The Third Meet Global MICE Congress

The international congress has confirmed Moscow’s status as a world-renowned center of excellence in the field of business tourism, having brough together professionals from 37 countries of the BRICS and the Global South. The congress had twice as many participants compared to the year before – over 2500 people. A multi-format program covered such topics as the success of MICE destinations, the efficacy of business events, the future of neurotechnology and the experience economy in the industry, all while setting a record number of business meetings. India played a significant part at the forum, being one of the most dynamically developing business tourism markets. The MGMC 2025 had 53 hosted buyers, which emphasizes the Indian business’s growing interest in international cooperation and expanding their presence on global MICE platforms. Participants from 37 Countries The results of the Meet Global MICE Congress (MGMC), an international business tourism forum, were summed up in Moscow. The forum took place on December 17-18 and brought together more than two and a half thousand representatives of industry professionals, relevant agencies, associations, corporate clients, and business event organizers from various countries. This is 2 times more than the previous year and six times more compared to the very first forum. Congress participants came to the capital from 37 countries and Russian regions – there were twice as many compared to the year before. The high profile of the participants, with 70% of them being senior executives and decision makers, allowed for partnership agreements to be formed right during the event. Speaking at the Meet Global MICE Congress in Moscow, the Wizcraft Group founder Sabbas Joseph marked the practical value of the congress as an international platform for dialogue between business and government and the exchange of best practices in business tourism: “MICE is not only about business; MICE tourism is really about economic policy. Governments and city authorities are called upon to work with each other to create collaborations. MICE is the industry of the future that will create “one people, one world”. It begins with responsibility, not just for ourselves, but for the future of mankind.” Among the participants were: Governing Board Member of the Indian Convention Promotion Bureau Tushar Kesharwani, the Visit Qatar MICE Acting Director Ruqaya Cassim, Chairman of the Association of African Exhibition Organizers Projeni Pather, the Kenyan Actnable AI founder and CEO Dharmendra Jain, the former CEO of EXPO 2027 in Serbia Dušan Borovčanin. There were also representatives of tourism departments of Jordan, the Maldives, Nepal, Tanzania, and Uzbekistan. Within the exhibition area, more than 8 thousand business meetings were held, all aimed at establishing new contacts, finding clients and developing a plan of events for the future. Two Eventful Days 15 business sessions were organized for the participants, the main subjects being: “Conferences and Exhibitions”. “Destinations and Associations”, “Global Trends and Analytics”, “Meetings and Intensives”, “Business”, and “Technology”. The plenary sessions, panel discussions, case sessions, presentations, addresses by star speakers, and trainings allowed for the full exploration of the MGMC-2025 main theme – “Unity Through Open Diversity: New Opportunities for Global Growth”. The speakers addressed issues such as the impact of personalization, gamification, hybridization, the experience economy, artificial intelligence, and neurotechnology on the MICE industry. There was also a focus on the multiplier effect of mega-events, the profile of the modern industry client and provider, the reflection of national codes in the global exhibition industry, the formula for commercial success and promotion channels for business destinations, and in particular – on off-site corporate events for Asian regions. Exhibition for Business More than 130 exhibitors from countries of the BRICS and the Global South were represented at the MGMC-2025. These are MICE operators, associations, convention and exhibition bureaus, transport companies, hotels looking to enter growing markets and improve brand awareness. Separate stands were dedicated to projects “Made in Moscow” and “Moscow Tea Party”. Key participants of the Hosted Buyers program were guests from the Middle East (more than 27%) and India (25%). All in all, a total of 200 participants came to discuss event opportunities, hold B2B negotiations, and discover Moscow as a business, cultural, and entertainment destination. The first Meet Global MICE Congress took place in Moscow in the fall of 2023, becoming the largest international event in the field of business tourism in Russia. Las December the forum was held under the auspices of the BRICS Edition, bringing together more than 1.3 thousand business tourism representatives from countries of the BRICS and the Global South. Moscow became a platform for business dialogue with 17 countries. The main subject was “Global Challenges and Trends of the MICE Industry: Towards Sustainable Development Through the Lens of the BRICS Countries’ Experience and Knowledge” – discussed during 13 business sessions. The Moscow City Tourism Committee sustains the capital’s brand as a prime tourist destination not only in Russia, but internationally as well. Most frequently Moscow welcomes guests form China, India, and countries of the CIS and the Middle East. To strengthen international ties, the Russian capital organizes business missions, showcases its tourism potential at industry exhibitions, and creates projects and events aimed at attracting foreign tourists.