On Tuesday, February 10, 2026, Universidad Europea de Valencia hosted its first M.A.R.K.E.T. Meet-Up dedicated to Events and Sustainability in the Region of Valencia. Organized in collaboration with Meeting Professionals International (Iberian Chapter), this dynamic session brought together local experts representing the Quadruple Helix (Government, Industry, Academia and Civil Society) to explore how events can contribute to sustainability outcomes and create lasting legacies in destinations.
This collaborative exercise featured insightful discussions on integrating sustainability into event planning and execution. It focused on identifying local challenges related to sustainable events and generating practical solutions to ensure that sustainability principles are embedded in future event strategies.
Participants engaged in a lively exchange of ideas, emphasizing the importance of collaboration between event organizers, destinations, and stakeholders to achieve meaningful sustainability goals. The conversation highlighted actionable steps for reducing environmental impact, promoting local communities, and ensuring that events leave a legacy beyond the experience itself.
Key Challenges Identified:
- Social, economic and environmental sustainability concerns
- Higher costs associated with sustainable options
- Lack of sensibilization and education among citizens and tourists
- Accessibility and inclusion of people with disabilities
- Negative impact on the areas where events are held (lack of tangible benefits)
- Insufficient public infrastructure, limiting decentralization and de‑seasonalization of events
- Need for the professionalization of the events sector
- Measuring impact on the environment/region
- Complex bureaucratic procedures and demanding regulations
Potential Solutions:
- Strengthening collaboration across the Quadruple Helix
- Measuring and communicating event impact
- Introducing fiscal and social inventives to support sustainable events
- Certification through sustainability badges
- Developing a shared roadmap and a decalogue of best practices where all sectors are supported in order to achieve better monitoring and greater awareness
“Thank you to all attendees and partners for making this event a success. Together, we are shaping a more sustainable future for the events industry in the region of Valencia and beyond,” said the organizers.
