Coffee, Culture, and Travel Obsessions: How to Have the Best Coffee in the World

Smokey. Earthy. Robust. Bold. No, I’m not talking about your old gym shorts, I’m talking about your coffee. Many people will travel almost anywhere for coffee.  I mean it.  I’m not just talking about a few blocks away, I’m talking across the world.  Similar to travel and food (see here for 195 recipes from every country in the world), there’s an intimate connection between travel and coffee. 

Coffee is an enormous international business commodity, garnering an estimated market value of $465 billion dollars in 2020.  Many South American nations highlight coffee as a primary export. For example, Columbia accounts for roughly 12 percent of the world’s coffee bean supply.  In case you’re curious, Brazil and Vietnam are competing for the current title of top coffee producer.

With such industrially important commodities in mind, the importance of highlighting the uniqueness of any particular country’s coffee beans has become incredibly important to industry leaders.  For this reason, we have images like Juan Valdez, the fictional Columbian coffee guy representing traditional Columbian coffee growers alongside his mule loaded with coffee products for the Juan Valdez Coffee brand. 

Enough about the business of coffee though. Why is the international appeal so strong that it invites cultural discussions (and even arguments!) about where the beans come from and what kind of coffee is best?

The International Appeal of Coffee

The international appeal stems partly from the various distinctions in coffee flavor and roasting processes in different areas of the world.  Go to any gourmet coffee shop these days and your primary task will be to identify which source country of origin for your coffee. 

Few food or drink items are so clearly distinguished by country of origin as coffee. Well, perhaps Swiss chocolate or the slightly mislabeled French fries. 

You wouldn’t go to a restaurant and ask for food from a particular source country if it was not explicit on the menu or common-place for that particular international menu. Pardon me, do you have any Brazilian-sourced hot dogs with Columbian-grown mustard on a Vietnamese bun?  What makes coffee different, then?

For starters, coffee drinkers are fanatics.  What may feel like a subtle flavor profile difference to the average person is an outrageous affront to the gustatory senses of the coffee connoisseur.  So, differences in growing conditions and bean roasting status mean a great deal. 

There are notable differences in flavor between coffee beans grown in rich subtropical climates versus slightly more arid soils.  Mineral content of the soil is important, as are harvesting practices. 

If you’re getting started, you may not need one of the world’s most expensive coffees Kopi Luwak. Actually, Kopi Luwak, or Civet coffee, is a form of processing rather than a specific type of coffee bean. Never mind that it comes from partially digested coffee cherries. If you’re brave enough and have the budget for it, you can get some here!

Growing locations, harvesting practices, and roasting methods are great and all…but that still doesn’t answer why on earth you and I find it so incredibly irresistible??  Psychology can clue us in on this. 

The Psychology of Coffee

Let’s learn about the psychology of coffee.

Coffee is soothing, relaxing, while still stimulating and productive at the same time. I’m drawn to the aroma, as it implies early morning comfort and social connectedness with family and friends. If you’re like me, you may watch the added creamer swirl artfully into the dark blend. The sound of percolating coffee is, well, percolating. On a cold day, I reach for a hot cup.

“The sound of percolating coffee is, well, percolating.”

-Psychology of Travel

If you’re counting, we just went through five senses. The aroma (olfactory), sounds of coffee percolating (auditory), sights (visual), temperature (tactile), and obviously taste (gustatory). Coffee places a checkmark of approval by each and every one.

Psychologically, we know that multi-sensory experiences are the most likely to leave a memorable impression (either positive or negative). In this case, the culmination of all these senses reinforces our coffee drinking-behaviors. In other words, we wanna drink it again because it was a pleasing multi-sensory experience.

Caffeine and You

Also, there is another noteworthy aspect that make coffee physiologically irresistible.  Caffeine, found as a naturally occurring component in almost all coffees, is addictive.

Did you know that there is a diagnosable condition per the Diagnostic & Statistical Manual Fifth Edition (what psychologists and psychiatrists use to make mental health diagnoses) called Caffeine Use Disorder? It’s right there beside alcohol, cocaine, and methamphetamines.

Similar to some of these more illicit substances, neurocognitive “reward pathways” are brought about via caffeine consumption. These neural pathways contribute to the likelihood of getting in a habit of coffee drinking.

Simply having a habit of routinely drinking coffee does not mean you have Caffeine Use Disorder. The primary distinction is when coffee causes actual interference in your life. Are you consistently showing up late to work meetings because you feel you must have caffeine in order to function adequately? Are you spending much more than you can afford on coffee? Do you get splitting headaches when you aren’t able to have a cup of coffee in the morning?

Interestingly, the social stigma of being diagnosed with Caffeine Use Disorder is substantially less potent than the other substance categories. Perhaps one reason for the low stigma is that chronic caffeine use is so very common. Between sodas, teas, and coffees, it’s hard to find diets in Western cultures that do not include consistent daily servings of caffeine.

Perks of Drinking Coffee

Besides being delicious, there are some other psychological and physical perks to drinking coffee. The caffeine in coffee can provide an energy burst. A slightly less well known perk is that coffee can help temporarily refine our ability to focus.

Enhanced energy and improved focus sounds pretty useful, right? Particularly, if you’re needing to stay alert for packing your bags, ahem…the night before leaving (see this post on the Psychology of Travel Planning next time!).

