Participants from Different Countries
The international forum Meet Global MICE Congress (MGMC) concluded in Moscow, uniting over 2,500 professionals from the business tourism sector, relevant agencies, associations, and corporate clients. This is significantly more than at previous events, including the first forum, which gathered only 300 participants.
Representatives from 37 countries and Russian regions attended the congress, which is also twice as many as the previous year. The high status of participants — about 70% of them held leadership positions — contributed to the formation of new partnerships on-site.
Among the participants were board members of the Indian Bureau of Congress Promotion Tushar Keisharvani, the CEO of China Travel Online Markus Li, the head of the conference department at Visit Qatar Rukayya Kassim, and other well-known specialists from the tourism industry. Representatives from the tourism agencies of Egypt, Jordan, the Maldives, Nepal, and other countries were also present.
More than 8,000 business meetings took place in the exhibition area, where participants sought new clients and planned future events.
Intensive Program
Fifteen business sessions were organized for participants on various topics: "Conferences and Exhibitions," "Destinations and Associations," "Global Trends and Analytics," and others. The plenary sessions, panel discussions, and presentations addressed the main theme of MGMC-2025: "Unity through Open Diversity: New Opportunities for Global Growth."
Speakers touched upon issues related to the impact of personalization, gamification, hybridization, and the use of artificial intelligence in the MICE industry. The multiplicative effect of large events and the reflection of national characteristics in global exhibition practices were also discussed.
Business Exhibition
At MGMC-2025, over 130 exhibitors from BRICS countries and the Global South showcased their services, including MICE operators, transport companies, and hotels looking to increase their visibility in growing markets. Many participants came from the Middle East (30%) and Southeast Asia (23%).
Special stands were dedicated to the "Made in Moscow" and "Moscow Tea Party" projects.
The key participants of the Hosted Buyers program included guests from the Middle East (over 27%), India (25%), and China (15%). A total of 200 participants attended the event to discuss event hosting opportunities and conduct B2B negotiations.
The first Meet Global MICE Congress took place in Moscow in the fall of 2023 and became the largest international event in the field of business tourism in Russia. Last December, the forum was held under the auspices of BRICS Edition, gathering over 1,300 representatives of business tourism. The main theme was "Global Challenges and Trends in the MICE Industry," discussed during 13 sessions.
The Moscow Tourism Committee is actively shaping a sustainable image of the capital as a significant tourist destination not only in Russia but also beyond its borders. Guests most often come from China, India, and the Middle Eastern countries. To strengthen international ties, Moscow organizes business missions, participates in exhibitions, and creates projects aimed at foreign tourists.
