The Melbourne International Coffee Expo (MICE), scheduled to be held in Australia from March 20 – 22, 2025, has shattered its presale ticket record, indicating that this three – day event is on track to be the most – attended in its 13 – year existence.
As a key event on the global coffee calendar, the 2025 MICE is shaping up to be one of the finest editions yet. Organisers recently announced that they have sold an unprecedented number of advance tickets, surpassing the presales for MICE2022, which had the World Barista Championship.
Lauren Chartres, the MICE Show Director, expressed her excitement: “We’re absolutely thrilled to see so many enthusiastic coffee fans and industry professionals pre – booking their tickets for MICE. Over the past year, we’ve been collaborating with an advisory board of industry leaders to make MICE2025 a truly unforgettable event. Pre – sold MICE ticket sales are 21% higher than in any other year. It’s an astonishing outcome, demonstrating the industry’s strong support for this remarkable event and its importance for business connections, networking, product innovation, and annual knowledge exchange. Additionally, we have more roasters participating in the show than ever before, along with an extensive lineup of educational content and interactive workshops.”
In 2024, MICE attracted nearly 11,000 visitors over the three – day event. Given the record – breaking presales, this number is expected to be surpassed in 2025. Advance tickets can still be purchased online through the MICE website, and day tickets will also be available at the venue.
MICE2025, taking place from March 20 – 22, will showcase over 100 exhibitors, with more than 40 coffee roasters among them. At the Roasters Playground, sponsored by La Marzocco, a continuous stream of roasters will be brewing espresso, hosting competitions, engaging in coffee – related discussions, and more throughout the three days. This offers attendees the opportunity to discover new coffees and pick up brewing tips.
A new addition to MICE2025 is the Melbourne Coffee Festival, in partnership with Breville. Here, coffee enthusiasts can participate in workshops, watch tutorials, and have a chance to win a coffee machine every hour.
Another major draw of this year’s event is the comprehensive education schedule. The free – to – attend Café Owners Education Series, running across all three days, will return with an expanded program. It will cover crucial topics such as coffee pricing, staff shortages, menu creation, and social media navigation.
Meanwhile, the Global Coffee Report Breakfast Symposium, supported by Venus Packaging and scheduled for the mornings of March 20 – 21 before MICE, features a lineup of international speakers. They will discuss topics including global expansion, as well as pricing and supply chain challenges.
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