Concerts Drive Vietnam Travel Demand, Shaping New Tourism Strategies

Data from the travel platform Traveloka reveals that travel searches for Hanoi have more than quadrupled in anticipation of the upcoming Big Bang concert scheduled for October. This surge highlights not only the drawing power of a major music group but also indicates that Vietnam is increasingly benefiting from the wave of "music tourism." Following the impact created by BlackPink in Hanoi in 2023, Vietnam is appearing more frequently on the map of destinations that international and regional fans care about when major artists choose to organize concerts. A notable point is that the value of a concert now extends beyond ticket revenue. Each major event typically brings a significant increase in demand for accommodation, transportation, dining, shopping, and sightseeing. For many, seeing their idol perform is only part of the trip, while experiences at the destination are what make them stay longer and spend more. This trend is not limited to the domestic market. Traveloka’s data also shows that Vietnamese people are willing to travel abroad just to attend major shows. When BTS brought their “Arirang World Tour” to Bangkok, searches from Vietnam to Thailand increased nearly eightfold compared to normal. A week later, the shows in Kuala Lumpur caused searches from Vietnam to Malaysia to rise about fourfold. Similarly, The Weeknd’s “After Hours Til Dawn” tour in Singapore and Bangkok helped increase searches from Vietnam to these two destinations nearly fourfold. Post Malone’s “Big Ass World Tour” and My Chemical Romance’s “Long Live The Black Parade” also recorded similar growth trends. This shows that for a segment of travelers, a concert has become the starting point of a journey, rather than just an incidental activity during a trip. In fact, many countries in the region have effectively utilized this model. Singapore is a prime example, having hosted Taylor Swift’s exclusive Southeast Asian concert series in 2024. During the time the female singer performed at the 55,000-seat National Stadium, the number of visitors flocking to the island nation surged, with many flights fully booked and hotels reaching capacity. Tourists did not just come to watch the performance; they also spent time shopping, enjoying the local cuisine, and experiencing the nightlife economy. That success has led many destinations in the region to view concerts as a tool to stimulate tourism. Hong Kong (China) is openly studying the Singapore model to attract international artists, while Thailand also considers music events a way to increase tourist numbers and sponsorship sources. Vietnam is also gradually feeling the positive effects of this trend. Two nights of BlackPink’s “Born Pink World Tour” in Hanoi on July 29 and 30, 2023, attracted approximately 60,000 to 67,000 spectators, bringing in ticket revenue of about 335 billion VND, becoming the highest-grossing music event in Vietnam in 2023. The vibrant atmosphere at that time also spilled over into hotels, airlines, and dining services around the venue. According to a 2025 survey by Paradise Vietnam, 85% of international guests attending concerts in Vietnam stated that music was the main reason for their trip, with an average spending of about 1,200 USD per person. Meanwhile, Booking.com’s Travel Trends 2025 report recorded that 62% of Vietnamese travelers traveled in 2024 to attend a music event, and 38% considered this an important factor when choosing a destination. Beyond international stars, the domestic market is forming a group of audiences willing to travel between provinces to follow programs like “Anh trai say hi,” “Anh trai vượt ngàn chông gai,” or concerts by My Tam and Ha Anh Tuan. What was once considered a characteristic of the K-pop fan community has now become a new consumption habit for many Vietnamese audiences. From a long-term perspective, these changes align with global trends. According to Grand View Research, the global music tourism market is forecast to reach a scale of more than 330 billion USD by 2033, with a compound annual growth rate (CAGR) of 15.8% for the 2026–2033 period. The driving force comes from Millennials and Gen Z—groups that prioritize personalized experiences and cultural connections over traditional sightseeing tours. The effect of the Big Bang concert in Hanoi therefore shows that Vietnam has an additional advantage to attract a new wave of travelers. When music events have enough power to increase travel searches by many times, concerts are gradually becoming a notable growth driver for the tourism industry. Source: Vietnam Insider