MICE (Meetings, Incentives, Conferences and Exhibitions) tourism plays a vital role in the economic development of cities, generating high-value travel with a significant impact on local businesses, employment, and international visibility. Spain ranks among the world’s top ten MICE destinations, and Valencia — currently the third most important MICE destination in the country — is increasingly recognised for its strategic location, outstanding infrastructure, and dynamic cultural and innovation ecosystem.

Zentropy MICE is a pioneering Valencia-based initiative that aims to shift the MICE sector towards a low-entropy model, more sustainable, and inclusive. Through collaboration between public and private stakeholders, academia, and local communities, the project will explore innovative ways of designing, delivering, and evaluating professional events, with the aim of positioning València as a European benchmark for sustainable MICE tourism.

The Valencia Conference Centre (Palacio de Congresos de València) hosts 27% of all MICE events held in Valencia and has received international acclaim, including being named the World’s Best Convention Centre in both 2010 and 2018. As part of the Zentropy MICE project, it will act as a real-life laboratory to test new ideas — from circular event management to more inclusive experiences — paving the way for a new generation of climate-responsible and socially meaningful events.