The Meet Global MICE Congress (MGMC), the largest international event in the business tourism sector, has commenced in Moscow. Held for the third time in 2025, the congress welcomes participants from 35 BRICS nations and countries of the Global South, providing a platform to exchange expertise and build new partnerships in the MICE industry.
The event has brought together more than 2,500 participants and over 130 exhibitors showcasing innovative solutions and services for business tourism. MGMC 2025 also hosts 200 Hosted Buyers, enabling direct interaction with key decision-makers from across global markets.
The first day of the congress, December 17, opened with a plenary session titled “Unity Through Open Diversity: New Opportunities for the MICE Industry,” the central theme of MGMC 2025. The session highlighted Moscow’s growing strength as a MICE destination, supported by its expanding infrastructure. In 2024, one in five domestic visitors and one in eight international visitors travelled to Moscow for business purposes, with overall business trips increasing by 1.4 million. The city offers 2,200 hotels, nearly 23,000 dining venues, diverse cultural attractions accessible through the RUSSPASS digital platform, and a wide range of modern and unconventional event locations, including Skolkovo Technopark, Zaryadye Park, Ostankino TV Tower, and historic museums and cinemas.
Speakers and participants included representatives from the tourism boards and ministries of Jordan, Nepal, Maldives, and Uzbekistan, along with companies from Argentina, India, Qatar, Kazakhstan, the UAE, Serbia, Singapore, South Africa, and other markets.
A key highlight of the day was a keynote address by Dharmendra Jain, Founder and CEO of Actnable AI and an Insight250 2024–2025 award recipient. He spoke on the role of artificial intelligence as a co-organiser of MICE events, emphasising its ability to personalise content and anticipate industry trends.
The second day, December 18, continues with discussions on the experience economy, measuring the effectiveness of business events, and managing VIP clients, featuring experts from Indonesia, China, Malaysia, Mauritius, Thailand, and Türkiye. A major highlight is the plenary session “The Future of MICE: Unlocking New Pathways to Growth,” with Sabbas Joseph, Founder of Wizcraft Group, among the key speakers, addressing how global economic and geopolitical shifts are reshaping business tourism.
The programme also includes closed-door training sessions for Russia’s MICE community focused on artificial intelligence and B2B sales, as well as a unique AI-powered robot speaker designed to interact with participants in multiple languages.
The Moscow City Tourism Committee continues to support open dialogue with the tourism industry while actively promoting business tourism. Through the RUSSPASS.Business portal, event organisers can access site inspections, connect with unconventional venues, and utilise practical tools designed to streamline cooperation with the city and strengthen Moscow’s position as a global MICE destination.
