Around 200 public and private agents have participated in Baluarte in the presentation of the new Navarra Brand, which proposes the strategic redefinition of the Foral Community under the motto 'A way of working' / 'Gauzak egiteko dugun modua'. The event was attended by the president of the Parliament of Navarra, Unai Hualde, the Government delegate, Alicia Echeverría, and the three vice presidents of the regional Executive, Félix Taberna, Ana Ollo and Begoña Alfaro, among other authorities.

The proposal presented is the result of a reflection process launched at the end of 2023 to turn Navarra into a "reference socioeconomic ecosystem", capable of attracting talent and investments on the basis of a new image "renewed, strong and solid, which generates confidence and attractiveness inside and out".

The President has underlined the “collective challenge” that is involved in building this brand, which goes beyond the contribution of the regional government itself to encompass all the institutions, universities, local entities, companies, groups, associations and civil society in general, which have participated in the definition of priorities and which will contribute to its necessary “co-responsible deployment” from now on.

“Navarra Brand is not a Government plan. It is a territorial brand. A collective brand that we must make grow. An exercise in collective intelligence that is also a commitment to the common good. Therefore, I want to ask you for one more effort: now that we have all been able to do this exercise of reflection, we must align ourselves around the result. Let us promote this Navarra Brand together”, Chivite has requested, who has added that the strategy will be successful “to the extent that we focus on what unites us, on promoting the values ​​of our common know-how”.

Navarra aims to attract high-level prescribers, attract new investments and promote social projects that guarantee the quality of life in the future Navarre from a sustainable and inclusive perspective.

Strengths of Navarre

Among the strengths that Navarre will promote in its new territorial strategy, its leading educational system stands out, with three universities that allow more than 40% of the population to have higher education; and a dynamic and advanced biomedical system, which employs more than 30,000 people and provides the Autonomous Community with one of the most advanced public and universal health systems in the world. The fact that it is the most industrialized Community in Spain will also be valued, with the positive implications that this has in the generation of high added value, stable and well-paid jobs, an attractive ecosystem for more than 125 multinationals.

The focus will also be on the “roots” that support the quality of life in Navarre and its “proudly rural” aspect, which has made the countryside one of the fundamental sources of wealth in the Autonomous Community. The selfless work carried out by the people of Navarre for the community and their tradition of work in ‘auzolan’ will also be claimed as a strength, with 45% of the population having carried out voluntary work to improve the lives of their neighbours. The fact that Navarre has one of the highest life expectancies in the world, which reaches 83 years, will also be shown as an achievement of the state of well-being that exists in Navarre.

Exposition of the action axes

Today's event represents the definitive launch of a new Navarre Brand, defined after a broad process of reflection that has sought to determine the differential elements of the Autonomous Community and establish a strategy to enhance its strong points. Today's various interventions have served to present the four proposed transversal axes of action, which aim to reach and improve "all areas of the life of the Navarrese" by expanding its potential as a land of opportunities and collaboration; its capacity to attract and generate talent, research and employment; its role as a destination for tourism, wealth and diversity; and its quality of life.

The presentation was opened with interventions by the First Vice President and Minister of the Presidency and Equality, Félix Taberna, the General Secretary of the Hermes Institute Foundation, Luisa Alli, and the General Director of Communication and Institutional Projection, Miguel Moreno, who presented the conclusions of the diagnostic process and the objectives set, highlighting the key role that the agents and interest groups involved will have in its execution.

Priorities

Regarding the ‘Quality of Life’ axis, Patricia Abad Encinas, general director of the Navarre Institute for Equality / Nafarroako Berdintasunerako Institutua (INAI / NABI), and Luis Campos, general director of Planning, Coordination, Innovation and Public Policy Evaluation, have highlighted that all efforts are concentrated on positioning the Community as an innovative, sustainable and egalitarian European region, the triple combination that they consider necessary to guarantee social cohesion and an economic development that is respectful of the environment and that reaches all social strata. Both have highlighted the value of collaboration with local entities to achieve these objectives.

The axis ‘Talent, business and innovation’ has been presented by Ramón Gonzalo García, rector of the Public University of Navarra (UPNA), and María Iraburu Elizalde, rector of the University of Navarra (UN), who have claimed the potential of the Navarrese educational ecosystem to generate trends around innovation, education and innovative professional development. Among the commitments acquired from the university sphere, their intention to reinforce the measures to attract and retain young researchers stands out, something to which they consider that the new Navarra Brand will contribute.

In order to support the dissemination of the new territorial strategy of the Autonomous Community, the UPNA plans to establish an informative action on the Navarra Brand in the master's courses and distribute a 'kit' among the students with promotional material, highlighting the opportunities that Navarra offers to innovation and to professionals.

The axis focused on attracting talent and entrepreneurship has also had the intervention of the Navarrese business community, led by Manuel Piquer Martín-Portugués, president of the Navarre Business Confederation (CEN), who has highlighted that Navarra is a potential and advantageous environment to create or establish a company and make it prosper. The block was closed by the general director of Energy Transition, Strategic Projects and S4, Uxue Itoiz, who has presented the plans of the Government of Navarra in this area, developed with the help of the sector clusters, public companies such as SODENA, INTIA or CEIN and the International Plan of Navarra (PIN).

According to him, work will be intensified with all these organisations, in order to achieve a homogeneous promotion and favour the positioning of the Community, taking advantage of the presence of these agents at external fairs. With SODENA, work will be done to attract investments and the institutional projection offered by the two presidencies of European organisations that Navarre currently holds will also be taken advantage of, such as the New Aquitaine-Euskadi-Navarra Euroregion until 2026 and the Alliance of the Regions for the Automotive Industry.

For his part, the managing director of the Public Business Corporation of Navarre (CPEN), Francisco Fernández, has presented the lines of action of the entity to contribute to the repositioning of the Foral Community. Presentation of the Navarre Brand in Brussels and network of brand 'ambassadors'.

In the presentation of the axis on 'Tourism, wealth and diversity', the general director of Tourism, Ana Rivas, and the general director of Foreign Action, Sergio Pérez, have explained that the efforts of the regional Executive are aligned with the attributes associated with the new Navarra Brand, such as environmental, social and economic sustainability, health, sport, regenerative tourism and business competitiveness.

From the General Directorate of Culture, they will promote a brand idea through public-private collaboration projects such as Navarra Film Industry, Navarra Music Commission or cultural events in which Navarra's institutions and cultural agents participate, among which the new Pamplona Meetings stand out, heirs to the milestone that was the avant-garde festival held in the Navarrese capital in 1972.

In November, the presentation of the Navarra Brand is planned in Madrid, while in the first four months of 2025 it will be launched in Barcelona. In parallel, it will also be deployed internally, thanks to a work schedule in the five Navarrese merindades (Pamplona, ​​Olite-Eriberri, Estella-Lizarra, Sanguesa / Zangoza and Tudela).