Developed by the committee, the program targets a broad range of industry professionals, including MICE agencies, event and meeting planners, incentive travel specialists, professional conference organizers (PCOs), travel management companies, and tour operators with dedicated MICE departments. The non-financial strategic initiative officially began in July 2026.
The Moscow MICE Rewards program aims to help organizers make their events in Moscow more memorable and engaging for participants. Depending on the format and scale of the event, support may include personalized welcome letters, Moscow gift sets, traditional hotel welcome ceremonies, complimentary tickets to the city's landmarks, branded welcome banners, Moscow Tea Time refreshments, AI-powered photo spots, VIP gift sets, and cultural performances.
The program is designed not only as a support tool but also as a comprehensive experience aimed at enhancing delegates' visits. This approach gives organizers the opportunity to add a strong destination component to their events, create a warmer first impression among participants, integrate Moscow's cultural identity into their programs, and offer guests experiences beyond the business agenda.
Scoring System and Application Requirements
The level of support provided is determined through a transparent scoring system. Points are calculated based on key criteria such as the number of participants, hotel category, length of stay, and the use of Moscow's accommodation and event infrastructure. Additional points are awarded when event programs include gala dinners, city tours, team-building activities, conference venues, or concept venues.
Certified Moscow MICE Ambassadors are also eligible for special benefits under the program. This prestigious status provides additional advantages in the scoring system, making it easier for organizers to reach higher support levels and access more comprehensive support packages for their events in Moscow.
The program is open to international event planners and MICE agencies that are not based in Russia, do not have registered branches or representative offices in the country, and organize business events, conferences, or incentive trips in Moscow. Organizers interested in participating can submit their applications through the RUSSPASS Business platform.
Moscow Strengthens Its Position as a Global MICE Hub
Moscow continues to strengthen its position as a global MICE hub by hosting the city's flagship international MICE event, the Meet Global MICE Congress, for the fourth time. MGMC 2026 will take place in Moscow on December 16-17, bringing together leading industry stakeholders and senior experts from BRICS and Global South countries.
