Prime Creative Media hosts record-breaking breaking MICE event
Melbourne International Coffee Expo (MICE), delivered by Prime Creative Media, saw record attendance in 2025
From 20 to 22 March, MICE2025 welcomed more than 31,700 coffee professionals and enthusiasts to the Melbourne Convention and Exhibition Centre for three days of coffee talks, product launches, tastings, and more.
Queues snaked around the exhibition floor and coffee lovers crowded around stands as roasters served signature drinks, baristas hosted latte art workshops, and equipment manufacturers showcased new equipment.
“We’re absolutely thrilled to have welcomed 31,700 attendees to MICE, smashing previous numbers including MICE2022 when we hosted the World Barista Championship,” says John Murphy, CEO of Prime Creative Media.
“The energy in the room was amazing. The coffee industry is built on community and it’s been inspiring to see so many people from around Australia and the world meeting old friends and new over a fantastic cup of coffee.”
New to the show this year was the Roasters Playground, sponsored by espresso machine manufacturer La Marzocco. Over the three-day event, 37 of Australia’s best coffee roasters showcased their products to the thousands of coffee professionals who attended.
Another popular feature for 2025 was the Melbourne Coffee Festival, supported by Breville. As part of the activation, attendees took part in masterclasses and tutorials, and had the chance to win a Breville coffee machine on the hour, every hour.
In attendance at the show on Saturday 22 March was Victoria’s Minister for Tourism, Sport and Major Events Steve Dimopoulos. A coffee lover who previously owned and ran a local café, Minister Dimopoulos encouraged coffee aficionados to make the most of the stacked program on offer at the 2025 event.
“This is my first time attending and I’m definitely coming back. You get your coffee fix in every aspect of coffee culture,” said Minister Dimopoulos.
“This is extraordinary. From the manufacturers and machines to the roasters to the consumers to the podcasters, it’s literally a meeting of world coffee lovers right here at in Melbourne.”
Siobhan Rocks, General Manager of Events at Prime Creative Media, expressed her team’s pride in the growth of the event.
“We were determined to create the best MICE to date and we delivered – I’m very proud of the events team who helped to deliver this record-breaking event. We are dedicated to supporting the growth of the coffee industry, and MICE2025 demonstrated the power of in-person tradeshows,” she says.
“Following feedback from the industry, education was a major focus at the show this year. We have been inundated with positive feedback about how valuable the MICE panel discussions and symposiums were to people in the industry.”
Following the success of the event, Prime Creative Media is thrilled to announce that MICE2026 will take place from 26 to 28 March. Prime Creative Media is a leader in B2B events in Australia, and in the next two years willalso host the Australian Mining Prospect Awards, Inside Construction Foundation Awards, PNG Industrial Mining & Resources Exhibition & Conference, Manufacturers’ Monthly Endeavour Awards, No-Dig Down Under, MHD Mercury Awards, Megatrans, Waste Innovation & Recycling Awards, Collision RepairerLifetime Achievement Awards, Converge, Bulk Expo, Women in Industry Awards, Bulk Handling Awards, Queensland Mining Exhibition, WA Mining Conference & Exhibition, and Asia-Pacific’s International Mining Expo (AIMEX).