The Melbourne International Coffee Expo (MICE) is calling on brands to act quickly if they want to secure their place at the show ahead of the Christmas shutdown period.
Planning for the 2026 edition is still underway, with exhibitor demand surging across a variety of categories within the coffee industry including equipment, roasting, green bean, café supply, packaging, technology, dairy and alternative dairy, ancillary services, and specialty beverage categories.
Siobhan Rocks, General Manager, Events for Prime Creative Media – who organises MICE – says stand allocations are filling up at a faster pace than previous years.
“Securing a stand ensures businesses don’t miss out on a spot in the show. Last year visitor numbers were record-breaking, and on the back of that there won’t be many stands available in the new year,” she says.
The Christmas shutdown typically sees extended response times across the industry, making pre-holiday planning essential for brands looking to maximise their presence at the world’s destination for coffee. Early stand confirmation not only guarantees placement but also allows exhibitors to take full advantage of upcoming marketing and promotional opportunities in the lead-up to the 2026 event.
MICE 2026 promises to deliver another world-class showcase, bringing together café owners, roasters, baristas, equipment manufacturers, green-bean traders, distributors, and innovators from Australia and around the world. With more than 30,000 attendees expected, the expo remains a vital platform for businesses seeking to connect with decision-makers, launch products, build partnerships, and engage with the wider industry.
For more information, visit internationalcoffeeexpo.com/get-involved
