The international congress has confirmed Moscow’s status as a world-renowned center of excellence in the field of business tourism, having brought 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 2,500 people. A multi-format program covered topics such as the success of MICE destinations, the effectiveness of business events, the future of neurotechnology, and the experience economy in the industry, while also setting a record number of business meetings.
India played a significant role at the forum, being one of the most dynamically developing business tourism markets. MGMC 2025 hosted 53 buyers, which emphasizes the growing interest of Indian businesses in international cooperation and in expanding their presence on global MICE platforms.
Participants from 37 Countries
The results of the Meet Global MICE Congress, an international business tourism forum, were summarized in Moscow. The forum took place on December 17–18 and brought together more than 2,500 representatives of industry professionals, relevant agencies, associations, corporate clients, and business event organizers from various countries. This was twice as many as the previous year and six times more than at the very first forum.
Congress participants arrived in the capital from 37 countries and Russian regions—twice as many as the year before. The high profile of the participants, with 70% being senior executives and decision-makers, allowed partnership agreements to be concluded directly during the event.
Speaking at the Meet Global MICE Congress in Moscow, Wizcraft Group founder Sabbas Joseph highlighted the practical value of the congress as an international platform for dialogue between business and government and for 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, Acting Director of Visit Qatar MICE Ruqaya Cassim, Chairman of the Association of African Exhibition Organizers Projeni Pather, Kenyan Actnable AI Founder and CEO Dharmendra Jain, and former CEO of EXPO 2027 Serbia Dušan Borovčanin. Representatives of the tourism departments of Jordan, the Maldives, Nepal, Tanzania, and Uzbekistan were also present.
Within the exhibition area, more than 8,000 business meetings were held, all aimed at establishing new contacts, finding clients, and developing future event plans.
Two Eventful Days
Fifteen business sessions were organized for participants, covering the main topics of “Conferences and Exhibitions,” “Destinations and Associations,” “Global Trends and Analytics,” “Meetings and Incentives,” “Business,” and “Technology.” Plenary sessions, panel discussions, case studies, presentations, keynote speeches, and training sessions allowed for a comprehensive exploration of the MGMC-2025 main theme: “Unity Through Open Diversity: New Opportunities for Global Growth.”
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 service provider, the reflection of national identities in the global exhibition industry, formulas for commercial success, promotion channels for business destinations, and, in particular, off-site corporate events for Asian regions.
Exhibition for Business
More than 130 exhibitors from BRICS countries and the Global South were represented at MGMC-2025. These included MICE operators, associations, convention and exhibition bureaus, transport companies, and hotels seeking to enter growing markets and improve brand awareness.
Separate stands were dedicated to the “Made in Moscow” and “Moscow Tea Party” projects.
Key participants in the Hosted Buyers program included guests from the Middle East (over 27%) and India (25%). In total, 200 participants attended to discuss event opportunities, conduct B2B negotiations, and explore 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. Last December, the forum was held under the BRICS Edition, bringing together more than 1,300 business tourism representatives from BRICS countries and the Global South. Moscow served as a platform for business dialogue among 17 countries. The main theme– “Global Challenges and Trends of the MICE Industry: Towards Sustainable Development Through the Lens of the BRICS Countries’ Experience and Knowledge”– was discussed during 13 business sessions.
The Moscow City Tourism Committee continues to strengthen the capital’s brand as a prime tourist destination both within Russia and internationally. Moscow most frequently welcomes guests from China, India, CIS countries, and the Middle East. To enhance 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.
