The Meet Global MICE Congress: BRICS Edition is taking place in Moscow on December 16 and 17 at the Hyatt Regency.
The second edition of this large-scale congress for the MICE industry has grown significantly, attracting over 130 foreign delegates from 17 countries and more than 750 professionals from Moscow and Russia. The event spans a wide geographic area, including China, India, Brazil, and South Africa.
Many Indian MICE stakeholders and association members, including ICPB and NIMA, were present at the event.
During the two-day event, 13 business sessions are scheduled, featuring over 50 expert speakers from business and government agencies. Discussions centre around current trends and opportunities for stable development within the MICE industry under the BRICS framework.
Highlights of Day 1
The first day of the Meet Global MICE Congress: BRICS Edition commenced on December 16th, bringing together representatives from the BRICS countries—Russia, Brazil, India, and China—as well as participants from the Global South. The opening sessions explored the ongoing transformations in the global MICE market.
The day began with a plenary session titled “MICE Industry Through the Eyes of the Government: How to Ensure Sustainable and Predictable Development in the New Realities?” Industry leaders and government authorities participated in the dialogue. Among them was Amaresh Tiwari, Immediate Past Vice Chairman of ICPB. Speakers emphasized the need for new forms of international cooperation and stronger relationships between Asia, Africa, and Latin America to achieve sustainable growth.
Kyle Helm, a representative from a South African company, shared his experience, “It was a good day—many participants showed interest in the location I represent, Cape Town. Some were already familiar with the South African destination, while others are considering it for the first time. During one day, I managed to collect 20 business cards, arrange four meetings with potential partners, and receive several inquiries from local service providers.”
The program featured critical discussions, including:
- Case Session: “Is It Possible to Create the Perfect MICE Destination?”
Experts identified key factors that make countries appealing for hosting business events. Key trends included the rising popularity of virtual and hybrid events and the demand for eco-friendly and inclusive events.
- Session: “Transforming MICE Portals and Aggregators for the New Reality”
Discussions revolved around the importance of adapting platforms and services to user demands in a rapidly evolving technological environment.
- Session: “Territory of Impressions: How Unique Venues Influence Destination Choices?”
Participants shared experiences of organizing events in unique locations across the BRICS and Global South. They emphasized balancing a venue’s uniqueness with relevant program content to engage modern audiences effectively.
- Panel Discussion: “Working with Big Data: How It Benefits the MICE Industry?”
Experts highlighted the role of data analytics in understanding target-audience preferences, optimizing marketing budgets, and enhancing strategic planning.
Mukesh Jain, Vice President of the Tourism Alliance of India, reflected on the day, “I gained not just new knowledge but a fresh perspective on the MICE industry. Hearing insights from a different cultural standpoint was invaluable. The Congress provided an excellent opportunity to expand my network—today alone, I made several new business connections.”
The event’s packed agenda allowed participants to focus on topics relevant to their interests, with sessions running simultaneously throughout the day. The day also saw the signing of several agreements for future collaborations.
Day 2: Continuing the Momentum
The Meet Global MICE Congress: BRICS Edition continues on December 17th. Today’s discussions will focus on technological solutions, innovative models of collaboration, and human resource development. A training course on design thinking methods will offer participants hands-on tools to apply their insights practically.
