All India ; 4.11.24 ; In 2024 a record number of professionals from India’s MICE industry received certificates on completing a unique training program by The Moscow City Tourism Committee

A new stream of the Moscow MICE Ambassadors online certification program was launched by The Moscow City Tourism Committee on June 3, 2024 and successfully completed on November 1 by 200 professionals from India’s MICE industry who received their certificates. Notably the course is still available for specialists joining the program later. The top graduates of the 2024 edition of the program will be awarded at a special ceremony in Moscow. They are also invited to attend the Meet Global MICE Congress: BRICS Edition, which will be held in Moscow from December 16 to 17.

Five in-depth modules are available to program participants, introducing them to the opportunities of Moscow as a top destination for MICE events. Specifically, as part of the course, MICE specialists receive detailed information about Moscow’s cultural and historical attractions, learn about the best hotels in the Russian capital and the services they provide, and also get acquainted with the intricacies of organizing business trips to Moscow. In addition, all participants receive further recommendations on promoting Moscow among corporate clients in India.

One of the program participants, a representative of Vayu Seva Tours & Travels Pvt.,Sajjan K. Gupta, noted that the in-depth training sessions that showcased innovative approaches to event planning in Moscow, highlighting its world-class infrastructure and unique cultural offerings were especially valuable. In turn, the founder of Vima holidays,Vishakha Sethi Kotyan, reported that during the training he was able to learn detailed up-to-date information regarding entry rules for Indian citizens, specifically about electronic visas, which will help to more effectively promote Moscow as a destination for MICE tourism in the future.

The director of Gainwell travel Maanav Saraf, thanks to the program, also spoke about the expansion of opportunities for promoting Moscow among Indian business tourists. “It helped build confidence in presenting Russia as a viable and safe travel option and addressing common concerns,” he emphasized.

His opinion was supported by Holiday bag’s CEO H. Sai Kishore (Shyam). “The Moscow City Tourism Committee’s approach to promoting the city as a MICE destination is evolving more and more by focusing on events with the rise of virtual and hybrid formats. The board is adapting by promoting venues and technologies that support these types of events, allowing for greater flexibility and wider participation,” he noted.

The inaugural Moscow MICE Ambassadors program was launched last year in partnership with the Indian MICE Agents Association (NIMA), bringing together 50 participants who received certification upon completing the course. For several years, India has ranked among the top non-CIS countries in terms of the number of tourists visiting Moscow, with this influx steadily increasing. In the first half of 2024 alone, the number of Indian travelers to the Russian capital rose by 1.5 times compared to the same period in 2023. This growth is primarily driven by business travelers, with Moscow being especially favored; in fact, one in five Indian visitors arrives with professional objectives in mind.

The Moscow City Tourism Committee views India as a priority market, consistently hosting events and launching initiatives to draw visitors from the region. Notably, in April 2024, the Committee held the Shaping MICE Future conference in Delhi, an event dedicated to the Indian MICE industry that brought together over 100 industry representatives.

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