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Moscow unlocks new opportunities for India’s MICE movement

Evgeny Kozlov, First Deputy Head of the Office of the Mayor and the Government of Moscow, Chairman of the Moscow City Tourism Committee

TTJ met with Evgeny Kozlov, First Deputy Head of the Office of the Mayor and the Government of Moscow, Chairman of the Moscow City Tourism Committee, during the second edition of the Meet Global MICE Congress (MGMC): BRICS Edition in Moscow. In this insightful interview, Kozlov discusses Moscow’s key attractions, the growing appeal of the city as a prime destination for both MICE and leisure tourism from India, and future initiatives.  As Moscow embraces India’s expanding MICE presence, the future looks promising for further collaboration and mutual growth in the tourism sector.

Q. What key experiences and attractions make Moscow appealing to Indian travellers?

Moscow, a city with a long and rich history, boasts over 8,000 preserved cultural heritage monuments, including apartments of poets and composers, estates, monuments, churches, and temples. The city is home to three UNESCO World Heritage sites: the Kremlin and Red Square Ensemble, the Church of the Ascension in Kolomenskoye, and the Novodevichy Monastery Ensemble. Some of the most popular tourist attractions include the Moscow Kremlin, Saint Basil’s Cathedral, Red Square, the Bolshoi Theatre, the Pushkin State Museum of Fine Arts, the Tretyakov Gallery, Zaryadye Park, Gorky Park, Arbat Street, and the GUM Department Store.

A must-visit is VDNH (Exhibition of Achievements of National Economy), the world’s largest exposition, museum, and recreational complex. It is an ideal destination for families with kids, particularly the Cosmonautics and Aviation Centre at VDNH, where children can explore over 120 aircraft and spacecraft, step into the role of a mission control specialist, and learn about space through interactive game quests. In winter, the area also hosts the largest skating rink in Moscow, along with activities like laser tag, bowling, hockey, and performances by famous figure skaters.

Moscow is a green city, with about 50 per cent of its area consisting of parks and gardens. Indian and international tourists enjoy exploring its lush green zones, with the Kuskovo Estate being a prime example. This historic estate features a vast park, French gardens, ponds, lakes, and sculptures.

Moscow also has a vibrant Indian diaspora of 14,000 people. Indian culture, religion, cuisine, and art are increasingly popular, making Indian tourists feel more connected to the city. A new guidebook from the Moscow City Tourism Committee highlights restaurants offering Indian cuisine, high-class hotels, and city attractions tied to India’s history and outstanding figures.

Q. Which segment, MICE or leisure, is currently driving more tourism to Moscow, and what factors influence this trend?

The Moscow City Tourism Committee has recognised India as a priority market and actively works on initiatives to attract both leisure and MICE travellers from the region.

While most tourists visit Moscow for cultural, educational, and entertainment purposes, the city has also been focusing on expanding business tourism, which is now a significant contributor to the local economy. Currently, one in five adult tourists comes to Moscow for business. The main flow of business travellers is from other regions of Russia, but there has been a growing number of visitors from BRICS countries, including India. Notably, about 40 per cent of those visiting Moscow for business return later for leisure trips, often bringing their families.

In 2023, Moscow welcomed 3.7 million business tourists, marking a seven per cent increase compared to 2022. By 2030, the number of business travellers is expected to rise to 8 million, with a substantial portion coming from India.

Moscow offers a modern infrastructure for hosting various business events and ample opportunities for accompanying cultural programmes. Visitors can enjoy historical landmarks like the Kremlin and Red Square, attend performances at world-renowned theatres, shop in contemporary malls, or experience the vibrant nightlife. Moscow tailors cultural experiences to meet the specific needs of international business travellers.

The city also hosts large-scale festivals at hundreds of venues, such as “Moscow Estates” and “Journey to Christmas.” With more than 350 events held daily, Moscow offers a rich and diverse agenda for residents and visitors alike.

Q. What are the platforms/programmes available for Indian travel agents to help them stay abreast of Moscow’s new tourism products?

We prioritise the Indian market and organise international events and programmes specifically for MICE professionals from India. For instance, the “Shaping MICE Future” conference, held in Delhi this spring, was organised by the Moscow City Tourism Committee and successfully brought together over 100 professionals from various fields. It served as an important platform for the Indian MICE industry. We also participated in major Indian events like BLTM, SATTE, OTM, and MILT Congress. The insights gained from these events help us launch projects tailored to the needs of our target audience.

A key initiative for positioning Moscow as a top-tier MICE destination for the Indian market is the Moscow MICE Ambassadors programme. This programme consists of five comprehensive modules, each designed to familiarise participants with Moscow’s MICE capabilities, highlighting its rich cultural heritage, historic landmarks, and architectural legacy. Upon completing all modules and assessments, participants receive the Moscow MICE Ambassador certificate, demonstrating their programme expertise.

This year, on November 1, the second batch of the online certification programme for Moscow MICE Ambassadors concluded successfully, with more than 200 professionals from India’s MICE industry graduating. Selected graduates were invited to attend the award ceremony, travel to Moscow, and participate in the Meet Global MICE Congress. This programme provided them the opportunity to evaluate the city’s MICE potential, visit venues, explore accommodation options, ensure service quality, and experience Moscow’s cultural offerings.

Q. What are the 2024 statistics on Indian tourists visiting Moscow? Are there new initiatives for the Indian market in 2025?

In 2023, India emerged as one of the leading non-CIS countries in tourist arrivals to Moscow. This upward trend continued in 2024, with the first half of the year witnessing a 1.5-fold increase in Indian visitors compared to the same period in 2023—totalling approximately 28,500 travellers.

A key factor contributing to this growth is the introduction of an e-visa system for Indian travellers on August 1, 2023. This streamlined process has significantly simplified the entry requirements for visiting Russia, eliminating the need for invitations or confirmations. The e-visa application is completed entirely online, with processing taking no more than four days.

Looking ahead to 2025, the Moscow City Tourism Committee plans to deepen its collaboration with India in the MICE sector. Past experiences demonstrate that such events significantly enhance business tourism between the two countries. The number of Indian business travellers visiting Moscow continues to rise, with substantial growth potential. While Moscow is already recognised as a premier destination for hosting business events, efforts are ongoing to increase awareness of the diverse programmes available, as well as the city’s rich cultural experiences and seasonal festivals.