Russian MICE MAP

The MICE Map of Russia project was launched in 2018. The annual events of the program allow us to involve more and more participants in the Russian business and convention and exhibition tourism market, and expand the geography of participation in the project by Russian regions. The importance of the task of self-determination and further development of Russian regions as destinations for business and event tourism, as well as congress and exhibition venues, served as the impetus for the creation of the initially separate marketing project "All-Russian MICE Day in Russian Regions" (2018), which later became known as "MICE Map of Russia" (2020). According to the authors' idea, on a single information platform, different categories of representatives of the domestic tourism and congress and exhibition industry, as well as service companies, should formulate and present their products to business guests based on their interests and goals. In order to display all the results of the All-Russian MICE Day project in 2020, it was decided to create a single information resource called "MICE Map of Russia" (www.micemap.ru), as well as an expert community under the brand name "MICE Map of Russia". The project annually implements a series of business and marketing events in various regions of Russia, including inspection visits, lectures, and master classes. The project includes the annual industry Award in the field of business "Leaders of business tourism and the meeting industry (Russian Business Travel&MICE award) – since 2010. The main goal of the multifunctional project "MICE-map of Russia" is to promote regions/territories as business tourism and MICE destinations in both domestic and international markets. The project's motto is "Promoting Russia's regions as destinations for business tourism." The project's hashtags are #MICE Territory and #Business Events in Russia. The project's ongoing series of events in various regions of Russia has made it the largest MICE event in Russia's history.