The Meet Global MICE Congress has grown exponentially within a year
More than 1,300 representatives of the business tourism industry from BRICS countries, including Russia, Brazil, India and China, as well as countries of the Global South, gathered in Moscow to attend the Second Edition of Meet Global MICE Congress BRICS Edition.
In a press statement, the organisers say that the gathering became the largest Russian event for an international audience in this particular sphere.
The statement adds that now in its second year, the Congress saw its participation and expert presence double, firmly establishing Moscow as a pivotal hub for fostering interaction, building connections, and creating new business opportunities among representatives from 17 countries, including the five BRICS members and a dozen Global South countries.
The meeting attracted participation from over 17 nations
The organisers say that the core theme of this year’s business programme was 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. They add that the participants explored the major transformations shaping the global MICE market and discussed strategies for ensuring sustainable development within the industry.
The programme included sessions addressing key issues relevant to both public and private sectors. Topics ranged from developing congress and exhibition infrastructure to leveraging new technological solutions like big data and artificial intelligence.
With 13 business sessions featuring over 50 Russian and international experts, the congress saw high-profile contributions from figures such as Dmitry Vakhrukov, Deputy Minister of Economic Development of the Russian Federation, Evgeny Kozlov, Chairman of the Moscow City Tourism Committee, Amaresh Kumar Tiwari, Immediate Past Vice Chairman of the India Convention Promotion Bureau (ICPB) and Masood Ahmadvand, Cultural Counsellor of the Embassy of Iran in Moscow. Renowned Russian TV presenter and producer Andrey Malakhov also spoke, offering a universal recipe for successful event planning.
For the first time, the congress combined cultural and business programmes, reflecting modern MICE industry trends. The venue featured unique exhibits such as the Moscow Tea Time and Made in Moscow projects, alongside 18 themed lounges from Russian regions and BRICS countries.
These lounges showcased regional MICE opportunities and facilitated new business connections. Attendees also enjoyed live performances by musical groups, highlighting the cultural diversity of BRICS nations.
Over 2,000 B2B meetings were also organised
The statement adds that during the B2B session, foreign delegates conducted over 2,000 meetings. Many participants acknowledged the congress as a significant platform for strengthening cross-border industry relationships, paving the way for more international events to be hosted in Moscow in the near future.
As a modern capital of business tourism, Moscow boasts world-class infrastructure, including cutting-edge congress and exhibition venues, over 22,000 dining establishments, and advanced technological services. By 2030, the city anticipates welcoming up to 8 million business tourists annually.
According to the organisers, business travellers contribute significantly to the local economy, with their average spending often 1.5 to 2 times greater than that of leisure tourists. Furthermore, 40 pc of business tourists who visit Moscow return later for leisure trips with their families, underscoring the city’s appeal as both a business and leisure destination.
They say that the first edition of the Meet Global MICE Congress was held in Moscow last autumn, attracting more than 300 experts in the business tourism sector. Since then, the event has grown exponentially, reaffirming its status as a premier gathering for the global MICE industry.
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