Zentropy MICE is a pioneering initiative in Europe that seeks to redefine the traditional model of meetings, incentives, conventions, 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.
COORDINATOR
Valencia City Council
BUDGET
Total: 5,252,306€
VIC: 1,022,378.40€
EUROPEAN URBAN INITIATIVE
COUNTRIES
Spain, Greece, Germany and Slovenia.
CALL FOR APPLICATIONS
EUI-IA Call 2 (2nd call for Innovative Actions under the European Urban Initiative, an EU funding program designed to promote creative and sustainable urban projects).
ZENTROPY MICE
Zentropy MICE represents a new model of conference tourism—one that is more sustainable, more connected, and more transformative. Based in Valencia, the project integrates science, innovation, and urban governance to demonstrate that events can drive positive change and generate real value for the city and its citizens.
With a pioneering and collaborative approach, Zentropy MICE accelerates the transition towards a MICE tourism model rooted in the concept of urban entropy. Under this framework, each event is designed to leave a measurable legacy, contributing to the creation of the sustainable urban future Europe needs.
Zentropy MICE is part of the European Urban Initiative, which selected Valencia from among 112 proposals to lead this transformation and to develop innovative, sustainable tourism models that can be replicated across Europe. Cities such as Ljubljana, Heidelberg, and Larissa participate in the project as learning and transfer partners.
The Zentropy MICE initiative runs until May 2028 and has a total budget of €5.2 million, 80% of which is co-funded by the European Union through the European Regional Development Fund (ERDF).
Pilot project in València
Drawing inspiration from principles of physics and flow exchanges, Zentropy MICE applies the concept of urban entropy to conference tourism, enabling the smart management of the flows of energy, matter, and information that circulate between the MICE ecosystem and the city.
The goal is to reach a state of zero entropy, where the impacts generated by events 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 develops a new model for events that minimizes their environmental footprint and maximizes their economic, social, and cultural return, reinforcing the creation of a positive legacy for Valencia and its residents.
To assess the impact of this implementation, Zentropy MICE relies on the Urban Entropy Calculator developed by the Polytechnic University of Valencia, a pioneering tool that enables the scientific measurement of the flows generated by the events and the optimization of their positive contribution to the local ecosystem.
Zentropy MICE is the result of a strong alliance among six partners that represent the best of the Valencian ecosystem, led by the Tourism and Innovation Delegation of the Valencia City Council: Valencia City Council, Valencia Innovation Capital, the Valencia Conference Center, the Visit Valencia Foundation, the Polytechnic University of Valencia, and the urban innovation studio Khora Urban Thinkers.