If you are part of the specialty coffee world, this is the question you should already be asking yourself. World of Coffee 2026 in Brussels is not just another exhibition. It is one of the most influential gatherings for coffee professionals, innovators and enthusiasts from across the globe. Whether you are a roaster, green coffee trader, café owner, equipment manufacturer, or distributor, early planning can make a remarkable difference in how much value you gain from this event.

Taking place from 25–27 June 2026 at Brussels Expo in Brussels, this flagship event organised by the Specialty Coffee Association brings together the entire coffee value chain under one roof. It is where innovation meets tradition and business meets passion.

In this detailed guide, we will walk you through everything you need to know to prepare effectively and make the most of your participation.

Why World of Coffee 2026 Brussels Deserves Early Planning

Global trade shows of this scale require strategic preparation. With hundreds of exhibitors and thousands of visitors expected, standing out in a competitive environment demands thoughtful organisation.

Planning early allows you to:

• Secure a prime exhibition space

• Book preferred accommodation at better rates

• Schedule meetings in advance

• Prepare product launches strategically

• Design and build a standout exhibition booth

• Promote your presence effectively

Waiting until the last minute can limit your options and increase costs. In contrast, early preparation gives you clarity, confidence and competitive advantage.

Understanding the Importance of the Event

World of Coffee 2026 in Brussels is widely recognised as Europe’s leading specialty coffee trade show. Each edition attracts international buyers, decision makers and industry experts. The event covers every segment of the industry, including:

• Green coffee sourcing

• Roasting technology

• Brewing equipment

• Packaging solutions

• Café design

• Coffee accessories

• Sustainability practices

The exhibition also hosts educational sessions, workshops, tasting experiences and world class competitions. It is not only a marketplace but also a learning platform and networking hub.

For brands looking to expand in Europe or strengthen their global footprint, this event provides direct access to serious buyers and influential professionals.

Who Should Attend or Exhibit?

World of Coffee 2026 Brussels is designed for a wide audience within the coffee ecosystem.

You should consider attending or exhibiting if you are:

• A coffee producer seeking international buyers

• A specialty roaster introducing new blends

• A café owner looking for reliable suppliers

• A distributor exploring premium brands

• A coffee equipment manufacturer launching innovation

• A packaging or technology provider serving the industry

Even startups and small scale artisans can benefit greatly. The show provides equal opportunity for emerging brands to connect with global players.

Key Highlights to Expect in Brussels

1. Roaster Village

One of the most popular attractions is the Roaster Village. This dedicated space allows independent roasters to present their craft directly to visitors. It offers a relaxed yet energetic atmosphere where tasting and storytelling take centre stage.

Here, you can experience diverse flavour notes, discover unique roasting profiles and connect with passionate professionals.

2. World Coffee Championships

The event also features globally recognised coffee competitions. These championships bring together top baristas and coffee experts who demonstrate exceptional skill and creativity.

For visitors, these competitions are inspiring and educational. For brands, they create visibility and prestige.

3. Best New Product Competition

If you are planning a product launch, this is your chance to shine. Innovative products receive industry attention, media coverage and professional recognition.

4. Educational Sessions and Workshops

From sustainability discussions to advanced brewing techniques, the educational program adds strong value to the event. Attendees can expand their knowledge and stay updated on emerging trends.

Smart Planning Tips for Exhibitors

If you are planning to exhibit at World of Coffee 2026 Brussels, preparation should begin months in advance.

Define Clear Objectives

Ask yourself:

• Are you launching a new product?

• Do you want to generate leads?

• Are you entering the European market?

• Do you aim to strengthen distributor relationships?

Having clear goals helps you design a focused strategy.

Design an Engaging Exhibition Stand

Your booth is your brand’s physical identity at the show. It should reflect your values, creativity and professionalism.

An effective stand should:

• Be visually attractive

• Offer space for demonstrations

• Provide meeting areas

• Display products clearly

• Encourage visitor interaction

Investing in a custom designed stand can significantly increase foot traffic and brand recall.

Promote Your Participation Early

Use digital marketing tools to announce your presence:

• Social media campaigns

• Email newsletters

• Website banners

• Direct invitations to clients

Let your audience know where to find you at the event.

Travel and Accommodation Planning

Brussels is a well connected European city with strong transport links. However, during major trade events, hotels near the exhibition centre fill up quickly.

To avoid inconvenience:

• Book flights and hotels early

• Choose accommodation close to Brussels Expo

• Check visa requirements in advance

• Arrange local transport options

Planning logistics early ensures a smooth and stress free experience.

Networking Strategy: Don’t Leave It to Chance

Networking is one of the biggest advantages of attending World of Coffee 2026 Brussels. But effective networking requires preparation.

Before the event:

• Research the exhibitor list

• Identify potential partners

• Schedule appointments

• Prepare business materials

During the event:

• Attend seminars and social gatherings

• Engage in meaningful conversations

• Follow up promptly after meetings

A structured approach transforms casual interactions into valuable business relationships.

Sustainability and Innovation: Core Themes

The specialty coffee industry continues to evolve with growing focus on sustainability and responsible sourcing.

At World of Coffee 2026 Brussels, you can expect conversations around:

• Ethical supply chains

• Climate resilient farming

• Sustainable roasting practices

• Eco friendly packaging

• Energy efficient equipment

Aligning your brand with these values enhances credibility and attracts conscious buyers.

Why Brussels Is the Ideal Host City

Brussels combines culture, connectivity and culinary excellence. As the capital of Belgium, it serves as a gateway to European markets.

Visitors can also enjoy:

• Rich café culture

• Historical architecture

• Diverse international cuisine

• A welcoming business environment

This combination makes the event both professionally rewarding and personally enjoyable.

Maximising Return on Investment

Participating in an international trade show requires financial investment. Therefore, measuring and maximising return on investment (ROI) is essential.

To achieve strong ROI:

• Capture visitor data efficiently

• Train your team to communicate clearly

• Offer live demonstrations

• Collect feedback

• Follow up after the event

Post event engagement often determines long term success.

Start Planning Today

So, are you planning for World of Coffee 2026 Brussels yet?

Delaying your preparation could mean missing valuable opportunities. This global gathering is more than just a coffee exhibition. It is a platform for growth, innovation, collaboration and inspiration.

Whether you aim to showcase groundbreaking equipment, introduce a new coffee blend, explore sourcing partnerships, or simply learn from industry leaders, this event offers unmatched potential.

By starting your planning now, you position yourself ahead of the competition. Secure your space, prepare your strategy, design your booth and organise your meetings.

World of Coffee 2026 Brussels is where the future of specialty coffee takes shape. Make sure your brand is part of that future.