01
Cultural Diplomacy
The project is soft power in practice, a people-to-people and institution-to-institution bridge with tangible economic and educational outcomes.
Málaga–Texas Bridge
Cultural diplomacy in action
ArtHub Texas gives Málaga a strategic cultural presence in Texas and positions Round Rock and Austin as a creative-innovation destination, building ties that flow in both directions and are built to endure.
Málaga, Spain
Birthplace of Picasso · European cultural city
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Round Rock / Austin, Texas
A fast-growing center of technology & talent
02
Round Rock / Austin as a Creative Destination
Texas gains a cultural anchor that strengthens its profile as a destination for culture, talent and creative innovation.
03
A Strategic Presence for Málaga
Málaga gains a strategic foothold in one of the world's most dynamic economic regions, extending its cultural reach across the Atlantic.
04
Two-Way Exchange
Artists, students, researchers, businesses and ideas move in both directions, a genuine exchange, not a one-way export.
Civic & Institutional Partners
Governments, chambers of commerce and universities give the bridge its institutional weight and continuity.
Cultural diplomacy in action