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Cultural place branding and sustainable development are discussed in relation to the city of Bilbao. Bilbao transformed itself from an industrial city in decline through cultural place branding exemplified by the Guggenheim Museum Bilbao which opened in 1997. This helped rebrand Bilbao as a cultural tourism destination and supported its economic and urban regeneration. Web analytics and social media metrics are presented measuring Bilbao's brand strength and popularity online over time, both before and after the museum opened, showing the positive impact on its digital footprint and online presence.