MICE tourism and deseasonalization: governance and competitiveness in mature destinations. The cases of Rimini and Valencia.

Tourism seasonality represents a structural challenge for coastal destinations, with tourism flows concentrated in summer months. This thesis focuses on MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism as a strategic lever for deseasonalization, through a comparative analysis between Rimini and Valencia. Both cities invested in business infrastructures (for example, Palacongressi di Rimini, Valencia Congress Centre) and ecosystem governance (DMOs, CVB, PCOs). The research starts by illustrating different patterns of seasonality, causes, effects, and strategies, focusing on the MICE sector; a brief introduction of the two destinations follows, and then a deep analyses about the infrastructures and the main actors operating in Rimini and Valencia. Rimini maintains a mono-seasonal profile; thus, the MICE sector is a corrective lever, supported by integrated systems like IEG and Convention Bureau Riviera di Rimini. Valencia’s “four-seasons” model uses MICE to consolidate its sustainability and urban appeal. Limitations include secondary data reliance.