Through Zentropy MICE, Fundació Visit València is developing initiatives focused on visitor intelligence, digital tourism services and destination integration to strengthen the relationship between congresses and the city while maximising their positive impact on Valencia as a leading MICE destination.
Fundació Visit València plays a key role in Zentropy MICE by bringing its expertise in destination management, tourism sustainability, visitor knowledge and the development of products and services tailored to the MICE tourism sector. Its contribution helps translate the project’s objectives into practical initiatives designed to improve the experience of congress attendees and business event participants while strengthening the relationship between congress tourism and the city of Valencia.
From this perspective, the organisation is working on a range of initiatives that combine tourism innovation, digitalisation and visitor insights to explore new ways of connecting congresses with Valencia’s tourism, economic and social ecosystem. The common goal is to create a more connected, intelligent and sustainable congress experience that benefits both visitors and local communities.
Understanding the MICE visitor experience
One of Fundació Visit València’s main areas of work focuses on gaining a deeper understanding of people travelling to Valencia for congresses, conferences and professional events. Analysing their needs, behaviours and expectations will help improve knowledge of how visitors interact with the destination during their stay and support the development of tourism services better adapted to the MICE visitor profile.
This visitor intelligence will contribute to the design of more personalised experiences and help strengthen links between congress tourism and key destination assets such as sustainable mobility, cultural attractions, gastronomy and local commerce. The objective is to ensure that attending a congress also becomes a richer and more rewarding destination experience.
Digital solutions for MICE tourism
Another major line of work involves the digitalisation of the València Tourist Card and its adaptation to the needs of MICE tourism. Within the framework of Zentropy MICE, Fundació Visit València is developing digital solutions linked to the visitor experience, together with a specific module designed to facilitate the management of congress and event groups.
The aim is to improve the relationship between event organisers, congress attendees and the destination by providing more seamless access to tourism services and mobility options. Beyond simplifying the visitor journey, these developments will generate aggregated and anonymised data that can contribute to a better understanding of visitor behaviour and support more intelligent destination management.
ValenciaPay and sustainable visitor behaviour
Fundació Visit València is also working on the development of ValenciaPay, a digital platform designed to encourage sustainable visitor behaviour while strengthening connections between visitors, local businesses, tourism services and authentic local experiences. Inspired by international initiatives such as CopenPay, the platform explores new ways of recognising actions that create value for the destination during a visitor’s stay.
Its approach will incentivise choices related to sustainable mobility, neighbourhood tourism, local experiences and spending in proximity businesses. In doing so, ValenciaPay aims to enhance the visitor experience while contributing to a more balanced distribution of the benefits generated by tourism activity across the city.
The platform is currently in the design and development phase, and its functionalities will continue to evolve as the project progresses.
Connecting MICE events with local experiences
Beyond digital tools, Fundació Visit València works to connect congress attendees with the city’s tourism, cultural, gastronomic and leisure offer. The objective is to create a more complete and meaningful visitor experience while ensuring that the benefits generated by MICE tourism reach a wider range of businesses, organisations and neighbourhoods across Valencia.
By strengthening the connection between congresses and the destination, the organisation helps create new opportunities for local businesses, highlights experiences linked to Valencia’s identity and encourages visitors to engage more deeply with the city beyond the conference venue. In this way, business events become more closely integrated into the economic, cultural and social life of the destination.
Innovation for the future of sustainable congress tourism
The initiatives promoted by Fundació Visit València through Zentropy MICE are designed to become useful tools beyond the lifetime of the project itself. By combining digitalisation, visitor knowledge and stronger connections with the local ecosystem, these initiatives will support new ways of improving the congress experience, strengthening local economic activity and generating valuable insights for smarter and more sustainable tourism management.
As the project progresses, the lessons learned in Valencia will help identify solutions that can be transferred to other destinations interested in promoting a congress tourism model that is more connected to the city, more innovative and more beneficial for local communities.
Through its participation in Zentropy MICE, Fundació Visit València is reinforcing Valencia’s position as a reference destination for sustainable and innovation-driven congress tourism. The project provides an opportunity to test new approaches, foster collaboration between the meetings industry and local stakeholders, and showcase how business events can contribute to long-term economic, social and environmental value for the destination.