad by Span- pharmaceutical company markets to bio-incubators. nology as well-made and durable,” BECOME A PRIME TARGET has just opened a flagship store in ish companies accounts for more Zeltia decided to search Barcelona, which has a well-es- says ICEX Vice President Angel FOR SPANISH RETAIL New York’s SoHo. It is planning than 35 percent of GDP. the seafloor for new tablished pharmaceuticals sec- Martin Acebes. CHAINS LIKE ZARA OR a second store on Madison Av- “We are the world’s sixth in- sources of agents, many tor, opened a stunning As examples, he points to green MANGO enue. vestor of capital,” says Acebes. were skeptical waterfront center in May 2006 engineering firms exporting for research into gene regula- know-how to distant markets. Thanks to institutional support tion and cell biology. It is also the Gamesa, a wind turbine expert, and dogged resolution, Zeltia first domestic lab to experiment now runs assembly plants for gen- began finding marine com- with embryonic stem cells. erator blades in Pennsylvania. pounds, soon becoming a For Zeltia, all this growing Acebes also mentions air traffic star performer on the competition is good news. By control systems designed in Spain, Madrid stock exchange. 2007, the company had obtained allowing one out of three airplanes Private investment in a credit line of €50 million ($73 to take off worldwide. biomedical research in million) from lenders such as “Our activities are very diverse. Spain grew 32 percent the European Investment Bank. We support Spanish companies in 2007, and according to Listed on the Spanish stock and provide assistance at more trade promotion agency exchange since 1998, its finan- than 350 international fairs. We ICEX, the domestic bio- cial assets had grown to €67 mil- also contribute to the training of medical industry has ex- lion ($98 million) by mid-2007. international personnel, with panded by 350 percent more than 600 interns,” says since 2003. More than 270 PRIVATE INVESTMENT IN Acebes. ICEX runs a network of Cutting-edge public institutions are current- BIOMEDICAL RESEARCH 95 offices abroad, including Los high-speed ly involved in R&D, with 92,500 GREW BY 32% IN 2007 Angeles, Chicago, Miami, New AVE trains professionals working in the labs AND THE INDUSTRY HAS York and Washington DC. The rapidly and contributing to science jour- GROWN THREEFOLD agency has endowed hundreds of connect nals. More than 2,000 Spanish SINCE 2003 local SMEs with global trade cre- Madrid with students are awarded PhDs in dentials, including exporters of an expanding biotechnology each year. Meanwhile, the European Com- iberico ham and organic olive oil. number of The growth reflects new ap- mission has recently ratified the The goal is to match products other Spanish proaches to industrial develop- cancer-fighting compound with new markets, but also to al- cities, ment by the country’s regional known as Yondelis, developed ter the country’s perception including governments, as well as Spain’s by Zeltia subsidiary Pharma- abroad. Barcelona and excellent medical infrastructure. Mar. Acebes believes strongly in . For example, the Basque Coun- In 2008, Zeltia will apply to Spain’s particular blend of science try, with its long engineering launch Yondelis in the United and tradition. The magical mix tradition, has now established a States. The Food and Drug Ad- has driven a growing number of strong presence in the field of ministration has already desig- Americans to discover Spanish bio-robotics. In Madrid, science nated its use for the treatment culinary arts, too long in the shad- parks have been adept at chan- of soft-tissue sarcoma.

