Promotion of MICE services as a source of ensuring sustainable development of business tourism in the region

The formation of the concept of business tourism integration into the regional economy is based on the effective use of its potential and the formation of inter-organisational relations within the tourist and recreational network of the territory, contributing to its attractiveness in the market of tourists' services. In the context of the COVID-2019 coronavirus infection pandemic, the MICE tourism industry in all countries of the world faced a number of challenges, and in Russia the travel industry was included in the national economic recovery plan after the pandemic. Most Russian regions are economically dependent on business tourism, which makes it relevant to form and develop the concept of integrating business tourism into the economy of the Russian regions through the development of measures aimed at promoting MICE services for regional socio-economic development. MICE events, incentive tours are presented in the article; the structure of the MICE market is described; peculiarities of the organization of tourism services in the MICE industry are summarized. Using the Sverdlovsk region as an example, the authors show the promotion of MICE services, consider the statistics of events held in the region; reflect the factors and conditions of business tourism development; present the organizational and economic mechanism of its promotion at the regional level, consider the model of sustainable development of business tourism. It also analyzes the functions and performance of “Ural Region MICE-agency”; offers a range of activities aimed at development of MICE-tours in the region, improvement and enhancement of MICE-agencies activities.