DXB Live, the experiential agency of Dubai World Trade Center (DWTC), said that the 3rd ‘World of Coffee – Dubai’ exhibition will be held at DWTC between January 21 – 23, 2024 in partnership with the Specialty Coffee Association (SCA). The exhibition’s space has increased by 50% following the robust demand from the exhibiting companies.

The event achieved unprecedented success in its second edition earlier this year with over 10,000 trade visitors, and 1,500 exhibitors and brands from 44 countries, generating significant interest from coffee manufacturers and businesses across the globe.

Khalid Al Hammadi, Senior Vice President of DXB Live, said: “The World of Coffee – Dubai is a significant annual event on the global MICE agenda as it attracts leaders, professionals, and experts of the coffee industry worldwide. Through this event, we aim to reinforce Dubai’s position as a global hub for the coffee industry.”

DXB Live took part in the “Specialty Coffee EXPO Portland” which was held last month in Portland, USA, to promote ‘World of Coffee – Dubai’ and invite international companies and brands to participate in the event.

“We are keen to participate in regional and global events to proactively communicate with all relevant stakeholders and bring them together under one roof so they can take advantage of the promising business opportunities in Dubai, and review the latest products, designs, and machines for manufacturing, roasting and grinding coffee grains,” added Al Hammadi.

The 3rd World of Coffee – Dubai 2024 will feature new activities and competitions showcasing the skills of coffee baristas, such as the ‘Cupping Room’, ‘Roasters Village’, and ‘Brew Bar’. The three-day competitions will allow visitors to learn about coffee beans and methods of roasting and preparing coffee in different regions of the world. Visitors can also watch baristas’ presentations, taste coffee, and attend lectures and workshops.

Khalid Al Mulla, Chief Executive Officer of the SCA UAE Chapter said: “We are pleased to see the World of Coffee – Dubai witnessing this increasing momentum year after year. Holding this event in Dubai alongside the increment of the exhibiting international companies and brands will reflect positively on the growth of the coffee industry,”

“This is a must-attend event, especially for small and medium businesses as they will receive great support and assistance from the industry experts who will share their expertise and knowledge through interactive workshops,” added Al Mulla.

Shouq BinRedha, Exhibition Manager, said: “The World of Coffee – Dubai is an important platform for coffee experts to highlight the most important developments in the industry regionally and globally, and discuss future growth prospects for the coffee industry, which is the second most-traded product after oil,”

“The exhibition showcases the commitment of international companies and small and medium companies in supporting sustainability in the coffee sector, by adopting modern knowledge and advanced technologies to improve the quality of coffee at all stages, from the cultivation of coffee beans to consumption,” concluded BinRedha.