• Zentropy MICE is a pioneering initiative in Europe that proposes a model for sustainable MICE tourism in which the impacts of events are absorbed and integrated into the city’s ecosystem

• By applying the concept of urban entropy to the MICE tourism model, events are created that act as agents of change and generate tangible benefits for Valencia and its residents

Valencia is presenting the Zentropy MICE project at FITUR, a pioneering initiative in Europe that redefines conference tourism through a sustainable model based on the concept of urban entropy. The initiative, co-funded by the European Union under the European Urban Initiative, aims to integrate the impacts of events into the urban ecosystem of cities to generate positive, real, and tangible benefits and create a lasting legacy in the city.

Paula Llobet thus emphasizes the importance of “using Valencia as a pilot city to propose a new way of thinking about and organizing MICE events, and in this way achieving a balance between economic activity, social cohesion, and environmental sustainability.”

The project was presented by representatives of all the partners involved, who explained the innovative urban entropy model proposed by Zentropy MICE at the SEGITTURLab1 space, located in Hall 12 of IFEMA, from 11:00 to 11:45 a.m. This space, inaugurated this year and known as the Pavilion of Knowledge, has thus become a strategic hub of the trade show, as it will bring together more than 250 top-tier speakers and feature key events such as the First International Summit on Communication and Tourism.

A model that has economic impact and sets an example of best practices for Europe

Sponsored by the Valencia City Council’s Department of Tourism and Innovation, in collaboration with Valencia Innovation Capital, the Valencia Convention Center, the Polytechnic University of Valencia, the Visit Valencia Foundation, and the urban innovation studio Khora Urban Thinkers, the goal of Zentropy MICE is to achieve a state of “zero entropy,” where the impacts generated by MICE events are transformed into positive outcomes in the form of knowledge, innovation, social cohesion, and citizen well-being.

Through nine action programs implemented at the Valencia Convention Center —which serves as a pilot testing center—Zentropy MICE is developing a new model that reduces the environmental footprint of MICE events—resource consumption, emissions, and waste—and maximizes their economic, social, and cultural benefits for Valencia and its residents.

The results are evaluated using the Urban Entropy Calculator developed by the Polytechnic University of Valencia, a pioneering tool that allows for the scientific measurement of the flows generated by events and quantifies their positive impact in terms of knowledge, innovation, citizen well-being, and social cohesion.

The sustainable MICE tourism model proposed by Zentropy MICE can be replicated in other European cities, which serve as partners for learning and knowledge transfer. In fact, last December, representatives from the municipalities of Ljubljana (Slovenia), Heidelberg (Germany), and Larissa (Greece) visited Valencia to explore the benefits of replicating this urban innovation model in their respective cities.

Valencia Consolidates Its Leading Position in Sustainable, Digital, and Innovative Tourism

With 967 exhibitors from 161 countries and more than 255,000 visitors, Fitur has established itself as the premier meeting place for the global tourism market, showcasing Spain’s ability to lead the way in attracting travelers and creating opportunities that drive the industry on a global scale.

It is within this context of developing new business models that Valencia is leveraging initiatives such as Zentropy MICE to consolidate its position as a European laboratory for tourism innovation, with Valencia ranking as the third-largest Spanish city in MICE tourism. “Our participation in Fitur underscores Valencia’s commitment to leading the future of sustainable tourism and the creation of programs for innovation and urban development,” said Paula Llobet, Councilor for Tourism, Innovation, and Investment Attraction at the Valencia City Council.