Imagine that this is a powerpoint presentation. Choose your own personal sound-track: perhaps some tasteful flamenco guitar, or a familiar tune from the opera Carmen. The word “Valencia” appears on the screen. Pick your own font and colors.

You’ve sat through numerous Power- Point presentations. Why should this be any different? You’ve been to numerous M.I.C.E. destinations. What does Valencia offer that the others don’t? There must be something that sets it apart.

I now bring up on the screen some startling statistics. Between 1995 and 2005, international business tourism to Valencia increased by 950 percent. Yes, you read that right. In 2006, the city hosted 705 major conferences, of which 149 were international, attended by delegates from all corners of the globe.

By any measure, the recent growth has been spectacular. What’s the city’s secret? To answer that, I ask you to imagine something else: me, in my pajamas.

I am waking up in the Hotel Astoria Palace, hair unkempt, eyes full of sleep. It is not a pleasant sight, so I suggest you focus on my surroundings. This hotel suite exudes history. It is unmistakably Hispanic, with a strong Valencian flavor. My suit is hanging in the wardrobe where, just a few weeks before, a matador’s ornate outfit had hung. During the bullfighting season, this is the accommodation of choice for the top matadors. You can’t get more Spanish than that.

From the balcony, there is a view of the rooftops and church towers of Valencia’s historic old town. Little has changed in centuries. Yet within a short taxi ride you can be at any of more than a dozen state-of-the-art conference venues.

In contrast to the traditional face of Valencia, there is also a futuristic aspect to this dynamic Mediterranean city. In the past decade it has become the playground for some of the world’s leading architects.

The impressive Valencia Conference Center, with its three auditoriums — the largest of which seats 1,481 people — was designed by Norman Foster. Valencia-native Santiago Calatrava was responsible for the incredible City of Arts and Sciences complex, which is both a popular tourist attraction and a versatile conference venue.

Year-round, Valencia is a great incentive destination, with a wealth of attractions, including the recently opened, multi-million-dollar Biopark and plenty of world-class restaurants.

There is also a generous schedule of annual events to lure visitors. Every March, the city stages the unforgettable Fallas Festival, a colorful riot of parades, fireworks and bonfires. The IAAF World Indoor Athletics Championships will be held in Valencia this month, in August the F1 Motor Racing Grand Prix takes place, and in October the city hosts the Motorcycling Grand Prix. In 2009, Valencia will be the venue for the 33rd America’s Cup.

Despite its international credentials, Valencia has not surrendered its unique identity. This is not one of those could-be-anywhere destinations. I feel it most acutely when I step out of my suite at the Astoria, treading in the footsteps of matadors.

CONVENTION CENTERS

Palacio De Congresos (Valencia Conference Center)
This elegantly shaped building, designed by superstar architect Norman Foster, is situated northwest of downtown (easily accessible by Metro), surrounded by plush high-rise hotels. A stunning aluminum-clad, 75,000-capacity soccer stadium will open across the road in 2009. As well as containing three adjoining auditoriums, which can be combined to accommodate 2,250 people, the center boasts nine smaller meeting rooms, a VIP lounge, a press room and catering facilities. Solar roof panels are currently being installed to provide a renewable supply of energy. The work should be completed in time for the center’s 10th anniversary in July.
Palacio De Congresos (Valencia Conference Center)
Av. de las Cortes Valencianas 60
tel 34 96 317 9400
http://www.palcongres-vlc.com

Feria Valencia (Valencia Trade Fair and Exhibition Center)
Founded in 1917, Feria Valencia is the oldest exhibition and trade fair facility in Spain. It is now housed within the largest covered space in the country. With a total area of 760,000 square feet, this is one of the top 10 biggest exhibition centers in the world. About 40 trade fairs are held here each year, attracting more than 12,000 exhibitors and 1.3 million visitors. The center is located three miles northwest of the city, about five minutes from the international airport.
Feria Valencia (Valencia Trade Fair and Exhibition Center)
Av. de las Ferias
tel 34 96 386 1100
http://www.feriavalencia.com

Cuidad De Las Artes Y Las Ciencias (The City of Arts and Sciences)
The only drawback to holding a conference or event here is that the participants must compete with some of the world’s most breathtaking modern architecture. There is a choice of venues. The projection room in L’Hemisferic (a building designed like an eye) seats 300 people. In the nearby Science Museum there is a 3,000-square-foot multi-purpose space available for hire, as well as an auditorium with an adjustable capacity of 150 to 500 people. L’Oceanographic — the aquarium — provides a spectacular setting for social functions.
Cuidad De Las Artes Y Las Ciencias (The City of Arts and Sciences)
Av. Autovia del Saler
tel 34 96 197 4500
http://www.cac.es

MEETING HOTELS

Sorolla Palace Hotel
You could say it is out on a limb, but the Sorolla Palace’s location — 1.5 miles northwest of downtown — is becoming established as the new center of Valencia. This sumptuous 271-room, 5-star property is the best of the hotels clustered around the Valencia Conference Center. The Sorolla is also a conference venue in its own right, with 10 meeting rooms seating up to 700 people. It’s not all business, though. The hotel offers a gym, a squash court, a spa and an outdoor pool, so you can thoroughly unwind between meetings. $$$$
Sorolla Palace Hotel
Av. de las Cortes Valencianas 58
tel 34 96 186 8700
http://www.sorollapalacehotel.com

Westin Valencia
The best of both worlds. The Westin has retained the Baroque façade of a 1917 building, but the interior has been completely rebuilt to 21st century standards. Step out of the main entrance, and you’re within a block of the Turia Gardens, the former riverbed that runs through the heart of the city. Conference venues are easily reached by taxi or Metro, and the hotel has five meeting rooms of its own, with a capacity of up to 500. $$$$
Westin Valencia
Amadeo de Saboya 16
tel 34 96 362 5900
http://www.starwoodhotels.com

Hotel Astoria Palace
If you need a recommendation for this hotel as an incentive venue, try Michael Jordan. During the Valencia Motorcycling Grand Prix, he rented an entire floor and stayed here with his considerable entourage. With 205 tastefully modernized guestrooms, including 15 suites, the hotel is full of character, and is home to the matadors whenever there is a bullfight in town. A new breakfast room is planned on the top floor so you will be able to start the day with a fabulous panorama of old Valencia. The hotel has 12 fully equipped meeting rooms. The three largest can be combined to provide a total capacity of 500.$$$
Hotel Astoria Palace
Plaza de Rodrigo Botet 5
tel 34 96 398 1010
http://www.hotelastoriapalace.com