Zentropy MICE is an innovative European project that seeks to transform MICE tourism into a driver of urban innovation and sustainable development in València. Applying the concept of urban entropy, the project analyses and redesigns the flows of energy, materials, and information around events to reduce their environmental impact and enhance their positive contribution to the local community.

This systemic approach offers a new way to plan and organise events in the city. By connecting events with local infrastructure, resources, and communities, Zentropy MICE aims to balance economic activity, social cohesion, and environmental sustainability. Rather than viewing events as disruptive or disconnected from the urban fabric, the project seeks to integrate them intelligently into the city’s metabolism, turning them into catalysts for innovation, sustainability, and urban transformation.