Experts believe this is a golden opportunity for Vietnam to promote its tourism and culture to international visitors.
The rise of "related" services
Immediately after the announcement that the girl group BlackPink would be holding their Born Pink concert at My Dinh Stadium at the end of July, social media was flooded with advertisements offering hotel and homestay bookings near the event venue.
BlackPink during their concert in Los Angeles, USA, in November 2022.
Most account holders offer attractive deals such as being only 2-5 minutes away from My Dinh Stadium, and are willing to charge by the hour or overnight... Rental prices range from 300,000 to 2 million VND per room, depending on the type.
Not only in Vietnam, but also on the social media platform Weibo, BlackPink fans in China are eagerly expressing their desire to travel to Vietnam to see their idols' concert.
According to the survey, the majority of respondents searched for information on ticket prices, booking methods, immigration procedures, and convenient and inexpensive transportation options when visiting Vietnam. In addition, accommodation and tourist attractions in Hanoi were also of great interest to many.
During this period, numerous travel companies are launching attractive packages to cater to fans from afar, including airfare and train tickets. Many travel agencies such as HH Travel and Vietravel are offering a range of appealing services priced from 5.2 to 7.2 million VND for 4-star hotel accommodation and round-trip airfare.
A representative from Vietravel added: “We have many attractive product lines, focusing on young customers. At the end of June, BlackPink's tour in Thailand, Malaysia, Indonesia, the Philippines, and Singapore were all sold out. When the show returns to Vietnam, we are also targeting Southeast Asian audiences who were unable to purchase tickets for their idols' previous performances.”
Mr. Nguyen Thanh Hanh, Director of Intrepid Travel Company, believes that BlackPink's Born Pink concert in Hanoi next July could be a huge success for audiences in Vietnam in particular and Asia in general. With a large fan base, the demand for the concert in the capital could reach hundreds of thousands of people.
For audiences from other places wanting to come to Hanoi to see the concert, besides buying concert tickets, they will certainly need to book transportation, accommodation, etc., and prioritize locations as close to the venue as possible for convenience. Therefore, the fact that homestays and services have launched offers to book rooms near My Dinh Stadium, or combo packages including airfare and train tickets to Hanoi, is definitely targeting this customer segment.
How can we combine music with travel?
BlackPink's concert at My Dinh Stadium promises not only an unforgettable musical experience but also a great opportunity to develop tourism.
In fact, music tourism did not just appear in Vietnam when BlackPink's concert stopped in Hanoi.
Most recently, singer Ho Ngoc Ha achieved success with her Love Song 2 live show at Moonlight Square - Ba Na Hills (Da Nang) in front of more than 2,000 spectators. Last February, two nights of the "Brilliant Horizon" concert by singer Ha Anh Tuan were held at the King Dinh and King Le Temple Festival (Ninh Binh), attracting 20,000 spectators…
However, media expert Hang Nguyen believes that BlackPink's concert is also a "golden" opportunity to promote the tourism brand of a destination, creating a positive social impact, especially for international audiences.
According to statistics from Postsen Thailand, Thailand's tourism industry generated over $20-30 million USD from accommodation, airfare, and consumer spending in the five days before and after BlackPink's concert. The Tourism Authority of Thailand assessed that the Born Pink concert helped attract a high-quality group of tourists from short-term markets in the region.
Meanwhile, according to The Straits Times, Singapore earned over $35 million; Indonesia also earned a similar amount from these performances.
In fact, throughout the event, a host of international stars, media, and audiences came to enjoy it. Images of the food, country, drinks, and costumes at the venue will flood the personal pages of artists, audiences, and international press…
Ms. Hang believes that Vietnam has the full potential to attract international tourists through performances by international artists like BlackPink.
Sharing the same view, Mr. Nguyen Thanh Hanh, Director of Intrepid Travel Company, commented: With the advantage of geographical proximity and convenient direct flights, especially the culture, heritage, and cuisine of Hanoi, it could be a factor attracting tourists to stay longer to explore.
Taking advantage of this opportunity, Vietnam can actively promote its tourist destinations and culinary culture to international friends. Through fan pages, websites, and social media, an international-scale event like BlackPink's concert can become a bridge for exchange and promotion of the country's tourism and culinary culture.
"In addition, travel agencies can seize this potential opportunity to launch accommodation, transportation, and sightseeing packages at historical sites and scenic spots in the capital to retain international tourists," Mr. Hanh explained.
However, Mr. Hanh also noted that, in order to fully capitalize on the opportunities offered by these performances and promote music tourism in Vietnam, the Vietnamese tourism industry also needs a specific implementation strategy.
In this context, collaboration between tourism agencies, event organizers, and local businesses is crucial. Additionally, designing comprehensive tour packages that combine concert tickets with suitable itineraries and affordable prices will attract music tourists to explore the country before and after the performance.
According to a report by Future Market Insights, the global music tourism market will reach a value of $11.3 billion in 2032, an increase of $5.5 billion from last year. 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 countries such as South Korea, India, Hong Kong, Singapore, and Malaysia.
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