Valencia: “We do not just talk about legacy – we integrate it into our events strategy”

Valencia has gradually become a multi-faceted destination for different visitor segments, bringing together business delegates with numerous association activities. These events contribute to the city’s international reputation, not just for tourism, but as a place to do business, invest and live. HQ profiles Valencia over the last few years in this report:

In the last HQ, talking about the EU CVB Network, Manuel Ferrís uncovered his city’s transition to a business events hub: “Valencia was known from the start as a business city and only later developed its tourist profile. Now this ratio is more balanced due to the impact of leisure tourism and business events.” The MICE industry is now at the centre of Valencia’s tourism and urban development strategy. Unlike other visitor segments, association events are distributed more evenly throughout the year, involving high-value travellers and leaving behind intellectual and social legacies. The figures are there to prove it: in recent years, Valencia has consistently ranked among the top 50 meeting destinations in the world and 3^rd in Spain (just behind Madrid and Barcelona), consolidating its international recognition as a congress destination. According to a recent study, the convention bureau estimates an annual impact of 800 million euros and more than 500,000 delegates a year in business events alone within the metropolitan region. As a standout case, KubeCon + CloudNativeCon Europe 2022, the first major post-COVID conference, exceeded all expectations by bringing together more than 7,000 technologists from the leading open source and cloud native communities at the Feria Valencia exhibition centre. Another major venue that cannot be overlooked is the Palácio de Congresos de Valencia (below).
 

"It is not always easy to quantify our ambassadors’ impact, but we know that they have helped shape our strategic direction and led to major congresses being held here."

From a sales standpoint, Valencia has also become a reliable choice for associations looking for a well-connected, cost-effective and sustainable destination with the ability to deliver events of all sizes. On the other hand, the tragic floods of 2024 have made it even clearer how essential climate resilience and sustainable urban planning are, not only for the events industry but also for the most diverse communities and residents. “As a medium-sized city, we offer a compact and accessible urban layout where everything is 15 minutes away, including our international airport. In 2024, Valencia held the title of European Green Capital, which reinforced our commitment to sustainability – a key factor when making decisions about events today. We also highlight our cutting-edge venues, strong local ecosystems and a city philosophy where ‘every event matters’. We work hard to ensure that each congress connects with the local knowledge base and industrial centres, leaving a legacy that goes far beyond hotel nights,” the Director of the Valencia Convention Bureau told us.
 

With more than 21,000 hotel beds and dozens of exclusive meeting spaces, Valencia is defined by the combination of history and tradition in monuments such as the Cathedral or the Silk Exchange, with the iconicity and modernity of architectural works of art such as the Queen Sofia Palace of Arts or the Valencia Conference Centre. “We are fortunate to have exceptional complementary venues that give our events a unique identity. The City of Arts and Sciences, a cultural icon of the city, is perfect for large-scale events; located in the Marina area, Veles e Vents offers a spectacular seaside setting; while the Roig Arena, our next state-of-the-art indoor venue, will open in September this year. We also have charming and historic venues outside the city such as Masía Xamandreu, Campo Aníbal, Cartuja del Ara Christi, Huerto de Santa María and Masía Aldamar, ideal for more personalised gatherings,” says Ferrís.
 

Valencia: Solidarity, Resilience, and Business Events Driving Reconstruction

In terms of local partners, the city bureau’s strategy involves a collaborative MICE ecosystem to harness the diversity and strength of its scientific and business community. By instance, Invest in Valencia attracts companies and international investors, guaranteeing a constant flow of innovation that spills over into major congresses. On the academic front, event managers can collaborate with both the Polytechnic University of Valencia and the University of Valencia, whose faculties are internationally recognised in areas such as Agriculture and Forestry Sciences, Engineering, Mathematics, Medicine, Astronomy, Chemistry, Pharmacy, Psychology, Accounting and Finance. As an example, the International Congress of Industrial and Applied Mathematics 2019 was the result of the joint efforts of these two universities, underlining the strength of the ‘Valencia Team’ approach. “Association’s congresses are in line with our positioning as a knowledge-based destination, bringing experience, connections and visibility between global sectors. The specific legacy celebrated with the World Design Capital Foundation reinforced the role of design, art and innovation in every aspect of the event experience. Moreover, we connect with the start-up and business incubator community through Marina de Empresas, our entrepreneurship hub. We nurture a true cross-sector collaboration that also includes the music and cultural sectors to shape more meaningful and innovative events.”
 

Meanwhile, the Valencia Ambassadors Club programme triggers activities planned by MICE professionals for target groups and relevant entities in each professional field. The programme currently has more than 60 members, and Manuel describes it as a strategic tool for identifying and attracting high-level events to the city: “These individuals, usually academics, scientists and professionals from key sectors, are not just ambassadors; they are opportunity-makers, trailblazers and connectors within their fields. The synergies they generate between institutions and the trust they inspire in associations have led to important victories and strengthened our positioning in various industries.” For these professionals, social legacy means creating long-term value beyond the event itself, realising this vision with real, practical initiatives. “As a matter of fact, Ilunion Hotels employs more than 70% of employees with different types of disabilities in its Valencian properties; Gourmet Catering collaborates with Asindown Valencia, offering employment opportunities to people with Down’s Syndrome; and following the European Conference on Networks and Communications 2019, Huawei decided to invest in a 6G research programme at the Polytechnic University of Valencia,” explains Ferrís.
 

"For us, MICE is not a parallel segment – it is a strategic driver for the city’s innovation, sustainability and global engagement."

A number of events in the pipeline are confirmed for the near future, including the World Congress on Vascular Access 2026, the European Congress of Medical Physics 2026, and the 17th International Congress of the International Radiological Protection Association 2028. “Due to the overlap of several events during that period, the European Academy of Allergy and Clinical Immunology Congress 2024 became one of the most complex and demanding events we have ever managed. However, it once again reaffirmed our resilience and determination as an event destination,” Ferrís concludes.
 

Valencia: Sustainable Events with a Mediterranean Feel
 

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