Reshaping a new concept of MICE sustainability under an urban entropy approach to enhance the legacy to Valencia citizens and optimize energy, matter and information

Acronym: Zentropy MICE
Program website: zentropymice.eu
Consortium: 13 partners

Lead Partner:

• Valencia City Council (Spain)

Other Partners:

• Valencia Conference Centre
• Las Naves Foundation of Valencia region for strategic promotion, development and urban innovation
• Technical University of Valencia
• Visit València Foundation of the Valencian Community
• Khora UrbanThinkers

Transfer Partners:

• Municipality of Larissa (Greece)
• Heidelberg (Germany)
• Ljubljana (Slovenia)

Program Description

Within the framework of the European Urban Initiative (EUI), the city of Valencia is implementing the innovative Zentropy MICE program, aiming to promote sustainable MICE tourism (Meetings, Incentives, Conferences & Exhibitions) and enhance the city’s socio-economic development through an urban entropy approach.

Zentropy MICE aims to:

• Apply an entropy-based approach to MICE, managing flows of Energy, Matter, and Information (E+M+I).
• Reduce negative impacts such as carbon footprint and resource consumption.
• Enhance positive impacts, including legacy creation, knowledge diffusion, and community engagement.
• Develop an entropy calculator to evaluate conferences before and after implementing E+M+I dissemination structures.

Valencia hosts the Palacio de Congresos, which accounts for 27% of the city’s MICE activities, with 135 events and 116,000 visitors in 2022. The program seeks to integrate the city into the positive impacts of MICE tourism, transforming the Palacio into a hub of sustainable practices.

Transfer Partners will implement the model in their own cities, creating a positive MICE footprint and leveraging Valencia’s experience.

Strategic Alignment with European Policies

The program is aligned with:

• European Green Deal
• United Nations Sustainable Development Goals (SDGs)
• New European Bauhaus
• EU Urban Agenda

Duration: 42 months
Total budget: €4,201,844.48
Budget for the Municipality of Larissa: €150,000