Coffee consumption in the United Arab Emirate (UAE) is growing at a rate of 4 per cent, according to International Coffee and Tea Festival (ICTF). Over 4000 coffee and teahouses currently operate in the region, with international investment growing in this rising market. ICTF reported that the industry could be worth US$98 million in two years time. “Coffee and tea have increasingly become an integral aspect of the UAE culture and have become the most consumed and widely appreciated beverages in the country,” said Ryan Godinho, UAE’s National Liaison for World Coffee Events, in a statement. Running for the sixth time this November, the International Coffee & Tea Festival will provide the UAE with the opportunity to showcase its expanding coffee industry. “Developments in the UAE have opened up the market for new, quality-driven varieties of products. This includes the latest brewing equipment, and unique methods of preparation,” said Godonho. “Over the last five years, the event has successfully contributed to the regional industry development and has served as the ideal platform for promoting excellence in specialty beverages.” The Specialty Coffee Association of America (SCAA) will support the trade event, which will be held in Dubai from 12 – 14, November 2014 at the Meydan IMAX Gallery. According to organisers, the aim of ICTF is to advance café culture in the Arab World, create awareness of best industry practices and showcase the cutting-edge technologies governing the industry today. The 2013 edition of the International Coffee & Tea Festival (ICTF) welcomed over 6500 visitors from over 20 countries across the world.