Qatar Joins Malaysia, China, India, and Indonesia to Drive Global Business Tourism at Moscow’s Record-Breaking 2025 Meet Global MICE Congress

Published on December 23, 2025

By: Paramita Sarkar

The 2025 Meet Global MICE (Meetings, Incentives, Conferences, and Exhibitions) Congress in Moscow was a resounding success, attracting over 2,500 participants from 37 countries, including key players from China, India, Qatar, Malaysia, and Indonesia. Held on December 17-18, the congress drew industry professionals, agencies, associations, corporate clients, and event organizers from across the globe, making it the largest forum of its kind in Russia.

Who attended and what was discussed?

The congress attracted a diverse array of professionals from 37 countries, including prominent figures from China, India, Qatar, Malaysia, Indonesia, and Kenya. Notably, 70% of attendees were senior executives and decision-makers, creating an ideal environment for forging partnerships and business deals. This marked a major leap from the previous year, as the event doubled in size, with six times the attendance compared to its inaugural 2023 forum.

Over the course of two action-packed days, more than 8,000 business meetings were held, aimed at fostering new connections, discussing future event plans, and exploring new opportunities in the MICE industry. With a focus on collaboration, the forum also spotlighted how the MICE industry is evolving with the latest trends in neurotechnology, artificial intelligence, and the experience economy.

What was the program about?

The Meet Global MICE Congress featured a comprehensive, multi-format program, exploring key topics such as MICE destinations, business event efficacy, and emerging global trends. With 15 business sessions, the agenda covered a wide range of subjects, from “Conferences and Exhibitions” to the role of “Technology in Business Events.” The main theme of the congress, “Unity Through Open Diversity: New Opportunities for Global Growth,” addressed issues like personalization, gamification, hybridization, and the broader impact of mega-events on the global business tourism landscape.

Prominent speakers presented insights on the latest industry developments, including the growing importance of off-site corporate events in Asia and the rise of neurotechnology in shaping future business events. Panel discussions and case studies helped attendees understand the multiplier effect of large-scale events, the profile of modern clients, and how national characteristics are reflected in the global exhibition market.

Where did the event take place?

The Meet Global MICE Congress was hosted in Moscow, which continues to solidify its position as a global hub for business tourism. This international event was designed to showcase the city’s growing significance as a leading destination for MICE tourism, supported by its robust infrastructure, vibrant cultural scene, and rich historical heritage. The exhibition area featured more than 130 exhibitors from across the BRICS and Global South, including MICE operators, convention bureaus, and hotels eager to tap into emerging markets.

Why was this event important?

The congress marked a turning point for Moscow, as it was held under the auspices of the BRICS edition, cementing its status as a world-renowned center of excellence for business tourism. It also served as a platform for countries from the Global South to showcase their MICE capabilities and connect with international partners.

Participants from countries like India, China, and the Middle East were key players in the Hosted Buyers program, engaging in discussions on event opportunities, B2B negotiations, and discovering Moscow’s potential as both a business and cultural destination. This growing engagement emphasizes the increasing interest in Russia as a major player in the global MICE industry.

How did it all unfold?

The success of the event was evident in the unprecedented number of meetings and the high-quality discussions held between MICE professionals. The exhibition stands featured key regional projects like “Made in Moscow” and “Moscow Tea Party,” allowing international participants to explore Moscow’s rich cultural offerings alongside its business potential.

What does this mean for the future?

Looking ahead, the success of the 2025 Meet Global MICE Congress positions Moscow as a key player in shaping the future of the MICE industry. With an expanded focus on innovation and collaboration, the congress has proven to be an essential event for professionals seeking to stay ahead of trends and forge valuable connections. The growth in participants and the depth of discussions signal a promising future for business tourism and events in Russia and beyond.

The congress serves as a crucial platform for global MICE professionals to meet, share insights, and shape the future of the industry, contributing to sustainable growth through collaboration and innovation.

Conclusion

The Meet Global MICE Congress in Moscow is set to become an annual highlight for the global business tourism sector. With its focus on innovation, diversity, and sustainability, the event not only provides immense networking opportunities but also sets the stage for future growth and collaboration in the MICE industry.