Valencia brings to Europe the sustainable tourism model promoted by Zentropy MICE

More than forty people gathered on Tuesday, December 16th at the Valencia Conference Centre to learn about, study and analyse the scalability of the sustainable tourism model proposed by Zentropy MICE. This project demonstrates that the effects of conference tourism can be turned into tangible benefits for the city.

Over two days held at the facilities of two of the project’s key partners – the Valencia Conference Centre and Valencia Innovation Capital – representatives from the four participating municipal entities – Valencia City Council, Valencia Innovation Capital, the Valencia Conference Centre, and the Visit Valencia Foundation – along with the Polytechnic University of Valencia, Khora Urban Thinkers, and specialists from the European Urban Initiative, have worked alongside learning and transfer partners from Ljubljana (Slovenia), Heidelberg (Germany), and Larissa (Greece). The objective is to examine the sustainable, connected, and transformative tourism model proposed by Zentropy MICE and analyse its potential for replication in other European cities.

The Zentropy MICE project will run for three and a half years, from December 2024 to 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). The project is also part of the European Urban Initiative, an ambitious European urban innovation project which has selected seven European cities to pioneer new tourism models, with Valencia being the only city specifically focused on MICE tourism.