Expo Watch | Flight Disruptions & Brand Shakeout Lead to Sluggish Dubai Vape Show — Exhibitors Say “It Feels Like a Solo Party”

Jun.19

Attendance declines at World Vape Show Dubai, with exhibitors citing lack of diversity in buyers and growing industry competition.

At this year's World Vape Show in Dubai, two major firsts were discovered during onsite visits: both the number of exhibitors and the crowd's enthusiasm showed a significant decline.

Several interviewed exhibitors expressed that this year's trade show attendance was significantly lower compared to last year. Despite the presence of many Chinese brands, the majority of visitors were Chinese as well, lacking diversity in buyers. Some exhibitors bluntly stated that it felt like a self-indulgent event among friends, indicating a strong sense of industry bubble.

According to industry experts, the reasons for the decline in popularity can mainly be attributed to three factors:

Local buyers are affected by air traffic control.

Due to flight suspensions in some Middle Eastern countries (such as Iran), a large number of buyers with strong purchasing power from countries like Iran were unable to arrive on time, leading to low attendance at the exhibition booths.

Industry consolidation is accelerating, causing small and medium-sized brands to be phased out.

As market concentration continues to increase, resources are accelerating towards top brands. The disadvantages faced by small and medium-sized brands in terms of brand influence and financial resources are becoming increasingly apparent. They are unable to bear the high costs of participating in exhibitions, leading to a decrease in their willingness to participate, and consequently a reduction in the overall number of exhibitors.

The exhibition's functions are weakened, and brand customer acquisition channels are shifting.

The value of acquiring customers at trade shows is diminishing, especially for top brands with established channels. Trade shows are no longer the sole showcase or platform for attracting new clients. Exhibitors are increasingly turning to private operations, digital marketing, and regional outreach channels for market expansion.

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We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn

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