The Meetings Show 2025

The Meetings Show 2025

The Meetings Show 2025, the UK’s leading MICE (Meetings, Incentives, Conferences and Exhibitions) forum, took place at the ExCeL London Exhibition and Convention Centre from 25 to 26 June, bringing together over 600 international service providers and thousands of buyers over two days.

In parallel with business meetings and viewing an exhibition created by the participants, educational seminars were held on organising sustainable events, innovative technological solutions and the use of data analytics in market research, among other events.

Conversations between potential business partners were based on pre-scheduled appointments in the online diary of the ExpoPlatform app, which were strictly regulated and lasted only 15 minutes. This allowed service providers and buyers to prepare for focused conversations and conclude contracts in a B2B (business-to-business) format.

Latvian representation

Latvia was represented at the event by the Latvian Investment and Development Agency (LIAA) and the Riga Investment and Tourism Agency (RITA), which purposefully promoted the country as a whole and Riga, thereby highlighting and strengthening Latvia’s position on the European MICE map.

One of the representatives at this ambitious forum was LIAA Senior Project Manager Šarlote Līduma, who highly appreciated the performance of the Latvian delegation at the event and the interest shown by visitors in MICE services in Latvia. “It was already evident after the first day of The Meetings Show 2025 exhibition that interest in Latvia as an international conference destination had grown significantly. The European Congress Association Forum, which took place in Riga in March 2025, is mentioned particularly often, and surprised many with its excellent organisation, creative approach and high-quality offer – it has generated a strong wave of positive feedback,” she says.

Main activities of the Latvian delegation

The Latvian delegation participated in the event for two days and held discussions with potential MICE clients and cooperation partners, presenting the capacity of Riga conference centres, sustainable solutions and professional service providers.

The main slogan of the Latvian delegation’s stand concept was “Riga – Northern Europe’s Hidden Gem”. The materials highlighted the city’s advantages in organising MICE projects – rich in contrasts with medieval charm and modern conference facilities, a UNESCO Old Town just 15 minutes from the airport, and compact infrastructure planning, which allows participants to navigate the event on foot. The highlights included reasonable prices, high service quality and access to unique natural resources very close to Riga.

The Meetings Show confirmed its status as the main European business tourism event, providing wide access to an extensive range of buyers, high-quality educational content and professional technical support, and establishing lasting business contacts.