News Industry, Innovation, Trade and Tourism

The Basque Country presents its tourist brand to British society

2010 October 20

Pedro Subijana, Martín Berasategi, Andoni Luis Aduriz and Juan Mari Arzak have designed the gastronomic creations that will be tasted in the Wallace Collection

The act will be held tomorrow Thursday, fruit of the collaboration between the Basque Government and the Spanish Tourist Office in London

The minister Bernabé Unda and Spanish Ambassador for Great Britain will preside the event

The Basque Country will present tomorrow, Thursday, to British society its tourist brand embodied under the slogan 'The Basque Country, Taste it!' The minister for Industry, Innovation, Trade and Tourism of the Basque Government, Bernabé Unda; the Spanish Ambassador for Great Britain, Carles Casajuana; and the director of the Spanish Tourist Office in London, Ignacio Vasallo, will preside the event, which will be held in The Wallace Collection Museum from 18:30 (UK time).

Pedro Subijana, Martín Berasategui, Andoni Luis Aduriz and Juan Mari Arzak, the most well known chefs of Basque cuisine, have designed the gastronomic creations that will be tasted during the evening, which will attended by the first three.

The event will bring together 250 persons, among which will be British authorities, in addition to representatives from the business and media world in the United Kingdom. The event has been organized by the Basque Government and the Spanish Tourist Office in London.

The presentation is framed within events being held in October, dedicated to the Basque Country at Harrods department store in London.  Both in one of the shop windows and inside the store, the Basque Country exhibits its tourist offer, besides other attractions such as the Donosti Prize awarded this year to Julia Roberts during the San Sebastián International Film Festival.

The minister Bernabé Unda will present the tourist programme that the Basque Government is developing, from the initiative set up to create a great "community of friends' and name Basque Country Ambassadors (already signed up are Edurne Pasaban, Martín Berasategui, Modesto Lomba, Miguel de la Quadra-Salcedo, Amaia Montero, Elías Querejeta...) to the new internet television channel (, which has been operating since the summer.

The Basque Country is registering the best year in its history for the tourism sector, with a 13% increase in visitors with regard to the previous year. It has accumulated 14 months of growth. In addition, tourists of British origin are reaching figures never before known in the Basque Country: 32% more than in 2009.

Visit to Harrods and wine tasting event

On Friday, the minister will visit the department store Harrods to see both the shop window and the stand dedicated to the Basque Country, and tour the different places were Basque tourism is being promoted within the building, through which eight million people pass every month.

Furthermore, from 7pm there will be a wine tasting even at the offices of the Daily Telegraph. Organized by the Basque Government and Spanish Tourist Office in London, those attending the London newspaper offices will try several wines from the Rioja Alavesa, as well as various txakolís (slightly sparkling Basque dry white wine). The event will be attended by the heads of Tourism at the Basque Government.

Vitoria-Gasteiz, 20th October 2010

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Politicians attending the event
(IX term 2009 - 2012)
  • Bernabé Unda
    Consejero de Industria, Innovación, Comercio y Turismo (IX term)
Other guests
  • The minister Bernabé Unda