The most dramatic change witnessed in the business world over the last few decades has been the exponential increase in the range of both products and services in supply. At the same time, the economy has undergone a process of globalisation, which has obliged companies to internationalise their activities. In turn, this internationalisation has caused a multiplier effect, prompting a veritable explosion of supply “from all across the world, all over the world”.

Spain can be said to have opened its arms to the world in 1986, when it was accepted as a full member of the European Union. Today, Spanish exports are largely in sectors where products incorporate technology, such as vehicles and vehicle components, industrial equipment, steel products, chemical products, machine tools, construction equipment and material, electronics and IT, software and hardware.

A permanent economic presence also means a permanent projection of image. Spain is now the sixth-ranking global investor. Spanish foreign investments are on the rise and flow to all six continents, although Latin America is the most important destination.

Spain’s presence in NATO and in the European Union has given the Spanish Armed Forces a key role in peace-keeping missions in areas of conflict. Presence in the Balkans, in Haiti, or, more recently, the spearheading of initiatives designed to foster tourist development in the part of South-East Asia affected by the Tsunami, are good examples of Spain’s growing presence on the international stage.

This is not an area where Spain is perceived to have a particularly strong association. Nevertheless, Spanish engineers invented the submarine, the autogiro (the precursor of the helicopter), the cable car, and the “chess player”, a robot which could be defined in historical terms as the first computer.

The most important legacy of Spain’s historical presence in the world is culture. And a special place must be given to its language.

Tourism appears to be a sector where the “Spain Brand” is strongly identified with the product. When a tourist decides to travel to Spain, his/her choice is directly influenced by the relationship between the country brand and the product on offer.

Sporting competitions appeal to the public at large, which explains their frequent and extended presence in the media. Motorcycle racing, Grand Prix motor racing, football, basketball, golf, tennis, sailing and athletics are opportunities to spread Spain’s image around the world. Names such as Fernando Alonso, Rafael Nadal, Seve Ballesteros, Sergio García, Raúl González, Pau Gasol and many others have been and continue to be very beneficial for Spain’s presence abroad.

The media are one of the most valuable resources as far as the impact on public opinion is concerned. The media keep constant track of global developments, informing us of the state of the world economy and reflecting the initiatives undertaken and the goals that are met.

Events on a global scale are not only a means of attracting tourists but also an opportunity of showing Spain to the world.

Spain has reappeared on an international scene now shaped by a process of globalisation in which the economy in general and telecommunications in particular are playing key roles. But the Spain of today is very different from the country which contributed to the expansion of the international community between the 16th and 19th centuries. In this new globalised society, Spain seeks to achieve a leading role, making use of its historical heritage and its economic boom over the last 30 years.