Belarus Showcases Tourism Potential at the Intourmarket 2025, Highlighting Cultural, Natural and Gastronomic Experiences for Future Growth

Belarus was represented at the Intourmarket 2025 Winter Exhibition held in St. Petersburg, where it showcased its developing tourist potential by presenting an array of tourism opportunities targeting Russian as well as foreign tourists. Hosted by the National Tourism Agency of Belarus, with support from the Japan National Tourism Organization Dubai Office, it was the perfect setting for Belarus to showcase its tourist offerings.

Being one of the biggest tourist events that brought together more than 50 tourism specialists, it showed that Belarus is striving to make its portfolio more diverse for various tourist groups. Including health resorts, gourmet tourism, and more, it gave a broad overview of what Belarus has to offer, which totally corresponds to the vision of the future of tourism for Belarus—a leader for both tourism and business.

A Diverse Range of Attractions to Fuel Belarus’ Future Tourism

Belarus is capitalizing on its strategic location in Eastern Europe and its unique cultural identity to attract visitors looking for something different. The updated tourist map and the newly introduced MICE tourism catalog are crucial tools designed to facilitate business tourism and leisure travel across Belarus. By focusing on the MICE (Meetings, Incentives, Conferences, and Events) sector, Belarus is aiming to increase its attractiveness as a destination for corporate events, conferences, and international summits, anticipating growth in the business tourism market in the coming years.

Pripyatsky National Park and Braslav Lakes National Park were also highlighted at the exhibition, with a focus on promoting eco-tourism and nature-based travel. The country’s wealth of natural treasures is central to its future tourism strategy. As travelers increasingly seek sustainable and immersive experiences in nature, these national parks offer an opportunity for Belarus to position itself as a leading eco-tourism destination, particularly appealing to international visitors who prioritize conservation and authentic outdoor experiences.

In addition, Braslav Lakes, a popular spot for Russian tourists, is preparing to offer even more accessible tourism programs, reinforcing the country’s commitment to making its natural attractions accessible for all. These efforts are expected to contribute significantly to Belarus’ future tourism growth by appealing to a diverse global audience, including those interested in family travel, adventure tourism, and wellness retreats.

Gastronomic Tourism: A Key Pillar for Future Growth

Gastronomic tourism in Belarus is also set for growth, with December officially declared as the month of gastronomic tourism. The introduction of gastronomic tours at the exhibition gives Belarus a distinct advantage as it seeks to engage travelers interested in exploring a country through its culinary traditions. From traditional Belarusian dishes to local food products, the focus on food tourism is part of a broader strategy to enhance the country’s appeal for international travelers, especially in Western Europe and Russia.

The growing gastronomic tourism sector will provide a long-term opportunity for Belarus to strengthen its position in the global tourism market. As tourists increasingly seek culinary experiences that connect them to the history and culture of the places they visit, Belarus plans to continue developing gastronomic routes that highlight both traditional flavors and modern interpretations of its rich culinary heritage.

Cultural Heritage: Vytsinanka and Belarus’ Unique Identity

Cultural tourism remains a cornerstone of Belarus’ tourism strategy, and Vytsinanka, the traditional paper cutting art, was showcased to reinforce the country’s deep connection to its cultural roots. This form of folk art was used to decorate the national stand at the exhibition, giving it a distinctive, culturally rich appearance. The incorporation of Vytsinanka symbolizes Belarus’ commitment to preserving and sharing its cultural identity, and this will play a crucial role in the country’s future tourism appeal.

As cultural tourism continues to grow globally, Belarus is poised to benefit from its unique cultural offerings, from historic sites to traditional crafts. The Kitano Ijinkan district and Kobe Mosque in Kobe stand as a testament to the multicultural influences in the country, creating a future opportunity for increased visits from those interested in exploring cultural diversity and spiritual heritage.

Future Tourism Vision: Sustainable Development and Global Appeal

Looking to the future, Belarus’ tourism vision is focused on sustainable growth. The country plans to enhance its tourism infrastructure, improve regional accessibility, and develop new tourism products that appeal to international travelers. The future of Belarus’ tourism is centered on sustainability, particularly through eco-tourism initiatives, creating a balance between visitor growth and environmental preservation.

With gastronomic tourism, cultural heritage, and nature-based travel as key pillars, Belarus is positioning itself to become a leading destination for those seeking a unique combination of nature, culture, and sustainable experiences. Furthermore, the development of MICE tourism will solidify Belarus’ place on the map as a destination for international business events.

Intourmarket 2025: A Stepping Stone for Future Growth

The Intourmarket 2025 Winter Exhibition represents a significant step forward for Belarus as it seeks to expand its global reach and increase its market share in the Russian tourism market. As the exhibition grows in scope and geographic reach, it provides Belarus with the ideal opportunity to introduce its tourism offerings to a broader audience and develop mutually beneficial tourism collaborations.

Participation in such major exhibitions is part of Belarus’ strategy to diversify its tourism appeal and tap into emerging markets in Asia, Europe, and beyond. By focusing on its natural beauty, gastronomic experiences, and MICE opportunities, Belarus is laying the groundwork for a prosperous future in tourism, with plans to attract more international tourists in the years to come.

