In this paper we examine exhibition attendees’ experience and mindfulness within the exhibition industry, and identify the role of mindfulness on the evaluation of their experience. In the service industry, customer experience plays a central role in increasing satisfaction and loyalty, and the concept of mindfulness contributes to positive customer experience. The empirical results of the paper reveal that the on-site and post-evaluation of exhibition attendees’ experience are significantly different across various levels of mindfulness. In addition, several demographic and exhibition-related characteristics are statistically different between groups segmented by the level of mindfulness. Both theoretical and practical implications are covered in the discussion section.