On December 16 and 17, Moscow will welcome the Meet Global MICE Congress: BRICS Edition, a key annual gathering for professionals in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. The event will bring together more than 100 Hosted Buyers from BRICS countries, including a delegation from India, along with over 1,000 MICE specialists.
Business tourism remains a strong motivator for visiting Moscow, with every fifth tourist from India traveling to the Russian capital for business. In the first quarter of this year, India ranked among the top three countries for business travel to Moscow. Notably, around 40% of business tourists return to Moscow later for family vacations.
The Moscow City Tourism Committee prioritizes India as a key market, frequently organizing events and initiatives to attract both leisure and MICE tourists. This year's Global MICE Congress aims to offer a platform for networking, collaboration, and sharing industry insights, particularly within BRICS countries and the Global South. The conference will highlight emerging trends, sustainable development, and business tourism growth strategies.
The theme of the 2024 Congress is "Global Challenges and Trends of the MICE Industry: Towards Sustainable Development through the Prism of Experience and Knowledge of BRICS Countries and the Global South." According to Deputy Mayor of Moscow, Natalia Sergunina, the event will explore the future of MICE tourism and the tools needed to boost business tourism. Key topics will include interstate cooperation among BRICS nations, overcoming industry challenges, and showcasing successful case studies that have set new trends.
In addition to 13 business sessions, attendees will engage in B2B workshops and explore opportunities to forge new partnerships. There will be 94 exhibitors showcasing destinations and services for potential MICE events.
As a highlight of the event, diplomas will be awarded to top Moscow MICE Ambassadors who completed the 2024 online certification program. This year, 200 professionals from India's MICE industry received certification after finishing the course offered by the Moscow City Tourism Committee.
Earlier this year, Moscow actively engaged with the Indian MICE market. In August, it participated in the Business + Leisure Travel and MICE 2024 (BLTM) exhibition in New Delhi, presenting the "Indian Vibes in Moscow" guide. The guide features Moscow’s top restaurants serving Indian cuisine, premium hotels, and iconic locations connected to India's history. It also lists popular shopping centers and diverse leisure options in the city.
In April 2024, the Shaping MICE Future conference was held in Delhi, drawing over 100 Indian MICE professionals. The event highlighted unique venues in Moscow, such as museums, parks, and theaters, suitable for hosting business gatherings.
Moscow's engagement with the Indian MICE industry dates back to September 2023, when a delegation attended the Business + Leisure Travel and MICE 2023. This event featured over 600 business meetings with Indian partners. The first cohort of 50 Moscow MICE Ambassadors was also recognized, a program initiated in collaboration with the Indian MICE Agents Association (NIMA) to provide online education and certification.
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