Trends and prospects for the MICE-tourism development in Moscow region

Abstract

The article presents the results of a comprehensive study of the transformation of MICE tourism (Meetings, Incentives, Conferences, Exhibitions) in the Moscow Region during the post-pandemic period. The aim of the research is to identify key trends and factors shaping the competitiveness of the region as a MICE destination in the context of digitalization, hybridization of events, and intensified international cooperation. The methodological framework is based on a mixed-­methods approach combining quantitative and qualitative techniques, including the analysis of official statistical data, content analysis of 124 congress, exhibition, and hospitality facilities in the Moscow Region, as well as a systematic review of 68 academic publications indexed in the Scopus and Web of Science databases. The findings reveal that the main drivers of regional MICE development are accelerated digital transformation, the widespread adoption of hybrid event formats, the institutionalization of bleisure tourism, and the gradual integration of sustainable event management practices. A significant role in strengthening these processes is played by major international events organized within the BRICS framework, which contribute to increased tourist flows and expanded business cooperation. Based on the empirical results, a three-­factor competitiveness model of a regional MICE destination is proposed, reflecting the interaction between infrastructural capacity, technological innovation, and sustainability-­oriented development. The practical relevance of the study lies in the formulation of policy- and business-­oriented recommendations aimed at enhancing the investment attractiveness and long-term competitiveness of the Moscow Region in the global MICE tourism market.