In a strategic move to strengthen its foothold in the Indian MICE (Meetings, Incentives, Conferences, and Exhibitions) segment, the Moscow City Tourism Committee has announced the appointment of 250 dedicated MICE Ambassadors. This initiative, unveiled during the ongoing OTOAI Convention in Moscow, aims to position the Russian capital as a top-tier destination for business events from India. Anastasia Popova, Head of the Business Tourism Development Department, emphasized India’s growing significance in Moscow’s global tourism strategy. The city is currently testing its MICE offerings in the Indian market and plans to collaborate with Destination Management Companies (DMCs) to streamline event planning and execution. In addition to business tourism, Moscow is also tapping into niche sectors like luxury travel and destination weddings under its broader “Business Moscow” strategy. With world-class infrastructure, cultural richness, and a renewed focus on international outreach, this initiative is expected to significantly enhance Moscow’s visibility and appeal in the Indian MICE and luxury tourism market.
