Third Meet Global MICE Congress 2025 Draws Wider International Participation in Moscow
The Meet Global MICE Congress (MGMC) 2025 concluded in Moscow on December 17–18, bringing together more than 2,500 participants from 37 countries across the BRICS nations and the Global South. The event recorded a significant increase in scale, with attendance doubling compared to the previous year and expanding substantially since its inaugural edition.
The congress convened senior executives, industry professionals, associations, corporate buyers and event organisers, with around 70% of attendees holding decision-making roles. This senior-level participation facilitated on-site discussions and partnership development, supported by a programme that resulted in over 8,000 business meetings across the exhibition and networking zones.
India featured prominently at the forum, reflecting its position as one of the faster-growing business tourism markets. MGMC 2025 hosted 53 buyers from India, highlighting increased interest among Indian businesses in international collaboration and participation on global MICE platforms.
The two-day programme included 15 business sessions covering topics such as conferences and exhibitions, destination development, global trends and analytics, meetings and incentive travel, business strategy and technology. Discussions explored the evolving role of personalisation, hybrid event formats, artificial intelligence, neurotechnology and the experience economy within the MICE sector.
Speakers also addressed the economic impact of large-scale events, changing client expectations, destination branding strategies and opportunities in Asian markets, particularly for off-site corporate events. The congress theme, “Unity Through Open Diversity: New Opportunities for Global Growth,” guided plenary sessions, panels, case studies and training sessions.
Among the speakers and participants were representatives from the Indian Convention Promotion Bureau, Visit Qatar, the Association of African Exhibition Organizers, and tourism authorities from Jordan, the Maldives, Nepal, Tanzania and Uzbekistan, alongside private-sector leaders and technology entrepreneurs.
Exhibition and Hosted Buyers Programme
The Meet Global MICE Congress 2025 featured more than 130 exhibitors, including MICE operators, convention bureaus, associations, transport providers and hospitality companies seeking to expand into emerging markets. Dedicated exhibition areas highlighted initiatives such as “Made in Moscow” and “Moscow Tea Party.”
The hosted buyers programme included around 200 participants, with key representation from the Middle East (over 27%) and India (25%). These buyers engaged in structured B2B meetings, destination briefings and site presentations focused on Moscow’s positioning as a business, cultural and events destination.
Moscow’s Role in Business Tourism
The Meet Global MICE Congress series was launched in 2023 and has since grown into one of Russia’s larger international business tourism forums. The 2024 edition, held under a BRICS-focused format, brought together delegates from 17 countries. The 2025 congress continued this trajectory, reinforcing Moscow’s efforts to position itself as an international hub for business events.
The Moscow City Tourism Committee continues to support initiatives aimed at strengthening the city’s global tourism profile through international exhibitions, business missions and targeted events, with a focus on markets including China, India, the CIS and the Middle East.
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