Bilbao is an outstanding test case for the impact of an internationally famous cultural facility in a context that otherwise does not lend itself to large flows of tourism. Although early for a complete impact study, the aim of this study is to quantify the influence of the Guggenheim Museum Bilbao in the attraction of tourism and to identify the potential factors that explain such impact in the short run.

This paper aims to show the levels of local and regional embeddedness of the Guggenheim Museum Bilbao (GMB) as well as its effects on the position of Bilbao within global networks. Although it is often said that the GMB as an international art franchise did not fit well with the local traditions, values and culture of Bilbao and the Basque Country, this paper attempts to show that the GMB is quite embedded into the local and regional context of institutions, private agents and policies. This effect increases with the growing recognition of the potential effects of the GMB on the creative and service industry in the Bilbao region. On the other hand, there is also an increasing tendency for Bilbao and the GMB to be included in global networks, as can be demonstrated by the branding effect of the GMB on the attraction of tourists or the increasing importance of the term “Bilbao” in semantic networks. The authors conclude with some recommendations on strengthening both the regional embeddedness and the global networking potential of museums in order to generate positive effects on urban regeneration and regional development.

The article analyzes the effects of the Guggenheim Museum Bilbao (GMB), adopting a new research perspective and trying to pursue the links between the museum and Bilbao's art scene. Until now, the impact of the museum has been analyzed from two different perspectives. The first focused on the urban development and regeneration aspects and the success of the museum as a tourist magnet and an image-making device. The second perspective concentrated on the direct economic benefits of the museum, i.e. direct returns and effects on the economy. The missing lens in previous analyses, however, was the impact of the museum on the city's art landscape, including the art support activities. In this context, the article describes for the first time in a detailed way how the GMB has contributed to the shaping and propulsion of changes on commercial and non-profit art spaces in Bilbao. Although it is clear that other factors may play a role, it can be asserted that the effects of the museum are not only limited to an increase in tourism or fiscal return, but also contribute to the development and spatial articulation of the local art scene and public support of the arts.