Moscow Welcomes 2,500 Delegates from 37 Countries at Record-Breaking Meet Global MICE Congress
The international congress has reinforced Moscow’s standing as a global hub for business tourism, bringing together professionals from 37 countries across the BRICS and the Global South. Attendance more than doubled compared to the previous year, with over 2,500 participants taking part. A dynamic, multi-format programme explored topics ranging from the competitiveness of MICE destinations and the effectiveness of business events to the future of neurotechnology and the experience economy, while also setting a record number of business meetings.
The Meet Global MICE Congress (MGMC), held in Moscow on December 17–18, convened more than 2,500 representatives from across the business tourism ecosystem, including industry professionals, government agencies, associations, corporate clients and event organisers. This turnout marked a twofold increase from last year and a sixfold rise compared to the inaugural forum. Participants travelled from 37 countries and regions, again double the number recorded the year before. With 70% of attendees being senior executives and decision-makers, the congress created a strong environment for forming partnerships and concluding agreements directly at the event.
Projeni Pather, Chairperson of the Association of African Exhibition Organisers, highlighted the importance of cooperation and practical solutions in driving sustainable growth within the exhibition sector. She noted that exhibitions entering African markets must position themselves as solution partners rather than simply exhibitors, stressing that events delivering tailored, country-specific solutions are best placed to build trust and establish a lasting presence across the continent.
The congress welcomed a diverse lineup of international participants, including Marcus Lee, CEO of China Travel Online; Tushar Kesharwani, Governing Board Member of the Indian Convention Promotion Bureau; Ruqaya Cassim, Acting Director of MICE at Visit Qatar; Hosea Andreas Runkat, Chairman of the Indonesian Exhibition Companies Association; Dharmendra Jain, Founder and CEO of Kenya’s Actnable AI; Mint Leong, President of the Malaysian Inbound Tourism Association; and Dušan Borovčanin, former CEO of EXPO 2027 Serbia. Representatives from tourism authorities in Egypt, Jordan, the Maldives, Nepal, Tanzania and Uzbekistan were also in attendance.
More than 8,000 business meetings were held within the exhibition zone alone, all focused on forging new connections, identifying clients and shaping future event strategies.
Over the course of two days, participants engaged in 15 business sessions covering themes such as conferences and exhibitions, destinations and associations, global trends and analytics, meetings and incentives, business development, and technology. Through plenary sessions, panel discussions, case studies, presentations, keynote addresses and training sessions, the programme fully explored the MGMC 2025 theme: “Unity Through Open Diversity: New Opportunities for Global Growth.”
Discussions examined the growing influence of personalisation, gamification, hybrid formats, the experience economy, artificial intelligence and neurotechnology on the MICE industry. Speakers also addressed the wider economic impact of mega-events, the evolving profile of clients and service providers, the role of national identity within the global exhibition space, commercial success strategies, promotion channels for business destinations, and the rising importance of off-site corporate events, particularly in Asian markets.
The exhibition component of MGMC 2025 featured more than 130 exhibitors from BRICS countries and the Global South, including MICE operators, industry associations, convention and exhibition bureaus, transport companies and hospitality brands seeking to expand into emerging markets and strengthen brand visibility. Dedicated stands showcased the “Made in Moscow” and “Moscow Tea Party” projects.
The Hosted Buyers programme attracted strong participation from the Middle East, which accounted for over 27% of buyers, followed by India at 25% and China at 15%. In total, 200 hosted buyers attended to explore event opportunities, conduct B2B negotiations and experience Moscow as a business, cultural and entertainment destination.
The first Meet Global MICE Congress was held in Moscow in autumn 2023, quickly establishing itself as Russia’s largest international business tourism event. In December the following year, the forum adopted a BRICS-focused format, bringing together more than 1,300 participants from BRICS and Global South countries and facilitating business dialogue among representatives from 17 nations. That edition centred on “Global Challenges and Trends of the MICE Industry: Towards Sustainable Development Through the Lens of the BRICS Countries’ Experience and Knowledge,” discussed across 13 business sessions.
The Moscow City Tourism Committee continues to promote the capital as a leading international tourism destination. Moscow most frequently welcomes visitors from China, India, CIS countries and the Middle East. To strengthen global engagement, the city actively organises business missions, showcases its tourism potential at major industry exhibitions, and develops projects and events designed to attract international visitors.
