New opportunities for music tourism.

Việt Nam•25/09/2024

Music tourism is a travel trend that combines enjoying musical events and entertainment with sightseeing and relaxation. In recent years, the demand for combining music with tourism has been increasing worldwide.

The Monsoon Music Festival, held annually in October, has transformed Hanoi into a popular destination for both domestic and international tourists. (Source: Monsoon)

According to statistics from market trend website Future Market Insights, the global music tourism market reached $5.5 billion in 2022 and is projected to reach $11.3 billion in the next 10 years. While North America and Europe remain the leading regions, the Asia-Pacific region is also experiencing rapid growth.

Vietnam is considered one of the countries with great potential for developing music tourism because we have a rich and diverse culture, which can combine music with many other elements to create unique music tourism products.

In addition, the majestic natural landscapes, the friendliness and hospitality of the people, and the vibrant pace of life in major cities are also favorable conditions for music tourism activities. Currently, this trend is beginning to attract more attention from the Vietnamese public, opening up new opportunities for tourism development.

In fact, Vietnam is one of the countries that hosts many international artists for music events. These include: Blackpink's "BornPink" concert (July 2023), the 8 Wonder international music festival (July 2023) featuring the "billion-view singer" Charlie Puth, the 8 Wonder Winter Festival with the legendary pop-rock band Maroon 5 (December 2023), and Westlife's "The Hits Tour 2024" (June 2024)...

International music events always attract a large number of fans from all over the world, which in turn greatly benefits the accompanying tourism industry. For example, when Blackpink performed in Hanoi, the Department of Tourism estimated that the total number of tourists visiting Hanoi was over 170,000, including more than 30,000 international tourists. During Blackpink's two nights of performances, hotel occupancy rates around My Dinh Stadium increased by 20%.

Not only music events by international artists, but also tours by famous domestic singers such as Ha Anh Tuan, My Tam, Den Vau… attract large audiences who come to watch and experience tourism services at the destination. The trend of music tourism is currently being promoted by many localities.

Several tourism programs incorporating small-scale performances have been quite successful, such as: Music Garden held at the Hanoi Opera House, Soul of the Forest - Music Night in the Pine Forest held at Flamingo Dai Lai resort; Hoa Bay at Tam Dao tourist area, and May Lang Thang performances in Da Lat...

According to statistics In Da Lat's tourism industry, each small-scale performance by a singer always attracts at least 500-700 tourists, and this number increases many times for singers who are very popular with the audience. For example, two nights of performances by singer Ha Anh Tuan attracted approximately 10,000 tourists to the city.

Despite its immense potential, the development of music tourism in Vietnam has not yet achieved the expected results. To more effectively exploit the potential of music tourism in the future, it is necessary to raise awareness of the significance and importance of organizing music events linked to tourism development.

Despite its enormous potential, the development of music tourism in Vietnam has not yet achieved the expected results.

Authorities need to research and develop policies to encourage investment from businesses and individuals in the development of music tourism, as well as provide legal support and tax reductions for activities related to organizing music events. Vietnam also needs policies to create favorable conditions for international organizers and artists to come to Vietnam to hold performances.

In addition, large-scale, high-quality music festivals should be regularly organized in a specific city at a fixed time to foster a habit of music tourism. Travel companies need to closely cooperate with event organizers to ensure stable pricing for tourists and to guarantee the capacity to accommodate and serve large numbers of tourists who combine travel with attending music events.

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