ZENTROPY MICE
Zentropy MICE is a pioneering initiative in Europe that seeks to redefine the traditional model of meetings, incentives, conferences, and exhibitions (MICE) tourism, shifting toward a sustainable approach that is integrated with the urban environment. By applying the physical concept of entropy—which studies the flow of energy, matter, and information in systems—the project proposes a circular model in which the impacts generated by conferences are transformed into tangible benefits for the city and its residents.
WebOpen Call
EUI-IA Call 2 (the second call for Innovative Actions under the European Urban Initiative, an EU funding program designed to support creative and sustainable urban projects).
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COORDINATOR
Ajuntament de València
COUNTRIES
Spain, Greece, Germany, and Slovenia.
BUDGET
Total: 5.252.306€
VIC: 1.022.378,40€
LOGOS
Description
Zentropy MICE marks the beginning of a new model of conference tourism that is more sustainable, connected, and transformative. Based in Valencia, this project brings together science, innovation, and urban governance to demonstrate that events can be drivers of positive change, generating real value for the city and its residents.
With a pioneering and collaborative vision, Zentropy MICE is driving the transition toward a MICE tourism model based on urban entropy, where every event creates a tangible legacy and helps build the sustainable urban future that Europe needs.
Zentropy MICE is part of the “European Urban Initiative,” which selected Valencia from among 112 applicants to lead this transformation and create new models of sustainable tourism that can be replicated in other European cities, with cities such as Ljubljana, Heidelberg, and Larissa serving as learning and knowledge-sharing partners.
The Zentropy MICE initiative will run through May 2028 and has a total budget of 5.2 million euros, 80% of which is funded by the European Union through the European Regional Development Fund (ERDF).
Pilot in Valencia
Inspired by principles of physics and the exchange of flows, Zentropy MICE applies the concept of urban entropy to the conference tourism sector to intelligently manage the flows of energy, materials, and information circulating between the MICE ecosystem and the city. The goal is to achieve a state of zero entropy, where the impacts generated by conferences are transformed into tangible benefits for the city and create a positive return in the form of knowledge, innovation, citizen well-being, and social cohesion.
Through nine strategic programs implemented at the Valencia Conference Center, the Zentropy MICE project is developing a new model for events that minimizes their environmental footprint and maximizes their economic, social, and cultural returns, helping to build a positive legacy for Valencia and its residents.
To measure the results of this implementation, Zentropy MICE uses the Calculator from Urban Entropy developed by the Universitat Politècnica de València, a pioneering tool that enables the scientific quantification of the flows generated by events and optimizes their positive contribution to the local ecosystem.
Zentropy MICE is the result of a strong partnership among six organizations representing the best of Valencia’s ecosystem, spearheaded by the Valencia City Council’s Department of Tourism and Innovation: the Valencia City Council, Valencia Innovation Capital, the Palacio de Congresos, the Visit Valencia Foundation, the Polytechnic University of Valencia, and the urban innovation studio Khora Urban Thinkers.
