Moscow recently hosted the second edition of the Meet Global MICE Congress: BRICS Edition, attracting over 1,300 representatives from the business tourism industry across BRICS countries—Russia, Brazil, India, and China—as well as the Global South. This event, the largest of its kind in Russia, has solidified Moscow’s position as a leading hub for international MICE (Meetings, Incentives, Conferences, and Exhibitions) activities.
Focus on Sustainable Development and Industry Trends
The congress centered on the theme: “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.” Discussions spanned key topics like congress infrastructure development, the integration of big data and AI in MICE, and sustainable practices.
The program featured 13 business sessions with insights from over 50 experts, including Dmitry Vakhrukov, Russia’s Deputy Minister of Economic Development; Evgeny Kozlov, Chairman of the Moscow City Tourism Committee; and Amaresh Kumar Tiwari, Immediate Past Vice Chairman of India’s Convention Promotion Bureau.
Cultural and Business Integration
This year’s congress uniquely combined business with cultural showcases, highlighting Moscow’s role as a modern MICE destination. Exhibits like “Moscow Tea Time” and “Made in Moscow”, along with themed lounges representing Russian regions and BRICS nations, facilitated networking and highlighted regional business opportunities.
Impact and Future Prospects
With over 2,000 B2B meetings conducted during the event, attendees praised the congress as a critical platform for fostering cross-border relationships. Moscow’s world-class infrastructure, including advanced exhibition venues and over 22,000 dining establishments, positions it as a growing destination for business tourism.
Business travelers significantly boost Moscow’s economy, with spending 1.5 to 2 times higher than leisure tourists. Additionally, 40% of business visitors return later for leisure trips. By 2030, Moscow aims to welcome 8 million business tourists annually.
First held last year with 300 participants, the Meet Global MICE Congress has expanded exponentially, reaffirming its status as a premier event in the global MICE industry.
