The Russian capital is making a strategic push to position itself as a leading destination for business events from India through its newly launched “Moscow MICE Ambassadors” initiative. The Moscow City Tourism Committee has appointed 250 ambassadors dedicated to promoting the city’s MICE (Meetings, Incentives, Conferences, and Exhibitions) capabilities in international markets—with a strong focus on India.
The announcement was made during the ongoing OTOAI Convention in Moscow, where Anastasia Popova, Head of Business Tourism Development at the Moscow City Tourism Committee, emphasized India as a key target market for business tourism. She noted that Moscow has already begun testing its MICE potential in India and aims to work closely with Destination Management Companies (DMCs) to create customized experiences and attract more Indian events.
Moscow intends to leverage its world-class infrastructure, rich historical appeal, and vibrant cultural experiences to host Indian business events, corporate conferences, and incentive tours. The city’s strategy also includes targeting luxury travel and destination weddings from India, albeit on a smaller scale, as part of its broader Business Moscow strategy. With its palaces, heritage venues, and premium hospitality options, Moscow presents itself as a unique and upscale choice for Indian high-end travellers.
This move is expected to significantly enhance Moscow’s visibility in India’s fast-growing outbound MICE market, which continues to gain global attention. The ambassador program will play a crucial role in building stronger ties between Indian event planners and Moscow-based stakeholders, encouraging collaboration and knowledge exchange.
As global travel resumes momentum, this initiative represents Moscow’s broader efforts to diversify its tourism portfolio and attract high-value segments such as MICE, luxury, and niche experiential travel from key international markets like India.
