The Meet Global MICE Congress: BRICS Edition recently took place in Moscow, gathering over 1,300 professionals from the business tourism sector, including representatives from BRICS countries and the Global South. This event is noted as the largest international gathering in Russia focussed on the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.
In its second year, the congress doubled its participation and expert presence, reinforcing Moscow's role as a key hub for networking and business opportunities among 17 countries. The theme centred on "Global Challenges and Trends of the MICE Industry: Towards Sustainable Development," where participants discussed industry transformations and strategies for sustainable growth.
The programme featured 13 sessions with over 50 experts, including notable figures from the Russian government and international organisations. For the first time, the congress integrated cultural elements alongside business discussions, showcasing regional MICE opportunities through themed lounges and live performances.
During B2B sessions, delegates engaged in over 2,000 meetings, highlighting the event's importance for enhancing international industry relationships. Moscow's infrastructure supports its ambition to host more global events, with projections of welcoming up to eight million business tourists annually by 2030.
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