The production of aromatics, specifically benzene, toluene and xylenes (BTX), from bio-derived feedstock such as ethanol and furfural can be achieved by zeolite catalysts. However, the formation of coke strongly limits this reaction leading to catalyst deactivation. In-depth understanding of the relationship between the catalyst characteristics and the mechanism of carbon deposit is needed to improve potential applicability of this novel approach for BTX production. Evaluation of the catalytic activity of β and ZSM-5 zeolites in the aromatization of ethanol and furfural, coupled with the characterization of the spent catalysts, gave important insights on the structure and features that are required to increase the aromatics formation. With these investigations it was possible to determine the location of the catalytic sites that are active in the aromatization reaction, defining at the same time the mechanism of deactivation by coke formation. These findings give important advances for the future design of efficient catalysts for the aromatics production.