Purpose -The purpose of this article is to compare past and current experience of exhibition activities in the UAE in general and in Dubai in particular, to identify the major hurdles and obstacles which had arrested the advancement of this sector, and to benchmark this activity vis-à -vis Dubai's main competitors both nationally and internationally. Design/methodology/approach -For each of four selected exhibitions, a systematic random sample of 1,000 visitors was selected. The data were collected via structured face-to-face interviews using a standard questionnaire on the four sites. In addition, a random sample of 100 exhibitors was selected for each of the four exhibitions. The data were collected via structured face-to-face interviews using a standard questionnaire on the four sites. Several in-depth interviews with the staff of the exhibition's organizers representing the different exhibitions under study were carried out before, during and/or after the events to help identify the challenges and opportunities. Findings -The exhibition value chain can be improved in several key activities. Several important strengths and weaknesses have been identified for the Dubai exhibition industry. The best practice of facilities in Paris offers Dubai the best model for increasing sustainable competitiveness. The key for the Dubai exhibition industry is differentiating the city from the competition and value innovation in the exhibition value chain. Research limitations/implications -Dubai is a rapidly expanding city, making growth in attraction difficult to predict. Practical implications -Recommendations are developed to improve Dubai exhibition facilities. Originality/value -The paper provides analysis of a growing industry in a high growth diversifying economy.