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.

2Firsts welcomes article submissions, interview opportunities, or commentary. Please contact us at info@2firsts.com or connect with 2Firsts CEO Alan Zhao on LinkedIn.

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

Notice

1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

Copyright

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

AI Assistance Disclaimer

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

2Firsts Interview with IBVTA: UK Vape Tax May Weaken Harm Reduction Efforts

As the UK prepares to introduce its first-ever vape tax in 2026, questions are growing about how the measure will reshape the country’s harm reduction landscape. IBVTA tells 2Firsts that while it was not in favour of the new duty, it accepts that it is being implemented and is working with regulators to ensure a smooth rollout — warning, however, that higher costs could slow smokers’ transition to safer alternatives.

Oct.07

Singapore Police Dismantle Cross-Border E-Cigarette Smuggling Ring, Arrest 12 and Seize Over 64,000 Devices

Singapore authorities crack down on cross-border e-cigarette smuggling syndicate, arresting 12 individuals and seizing over $43,000 worth of contraband.

Oct.20 by 2FIRSTS.ai

Morocco Lawmakers Propose Excise Taxes on Vapes, Hookah, and Nicotine Alternatives

Members of the Socialist Union of Popular Forces (USFP) have submitted amendments to Article 7 of the Finance Bill, introducing new excise taxes on e-cigarette liquids, hookah accessories, and non-tobacco nicotine products. The proposal also revises VAT exemptions and insurance tax rates to enhance fiscal fairness and revenue clarity.

Nov.11 by 2FIRSTS.ai

Altria Q3 2025 Earnings Report: Net Revenue of $6.072 Billion and Launch of on!PLUS in the U.S.

Altria reported Q3 2025 net revenue of $6.072 billion, a 3.0% year-on-year decline. Adjusted EPS increased 3.6% to $1.45. The company expanded its share repurchase program to $2 billion and launched the on!PLUS nicotine pouch in Florida, North Carolina, and Texas.