The meetings, incentives, conventions, and exhibitions (MICE) industry has evolved into a vital sector of business tourism. The vast majority of research to date has focused on the convention/meeting sector, with studies on convention site selection being especially prominent. In contrast, the exhibition sector and particularly, exhibition destination attractiveness, have received relatively little research attention. This study aims to address this research gap by examining, from the exhibitors’ perspective, key factors for an attractive and successful exhibition destination. Based on 616 survey responses from exhibitors collected at nine trade fairs in four cities in Mainland China, study findings highlighted the critical importance of two types of cluster effects—"host city leadership in the industry" and "host city/region as a source of exhibitors"—to an exhibition destination’s attractiveness for exhibitors. Accessibility, venue facilities, and the destination’s leisure and economic environment were considered less important. Implications of the study results are discussed and directions for future research provided.