BVO - The rich and powerful have been coming to the Swiss resort of Davos since 1971.
The security challenges are great.
And there's even the possibility of Israel and Iran's leaders coming face to face.
President Hassan Rouhani is courting business after winning an easing of Iran's economic sanctions
At least 500 CEO's and numerous central bankers will also be taking part in public debates here and, perhaps more importantly, private discussions.
The world has seen a fragile recovery from financial crisis over the past year, partly thanks to low interest rates and ample liquidity.
The question now is how to sustain that without harming economic growth?
The leaders who aren't here also tell a story. Brazil's President will be the only BRIC representative.
And there's good reason for that says the man who invented the acronym - former Goldman Sachs' Chairman Jim O'Neill.
JIM O'NEILL, ECONOMIST AND FORMER GOLDMAN SACHS' CHAIRMAN,
"Investors fell out of love with the BRIC countries two-three years ago, and the next tier of which most of the MINT countries are part of became quite popular and have done rather well until the past six months. To me a lot of these countries are very attractive to anybody who can think beyond the next five seconds."
But it's not all about emerging economies.
"The emerging markets are slowing just as the developed world is accelerating. In a sense that's good news because you've got this sort of rotation in growth and it's not occurring at a bad time and in fact the advanced economies will help the emerging world a little bit this year because they'll provide some markets for exports for the emerging world."
But that could be seen as a good sign - the euro zone is no longer centre stage.