"Following idols" - a trend that benefits the tourism industry.

These concerts attract tens of thousands of visitors to the city where the event takes place, contributing millions of dollars to tourism in particular and the local economy in general.

Around the world, the trend of "idol chasing," a humorous term referring to fans willing to spend money and time attending concerts where their idols perform, has fueled the boom in concert tourism in recent years.

Economists from West Virginia University in the US conducted a study in 2020 and found that concerts are an economic driver, attracting not only domestic but also international visitors. Two concerts by the rock band Pearl Jam in August 2018 generated an additional $58 million in hotel revenue for the host city and $9 million in tax revenue.

Blackpink, the group generating the most revenue from a single concert series, during their performance in Los Angeles, USA, in November 2022. Photo: YG Entertainment

Some tourists even benefit from flying to other countries to see their idols perform. Shelby Messing, a fan of American singer Beyoncé, said she saved $1,000 by traveling from the US to Spain to see her idol. Her two-week trip to Spain cost around $2,500-$3,000, including round-trip airfare, accommodation, a $27 Beyoncé concert ticket, and a tour of Mallorca. A VIP ticket in the US would cost around $3,800-$5,000. Concert tickets in Spain are cheaper because they are subsidized by the National Commission for Competition and Markets (CNMC), which benefits concert-goers .

The same goes for Triada Cross, who flew to Germany to see two of Beyoncé's concerts. The total cost of the trip to Germany, including 5 nights in a hotel, round-trip airfare, transportation between cities, and concert tickets, was over $3,500, the same price as a VIP ticket in the US.

According to a report by Future Market Insights, the global music tourism market will reach a value of $11.3 billion by 2032, an increase of $5.5 billion from last year. The demand for purposeful travel has boosted the music tourism market share. The industry's popularity is further amplified by the spread of social media.

The report also indicates that North America is the leading region for music tourism, with major music festivals such as Coachella and Lollapalooza. The average tourist spends at least $300 on travel and accommodation in the US. In the Asia-Pacific region, the music tourism market is growing in South Korea, India, Hong Kong, Singapore, and Malaysia.

In late June, when Taylor Swift announced the schedule for her 2024 The Eras Tour, Singapore was the only Asian destination chosen. Taylor isn't the first or only artist to favor Singapore. The British rock band Coldplay, during their Music of the Spheres world tour, also increased the number of shows in Singapore to six, more than in any other country they performed in.

It's no surprise that this small nation with fewer than 6 million people has become a favorite destination for world-class artists to perform. Professor Can Seng Ooi, a Singaporean tourism strategy researcher at the University of Tasmania, says the Singaporean government has been very proactive in seeking out and collaborating with artists to bring them to perform. Singapore is a destination. The event itself (the concert) is also a destination. People come to see the concert and will spend money in Singapore. "Concert tickets aren't cheap. But those who fly to Singapore are people who can afford it," Ooi says.

Since the 2000s, Singapore has established itself as the "entertainment capital of Asia," actively attracting international artists to hold concerts. Taylor Swift's upcoming concert is a prime example, receiving significant publicity and promotion from high-ranking Singaporean government officials. The Singapore Tourism Board has also collaborated with American singer Charlie Puth and Hong Kong rapper Jackson Wang to create promotional videos showcasing the country's popular destinations. Earlier this year, Indian singer Anirudh Ravichander's concert sold out 12,000 tickets in two days. The same was true for the K-pop group Twice. Among those who purchased tickets, many flew in from other countries.

IMC Group Asia, an entertainment company that manages concerts in Singapore, says Singapore is an ideal location for performing artists because of its "good facilities such as hotels, food and transportation." Ease of obtaining performance permits and visas is another important factor to consider.

The Malaysian non-profit Arts, Festivals and Events organization praised Singapore as "a concrete example of how government and private sector can work together to benefit the economy and tourism."

Syed Yahya Othman, a senior official in Malaysia's tourism industry, said that concerts are one of the factors boosting tourism in Malaysia after years of the entertainment industry being sluggish due to the pandemic. "Malaysia is supporting every concert held here because the artists will bring their fans from all over the world with them."

(By Anh Minh , based on Time and We in Travel )

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