Scant empirical research has examined exhibitors’ experiences of participating in virtual trade shows (VTSs). This study aims to expand our understanding of the main drivers and challenges of participating in VTSs and the virtual marketing capabilities required for exhibiting organizations. In-depth interviews were held over a period of six months with managers from educational organizations located in Queensland, Australia, who had participated previously in a VTS. The findings show that the main motivations for participating in VTSs are increasing sales revenue, lowering costs, having access to new or different markets, and building brand credibility and organizational legitimacy among visitors who attend VTSs. The findings suggest that the future of VTSs will most likely depend on the technological development of VTS systems and the way they are integrated into existing technological and strategic firm processes for exhibitors and visitors.