MICE2025 sets new ticket sales record on day one

Melbourne International Coffee Expo (MICE) has set a new ticket sales record on the first day of the 2025 event, smashing the previous record set during the World Barista Championship in 2022.

Melbourne International Coffee Expo (MICE) 2025 started with a bang on Thursday 20 March, smashing previous attendance and ticket sales records. On Wednesday 19 March, organisers announced they had sold a record number of advance tickets.

“We are over the moon to have exceeded our previous ticket sales records. Thousands of people joined us at the Melbourne Exhibition and Convention Centre for day one and we can’t wait to welcome even more people over the next two days,” says Lauren Chartres, MICE Show Director.

“The energy in the room today was palpable. With so many activations, competitions, panel discussions, conversations, and more going on, there’s so much to see and do at MICE2025.”

In 2024, MICE welcomed just shy of 11,000 people across the three-day event, with that number expected to be exceeded in 2025 based on the record-breaking number of ticket presales. Advance tickets can still be purchased online via the MICE website, with day tickets also available on the door.

Taking place from 20 to 22 March, MICE2025 features more than 100 exhibitors, including more than 40 coffee roasters. At the Roasters Playground, supported by La Marzocco, a rolling roster of roasters will be slinging shots, hosting competitions, chatting coffee, and more across the three days, giving attendees the chance to explore new coffees and glean brewing tips.

New for MICE2025 is the Melbourne Coffee Festival in partnerships with Breville, where coffee fans can take part in workshops, watch tutorials, and be in with a chance to win a coffee machine every hour, on the hour.

Another highlight of this year’s event is the jam-packed education schedule. The free-to attend Café Owners Education Series, held across all three days, will return with an extended program, covering essential topics such as coffee pricing, staff shortages, menu curation, and navigating social media.

Meanwhile, the Global Coffee Report Breakfast Symposium, scheduled from 20 to 21 March in the mornings before MICE, features a lineup of international speakers covering topics such as global expansion and pricing and supply chain challenges. For more information about what to expect at MICE2025 and to book your ticket, visit the MICE website.