Attending the Meet Global MICE Congress 2025 in Moscow offered far more than a professional deep dive into the world of Meetings, Incentives, Conferences and Exhibitions. For Vietnamese delegates and journalists, the experience unfolded as a vivid exploration of culture, memory, and the evolving ties between Vietnam and Russia.

Held at the World Trade Center Moscow, the prestigious congress welcomed thousands of participants from across the globe, cementing the Russian capital’s ambitions as a rising star in international business tourism. But beyond the busy conference halls, Moscow revealed itself as a city where centuries of heritage meet a bold, modern vision - offering Vietnamese visitors a deeply personal encounter with a familiar yet ever-changing destination.

A winter arrival into tradition and transformation

Landing in Moscow in mid-December, Vietnamese guests were immediately immersed in the festive season - a time when the city seems to glow with warmth despite the winter chill. The streets shimmered with holiday lights. Snow blanketed the city in timeless beauty. Public squares buzzed with life and celebration.

This holiday atmosphere made it easy to appreciate the contrast - and the harmony - between imperial grandeur and cosmopolitan energy. Moscow in winter is not just a backdrop to a global event; it is a stage where past and present perform side by side.

According to leading global tourism rankings, Moscow continues to shine among the world’s most attractive destinations. In 2025, the city remains ahead of major capitals like Tokyo, Paris, London, and New York in the number of cultural landmarks. It also ranks among the top cities globally for hosting cultural events and fostering cross-cultural interaction.

Its quality of life indices are equally compelling. Moscow is praised for its efficient use of vacation time, cost-effective living standards compared to other metropolises, and one of the highest concentrations of urban green space among global cities.

First impressions: Safety, efficiency, and quiet elegance

For first-time visitors from Vietnam, Moscow evokes admiration and a sense of ease. Wide, majestic boulevards stretch across the city, yet the urban rhythm feels calm and composed. Despite its scale, Moscow operates with quiet efficiency.

Public transportation - especially the metro system - is a revelation. Clean, expansive, and tech-enabled, it guides travelers effortlessly across the city. Multilingual signage, digital navigation tools, and intuitive smart services create a welcoming environment for international guests.

Safety is discreet yet palpable, with visible infrastructure that doesn’t feel intrusive. These layers of comfort and order lay the foundation for a meaningful travel experience.

Hospitality plays an essential role in that experience. From hotel lobbies to event venues, from local shopkeepers to high-level organizers, Vietnamese participants were greeted with courtesy, warmth, and a genuine openness that transcended language barriers. English has become more common in major areas, helping bridge cultural gaps with ease.

Culture in conversation: The soul of MICE 2025

This spirit of openness was echoed within the congress itself. Meet Global MICE Congress 2025 did not merely showcase infrastructure and investment opportunities. It also spotlighted the importance of cultural awareness in shaping global events.

Anastasia Popova, Head of the Business Tourism Development Department at the Moscow City Tourism Committee, spoke with clarity and conviction about this theme. Moscow, she said, has an advantage not only in physical infrastructure but also in its ability to foster cultural understanding - a skill as essential to event planning as any venue or technology.

Responding to VietNamNet, Popova noted that international organizers increasingly seek destinations that understand and respect cultural nuance. From dietary needs to ceremonial expectations, the success of an event now hinges on how well hosts can anticipate and adapt to diverse traditions.

She emphasized that the congress was designed as a platform where these differences could be openly discussed and respectfully bridged. Moscow, she added, with more than 150 flexible venues - ranging from classic convention centers to unexpected, creative spaces - is fully prepared to accommodate these evolving demands.

A shared past, a living connection

For Vietnamese visitors, Moscow is not just another foreign capital - it is a city etched in memory. Generations of Vietnamese students, scientists, and diplomats have studied, worked, and lived here. Those relationships, built over decades, still resonate today.

Throughout the congress, informal conversations with Russian peers often turned to Vietnam - a country increasingly seen as an emerging force in tourism and MICE development. Many recalled their own time in Vietnam, reflecting on the country's growth and warmth with evident affection.

In an exclusive exchange with VietNamNet, Evgeny Kozlov, Chairman of the Moscow City Tourism Committee, shared his personal feelings: “I truly love Vietnam. I love Vietnamese food, and during my vacation this summer, I really fell in love with your country.”

He stressed the significance of direct air routes, noting the new Vietnam Airlines flight connecting Hanoi and Moscow as a game-changer: “This direct connection is a breakthrough. It will significantly boost mutual tourism and deepen the already close partnership between our nations.”

More than business

Though centered on business tourism, MICE 2025 revealed Moscow’s capacity to go beyond formal functions. It is a destination rich in storytelling - through its architecture, cuisine, seasons, and people.

From elegant evenings at Red Square to lively discussions at the congress, the Vietnamese delegation experienced Moscow not as visitors, but as part of a broader dialogue - one rooted in friendship, history, and shared potential.

This journey to Moscow was not merely a work assignment. It was a reminder that at the heart of global tourism are human connections -  stories exchanged, bonds rekindled, and cultures embraced.

For Vietnam and Russia, that connection is not just historical. It is living, growing, and looking toward the future.

Phan Nhung