Moscow Launches Moscow MICE Rewards program to Help International Event Organizers Elevate Their Events in the Russian Capital

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Moscow has launched Moscow MICE Rewards program , a non-financial support program designed to help international event planners and MICE agencies enhance their business events in the Russian capital with exclusive destination benefits, cultural experiences and delegate-focused services.

Developed by the Moscow City Tourism Committee, the program is aimed at international MICE agencies, event planners, meeting planners, incentive planners, professional conference organizers, travel management companies and tour operators with MICE departments. The initiative officially launched from July 2026.

Moscow MICE Rewards helps organizers run their events in Moscow more memorable and engaging for delegates. Depending on the format and scale of the event, participants may receive welcome letters for delegates, Moscow gift sets, traditional welcome ceremonies at hotels, complimentary tickets to iconic city attractions, branded welcome banners, Moscow Tea Time stalls, AI photo points, VIP gift sets and cultural performances. 

The program is designed not only as a support tool, but also as a way to enhance the overall delegate journey. For organizers, this means an opportunity to add a stronger destination component to their event, create a warmer first impression for participants, integrate Moscow’s cultural identity into the program and offer guests experiences that go beyond the business agenda.

The benefits can support different stages of the event experience. Welcome letters and Moscow gift sets help create a personalized arrival moment for delegates. Traditional welcome ceremonies and branded banners strengthen the sense of hospitality from the first day. Tickets to Moscow attractions, tea-time stations, AI photo points and cultural performances allow organizers to enrich the social and cultural program, giving participants more reasons to remember both the event and the city.

A transparent scoring system determines the level of support. Points are awarded based on key event criteria, including the number of international participants, hotel category, duration of stay and the use of Moscow’s hospitality and event infrastructure. Additional points are granted for including gala dinners, sightseeing activities, team-building programs, conference halls or unique venues in the event program. 

A special advantage is available for certified Moscow MICE Ambassadors. Within the scoring system, the Certified Moscow MICE Ambassador status gives 60 points, helping organizers move closer to a higher benefit level and unlock a broader package of support for their Moscow event. 

The program is open to international event planners and MICE agencies that are non-residents of Russia, do not maintain registered branches or representative offices in Russia, and organize business events, conferences or incentive trips in Moscow. 

To participate, organizers submit an application through the RUSSPASS Business platform. The evaluation process is based on supporting documents confirming the main event criteria, such as the number of participants, hotel category, duration of stay and additional program components. 

Moscow continues to strengthen its position as an international MICE destination, combining developed business infrastructure, high service standards, modern venues, rich cultural heritage and diverse urban experiences. This work is also supported by Meet Global MICE Congress, the city’s flagship international MICE event. The next edition of the congress, MGMC 2026, will take place in Moscow on December 16–17, 2026, bringing together international MICE professionals, destinations, venues, event agencies and hosted buyers.

Through the Moscow MICE Rewards program, the city offers international organizers a practical tool to create their events more impactful, guest-oriented and memorable.

Applications can be submitted via the RUSSPASS Business platform