Recognised as Europe’s largest speciality coffee event, the exhibition will bring together thousands of industry professionals, including producers, exporters, roasters, importers, buyers, investors, and experts from around the world.
This edition holds particular significance as it will be the first time in the history of World of Coffee that the event is hosted in Belgium. The choice of Brussels is both strategic and symbolic. As the de facto capital of the European Union, the city stands at the crossroads of Europe’s economic, diplomatic, and commercial activities, making it a key gateway to international markets.
The event rotates annually across major European capitals. Last year, it was hosted in Geneva, Switzerland, and this year it moves to Brussels, further reinforcing its status as a truly continental platform for the global coffee industry.
Thanks to its exceptional connectivity, with direct flights to more than 200 destinations worldwide, Brussels is one of the most accessible European cities for delegations from major coffee-producing countries across Africa, Latin America, and Asia.
Hosted at Brussels Expo, one of Europe’s most prestigious and modern exhibition venues, the event will feature hundreds of exhibitors and a rich programme of professional activities over three days, including business meetings, conferences, cupping sessions, international competitions, and networking opportunities.
For Rwanda, this participation goes far beyond attending an international trade exhibition. It is part of a broader strategic vision to strengthen the country’s position among the world’s leading specialty coffee origins.
A key driver of this strategy is Europe’s importance as Rwanda’s main coffee market, accounting for around 60% of the country’s coffee exports. This strong trade link makes the Brussels platform particularly relevant, as it provides an opportunity to further consolidate Rwanda’s footprint in its most important destination market while expanding into new premium segments.
On this occasion, Rwanda will showcase the excellence of its coffee, internationally recognised for its exceptional quality, complex fruity flavour profiles, bright acidity, and high-altitude production.
This push into premium markets comes at a time when Rwanda’s coffee sector is enjoying a historic boom, having generated an all-time high of $148.6 million in export revenues in 2025, a massive 65% surge from the prior year.
Backed by an average export price of $6.20 per kilo, this economic momentum directly flows back to the country’s 400,000 smallholder farm families, who saw minimum farm-gate cherry prices raised to Rwf 750 per kilogram for the 2026 season.
In addition, Rwandan exporters will use the exhibition as a learning and compliance platform, with a strong focus on the European Union Deforestation Regulation (EUDR). A series of conferences, technical sessions, and workshops running alongside the exhibition will help exporters better understand new compliance requirements shaping access to the European market.
The Rwanda pavilion will also serve as a platform to highlight the expertise of local producers, washing stations, cooperatives, and exporting companies that contribute daily to the development of this key sector of the national economy.
The Rwandan delegation will consist of a representative from National Agricultural Export Development Board, responsible for coordinating Rwanda’s institutional participation, alongside Rwandan coffee exporters representing washing stations, cooperatives, and private export companies.
Throughout the event, the delegation will engage in B2B meetings, coffee tasting sessions, and strategic discussions with major players from the global coffee industry.
The objectives are clear: to increase the visibility of Rwandan coffee, build long-term business relationships, expand into new markets, and further strengthen the Rwanda brand internationally.
Through this participation, Rwanda aims to promote its specialty coffee in premium international markets, facilitate direct trade connections between Rwandan exporters and global buyers, and reinforce its position as one of the world’s most promising origins for high-quality specialty coffee.
Under the theme “Discover the World of Coffee in the Capital of Europe,” Brussels will become, for three days, a global meeting point for innovation, knowledge sharing, and the celebration of exceptional coffee.
For Rwanda, this event represents a major opportunity to boost trade and deepen its presence in the European specialty coffee market.








karirima@igihe.com


























