In a milestone year, the Moscow City Tourism Committee has expanded its Moscow MICE Ambassadors program, awarding certification to 200 Indian MICE industry professionals, the largest cohort to date. Launched in June 2024, this unique online certification program concluded on November 1 and has seen impressive participation from India’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, reflecting Moscow’s growing appeal as a business destination.
The intensive program included five modules covering Moscow’s potential as a leading MICE destination, with insights into cultural and historical attractions, high-end accommodations, and strategies for organizing business events. Participants were also introduced to the latest entry protocols for Indian visitors, including electronic visa information—a point that Vima Holidays founder Vishakha Sethi Kotyan found particularly beneficial.
Sajjan K. Gupta from Vayu Seva Tours & Travels Pvt. described the program’s sessions on Moscow’s innovative event infrastructure as “invaluable,” while Gainwell Travel’s director, Maanav Saraf, highlighted the program’s role in boosting confidence when presenting Moscow as a safe, attractive MICE destination for Indian clients. Holiday Bag CEO H. Sai Kishore (Shyam) praised the Committee’s flexibility in promoting virtual and hybrid events, aligning with modern MICE trends for greater participation and accessibility.
This year’s top graduates will be honored at a special awards ceremony in Moscow and are invited to attend the upcoming Meet Global MICE Congress: BRICS Edition from December 16–17. The Moscow MICE Ambassadors program was first launched in partnership with the Indian MICE Agents Association (NIMA) in 2023, initially certifying 50 participants. Since then, India has emerged as one of Moscow’s priority markets, driven by a substantial increase in Indian business travelers. In the first half of 2024 alone, Indian visitor numbers to Moscow grew 1.5 times compared to the same period last year, with one in five travelers arriving for professional purposes.
The Moscow City Tourism Committee has actively engaged with the Indian MICE industry to support this growth, hosting the “Shaping MICE Future” conference in New Delhi earlier this year, which brought together over 100 industry representatives. The Committee remains committed to further expanding its initiatives, seeing India as a key market for strengthening Moscow’s position in the global MICE landscape.
