In recent years, promoting Moscow as an ideal destination for MICE tourism has become a priority tasks of the Moscow City Tourism Committee. The steady influx of travelers to the Russian capital continues to grow, driven in no small part by an increase in business visitors. According to Moscow Mayor Sergei Sobyanin, the number of business travelers is expected to reach a remarkable 8 million by 2030, with a significant share hailing from India.
Moscow’s appeal to business travelers—whether attending exhibitions, congresses, or MICE group events—is clear. The city not only boasts world-class infrastructure for hosting business events of all scales but also offers an exceptional array of cultural and leisure experiences available year-round. From historic landmarks like the Kremlin and Red Square to mesmerizing performances in its world-renowned theaters, Moscow seamlessly blends tradition and modernity. Visitors can discover unique brands in modern shopping centers or explore a vibrant nightlife with its parties and nightclubs.
What truly sets Moscow apart is the diversity of exceptional venues that allow hosting out-of-the box events. Imagine events in historical mansions or at the museums, art galleries, or on the open air immaculate lawns of renovated estates. And the city can offer more than 150 such unique locations for MICE events. For those seeking a unique setting, open-air events can be hosted in picturesque parks, allowing guests to enjoy fresh air and breathtaking landscapes while engaging in professional discussions.
In addition, business events can be easily combined with exclusive tours or immersive performances, gaining deeper insight into Russia’s cultural heritage. Whether hosting a summit atop the iconic Ostankino TV Tower or fostering team spirit through lessons in traditional Russian music, business visitors can expect an experience that extends far beyond the boardroom.
As Moscow Mayor Sergei Sobyanin noted earlier, business tourists are increasingly combining business trips with a cultural program. To meet this evolving demand, Moscow has expanded its calendar of industry events and diversified its leisure programs, ensuring that each visit is both enriching and productive.
The same trend was pointed out by Maya Anurova, Head of the Business Tourism Development Department of the Moscow City Tourism Committee. According to her, today expectations of modern business travelers are shifting: offering a luxurious hotel stay or a well-equipped conference hall is no longer enough, now business tourists seek personalized experiences and unforgettable impressions. “So personalising the offer and creating unique formats is very important here,” Anurova emphasized.
Today, India is one of the most important markets for Moscow in terms of attracting business tourists. The Moscow City Tourism Committee regularly holds events and implements projects aimed at attracting tourists from the region, both leisure and MICE. Earlier this year, a Moscow delegation participated in the OTM tourism exhibition in Mumbai, showing major projects to Indian industry professionals: the Moscow Tea Time Project, which revives Moscow’s historic tea traditions, the Moscow Estates Festival, an iconic cultural event drawing over 100,000 visitors annually, the City of Discoveries educational initiative, and the RUSSPASS travel planning service. During the event, the Moscow stand facilitated more than 2,000 business meetings and negotiations. Notably, Moscow has agreed on cooperation in the field of tourism development with the State of Maharashtra - India’s second most populous and third-largest state - as well as with Thomas Cook India Group, the country’s leading tour operator.
These concerted efforts are yielding tangible results. In the first nine months of 2024 alone, India ranked among the top two source markets for foreign visitors to Moscow, with over 61,000 Indian travelers exploring the city — an impressive a 1.4-foldincrease compared to the previous year. Moreover, business travel remains a dominant segment, with one in every three Indian visitors arriving for professional purposes.
According to key industry figures, Moscow’s exceptional service standards, warm hospitality, and ability to deliver unique experiences make it an increasingly attractive business destination. Shailesh Sharma, head of DMC company Headed Goose, notes that Indian visitors consistently praise Moscow’s unique fusion of rich history, modern culture and advanced infrastructure, including its world-class hotels. He also highlights the Moscow’s outstanding safety, with many Indian tourists describing it as the safest city they have ever visited.
According to Elena Orlenko, a representative of the Grand Rus agency, which acts as a DMC for Indian MICE agencies, an important factor is the availability of high-quality Indian cuisine in Moscow. She noted that Indian tourists pay great attention to the organization of food during their trips, and the Russian capital is able to offer them a huge number of restaurants serving Indian cuisine or high-quality vegetarian dishes for any budget.
Echoing this sentiment, Mohit Mandhwani of Travel Canvas, a graduate of the Moscow MICE Ambassadors certification program, launched by The Moscow City Tourism Committee in 2023, commends the city’s thriving Indian culinary scene. "The Indian cuisine in Moscow is outstanding — better than in many other countries!" he remarks. Moreover, several Indian restaurants offer catering services, ensuring authentic, high-quality meals at business events.
Another significant factor contributing to the surge in Indian business travelers is the streamlined visa process. Since August 2023, Indian citizens have been able to apply for an e-visa, with approvals granted within just four days through an entirely online process. As a result, India now ranks among the top five countries for e-visas issued by the Russian Federation.
“The introduction of the e-visa, of course, has become a great contribution to the development of the tourism industry and the attractiveness of the country as a whole. That is, in this way the state has shown that we are ready to open borders to different nationalities, we are ready for cooperation, and we want people to come to us,” explained Elena Orlenko.
As Evgeny Kozlov, Chairman of the Moscow City Tourism Committee, noted earlier at the OTM exhibition in Mumbai, the Moscow authorities are pleased to observe a steady increase in Indian visitors to the Russian capital. “Through strategic partnerships, customized travel experiences, and immersive initiatives, we look forward to welcoming more Indian tourists and providing them with an unforgettable experience in our vibrant and historically rich city,” he noted. Industry experts in India also recognize Moscow’s proactive approach. Shailesh Sharma and Mohit Mandhwani believe that the continued efforts of the Moscow City Tourism Committee will cement the Russian capital’s status as a premier MICE destination for Indian business travelers. "We can see how much effort is being invested in engaging with the Indian market. With regular events and exhibitions, the impact on visitor numbers will soon become even more evident," Mandhwani concluded.
