DXB LIVE, the integrated event management and experiential agency of Dubai World Trade Centre,will organise the second edition of World of Coffee Exhibition 2023as part of its endeavour to foster the emerging coffee industry in the Middle East. The exhibition – which will be held in collaboration with the Specialty Coffee Association and the Specialty Coffee AssociationUAE Chapter (SCA) from January 11 to 13, 2023at Dubai World Trade Centre – is aimed at connecting coffee producers, manufacturers, retailers, traders, and the broader industry from the region and other parts of the world. The show launches with Guatemala, represented by Guatemalan Coffees, as this year’s Portrait Country.

DXB LIVE also announced the signing of an agreement with the SCA to organise this exhibition in the region for a period of five years. Following this agreement, the exhibition will be hosted in MENA in the upcoming years to take advantage of the genuine potential that the region gives to this business.This development comes after the exhibition’s successful maiden session, which took place at the Dubai Exhibition Centre during Expo 2020 Dubai.

The exhibition, which was held outside the US and European cities for the first-time in January 2022, is in line with the vision of the wise leadership to solidify Dubai’s position as a world class destination for hosting international events.

The coffee industry in Dubai aspires to become the regional and international hub for the coffee trade and Dubai Chamber of Commerce, DMCC, Specialty Coffee Association, SCA UAE Chapter and DXB LIVEplay a pivotal role in achieving this ambition.

Khalid Al Hammadi, Senior Vice President at DXB LIVE, said: “Dubai continues to develop new business prospects and expand the areas of collaboration between specialists and experts in all fields by hosting such specialised trade fairs, and it works continuously provide a dynamic environment for work and life.”

Al Hammadi added: “The great economic return of such specialized exhibitions is enhanced year after year, thanks to the distinguished participation of industry leaders and the growing presence of thousands of experts and specialists from around the world. This is a testament of confidence and recognition by the international business community of the fundamental role Dubai plays in increasing the trade movement at the level of the region and the world.”

Yannis Apostolopoulos, Chief Executive Officer of the Specialty Coffee Association, said: “We are pleased to work with DXB LIVE to organise this international exhibition, which is focused on the coffee business globally and is becoming more and more important, as evidenced by indications and data. In the upcoming years, we are convinced that the coffee sector in the Middle East, North Africa, and the Gulf region will experience unparalleled growth. The arrangement we negotiated to host the exhibition for a five-year term will assist the coffee trade in all of the region’s safe and prosperous nations.The exhibition will create tremendous business opportunities.”

Khalid Al Mulla, Chief Executive Officer of the SCA UAE Chapter, said: “The Coffee World exhibition in its last session was highly praised and applauded by the international coffee community and the major specialised companies working in the industry. It was crucial in creating an exemplary platform that brought together the most eminent experts and trailblazers in the field from across the globe. We anticipate that the 2023 exhibition will be extraordinary by all criteria since it will bring together the greatest number of coffee enthusiasts from around the world and serve as the largest forum for direct engagement and discussion between industry professionals, customers, and visitors.”

More than 7,000 experts and specialists in the field of coffee attended the exhibition’s previous iteration. Between farmers, distributors, and traders, numerous significant agreements were made, and internationally renowned coffee chains, stores, and baristas were successful in showcasing their abilities in the competitions that were introduced during the event. The winners of the top awards, which were in keeping with and comparable to some of the most prestigious tournaments in the world, were announced on the last day.