World of Coffee 2025: Why Coffee Trade Shows Are More Than Just Coffee

WOC 2025 in Geneva – Coffee, Community & Lots of Heart

At the end of June 2025, the time had come again: the World of Coffee – one of the most important trade fairs in the specialty coffee sector – opened its doors, this time in the beautiful city of Geneva. For three days, the halls of Palexpo revolved entirely around coffee: new roast profiles, innovative brewing methods, green beans with character – and above all the thing that makes this industry so special: the people behind it.

We at Cofitur were there – and once again deeply impressed.

Coffee Is a People Business

It is often said that coffee is a people business. Anyone who has ever attended a trade show like the World of Coffee knows: That’s 100 % true. The atmosphere is open, warm, almost familial. Producers, roasters, baristas or buyers – everyone meets at eye level, with genuine interest and a shared passion for quality and origin.

For us, what makes events like this special is that relationships — not just products — take center stage. We don’t just meet business partners here; we meet friends. Many of the farmers we work with travel all the way from Colombia just to present their coffees in person. These moments are priceless to us.

Close to the Farms – Even at the Fair

Especially at Cofitur, where we import coffee directly from small farms (fincas) in Huila, Colombia, this personal connection is essential. At the trade fair, we can taste the new harvests on site, talk with the producers about the current situation on the farms — and together plan for the coming season.

This closeness is what defines our work at Cofitur — and what we want to pass on to our customers, our travel guests, and all those interested in genuine, transparent specialty coffee.

Inspiration, Exchange & a Full Suitcase

Beyond the personal encounters, the World of Coffee is also an incredible source of inspiration. New tools, fresh perspectives, exciting conversations at every booth – we returned home with full heads and even fuller hearts.

Each visit to the fair reminds us yet again why we do what we do. And it affirms: quality does not emerge in a vacuum — it grows in community.

Want to Learn More or Travel With Us?

Would you like to learn more about our partner farms or maybe even travel to Colombia yourself? Check out our coffee trips — or write to us directly. We look forward to connecting with you!