The third Meet Global MICE Congress (MGMC) has successfully concluded in Moscow, reaffirming the Russian capital’s growing status as a global centre of excellence in business tourism. The 2025 edition drew participants from 37 countries across the BRICS and Global South, with attendance reaching more than 2,500 delegates—double the previous year and six times the inaugural edition in 2023.
This year’s congress showcased a multi-format programme featuring sessions on destination success, the future of neurotechnology, experience-driven business events, and the evolving dynamics of global MICE markets. The event also set a record number of over 8,000 business meetings, creating new opportunities for partnerships and event collaborations.
India emerged as one of the most dynamic participants, highlighting its expanding influence in global MICE activity. With 53 hosted buyers and 25 per cent representation in the programme, the Indian delegation reflected growing business interest in international cooperation and event development.
Sabbas Joseph, Founder of Wizcraft Group, underscored the congress’s value as a collaborative platform, stating:
“MICE is not only about business; it is about economic policy. Governments and city authorities must collaborate to create opportunities that connect people and economies. MICE is the industry of the future that will create ‘one people, one world’—beginning with responsibility, not just for ourselves but for the future of mankind.”
The congress also featured key participants such as Tushar Kesharwani, Governing Board Member of the Indian Convention Promotion Bureau; Ruqaya Cassim, Acting Director of MICE, Visit Qatar; Projeni Pather, Chairperson of the Association of African Exhibition Organizers; Dharmendra Jain, Founder and CEO of Actnable AI, Kenya; and Dušan Borovčanin, former CEO of EXPO 2027, Serbia. Tourism representatives from Jordan, the Maldives, Nepal, Tanzania, and Uzbekistan were also present.
Over two days, 15 business sessions explored the congress theme, “Unity Through Open Diversity: New Opportunities for Global Growth.” Discussions focused on emerging trends such as personalisation, gamification, hybridisation, AI, and the experience economy, while also addressing the multiplier effect of mega-events and the role of off-site corporate experiences in Asia.
The exhibition featured more than 130 exhibitors from the BRICS and Global South, including MICE operators, hotels, transport companies, and associations aiming to strengthen market visibility. Dedicated pavilions such as “Made in Moscow” and “Moscow Tea Party” showcased local business and cultural initiatives.
Key markets represented in the Hosted Buyers Programme included the Middle East (27 per cent ) and India (25 per cent ), reinforcing Moscow’s growing relevance as a global business destination.
Organised under the auspices of the Moscow City Tourism Committee, the MGMC continues to strengthen international partnerships and enhance Moscow’s visibility as a leading destination for business, culture, and events. The 2025 edition marks a decisive step forward for the global MICE industry, reflecting the spirit of collaboration and innovation that defines its next phase of growth.
