Moscow positions itself as a strategic MICE hub for the Gulf and Global South

Anastasia Popova, head of the business tourism development department at the Moscow City Tourism Committee/Image: Supplied

As Moscow prepares to host the Meet Global MICE Congress (MGMC) 2025 on December 17–18, the city is accelerating its push to position itself as one of the world’s most distinctive destinations for business events. With a growing focus on partnerships across the Gulf, BRICS and Global South markets, Moscow is leveraging culture, technology and large-scale infrastructure to redefine its role in the global MICE ecosystem.

Speaking to Gulf Business, Anastasia Popova, head of the business tourism development department at the Moscow City Tourism Committee, outlines how the city is building long-term relevance for international organisers — particularly those from the Middle East — at a time when business tourism is becoming more experience-led, technology-driven and strategically aligned with national economic goals.

The upcoming MGMC 2025 is central to this strategy. The congress is expected to bring together more than 2,000 participants, over 115 exhibitors and 200 hosted buyers, alongside more than 60 speakers from BRICS nations and other Global South countries. According to Popova, the format is designed to deliver direct commercial outcomes, not just dialogue.

“We provide Hosted Buyers with the possibility to schedule b2b-meetings with the best suppliers of Moscow MICE industry: hotels, DMC, transportation companies, etc. We are sure that these business connections will lead to numerous MICE projects that will be done in Moscow,” she says.

This practical, deal-oriented approach reflects Moscow’s broader ambition: to be seen not only as a capable host city, but as a long-term partner for global organisers seeking reliability, scale and cultural depth.

Moscow’s rise as a MICE destination has been driven by more than infrastructure investment alone. Popova points to an experience-centred model that blends business functionality with cultural authenticity — a positioning she describes as a “new European” alternative.

“Moscow’s ascent in the global MICE landscape is driven not only by its modern infrastructure, but by an experience-centred approach that emphasises authenticity, cultural richness, comfort and a consistently high level of service,” she explains.

The city’s identity plays a defining role in this differentiation. From imperial architecture and globally recognised museums to contemporary creative clusters and a fast-evolving culinary scene, Moscow offers organisers a canvas that goes beyond standard conference formats. This diversity is reflected in a portfolio of more than 150 unique venues, ranging from Technopolis Moscow and Skolkovo Innovation Centre to the Tretyakov Gallery, historic estates and modern concert halls.

That capacity will expand further with the opening of the International Congress and Exhibition Centre at VDNH, strengthening Moscow’s ability to host large-scale international forums and exhibitions.

One of Moscow’s strongest competitive advantages, Popova argues, is its “business-plus-culture” model. Corporate agendas can be seamlessly paired with private museum access, theatre productions, receptions in heritage mansions or curated gastronomic experiences — allowing delegates to engage with the city on a deeper level.

Seasonality adds another layer of differentiation. Each season offers a distinct atmosphere, from dramatic winter cityscapes and premium indoor venues to summer river-cruise receptions and outdoor incentive programmes. For organisers, this means the same event concept can be reimagined multiple times across the year.

Comfort and operational reliability remain equally important. Moscow’s highly integrated urban systems — including transport, digital services, multilingual wayfinding and strong safety standards — support large delegations, government missions and corporate groups with complex logistical needs.

These capabilities have already been tested at scale. In 2025, Moscow hosted the BRICS Cloud Cities Forum, welcoming more than 13,000 participants from 42 countries. Events of this size underscore the city’s ability to manage complex, high-profile programmes across multiple sectors.

The Middle East has become a priority market within this global outreach. Popova notes that Moscow’s engagement with Gulf partners has accelerated rapidly, driven by both demand and strategic alignment.

“In 2024, more than 40 per cent of all our international business sessions were held with Gulf partners,” she says, citing familiarisation trips and commercial missions involving delegations from Kuwait, Oman, Bahrain, the UAE, Qatar, Saudi Arabia and beyond.

This momentum is reinforced by natural market synergies. Both Moscow and the Gulf prioritise innovation-driven development, large-scale event formats and experience-rich tourism — all critical pillars of modern MICE strategies. Moscow’s presence at platforms such as AIM Congress in Abu Dhabi and GITEX Global in Dubai reflects its ambition to position itself not only as a destination, but as a contributor to a shared innovation-led MICE ecosystem.

From a Middle Eastern perspective, accessibility is another key advantage. Direct flights now connect Moscow with Dubai, Abu Dhabi, Doha and Riyadh, while connections via Istanbul, Bahrain and Kuwait City further enhance reach. For many Gulf markets, Moscow has become one of the most convenient European-style megacities to access, with flight times averaging five to six hours.

Visa facilitation has also improved significantly. Russia’s unified e-visa system allows citizens of 64 countries, including Bahrain, Kuwait, Saudi Arabia and Oman, to apply online and receive approval within four days, while UAE citizens benefit from visa-free entry. Since July 2025, the permitted stay under the e-visa has been extended to 30 days, offering greater flexibility for extended programmes and incentive travel.

Technology plays a central role in Moscow’s MICE strategy, particularly as hybrid formats become the global norm. Leading venues such as Skolkovo, Technopolis Moscow and Zaryadye Concert Hall are equipped with advanced broadcast studios, multimedia systems and high-precision interpretation infrastructure, enabling seamless integration of in-person and digital participation.

Popova emphasises that technology is treated as a practical enabler rather than an abstract concept. This philosophy was reflected in Moscow’s hosting of the BRICS “Cloud Cities” forum, focused on AI, robotics and future urban technologies, further reinforcing the city’s credibility in innovation-led event formats.

Creativity remains equally important. Repurposed industrial spaces, multimedia art centres and innovation clusters allow organisers to design bespoke experiences that integrate performance, storytelling and interactive installations — moving beyond traditional conference halls.

Cultural immersion is woven into this approach. Moscow offers curated museum routes, after-hours gallery access, theatre productions, private gastronomic events and hands-on creative workshops, all designed to complement business agendas without compromising efficiency or comfort.

“Today, Moscow’s MICE ecosystem combines culture, modernity and top-tier hospitality, offering a balanced environment where participants can focus on business and still be inspired by the authenticity and creative energy of a rapidly evolving megacity,” Popova says.

The economic impact of this strategy is already visible. In 2024, Moscow welcomed 26 million visitors, generating RUB235bn in direct tourism revenues and RUB1.3tr in total turnover. By 2030, these figures are expected to triple, underscoring the growing role of MICE tourism in the city’s broader economic model.

Looking ahead, Popova distils the future of the MICE industry into three words: innovation, sustainability and partnership. For Moscow, these principles underpin not only its event strategy, but its long-term collaboration with the Middle East.

“Through joint participation in AIM Congress, GITEX Global, and the Meet Global MICE Congress, Moscow and its Gulf partners are building a bridge that connects regions through knowledge, innovation, and sustainable growth,” she says.

As global organisers seek destinations that combine operational excellence with cultural depth and strategic alignment, Moscow is positioning itself as a city ready to meet that demand — not just for events, but for enduring partnerships across regions and industries.