This study presents an importance‐performance analysis of multi‐level attributes (event, facility and destination) evaluated by delegates attending an exhibition event in a ‘complex meetings, incentive, convention or exhibition (MICE) venue’ in greater China (mainland China, Hong Kong, Macao and Taiwan). The study's findings expound the relevance of various attributes in light of the emergence of complex MICE venues and destination resorts and, in particular, emphasizes the relative importance of destination – vis‐à‐vis facility – and core event‐related attributes towards determining exhibition attendance. Copyright © 2012 John Wiley & Sons, Ltd.