RENEWABLE ENERGY The turn of natural ingenuity The last ten years have seen million into a former Sauer-Dan- Spanish companies establish a foss factory, the company will be- leading role in developing gin assembling 250 wind turbines alternative energy sources per year. The Iowa facility will cre- ate 1,300 jobs by 2010, according With few natural energy resources to company officials. It is a segue of its own, Spain has had to invest to the company’s installation of a in ingenuity to solve its power 180-megawatt wind farm on the quandaries. In the Iberian Penin- border between North and South sula, water and wind power date Dakota last year, as well as the 64- back to pre-Roman times. Some megawatt solar thermal plant in of the first metalworking forges Nevada. Acciona is currently de- of the Celtic northwest were pow- The geography and veloping a more advanced three ered by hydraulic engineering. make it perfect for wind generation. megawatt wind turbine. Meanwhile, the windmills that But Spanish renewable compa- appear in Don Quixote were op- up to 15 percent of total energy de- nies are not only about harvest- erational well before the 17th cen- mand in the EU will be supplied ing wind. Utility Endesa has tury. Today, Spanish-based by renewable sources. Wind is big diversified into gas-fired turbines companies like Acciona Energy, business in Spain and Germany, and is buying up hydrocarbon re- Endesa and Abengoa are re-ex- where the industry has optimized serves in Mexico and Venezuela. porting their savvy worldwide. its proprietary technology. The Abengoa, the Seville-based in- Like the British Isles, the Unit- AWP 1.5-77 model designed by novator in sustainable develop- ed States has yet to begin realiz- Acciona Energy has an output of ment, has broadened its own ing the potential of renewable 1.5 megawatts and can meet de- activities to include biomass re- energy. In 2007, U.S. wind gener- mand from 4,500 homes. sources. It is also one of the world’s ation capacity grew by 45 percent, In January, Acciona launched innovators in extracting power a market advantage tapped by Eu- its first wind turbine generator from waste products, giving a fur- ropean technology outfits. By 2020, plant in Iowa. After injecting $23 ther twist to Spanish ingenuity.

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8 Thursday, February 28, 2008 SPAIN Distributed by USA TODAY

