An international forum on business tourism, the Meet Global MICE Congress (MGMC), was held in Moscow, bringing together more than 2,500 industry professionals from 37 BRICS and Global South countries, as well as from Russian regions. The number of participants was almost double last year’s and six times higher than at the first forum in 2023.

The congress reaffirmed Moscow’s status as a global center of expertise in business tourism. The event program covered key topics in the development of the MICE industry, including the effectiveness of business events and successful MICE destinations, global trends, neurotechnologies, and the experience economy. A record number of business meetings took place during the forum.

Commenting on the significance of MGMC for countries in the Global South and on Moscow’s potential as an international MICE destination, Aziz Mirjalilov, Head of the Marketing Department of the Tourism Committee of Uzbekistan, noted that business tourism in the Russian capital is organically combined with a strong cultural component.

“Moscow is a unique historic city. When you come here for business tourism, you receive a significant added benefit: visits to museums and theaters, networking, and exposure to gastronomy. It is not only an economic capital, but also a center of attraction where business trips are naturally intertwined with cultural programs. I can confidently say that Russia is a major draw for the Global South – we see this in the representation of 37 countries at the congress. This is a crucial platform for establishing connections between DMCs and companies, as well as for promoting MICE destinations”, he emphasized.

As part of MGMC, Uzbekistan was represented by Sanat Travel Experts DMC, Inter MICE Asia, and Silk Road Samarkand, which participated as exhibitors and showcased the country’s potential as a venue for international business events. In total, more than 8,000 B2B meetings were organized at the congress to expand professional networks, secure new clients, and shape event plans for future periods.

Aziza Alimova, UzA