Moscow City Tourism Committee organizes conference for Indian MICE market stakeholders

New Delhi [India], April 24 : Recognising market demand, the Moscow City Tourism Committee organized a conference for representatives of the Indian MICE industry, to introduce them to the tourism strengths of the Russian capital.
MICE stands for Meetings, Incentives, Conferences and Exhibitions, and is a type of tourism in which large groups, usually plan things well in advance.
The event took place on April 19 in Delhi and brought together over 100 participants from MICE agencies of both countries, corporate customers, representatives of the travel industry in Moscow, Aeroflot and the Indian branches of Sberbank.
Business tourism is one of the most promising directions for Moscow.
In 2023, the capital was visited by 3.7 million business tourists - 7 per cent more than in 2022. And India remains one of the leaders among visitors from non-CIS countries in terms of the number of business travellers.
"The Russian capital as a centre of business tourism and corporate events is already an established and a strong brand in the international arena," commented Anastasia Popova, Deputy General Director for International and Industry Cooperation of Project Office for the Development of Tourism and Hospitality in Moscow.
"Now our task is to demonstrate to our Indian partners all the possibilities of organizing high-value MICE events in Moscow in combination with already proven tourist programs," said Popova.
At the Shaping MICE Future Conference, industry experts from Russia and India pronounced statements and speeches on the future of MICE events in these two countries, a presentation of the MICE potential of Moscow was showcased, and an analytical report on the state of the outbound MICE market in India was presented to the visitors.
During the panel discussion, participants assessed the current status and interaction peculiarities with the MICE market in India and developed recommendations for the MICE industry in Moscow during the general brainstorming session.
Representatives of the Indian MICE industry participated in B2B negotiations to find new cross-partners in the Moscow business environment and among representatives of the hospitality industry.
Representatives of the MICE industry took part in the event from Moscow.
Among them were DMC (Grand Rus, Academservice, Headed Goose, Satguru Travel, Isba Rus, Hug the Bear, Mellenium Group) as well as representatives of other partners interested in the development of MICE cooperation between Russia and India: Global transfers provider i'way and hotels Edge Seligerskaya and Edge Vinogradovo Moscow by Rotana.
"In 2024, we have witnessed a significant surge (more than quadruple) in the demand for transfers by Russians visiting India, both for business and leisure purposes. Muscovites are leading the trend, with 80 per cent of transfer bookings originating from the capital since the beginning of the year. Additionally, we observe a growing interest from Indian tourism agencies in exploring Russia, resulting in a substantial increase in our collaboration," commented Dmitriy Saraykin, co-founder of Global Transfer Provider i'way.
The Shaping MICE Future conference allowed the Moscow City Tourism Committee to form a pool of MICE industry representatives in Moscow to prioritize incoming requests for events and clarify India's requirements for business and corporate events to build mutually effective work. Indian colleagues received up-to-date information about Moscow as a safe and attractive MICE destination and were able to find potential partners among representatives of the MICE industry of the Russian capital and were able to present the MICE market in India.
"The event served as a remarkable platform for fostering meaningful dialogue and collaboration within the tourism industry. The event provided us with invaluable opportunities to engage with key stakeholders from the tourism department, as well as tour operators and service providers. The insights gained during the event underscored the Moscow City Tourism Committee's keen interest in the Indian outbound market, and we are optimistic about the promising prospects for Moscow as a destination, particularly in the post-pandemic landscape. We firmly believe that with concerted efforts and strategic initiatives, Moscow has the potential to emerge as a top-choice destination for Indian tourists," said Mudit Mathur, director of Tours Delite India, representing Academ Service - Russia in India.
The conference also assessed the solutions to foreign demand for non-standard venues and elements in MICE programs, such as museums, parks, theaters and others. Holding MICE events at offbeat locations, such as the State Historical Museum, the Moscow Planetarium and Khudozhestvenny Cinema, is becoming popular.
This helps to attract conference organizers and creates a unique experience for the participants. Working in this format, many visitors who come to Moscow on a business trip want to return with their families and spend time as regular tourists.