The international forum brought together representatives of industry
associations, destination marketing organisations, convention and exhibition
bureaus, corporate clients, and professional event organisers from 37 countries
across the BRICS and the Global South. According to organisers, around 70% of
participants were senior executives and decision-makers, enabling partnership
discussions and commercial agreements to be initiated directly during the
event.
The congress programme focused on the evolving role of business events and
destinations in a changing global landscape. Sessions explored destination
competitiveness, the effectiveness of business events, emerging technologies
such as artificial intelligence and neurotechnology, and the growing influence
of the experience economy within the MICE sector. Over the two days, the event also set a record with more than
8,000 pre-scheduled and on-site business meetings.
Prominent international speakers and delegates included Marcus Lee, CEO of China Travel Online; Tushar Kesharwani, Governing Board Member of the Indian Convention Promotion Bureau; Ruqaya Cassim, Acting Director of Visit Qatar MICE; Hosea Andreas Runkat,
Chairman of the Indonesian Exhibition Companies Association;
and Dharmendra Jain, Founder and CEO of Kenya-based Actnable AI. Tourism authorities from Egypt, Jordan,
the Maldives, Nepal, Tanzania, and Uzbekistan were also represented.
Highlighting the importance of collaboration, Projeni Pather, Chairperson of the Association of African Exhibition Organisers, stated: “Collaboration is the key factor for success, both locally and globally. Exhibitions coming to Africa must act as solution partners rather than mere exhibitors.”
The congress featured 15 business sessions structured around key themes
including conferences and exhibitions, destinations and associations, global
trends and analytics, meetings and incentives, business strategy, and
technology. The overarching theme for 2025, “Unity Through Open Diversity:
New Opportunities for Global Growth,” framed discussions on
personalisation, hybrid formats, gamification, mega-events, and new promotion
models for business destinations, with particular attention given to Asian
markets.
An exhibition area hosted more than 130 exhibitors from BRICS and Global
South countries, including MICE operators, transport providers, convention
bureaux, associations, and hotel groups seeking to strengthen visibility in
emerging markets. Dedicated showcases such as “Made in Moscow” and “Moscow Tea
Party” highlighted local initiatives. The hosted buyers programme attracted 200
buyers, primarily from the Middle East, India, and China.
Since its launch in 2023, the Meet Global MICE Congress has positioned
itself as Russia’s largest international business tourism forum. Supported by
the Moscow City Tourism Committee, the event aligns with
broader efforts to strengthen Moscow’s international tourism and business
events profile, particularly across priority inbound markets including China,
India, CIS countries, and the Middle East
Tags: Global MICE Congress Moscow City Tourism Committee