The International RUSSIA EXPO ranked among the top five global-level events in Russia

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As part of the new programme by the "Event Management Workshop", the Polylog Consulting Group and New Media Workshop have prepared a study on the state of the international events sector in Russia. Based on a survey of more than 100 event management experts, the top five global-level events in Russia were identified. The International RUSSIA EXPO was among them.

"Events are the most effective way of packaging a message in an environment of constant information noise. In the context of external constraints, they also serve as an important tool for promoting a country's agenda and values. It is not necessary to organise something extremely large-scale to make an impact. The key conditions for success are meaningful content and a well-structured narrative, which make a consistent story about the event. The demand for international events in Russia is a natural continuation of the transformation of global politics. This politics is being reshaped, and there is a growing need for dialogue and agreement on the 'rules of the game' across all sectors. So far, humanity has not invented a more effective format for this than in-person events," said Nikita Setov, Deputy Director General of Polylog for Government Relations.

Experts also developed a "formula" for international events, identifying the criteria by which an event can be considered international. They have confirmed that, in order to be recognised as international, an event should meet at least two of the following five criteria:

— international participants and/or speakers;

— media coverage abroad;

— relevance to the global agenda;

— partners and organisers from various countries;

— international geography (beyond one country).

Among the Russian events that have had the greatest impact on international audiences and meet all these criteria are:

— International RUSSIA EXPO (2023–2024);

— World Youth Festival 2024;

— Sochi 2014 Winter Olympics;

— 2018 FIFA World Cup;

— 16th BRICS Summit held in 2024.

At the same time, the overwhelming majority of respondents (92 percent) expect demand for international events in Russia to grow in the near future. According to 87 percent of experts, it is the events that have the potential to change international perceptions of a country and are one of the key tools for shaping its global image.