Vietnamese travelers open wallets for music tourism boom

No longer a short-lived phenomenon, music tourism is gradually becoming a distinct travel segment.

Ngoc Trang, a Hanoi resident, has traveled to Singapore and Thailand to see her favorite Korean idols, spending heavily on airfare and hotel accommodation.

Although her trips did not begin with sightseeing in mind, they ultimately became opportunities to experience the culture and lifestyle of the destinations hosting the concerts alongside the music.

Speaking with Tuoi Tre (Youth) online newspaper, Tran Thi Bao Thu, communications and marketing director at Vietluxtour, said the appeal of music tourism lies in three key factors: strong emotional engagement, the irreplaceable nature of one-time events, and the sense of community among fans.

Tourist attractions can be visited at any time, but a concert only happens once, she pointed out.

That encourages travelers to make quick decisions and spend on flights, accommodation, dining, shopping, and related experiences.

From the perspective of travel companies, music may provide the motivation for travelers to book a trip, but the quality of services at the destination determines how long they stay, how much they spend, and whether they choose to return.

According to Huynh Thi Mai Thy, Traveloka Vietnam country manager, music tourism is becoming one of the key forces shaping how Vietnamese travelers plan their trips.

More and more travelers are willing to build an entire itinerary around live music events taking place across the region.

Vietnam emerges on Asia's music tourism map

In recent years, Vietnam has emerged as a new destination on Asia's music tourism map.

In 2024, K-pop girl group Blackpink's concerts provided a major boost to tourism in Hanoi.

Subsequent performances by K-pop stars such as G-Dragon and Super Junior also attracted large audiences, significantly driving demand for travel, accommodation, and destination experiences.

According to data from Traveloka, international artists performing in Vietnam have had an immediate impact by significantly increasing domestic travel demand.

The online travel platform found that domestic travel searches surged during major concerts as fans from across Vietnam, and even overseas, planned trips to the host cities.

BIGBANG's concert in Hanoi in October generated more than four times the usual volume of domestic travel searches, while EXO's return to Ho Chi Minh City saw searches nearly triple.

Looking ahead, Vietluxtour’s Tran Thi Bao Thu believes Vietnam should not only attract international artists but also develop homegrown music festivals and concert brands with a distinctive Vietnamese identity that are compelling enough to motivate international visitors to choose the country as their destination.

"A concert may create a tourism peak over a few nights, but only a well-developed, safe, and culturally distinctive tourism ecosystem can transform that short-term spike into long-term tourism value," she said.

According to a report by U.S.-based market research and consulting company Grand View Research, the global music tourism market is projected to surpass US$330 billion by 2033.

The growth is expected to be driven primarily by changing travel behavior among Millennials and Generation Z, who are increasingly willing to spend on personalized experiences and meaningful cultural connections.