Meet Global MICE Congress 2025 drew over 2,500 delegates from 37 countries, confirming Moscow’s growing role as a global business tourism hub
Moscow has reinforced its position as a world-class destination for business tourism following the successful conclusion of the Meet Global MICE Congress (MGMC), an international forum that brought together professionals from 37 countries across the BRICS nations and the Global South.
Held on 17–18 December, the congress recorded more than 2,500 participants, doubling attendance from the previous year and marking a sixfold increase since the forum’s inaugural edition. The scale, diversity, and seniority of attendees underscored Moscow’s growing influence as a hub for global meetings, incentives, conferences, and exhibitions (MICE).
A Truly International Gathering
MGMC welcomed representatives from 37 countries and Russian regions, twice as many as in the previous edition. More notably, around 70% of attendees were senior executives and decision-makers, enabling partnerships and cooperation agreements to be formed directly during the event.
Participants included leaders from tourism boards, convention bureaus, associations, technology firms, and corporate buyers, reflecting the increasingly interconnected nature of global business tourism.
Projeni Pather, Chairperson of the Association of African Exhibition Organisers, highlighted the importance of meaningful collaboration in today’s exhibition landscape:
“Collaboration is the key factor for success, both locally and globally. Exhibitions must act as solution partners rather than mere exhibitors. Tailored, country-specific solutions are what build trust and ensure long-term presence.”
High-Profile Global Representation
Among the international speakers and participants were:
- Marcus Lee, CEO of China Travel Online
- Tushar Kesharwani, Governing Board Member, Indian Convention Promotion Bureau
- Ruqaya Cassim, Acting Director, Visit Qatar MICE
- Hosea Andreas Runkat, Chairman, Indonesian Exhibition Companies Association
- Dharmendra Jain, Founder & CEO, Actnable AI (Kenya)
- Mint Leong, President, Malaysian Inbound Tourism Association
- Dušan Borovčanin, former CEO, EXPO 2027 Serbia
Delegations also included representatives from the tourism authorities of Egypt, Jordan, the Maldives, Nepal, Tanzania, and Uzbekistan, further strengthening Moscow’s international outreach.
Record-Breaking Business Engagement
One of the standout achievements of MGMC was its record number of B2B interactions. Within the exhibition area alone, over 8,000 business meetings were held across two days.
These meetings focused on:
- Establishing new commercial partnerships
- Securing future event bids
- Expanding destination awareness
- Developing long-term cooperation strategies
The format reinforced MGMC’s role not only as a discussion platform, but as a practical marketplace for business tourism.
Two Days of Insight-Driven Programming
The congress featured 15 business sessions across a multi-format agenda, including plenary discussions, panels, case studies, presentations, and expert-led training sessions.
Key content tracks included:
- Conferences and Exhibitions
- Destinations and Associations
- Global Trends and Analytics
- Meetings and Incentives
- Business Strategy
- Event Technology
All sessions explored the overarching theme:
“Unity Through Open Diversity: New Opportunities for Global Growth.”
Exploring the Future of the MICE Industry
Speakers addressed major forces reshaping the global events sector, including:
- Artificial intelligence and neurotechnology
- Personalisation and gamification
- Hybrid and immersive event formats
- The rise of the experience economy
- The multiplier effect of mega-events
Special attention was given to evolving client expectations, national identity in global exhibitions, promotion strategies for business destinations, and the growing importance of off-site corporate events, particularly in Asian markets.
Exhibition Showcasing Emerging Markets
The MGMC exhibition featured more than 130 exhibitors from the BRICS nations and the Global South, including:
- MICE operators and agencies
- Convention and exhibition bureaus
- Transport providers
- Hotels seeking entry into high-growth markets
Dedicated stands highlighted local initiatives such as “Made in Moscow” and “Moscow Tea Party,” showcasing the city’s cultural and business identity.
The Hosted Buyers programme attracted strong interest, with key participants arriving from:
- The Middle East (27%)
- India (25%)
- China (15%)
In total, 200 hosted buyers explored Moscow as a business, cultural, and entertainment destination.
Moscow’s Long-Term MICE Strategy
Since the first Meet Global MICE Congress in 2023, MGMC has evolved into the largest international business tourism event in Russia. Last year’s BRICS-focused edition welcomed over 1,300 participants from 17 countries, setting the foundation for the expanded 2025 forum.
The Moscow City Tourism Committee continues to strengthen the capital’s global tourism brand through international business missions, participation in industry exhibitions, and the creation of targeted projects aimed at attracting foreign visitors — particularly from China, India, the CIS, and the Middle East.
At a Glance: Meet Global MICE Congress 2025
- Event: Meet Global MICE Congress (MGMC)
- Dates: 17–18 December
- Location: Moscow, Russia
- Participants: 2,500+ industry professionals
- Countries Represented: 37
- Business Meetings Held: 8,000+
- Exhibitors: 130+
- Focus Areas: MICE destinations, global trends, technology, experience economy
- Key Markets: BRICS nations and the Global South
Source: The Moscow City Tourism Committee
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