The organisation plays a key role in this €5.2 million European initiative, 80% of which is funded by the European Regional Development Fund (ERDF) through the European Urban Initiative (EUI).
The Visit València Foundation reaffirms its commitment to developing responsible and transformative tourism through its participation in Zentropy MICE, a pioneering European urban innovation project that applies the concept of entropy to the MICE sector (Meetings, Incentives, Conferences and Exhibitions).
As part of this initiative, which will run until May 2028, the Foundation is collaborating with the Tourism and Innovation Department of Valencia City Council, València Innovation Capital, the Valencia Conference Centre, the Universitat Politècnica de València, and the urban innovation consultancy Khora Urban Thinkers.
Zentropy MICE aims to transform MICE tourism into a driver of urban innovation and sustainable development in Valencia. The model applies the principle of urban entropy to assess and reorganise the flows of materials, energy and information generated by conferences, reducing their negative externalities while enhancing their positive impact on the city.
By connecting events with local infrastructure, resources and communities, Zentropy MICE seeks to balance economic activity, social cohesion and environmental sustainability. The project aims to integrate events intelligently into the city’s dynamics, turning them into catalysts for innovation, sustainability and urban transformation.
The Foundation’s role in the project
As the organisation responsible for managing tourism in the city, the Visit València Foundation plays a fundamental role in the development of the project. Together with the other partners, it is helping to define the strategy that will transform congress tourism into a driver of positive change for the city, minimising the environmental impact of events while maximising their economic, social and cultural value for Valencia and its residents.
Specifically, the Foundation is responsible for analysing MICE visitors. It is studying delegates’ habits, needs and mobility patterns in order to design tailored services and optimise destination management using anonymised data. It is also leading the digitalisation of management tools, adapting the València Tourist Card with a dedicated module for MICE groups, making travel and access to services easier for organisers and participants.
In addition, the Foundation is developing a digital platform to encourage sustainable behaviours such as the use of clean transport, shopping at local neighbourhood businesses, and taking part in cultural visits. Finally, it is coordinating the cultural, gastronomic and commercial offer across the city’s different neighbourhoods in order to channel the economic impact of congresses beyond the event venues.
Through the Zentropy MICE project, the Foundation is helping to optimise these urban flows in order to maximise the benefits of information exchange, sustainability and socio-economic innovation.