INTA Spanish assets orbit the earth

Strong ties to NASA have jects led by major man- the European Space nents for the 737 Dreamliner. It is helped Spain to establish a ufacturers such as Agency, Hispasat pro- an investment-heavy enterprise, leading role in the European EADS-CASA and Air- vides digital television but one that exposes the INTA to aeronautics industry bus Industries. This is and radio services via global trends. going well, although 52 transponders. The The link to NASA has been a A late starter in the space race, Spanish participation is satellite, which is used boon for Spain’s space network. In Spain didn’t launch its first satel- still a bit too low in my primarily to uplink and the last ten years, it has allowed lite, Hispasat, until 1992. But since opinion,” says Gonza- downlink from Europe scientists at the INTA to work on then, and particularly after 2004, lez, a physics graduate to America, is now in exploratory missions to Mars and institutional investment in R&D from the Complutense private hands. Jupiter. has taken the country’s nascent University of Madrid And as Defense The relationship has allowed Time magazine has lauded the bacteria repelling work surfaces developed by Cosentino. aerospace industry up where it be- and a specialist in satel- FERNANDO GONZALEZ Minister Jose Antonio Spain not only to consolidate its longs. For Fernando Gonzalez lite communications. GARCIA Alonso points out, ambition as an aspiring player in jet COSENTINO Garcia, Director General of the “Currently we have Director General of INTA Spain is endowed with propulsion, but has also upgraded Ministry of Defense-funded Na- Hispasat, one of the one of the best military its space research technology. tional Institute of Aerospace Tech- largest regional operators and per- communications in Western Eu- In December 2007, the defense nology (INTA), the results will be haps the most important system rope and NATO: minister visited INTA’s CAB as- Enter the germ-free evident in the long term. with Spanish “This has turned it in- trobiology center, where he opened “In the field of aeronautics, to the main educational a new €3 billion ($4.37 billion) lab- Spain has taken the decision to center for aeronautics oratory to simulate interstellar and kitchen participate in pro- engineers. Because of its in- planetary environments. and Por- teraction with private industry on Associated with the Astrobiolo- Once among the poorest re- U.S., as well as for me personal- tuguese a regular basis, private companies gy Institute of the NASA, the CAB gions of Spain, imagination ly,” says Cosentino. The Silestone® content. recruit directly from research pro- carries out research into the origin and investment are reviving brand now has a 7 percent mar- This is large- jects at the INTA,” he says. of life and its presence and influence Almería’s economy ket share of the North American ly the result of Over the last decade, the INTA in the Universe. market for countertops, repre- our effort to stake out assets in has also developed SIVA, an inte- The center is equipped with a net- Best known for its stunning senting 60 percent of total sales. space and in the field of grated aerial surveillance system, work of robotic telescopes designed desert landscapes, as featured in Cosentino has increased factory telecommunications,” four of which are already in use by to search for planetary systems out- many a spaghetti western, output in Almería by 50 percent says Gonzalez. the ministry of defense. side the Solar System and to follow Almería’s quiet coves and un- to meet demand. With more than Developed The INTA has also developed objects that are close to the Earth. spoiled beaches now attract fa- 14 quarry sites and 19 factories, together the Milano, a prototype of an air- The CAB is the first center in the mous writers, while enterprising the group’s turnover was esti- with plane that can fly 20 continuous world to be associated with the inland farmers raise winter veg- mated at €400 million ($585 mil- hours and will be used for coastal NASA Astrobiology Institute that etables in greenhouses that can lion) in 2007. monitoring and immigration con- cooperates with 11 groups of sci- be seen from space. “What separates us from the trol. The INTA also runs test- entists and laboratories through- But local entrepreneur Fran- competition is innovation, dis- ing facilities that help certify out the United States of America, cisco Martinez-Cosentino has tribution and marketing,” says jet propulsion engines and is developing the instruments found a new way to add value to Cosentino. His is no conventional built by Rolls Royce that will be used on the surface of one of Almería’s most abundant outfit, stodgy and dissent-free. or Boeing compo- Mars during NASA’s 2009 mission. natural resources: stone. Employees at CBG are encour- Silestone® is the trademark for aged to pursue MBAs and think the quartz marketed by the outside the box, or the quarry in CARBONERAS DESALINATION PLANT Cosentino Business Group this case. (CBG) in Europe and North Cosentino enjoys being sur- America. Combining anti-mi- rounded by ambitious employ- crobial properties with kitchen ees who question his decisions, Wind power purifies salt water furnishings, Cosentino came up thus improving prototypes. “Life with a magic formula. is meant to be a game and when Over the last decade, Spain designing a new prototype for an the filtering and purification quire heat or phase changes, but the Hygiene trends in the industry I talk about playing, I’m not ap- has become a leader in the open-sea desalination platform that process takes place. Initially, out- infrastructure can still be expensive. led his research team of 24 to coat plying the philosophy to myself reverse osmosis technology is powered by wind turbines. put per day stood at 10,000 cubic Because several of the main play- the quartz and resin countertops alone, but to everyone else,” he used in desalination plants Carboneras, in the province of meters (2.6 million gallons), sup- ers in the sector are subsidiaries of with bacteria repelling agents. says. Almeria, is a prime example of the plying 120,000 homes. At full ca- Spanish-based construction com- Unlike granite, non-porous Sile- Every day, CBG sells 3,000 Cities like the Mediterranean port kind of green engineering that is pacity, the plant can produce up to panies, engineering outfits like stone® means the countertop re- kitchen countertops worldwide. of now rely on desalting winning Spain an international rep- 120,000 cubic meters (31.7 million Pridesa have the financial flexibil- quires no maintenance. It has By the end of the year, Cosenti- facilities for 40 percent of their wa- utation. Built by a consortium of gallons). ity to work on turnkey projects been hailed by Time magazine as no wants to raise that number to ter supply. According to the trade companies, including Abengoa, Carboneras already helps irri- through concessions or public-pri- one of the most influential in- 5,000 per day. That is why the promotion agency ICEX, there are Degremont and Pridesa, it is Eu- gate 7,000 hectares (17,297 acres) vate partnerships. ventions in the 21st century. CBG ran an ad in this year’s Su- 900 desalination plants in Spain rope’s largest. of farmland in the Nijar area in Pridesa, one of the members of “Time magazine included us per Bowl halftime, featuring the with a total functioning capacity of The plant uses sea water efflu- southeastern Spain, a supplier of the consortium that built Car- among the top products that will germ-free work surface. “We have 1.5 million cubic meters (396 mil- ents to operate the high-pressure winter vegetables grown under boneras, is now applying its ex- change the American lifestyle this to be capable of promoting the lion gallons). pumps that convey water to the plastic to Europe. pertise to redesign the Apollo century. It was a great source of idea that Silestone® is like fulfill- Spain’s Mtorres is currently re- polymer-based membranes where Reverse osmosis does not re- Beachplant in Tampa Bay, Florida. satisfaction for my partners in the ing a dream or a passion,” he says.

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