MICE Forum is no longer perceived as exotics

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TC Tishinka in Moscow hosted another show devoted to MICE - a relatively new area for Russian business. The event was traditionally organised by aiGroup - 76 companies participated in the Moscow International MICE Forum which was visited by 1,252 prospective customers.

Three or four years ago MICE was closely associated in the minds of entrepreneurs with corporate recreational activities somewhere abroad. Since then the very meaning of this acronym (MICE stands for Meetings + Incentives + Congresses + Exhibitions & Events) has cleared up and the annual shows staged by aiGroup have become popular. Especially because their agenda does not only include activities at the stand but also seminars, conferences and every other activity that would enable visitors to obtain as much useful information as possible.

As was noted by the Forum participants, while earlier there were some casual people among the visitors, even if few, now everyone knows exactly where he or she goes and why. In other words, the event is no longer perceived as something exotic and that's all to the good. It should also be noted that the make-up of MICE Forum rouses special interest and here is why: by the nations represented one can judge about the prospects of developing business contacts. From this point of view the recently held show leads to some curious conclusions. The following nations were best represented at the Moscow International MICE Forum: Austria and Germany (each of these countries delegated 8 companies), Croatia and Turkey (5 companies each), Italy, Switzerland and Hungary (4 companies each). The said nations obviously rouse the keenest interest of those Russian businesspeople who seek new business contacts. The presence of companies from Denmark, Finland, Norway and Sweden is also noteworthy, since these nations did not send such representative delegations before. To all appearances, instead of expanding the geographical span, Russian business is seeking a firmer foothold in Europe. Nevertheless it would not be fair to overlook some companies among the participants that offer their services in such exotic destinations as Oman, Venezuela, Sri Lanka, India, Kenya or Mexico. It's a well-known fact that MICE tourism is keen on "opening" new regions and parts of the world. And yet definite conclusions can be drawn only if companies from those countries come to the next show.

Judging by the feedback from the participants, the show was a success as it abounded in business meetings. The information agenda offered to the participants was positively assessed too. Fortunately, the apprehensions that the turbulent events in the Middle East and Maghreb as well as the natural disaster that engulfed Japan might take their toll on the business activity and scare visitors away as a result - proved untrue. It remains to subscribe to the words of aiGroup president Kim Waddoup who affirms that the time of crisis and various upheavals favors the development of MICE industry. In order to surmount difficulties one should look for new lines of activity and establish new contacts, to be sure.

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