The 2025 MICE International Conference held in Moscow (LB Russia) affirmed its position as an excellent center of global stature in the field of tourism combined with events and business, gathering experts from 37 countries in the BRICS bloc and the Southern Hemisphere countries.
The number of delegates attending the conference doubled compared to last year, with more than 2,500 representatives being experts in the industry, authorities, associations, corporate customers and event organizers.
Southeast Asian countries actively participated in the 2025 MICE Global Summit, accounting for 23% of the total number of delegates. This shows the region's high interest in international business platforms as well as promoting inter-regional cooperation.
The multi-form program focuses on topics such as the success of MICE destinations, the effectiveness of business events, the future of neural technology and the experience economy in the industry, and setting a new record for the number of trade meetings. Of which, more than 8,000 trade meetings have been held, aiming to establish new relationships, find customers and build event plans for the future.
The Organizing Committee also held 15 thematic discussion sessions with key topics including: Conferences and Exhibitions, Destinations and Associations, Global Trends and Analysis, Hop and Rewards, business and Technology.
The plenary sessions, seminars, situation analysis, presentations, speeches by outstanding speakers and training courses helped clarify the central theme of the 2025 Global MICE Summit - "Solidarity in open diversity: New opportunities for global growth".
At the workshop, experts analyzed in depth the impact of personalization trends, gaming, live and online combinations, the experiential economy as well as breakthroughs in AI and neur technology on the future of the MICE industry.
In addition, key contents also include: The influence of large-scale events, portraits of customers and suppliers in the modern context, and ways of expressing national identity in the global exhibition industry.
Delegates also discussed commercial success formulas, channels to promote MICE tourism destinations, and especially emphasized the trend of organizing corporate events outside of offices in the Asian region.
The 2025 Global MICE Summit brings together more than 130 exhibitors from BRICS countries and the Southern Hemisphere, including MICE operators, associations, conference and exhibition centers, transportation businesses and hotels seeking opportunities to penetrate growth markets and enhance brand awareness.
Separate booths are dedicated to the Made in Moscow and Moscow Tea Party projects. Key delegates of the hosted Buyers program come from the Middle East (more than 27%), India (25%) and China (15%). A total of 200 delegates attended to discuss event opportunities, conduct B2B negotiations and explore Moscow as a business, cultural and entertainment destination.
The first global event-based and business-related tourism (MICE) Summit was held in the Russian Federation in the fall of 2023, becoming the largest international event in the field of corporate tourism in Russia.
In December 2024, the forum was held under the framework of the BRICS version, gathering more than 1,300 representatives of the tourism industry from BRICS countries and the Southern Hemisphere, making LB Nga a business dialogue platform for 17 countries.
The Moscow City Tourism Commission will continue to maintain and promote the image of the capital as a leading tourist destination not only in Russia but also in the international arena. Moscow regularly welcomes tourists from China, India, SNG countries and the Middle East.
To strengthen international relations, the Russian capital actively organizes promotional trips, introduces tourism potential at specialized exhibitions, and develops projects and events to attract international tourists.
