MICE News

The MICE label is now becoming established in Russia. Whilst Russians have been organising meetings, incentives and conferences abroad for many years these high value events had not been placed under the MICE banner.

At IMEX it was most interesting to note the increased number of Russian buyers. We were pleased to hear that many exhibitors were impressed by the professionalism of many Russian buyers with appointments being kept and many interesting requests being received.

So what progress has been made?

One must at least congratulate ITE on organising the first MICE event in September 2004. Whilst not the success that was somewhat exaggerated in their press releases, at least it was a start.

Then came the Moscow International MICE Workshop in March. Organised by a professional marketing company this event successful identified the MICE sector and attracted only professional buyers. The organisers worked hard to select only high level visitors successfully avoiding the normal exhibition organisers need for quantity rather than quality.

Now in September another absurd situation with 2 competing events being organised. This will only lead to confusion both from the International Participants and especially amongst the Russian visitors.

Many organisations have capitalised on the MICE label. Established trade press have quickly launched Business or MICE publications which are just a revised version of their normal publications. Fortunately for MICE professionals a new publication has emerged based on the experience of it's German parent publication. Events Magazine Russia correctly and professionally reports on the growing MICE sector.