The Specialty Coffee Association (SCA) has announced that its flagship World of Coffee trade show will be held in Latin America for the first time, with Panama City, Panama, selected as the host city. The event is scheduled to run from October 23-25, 2026, at the Panama Convention Center. It will be held in conjunction with the World Barista Championship (WBC).
This marks the first instance of the global event being staged in a Central American coffee-producing nation. Organizers anticipate a significant turnout, with projections of 13,000 international and domestic attendees and more than 320 exhibitors from over 30 countries. The WBC, set for October 22-25, will bring together national barista champions from more than 60 countries, also marking its Latin American debut.
Hosting the event in a producing country offers a distinct advantage for industry professionals. It provides roasters, importers, and traders with direct access to producers in their own environment. The show is expected to feature more than 90 Panamanian producers alongside growers from at least 15 other origin countries, creating a unique marketplace that bridges the gap between global consumption markets and coffee's agricultural roots.