Unlocking new horizons for Viet Nam’s MICE tourism

At the event, B2B negotiation sessions are designed to translate directly into economic contracts and cooperation opportunities.

Viet Nam targets cooperation and strengthens global MICE ties

Following the record-breaking 2025 edition, which drew more than 2,500 business travellers from 37 countries, Moscow is gearing up to host the fourth Meet Global MICE Congress on December 16 17.

Since its debut in 2023, the MGMC has established itself as a flagship event for the global MICE community. Building on the success of previous editions, the 2026 congress is set to broaden its international reach.

For Viet Nam’s tourism industry, the MGMC offers a vital gateway to new cooperation opportunities and high-quality networking in emerging markets.

In 2025, the congress featured over 130 exhibitors showcasing leading MICE destinations, alongside more than 200 key buyers from the BRICS bloc, Global South, and Russia. This dynamic mix generated over 8,000 B2B meetings, with an impressive 80% satisfaction rate regarding the quality of business connections.

For Vietnamese MICE professionals, the MGMC is a crucial lever to accelerate growth, secure high-value agreements, and elevate the country’s profile in the BRICS and Global South markets.

Anastasia Popova, First Deputy Director for Industry and International Cooperation at the Moscow Project Office for Tourism and Hospitality, remarked:

“We are continually expanding the scale of our invitees to connect professionals globally, opening up new horizons for cooperation. For professionals from Viet Nam, the MGMC is an excellent opportunity to affirm their standing, expand their business networks, experience Moscow’s legendary hospitality, and explore Moscow’s potential as a leading MICE destination.”

One of the congress’s commercial highlights is the Hosted Buyer Programme, expected to welcome more than 200 clients, including influential organisations from China, India, Southeast Asia, the Middle East, Latin America, Africa, and the Commonwealth of Independent States (CIS) all with substantial corporate budgets.

With around 70% of MGMC attendees comprising senior managers, executives, and key decision-makers, B2B sessions are optimised to convert directly into contracts and immediate cooperation opportunities.

Participation in the hosted buyer programme will allow Vietnamese representatives to connect directly with leading MICE providers while gaining deeper insight into Moscow’s potential as a world-class destination.

Harnessing the momentum of global MICE tourism

According to Anastasia Popova, MGMC is consolidating its role as a premier professional platform, enabling participants to explore new markets, discuss prevailing MICE trends, and secure partners for future projects.

The large-scale exhibition area at the 2026 congress will provide an ideal showcase for Vietnamese MICE operators, brands, and corporations in the restaurant hotel tourism sector to promote their capabilities to a promising professional audience.

The congress blends the dynamism of a world-class trade fair with a strategic, practice-oriented agenda.

This year, MGMC places particular emphasis on interactive models and practical lessons. Under the theme “The Anatomy of Success in MICE: Ideas and Tools to Tangible Results”, the event will offer a forward-looking perspective on the trends shaping modern MICE tourism.

Attendees will gain access to technological solutions that automate processes and support faster, smarter decision-making. Leading experts will share insights on topics ranging from evaluating financial effectiveness and market-entry strategies to building sustainable, long-term partnerships.

Viet Nam remains one of Moscow’s most important long-term markets in Asia. In 2025, Moscow welcomed 42,200 Vietnamese visitors a 17% increase compared with 2024 and the proportion of Vietnamese tourists within the Asia Pacific visitor base continues to rise steadily.

Meanwhile, Moscow has sustained active professional dialogue with Viet Nam’s tourism industry. In 2024 and 2025, the Moscow City Tourism Committee organised trade promotion delegations to Ha Noi and Ho Chi Minh City, where Moscow-based businesses presented the city’s potential and negotiated with Vietnamese partners.

In May 2025, six representatives from Viet Nam’s leading travel companies joined a familiarisation trip to Moscow, exploring key destinations and meeting more than 40 representatives from the city’s tourism sector. These initiatives underscore the growing momentum for international cooperation and the stimulation of cross-border tourism demand.