Moscow’s growing appeal for business tourism: India prominent player

Moscow’s growing appeal for business tourism: India prominent player. (Image: Embassy of Russia, New Delhi)

Moscow is rapidly emerging as a key destination for business tourism, with a significant increase in the number of business tourists visiting the capital. In 2023 alone, Moscow welcomed 3.7 million business travelers, marking a 7% rise from the previous year. Among the leading nations contributing to this growth, India stands out as a prominent player in the non-CIS category.

Recognizing the importance of fostering partnerships and showcasing Moscow’s potential as a MICE (Meetings, Incentives, Conferences, and Exhibitions) destination, the Moscow City Tourism Committee organized the Shaping MICE Future Conference in Delhi. The event aimed to introduce Indian MICE industry representatives to the diverse offerings of the Russian capital.

Anastasia Popova, Deputy General Director for International and Industry Cooperation, emphasized Moscow’s established reputation as a hub for business tourism on the global stage. She highlighted the city’s mission to demonstrate to Indian partners the wide array of opportunities for organizing MICE events, coupled with existing tourist programs.

At the conference, industry experts from Russia and India delivered presentations and insights into the future of MICE events in both countries. A detailed overview of Moscow’s MICE potential was presented, alongside an analytical report on the outbound MICE market in India. Panel discussions and brainstorming sessions enabled participants to assess current market dynamics and develop recommendations for enhancing MICE cooperation.

Representatives from Moscow’s MICE industry, including Destination Management Companies (DMCs) and hospitality partners, actively participated in the event. B2B negotiations facilitated the exploration of new partnerships and collaborations within the Moscow business ecosystem.

Dmitriy Saraykin, co-founder of Global Transfer Provider i’way, highlighted the significant increase in demand for transfers between Russia and India, indicating growing interest from both sides in exploring business and leisure opportunities.

The conference served as a platform for the Moscow City Tourism Committee to engage with MICE industry stakeholders and prioritize incoming event requests. Indian participants gained insights into Moscow’s safety measures and attractions, fostering potential partnerships with Russian counterparts.

Mudit Mathur, director of Tours DeliteIndia, shared optimism about Moscow’s prospects as a top-choice destination for Indian tourists. He emphasized the importance of collaboration and strategic initiatives in tapping into the Indian outbound market.

Furthermore, the conference addressed the demand for unique MICE venues, such as museums and theaters, to enhance participants’ experiences. Offbeat locations like the State Historical Museum and Moscow Planetarium are gaining popularity, enticing business travelers to return with their families as leisure tourists.

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In addition to the conference, initiatives like the Moscow MICE Ambassadors Program are driving growth in tourist traffic. The program, launched in collaboration with NIMA (Network of Indian MICE Agents), aims to certify representatives of the Indian market as ambassadors for promoting Moscow as a MICE destination. With plans to expand the program to 200 ambassadors by the end of 2024, Moscow is poised to further establish itself as a premier choice for business tourism.

The Shaping MICE Future Conference underscores Moscow’s commitment to fostering collaboration and innovation in the MICE industry. With its diverse offerings, strategic initiatives, and collaborative efforts, Moscow is well-positioned to cater to the evolving needs of business travelers from India and beyond.