đź“Ś Call: EIC Transition 2025
Sustainable Transformation of Europe's MICE Tourism Sector
An innovative project leveraging digital platforms to fight misinformation and promote critical thinking.
đź’° Budget: €98 million | ⏳ Duration: 1 – 3 years | đź“… Deadline: 17 September 2025
Short Idea
The SUSTAIN-MICE project develops an open innovation platform to co-design sustainable business models for Europe’s Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism industry. It engages stakeholders to minimize environmental impact, enhance inclusivity, and promote economic resilience through green technologies, digitalization, and policy innovation.
Key Actions
Stakeholder Engagement: Creating an EU-wide knowledge-sharing platform for best practices in sustainable MICE tourism.
Sustainability & Innovation Training: Capacity-building programs for SMEs and professionals in event planning and tourism.
Pilot Initiatives: Implementing real-world test cases in major European MICE hubs, measuring impact through KPIs aligned with EU Green Deal objectives.
Acceleration Program: Supporting at least 80 innovative projects across Belgium, France, Germany, Italy, Spain, and the Netherlands, providing funding, mentorship, and regulatory guidance.
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Abstract
The SUSTAIN-MICE project seeks to revolutionize the European MICE tourism sector by fostering sustainability, resilience, and inclusivity. Inspired by the BEFuture initiative, it will establish a collaborative innovation ecosystem where industry stakeholders—including event organizers, venues, local communities, policymakers, and technology providers—co-create sustainable and scalable business models.
The project focuses on:
Minimizing Environmental Impact: Adoption of green technologies, carbon-neutral event strategies, and circular economy principles.
Enhancing Inclusivity: Ensuring accessibility for diverse communities, supporting local businesses, and promoting cultural exchange.
Economic Resilience: Integrating sustainable revenue models and digital transformation to future-proof the MICE industry.
Who’s Behind?
Key Partners
Country: Spain
Organization Scope:
| Regional government with expertise in sustainable tourism, smart cities, and innovation policies |
Role in the Project:
| Lead Coordinator – Responsible for project management, stakeholder engagement, and policy alignment |
- Partner 1
Country: Germany
Organization Scope:
| SME specializing in AI-driven event planning and carbon footprint tracking |
Role in the Project:
| Technology Partner – Develops digital tools for sustainability impact assessment |
- Partner 2
Country: France
Organization Scope:
| European MICE Association representing venues, organizers, and policymakers |
Role in the Project:
| Industry Engagement – Facilitates adoption of sustainable practices in MICE hubs |
- Partner 3
Country: Netherlands
Organization Scope:
| Local government agency focused on circular economy and smart cities |
Role in the Project:
| Policy & Regulatory Partner – Ensures policy alignment with EU Green Deal objectives |