With growing demand for high-quality imagery driven by travel content, digital media and commercial marketing, the trade area has seen consistent enquiries and sales activity since the festival’s opening, particularly over the weekend. Visitors range from beginners seeking practical instruction to professionals looking to upgrade specialised equipment.

A key attraction remains the Nikon stand, which hosts a dedicated Nikon School offering 90-minute classes led by established photographers. Sessions cover wedding, wildlife, portrait, and landscape photography. Joanna Enrique, who oversees Nikon School for the Middle East and Africa, said the programme combines free educational sessions with interactive demonstrations that allow visitors to gain hands-on experience and receive guidance from experts.

Medium-format camera manufacturer Phase One is showcasing its XF 100MP system, aimed at specialised sectors such as automotive and high-end fashion photography. Brand ambassador and marketing manager Mahmoud Chamseddin described the camera as designed for professionals requiring exceptional image quality, citing its large sensor and ability to capture up to 65,000 colour shades. The system is priced at AED 55,000.

Dubai-based HotCold Studio, a dealer for Phase One, is also present in the pavilion. Alongside its rental studios, the company is operating a podcast studio at Xposure, hosting photography-focused conversations aimed at clients interested in medium-format systems, particularly those transitioning from film to digital.

GrandStores, which operates showrooms in Dubai and Abu Dhabi, is showcasing Fujifilm’s recently launched GFX Eterna 55, also priced at AED 55,000. The company provides end-to-end solutions for individuals and businesses setting up studios or production houses, including equipment consultation and installation.

Other exhibitors include M.K Trading, which is presenting the Sigma 200mm F2 DG OS lens commonly used in sports photography, alongside a range of accessories such as camera bags, monitors, and microphones. Dubai-based DigiTech, an authorised distributor for Sony and Canon, is focusing on film production equipment.

The 10th edition of the Xposure International Photography Festival, held under the theme “A Decade of Visual Storytelling”, runs from 29 January to 4 February 2026 at Aljada, Sharjah, United Arab Emirates.