Zentropy MICE is a pioneering initiative in Europe that applies the concept of urban entropy to MICE tourism in order to integrate and transform urban flows of conference tourism for the benefit of the city.
The Zentropy MICE project was presented on October 14 at the Valencia Conference Center with representatives from the six partners involved in this pioneering initiative in Europe, which uses the exchange of matter, energy, and information to generate zero-entropy conferences, i.e., conferences that generate positive impacts and leave a legacy in the city and among the inhabitants of Valencia.
Valencia Conference Centre, a pioneer in the Zentropy MICE transformation
The Valencia Conference Center has been chosen as a pilot center to measure the impact of events in the city using an entropy calculator developed by the Polytechnic University of Valencia.
Through nine energy, material, and information programs implemented at the pilot center at the Conference Center, chosen as a testing ground, we will develop a new model for conferences that minimizes environmental impact and maximizes economic, social, and cultural benefits for Valencia and its residents.
The Zentropy MICE project will reduce the negative impacts of conferences (carbon footprint, resource consumption, and waste generation) and promote the positive aspects (legacy, economic development, and information exchange) by creating a “zero entropy system,” where the externalities of MICE tourism are absorbed or offset by the city’s sustainable infrastructure.
Representatives of the six partners participating in the project, led by the Department of Tourism and Innovation of the Valencia City Council: Valencia City Council, Valencia Innovation Capital, Valencia Conference Center, Visit Valencia Foundation, the urban innovation studio Khora Urban Thinkers, and the Polytechnic University of Valencia, have met to define the strategy to be followed to minimize the impact of MICE tourism and transform conference tourism into a driver of positive change for the city.
Measurable impact and urban legacy
With impressive figures— in 2024 alone, the Valencia Conference Center welcomed over 100,000 visitors and generated more than €6 million —this convention center has been chosen as a pilot center to measure the impact of events on the city using an entropy calculator developed by the Polytechnic University of Valencia.
Following an initial analysis of the situation through a zero trial congress, nine action programs will be implemented to create a model of responsible tourism connected to the city, which reduces environmental impact, generates lasting benefits, and brings real value to the municipality, its residents, and its social ecosystem.
A model that can be replicated in Europe
Of the 112 applications submitted to the European Commission’s EUI (European Urban Initiative) call for proposals, only 22 cities were selected, 7 of them in the sustainable tourism category.
The Zentropy MICE project proposes a model of sustainable conference tourism integrated into the city that transforms urban flows in the municipality to create a model that is scalable, replicable, and extrapolatable to other cities in Europe. The project’s transfer partners are the cities of Ljubljana (Slovenia), Heidelberg (Germany), and Larissa (Greece).
The aim of the project is to define a model for sustainable conference tourism that leaves a positive legacy for citizens and creates a more inclusive, circular, and sustainable city, transforming conference tourism into a driver of positive change for the city.
The Zentropy MICE project will run for three and a half years, until May 2028, and has a total budget of €5.2 million, 80% of which is financed by the European Union through the European Regional Development Fund (ERDF).