What began in Europe as a gathering for specialty coffee professionals has evolved into an international platform for business, knowledge, innovation, and competition. In 2026, this journey will reach a historic milestone: Panama will be the first city in Latin America to host World of Coffee.
A History Dating Back to 2010
The event originated in 2010, when the Specialty Coffee Association of Europe (SCAE) launched World of Coffee as a space to connect various industry stakeholders—including producers, roasters, buyers, baristas, manufacturers, educators, and coffee professionals. Its purpose went far beyond that of a standard trade show; the goal was to create a hub for conducting business, sharing knowledge, showcasing innovations, and strengthening specialty coffee culture.
Throughout the development of the concept, various individuals have played key roles in its expansion. Notable among them is Albert Berghof, a Dutch entrepreneur and coffee specialist whose initiative helped bring World of Coffee to Maastricht in 2011, in collaboration with MECC Maastricht and the Maastricht Convention Bureau. That edition attracted more than 2,500 international visitors.
An Event That Has Traveled to Cities Around the World
Over the years, the event has toured various European cities and subsequently expanded its international footprint. Host cities have included Maastricht, Vienna, Nice, Rimini, Gothenburg, Dublin, Budapest, Amsterdam, Berlin, Athens, Dubai, Busan, Copenhagen, and Geneva, among others. In 2024, the SCA took another significant step by hosting World of Coffee in Dubai, Busan, and Copenhagen within the same year, cementing its global reach.
Panama: The First Edition in Latin America
From October 23 to 25, 2026, World of Coffee will come to the Panama Convention Center. This will mark the event’s first Latin American edition, driven by a clear objective: to bring international professionals closer to the source and to connect producers from Central America, South America, and the Caribbean with buyers and professionals from around the globe.
The choice of Panama is closely linked to its international reputation as a specialty coffee-producing nation—and, in particular, to the prestige achieved by Panama Geisha coffee. However, Panama’s offering extends beyond a single variety; it aims to showcase the diversity of terroirs, producers, and coffees that define the country.
Over 370 International Exhibitors
The scale of this inaugural Latin American edition will be significant. Organizers anticipate more than 13,000 visitors and over 370 international exhibitors. The program will feature areas for producers and roasters, cupping rooms, conferences, and workshops.
There will also be another historic milestone: Panama will simultaneously host the 2026 World Barista Championship, with more than 50 champions competing for the global title.
After touring international venues for over a decade, World of Coffee arrives in Panama to bring the world closer to the source and—through this platform—place Latin America at the heart of the global coffee conversation for the first time.