A Future Full of Potential for Belarus Tourism

Belarus is developing a very promising future for tourism development related to eco-tourism, culinary tourism, and cultural tourism. The organization of the “Intourmarket 2025 Winter Exhibition” marks an important point for Belarus in its efforts to strengthen its role in the Russian tourism market as well as its development in other corners of the globe. Belarus is developing into one of the best tourist destinations in Eastern Europe as it focuses on sustainable tourism development, improving tourism in the region, as well as meeting the demands for cultural tourism.

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Lisbon Crowned Europe’s Best MICE Destination: A Third-Time Triumph Solidifies Strategic Leadership In Business Tourism

The city of Lisbon has recently been accorded one of the most distinguished accolades in the global travel industry, solidifying its position as an undeniable leader in the corporate events sector. The esteemed title of Europe’s Best MICE Destination for 2025 was bestowed upon the Portuguese capital during the 6th edition of the World MICE Awards, the results of which were formally announced in Sakhir, Bahrain. This significant honour marks the third occasion that the city has achieved this coveted recognition, thereby reinforcing its sustained excellence and commitment to the MICE segment—an acronym that denotes Meetings, Incentives, Conferences, and Exhibitions. The consistent success achieved by Lisbon is highly indicative of a meticulously executed strategy that ensures the city stands out among the leading international destinations for large-scale congresses, high-level corporate gatherings, and various professional events.

The Foundations of a MICE Leader

The attainment of the title of Europe’s Best MICE Destination is a testament to the robust and comprehensive framework that has been built within Lisbon to support high-calibre international events. The prerequisite of efficient accessibility is thoroughly satisfied through the Humberto Delgado Airport (LIS), which acts as a major hub connecting the city to nearly every major city across Europe, the Americas, and beyond. This connectivity ensures that global delegates can be transported efficiently and with minimal logistical challenges, an essential consideration for the planning of large-scale conferences and meetings. Once arrivals are processed, the city’s integrated public transport networks ensure rapid transit from the airport to various commercial and hotel districts.

The infrastructure required for hosting multi-day events is substantial, and Lisbon’s hotel capacity has been deliberately expanded and diversified to meet this demand. A wide spectrum of accommodation options is presented, ranging from internationally branded five-star luxury establishments, perfectly suited for incentive groups and high-level board meetings, to boutique, culturally-rich properties that offer a distinctive Portuguese experience. This breadth of choice ensures that organisers can cater effectively to budgets and preferences across all event segments. Crucially, many of these hotels are seamlessly integrated with or situated in close proximity to major conference venues, streamlining the delegate experience.

Strategic Vision and Economic Impact

The recognition received at the World MICE Awards is not merely a symbolic honour; it is viewed by local authorities as a confirmation of a successful long-term strategic policy. This distinction was underscored by Carlos Moedas, the Mayor of Lisbon, who articulated the significant role this achievement plays in the city’s development. It was conveyed that the distinction serves as clear evidence of Lisbon’s established capacity to attract events that generate investment and employment. The strategy recognises that business tourism provides a sustainable, high-yield segment for the local economy. Investment is secured not only in the tourism and hospitality sectors but also in supporting industries, including technology, logistics, and creative services, thereby ensuring a broad economic benefit.

Furthermore, it was emphasised that business tourism is considered a central piece in the city’s development strategy, and the current recognition clearly shows that a leadership position in Europe is being consolidated. This strategic focus involves continuous improvement in service quality and infrastructure development, ensuring that the city remains ahead of its regional and global competitors. The intentional positioning of Lisbon as a premier destination for corporate gatherings means that the city is actively contributing to Portugal’s broader international profile as a dynamic and modern European nation. The events hosted in Lisbon often act as platforms for innovation and international collaboration, further enhancing the city’s global standing

Global Confirmation through Association Events

Tangible data from independent international bodies further validates the qualitative success and strategic positioning celebrated by the World MICE Awards. The highly respected ICCA – International Congress and Convention Association—which is the world’s leading organisation in the global meeting sector—recently released figures that offer quantitative evidence of Lisbon’s strong performance in the realm of association events.

According to the most recent available data, a significant dynamic in the city’s event hosting capabilities is confirmed, with Lisbon ranking second among European cities with the highest number of association events. The total number of events recorded in the city was 153 in 2024. This figure is particularly telling, as association events are widely regarded as a crucial measure of a destination’s capability and appeal, often involving significant lead times, complex logistical requirements, and large numbers of international participants. The sustained ability of Lisbon to attract and successfully host this quantity of major association congresses places it demonstrably within the very top tier of European MICE destinations. The ICCA statistics serve to demonstrate that the World MICE Awards recognition is fully supported by hard data on business volume and frequency of major event acquisition.

Reinforcing International Projection

The very purpose for which the World MICE Awards were originally established is to distinguish excellence in business tourism. These awards serve to celebrate destinations, operators, venues and services that contribute to raising global industry standards. Lisbon’s repeated distinction is seen as having a profound effect on its international projection. The prestige associated with being named Europe’s Best MICE Destination serves as a potent marketing tool, increasing the visibility and trust placed in the destination by potential international organizers who are in the crucial phase of selecting future host cities.

The attainment of this high-profile award, therefore, performs a critical function in reinforcing the city’s reputation for reliability, quality, and professional capability. It is widely understood that this significant accomplishment paves the way for a new cycle of opportunities for business tourism in Lisbon and, by extension, across Portugal. The anticipated influx of future MICE events is expected to generate continued economic activity, further job creation, and increased cross-cultural exchange.

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