Moscow city recently hosted the second edition of the Meet Global MICE Congress: BRICS Edition, bringing together over 1,300 representatives from the business tourism industry across BRICS nations—Russia, Brazil, India, and China—alongside participants from the Global South.
MGMC Strengthens Global MICE Connections
This year’s congress saw participation and expert contributions double, firmly positioning Moscow as a key hub for fostering connections and creating business opportunities in the global MICE industry. The event has become Russia’s largest platform for international engagement in this sector.
The central theme of the congress 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.” Discussions revolved around the major transformations in the global MICE market and strategies for sustainable industry development.
The program featured 13 business sessions led by over 50 Russian and international experts. Topics included the development of congress and exhibition infrastructure and the application of emerging technologies such as big data and artificial intelligence.
Key speakers included 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 Andrey Malakhov also shared insights on event planning strategies.
The congress facilitated over 2,000 B2B meetings, reinforcing its role as a platform for fostering cross-border industry relationships and paving the way for more international events in Moscow.
Uniting Culture and Business
For the first time, the congress combined cultural and business programs, showcasing modern MICE industry trends. The event featured projects like “Moscow Tea Time” and “Made in Moscow” alongside 18 themed lounges representing Russian regions and BRICS countries. These exhibits highlighted regional MICE opportunities and promoted new partnerships. Attendees also enjoyed live musical performances that celebrated the cultural diversity of BRICS nations.
India’s Strong Presence at MGMC
India had a robust presence at the congress, with participation from associations such as NIMA, ICPB, Tourism India Alliance, and ATOAI. Delegates including Gajesh Giridhar, President of NIMA, and Amaresh Tiwari from ICPB contributed as speakers in plenary sessions. Indian MICE professionals certified through the Moscow MICE Ambassadors program also attended, leveraging the event to connect with global peers and strengthen ties within the BRICS nations.
A select group of Indian media representatives explored Moscow’s attractions and culinary offerings, while all delegates experienced the city’s winter charm, further enhancing Moscow’s image as a global destination.
Moscow: A Rising Business Tourism Hub
With its world-class infrastructure, including state-of-the-art congress venues, over 22,000 dining establishments, and advanced technological services, Moscow is becoming a modern capital of business tourism. By 2030, the city aims to attract up to 8 million business tourists annually. Business travellers contribute significantly to the local economy, spending 1.5 to 2 times more than leisure tourists. Additionally, 40 per cent of business travellers return for leisure trips, highlighting Moscow’s dual appeal.
The Meet Global MICE Congress, first held in Moscow last autumn with over 300 experts, has grown exponentially, reaffirming its status as a leading event in the global MICE industry.