Between the soothing flavors, usefulness of caffeine-induced energy and temporary focus benefits, and physiological pathways shaped by caffeine, it’s no wonder we find coffee irresistible. Now, some of these aspects seem a bit concerning. For example, I like coffee but I don’t want to get addicted to it.

It’s not the first time you’ve heard this, but it’s so true…the key is moderation. It’s entirely possible to enjoy the perks of coffee without the doldrums of caffeine withdrawal.

One tip is to only put enough water in your carafe as you would feel comfortable drinking. By planning ahead of time, this limits your temptation to over-pour. Single-serve K-cup options are a similarly excellent way to help you indulge in a coffee break without risking an all out coffee binge.

If you don’t already have one, consider this Keurig single-serve coffee machine that is travel mug friendly.

Cultural Connections of Coffee

Coffee is a universal drink, sought equally by High Society and by Simple Living. The coffee café subculture has grown in Europe and South America. It’s practically expected that there will be complimentary coffee available and all sorts of business, ranging from high-end travel concierge to express oil change shops.

Coffee has become a common language, such that English-speaking travelers don’t need a pocket translator to order up some java. Everyone knows the word “coffee”.

“Coffee is a universal drink, sought equally by High Society and by Simple Living.”

-Psychology of Travel

In other words, it’s a way for us to connect. Coffee is as much an activity as it is a bean, and it’s an activity that almost everyone can participate. If you are feeling isolated, pour yourself into the midst of an interconnected global world through the common ground of coffee.

To help get you started, here are some conversation starters around coffee and travel:

Travel Culture & Coffee Culture

So, embrace the aromatic flavors as it sparks interest in other cultures. In fact, travel culture and coffee culture share a number of similarities. Both encourage exploration, creativity, and social connection.

You may even be inspired to share a part of your culture with visitors to your home or at your place of business. Like a coffee table book about coffee tables (great idea, Seinfeld!), let coffee serve as your centerpiece conversation starter.

Even the act of serving coffee has meaning, as this is an understood act of hospitality for your guests. Share stories of your favorite coffees during your travels. Or, share coffees from your favorite travels! Remember, the aroma of coffee is easily lodged in our memories.

For a nice range of coffees from different parts of the globe, I’d recommend the gift set Coffee Masters Around the World in 12 Coffees. Personally, I’ve purchased it for several friends and family members, and all have had only positive things to say about it. A cool bonus is that the country-of-origin varies in different boxes, and there’s helpful information included about what makes that particular country’s coffee unique. Get it here.

Popular Coffee Brands

• Costa Coffee, great options for beginning palates to some slightly more exotic tastes like their Flat White option (Available through Amazon here)
• Black Rifle Coffee, known for their patriotic branding and distinctive bold coffee flavors (Available through Amazon here)
• Green Mountain Coffee Roasters, who go out of their way to highlight the single-sourced origins of their coffees. If you want to try a specific regional coffee, this is a good option (Available through Amazon here).
• Local coffee shops are in abundance, though one of my favorites is located in Austin, Texas called Trianon Coffee. They have a really nice range of single-sourced options, bulk coffees, plus a very knowledgeable and enthusiastic staff. So, check them out next time you’re in Texas, and they also have shipping available.
• Of course, no coffee post would be complete without at least one mention of the mega coffee leader, Starbucks (Available through Amazon here)
• Or, head to your local coffee shop and chat up the barista. They are usually willing to share their knowledge of the latest coffee and travel tips.

For other resources, check out the informative Specialty Coffee Association, the educational Coffee Culture Around the World from the Travel Channel, or a great coffee culture post by The Coffee Bean Road.

The Best Coffee in the World

Okay, you’ve waited for it. Now here it is…my top choice of Best Coffee in the World!

The best coffee I have ever had was… at a non-descript hotel and I have no idea what brand it was. I didn’t ask the waiter, and I’m okay with not knowing. I’m convinced that it was the best coffee not only because of the specific flavor profile, country of origin, or harvesting practices. It was the best coffee because it is so intimately connected with the most fabulous travel I’ve ever been fortunate enough to share with my wife.

My guess is that the best cup of coffee you’ve ever had sits nearby a section in your memory bank with a very positive and meaningful travel or social experience. I could list a thousand wonderful coffee examples.

However, as we’ve learned, everyone has their own unique preferences. Try a sampling from Coffee Masters Around the World in 12 Coffees to help inspire you, or help stimulate your recollection of a particular travel experience.

What is the Best Coffee in the World for YOU?

For more, here’s a unique twist for you to consider on your own search for the best coffee during yours travels. When it comes to pairing, don’t look for the best accompanying pastry, but rather look for the best accompanying experience.

If you’re solo, enjoy a hot cup of coffee from your thermos at the top of that mountain peak, or sitting on the back porch of a B&B surrounded by the beautiful sound of quiet.

If you’re traveling with friends or family, celebrate with each other the goodness and blessings of your day, including the very notion that you’re able to travel and enjoy such a satisfying beverage. Have a conversation that deepens your understanding of someone else, all while enjoying warm sips of a distinct coffee brew.

The bottom line here is that you’re more likely to enjoy and remember the coffee if it’s connected with a meaningful emotional experience. Good news, as it turns out travel is pretty good at helping find those experiences.

Comment below with your favorite types of coffee or best local coffee shops. This will help your fellow travelers know where to enjoy the best local coffees. Plus, remember to sign up for the free Psychology of Travel Newsletter for all the updates. Wishing you hot coffee and happy travels!

Happy Travels,

Dr. L
Founder, PsychologyofTravel.com

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