The door to discovering individual identities

Music - The element that motivates the journey

In recent years, the Vietnamese entertainment market has witnessed the explosion of many large-scale music events, from international stars such as BlackPink and G-Dragon, to popular domestic concert series such as “Anh trai vu ngan cong gai” and “Anh trai say Hi”, creating “concert fever”.

Along with that, new generation music festivals such as “Genfest” or “Dreaming Cities” have conquered the hearts of young audiences, turning live performance stages into iconic cultural events. As music events become spaces for community bonding, a new travel trend is also emerging: traveling to live in the atmosphere of music.

Data from Booking.com shows that for many tourists, it is the music events that motivate them to travel, not the destination: After G-Dragon announced his concert in Hanoi , searches for accommodation in the capital during the concert (from November 6-9) increased by more than 250% compared to the same period last year.

“The boom in music tourism is not just a trend, but also reflects a cultural shift. Music and travel both have the ability to connect people and evoke emotions in them,” said Mr. Branavan Aruljothi, Country Manager of Booking.com in Vietnam.

According to Booking.com's 2025 Travel Trends Report (conducted independently with a sample of adults who have taken an overnight leisure trip in the past 12 months and plan to travel in 2025. The survey sample included 32,106 participants across 32 markets, conducted in January 2025), 68% of Vietnamese travelers are inspired to travel by social media, while 33% are influenced by movies or TV shows.

This shows that cultural content is having a direct and powerful impact on travel intentions. Popular culture, which was once just a form of entertainment, has become a powerful catalyst for travel. The content people watch, listen to, and share online quickly translates into a desire to actually experience it in real life.

This is most evident in the trend of music tourism. 62% of Vietnamese tourists said they would travel in 2024 to attend an event such as a concert, while 38% considered music and festivals to be important factors when choosing a destination.

For many young people, attending music events is not simply to see their idols perform, but it is also an opportunity for them to immerse themselves in the vibrant, emotional atmosphere of the show, an energy that only exists for a short moment. It is also an emotional cycle of discovery, starting with eagerness and excitement and ending with memorable stories.

To really be a trend

In order to bring multi-dimensional perspectives from experts in many fields, evaluating the trend of music tourism in the ancient capital with a new mindset, Hue City organized a discussion on Music Tourism - New Tourism Trends in Hue City. Here, experts analyzed many typical cases, the most prominent of which was Taylor Swift's "The Eras Tour". According to statistics, each stop of this music superstar created an economic impact of up to hundreds of millions of USD for the cities hosting it. In Vietnam, Ha Anh Tuan's concerts have also created a remarkable wave of music tourism, when the number of tourists flocking to destinations increased dramatically during the event.

Many opinions say that, to promote the potential development of music tourism in Vietnam, event organizers need to increase professionalism and science in their work; raise awareness of the meaning and importance of organizing music events associated with tourism development.

From this correct and complete awareness, a support policy from the State will be formed to encourage investment for businesses and individuals in developing music tourism as well as forms of legal support and tax reduction for activities related to organizing music events; to attract international tourists, Vietnam needs to invest in building high-quality music programs, diversifying music events, by regularly organizing music festivals with many different genres from folk, classical to modern, to serve a variety of audiences. Invite famous domestic and foreign artists to perform to increase the attractiveness of the event. Along with that, combine with tourist and cultural destinations such as craft villages, museums, and relic sites to create rich tours.

The boom in music tourism presents new opportunities for event cities. Large cities that often host large-scale concerts can use this opportunity to showcase their unique local identity to visitors. Each concert can become a window for visitors to explore the unique identities of each city.

Source: https://baovanhoa.vn/du-lich/canh-cua-kham-pha-nhung-ban-sac-rieng-178201.html