2017 SHOW REPORT

Show Overview
5th – 7th December 2018
The World Trade Centre
The 9th edition of the 2017 Dubai International Coffee & Tea Festival
(DICTF) had grown-up and out of the Meydan Hotel and into the World
Trade Centre. The festival has not just grown bigger in size, it has set its
trajectory to host the World’s Richest Coffee & Tea Championships.
DICTF continues to be the largest exhibition solely dedicated to
Floor Area:
specialty coffee & tea in the region.
20% over last year

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Visitor Response
The show catered to a wide audience – from the average Joe or
Jane who wanted to learn more about the industry, to the
passionate addict who wanted to get certified in a particular
stream, to the professionals who showcased their skills in the
Coffee Championships or the Tea Masters Cup.

More than 10,000 visitors walked through the doors of DICTF

2017 to treat their pallets with the finest coffee and tea from
around the world. Visitors were able to network face-to-face
with reputed brands, suppliers, distributors, producers in the
coffee & tea industry.

“What impressed me most about the DICTF Expo, was the high quality of Visitors:
service, support and tremendous professionalism exhibited by the
organizers of the event, International Conferences & Exhibitions LLC
25% over 2016
(IC&E). The scope for networking and sharing of business ideas among the
industry experts, created plenty of commercial opportunities too.”

Ricardo Dekker
Managing Director, 03
Meister Food & Beverages Trading LLC
This year a total of AED100,000 was awarded in prize money to the winners of the competitions.
The Trade Show
Alongside the competitions was the Coffee & Tea
tradeshow that housed companies from all over the world
under one roof. If you needed to procure latest equipment
and products, which included coffee beans, loose tea
leaves, roasting equipment, espresso machines, mixers,
grinders, brewers, specialty coffees and teas and other
café related products.

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The Roasters &
Brewers Cupping Corner

Managed and manned by industry experts from Fairtrade

International, this sector allowed for coffee lovers to sample
some of the finest coffee blends in their purest form.

The Cupping Corner was another attraction at the festival

that had visitors swamping as if they were giving away their
knowledge and exclusive coffee for free. Well that explains
the crowds.

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Exhibitor Testimonials
As a representative of coffee from El Salvador, I must say
this event was over our expectations. It wasn´t easy to
deal with all the organization from our country, but the
staff was friendly and helpful to support us in every
Moment. I also have to remark the level of knowledge of all
the visitors, a lot of them from different parts of the region.
The different championships that took place (barista,
brewing, etc) also were an useful networking. We will
continue participating, as this market represents a big
opportunity for our coffee producers”.
Mario Tenorio,
El Salvador

Dubai International Coffee & Tea Festival is an incredible

platform for aspiring and professional tea masters alike in
the UAE. The local scene boasts many hidden talents who
blew away the judges and audience over a span of two
days. I look forward to seeing more competitors in 2018
and the years to come, as we put Dubai on the global tea
map.

Mathilde Montel,
UAE National TMC Judge, Unilever Gulf FZE 07
SCA
Coffee Training
Sessions
DICTF annually hosts the region’s only SCA-certified coffee training,
intended to share a wealth of knowledge, experience and researched
techniques with participating professionals and novices, so that they
can expertly prepare and serve the best coffee to their customers and
guests.

These prestigious internationally accredited training programs were

conducted at DICTF and administered by international SCA certified
instructors who delivered the training over a 3 day period.

The training sessions included tiered grades of Coffee Preparation,

Coffee Grading and Coffee Roasting, and attracted everyone, from
international and local industry seasoned professionals to beginners.

On satisfactory completion of the courses, attendees received a formal

qualification & certification with worldwide acceptance. The SCA
Training Workshops deliver quality not just to professionals who work
with coffee but also to entrepreneurs who are keen to be involved
either actively or passively with the business of coffee 08
 Coffee
Championship
Winners
International Championship Winners

Saeed Abdinasab , Iran Sergey Mitrofanov, Russia

2017 Dubai International Barista Champion 2017 Dubai International Brewers Champion

National Championship Winners

Micheala Anne , Prism Richell Olmedo, Cafe Nero
2017 Dubai National Brewers Cup Champion 2017 Dubai National Barista Champion 09
Tea Masters Cup Winners
Tea Master 2017 – Tea Preparation Tea Master 2017 – Tea Mixology

Ricardo Dekker Nima Bhutia

Managing Director, Meister F&B Trading Chef, Tea Junction Cafe

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 Marketing Activity Summary
Our dedicated Marketing Team put together an intensive Visitor Promotion Campaign to reach out to an audience of trade buyers from across the region

• 35,000 DIGITAL & EMAIL MARKETING

Internal Databases 35,000+
Personalized invitations were sent to targeted visitor database Exhibitor Databases 800,000+
from the organizer Media Partner Databases 1,200,000+
Paid Online Advertising 51,000+
• 120,000+ Social Media (Impressions) 230,000+
people were targeted through ICTF’s media partner databases Search Engine Optimisation (Impressions) 270,000+
DIRECT MAIL
Main Direct Mail 14,000+
• 5,000+ Exhibitor Invitations 13,000+
p2p call reminders were made 10 days before the show ADVERTISING
Industry Print Media Impressions 100+
• 52,000+ Radio Spots 130+
people were reminded to attend the show via a campaign. TELEMARKETING
Calls Made 5,000+
Data Building Hours 650+
• 300,000+ MOBILE MARKETING
whatsapp reminder messages were sent over a 3 week period SMS & Whatsapp 350,000+

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Snapshot of the Show

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Social Media Campaign
Competition Highlights

Coffee Machine Winner AED 5,000 Winner

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Print Media Campaign
 Thanks
to our
Sponsors

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Organised by

As one of the longest standing international exhibition houses PO Box 29884, Dubai, United Arab Emirates
in the region, International Conferences & Exhibitions LLC Tel: +971 4 3355001 Fax: +971 4 3355141
(IC&E) has developed over 30 years worth of insights into Email: info@icedxb.com
markets in the Middle East. IC&E is a leading conferences &
exhibitions firm headquartered in Dubai, UAE, reputed for /ICTFDubai
conducting high quality, industry-focused events which are
@ICTFDubai
truly international in scope and are supported/ attended by
key drivers of the industry. www.coffeeteafest.com