This master's thesis explores the distinction between virtual and physical trade fairs from the user’s perspective. The environmental cues and the design of a real physical stand were used to investigate the visitors’ opinion on the stand in a non-immersive virtual system. The study used interpretivism as a research philosophy to portray a concrete idea of the natural world versus the things occurring in the individuals' minds directing the investigation and the social impacts through an abductive approach were used to understand the world better and make sense of the data to test the newly developed theory of future trade exhibitions. A cross-sectional qualitative methodology through a customer-oriented participatory approach used interviews as a qualitative data collection. The study was done in collaboration with a business partner, Company A, who provided us with the prototype of the virtual stand, and other secondary data. The aim is to enhance customer experience and to better understand how end-users perceive virtual exhibitions. The results indicated that replicating the same experience of a physical trade exhibition in virtual reality will give fewer satisfying results for users as both the cues and touchpoints were less effective virtually. Consequently, the users had other suggestions to improve their virtual experience such as increasing the engagement factor or creating a unique experience for virtual reality.