Hanoi hopes Blackpink will help attract tourists like Thailand.

Blackpink's tour previously generated around $30 million in revenue for Thailand and Singapore, and Hanoi's tourism leaders are anticipating a similar effect.

The South Korean girl group Blackpink will hold two concerts at My Dinh National Stadium on July 29th and 30th. Speaking to VnExpress , Ms. Dang Huong Giang, Director of the Hanoi Department of Tourism, said that the decision of the internationally renowned group to perform in Hanoi is "proof of the city's economic, political , and social stability, infrastructure, and capacity to organize large-scale international events."

She emphasized that information about the "Born Pink World Tour" program in Hanoi was released following the state visit of South Korean President Yoon Suk Yeol to Vietnam from June 22nd to 24th. The Hanoi Department of Tourism has also actively promoted and communicated about tourism in the capital, creating a "positive effect" and attracting the attention of international tourists to Hanoi, Vietnam.

After tickets officially went on sale, many statistics showed Blackpink's impact on Hanoi's tourism industry. On July 7th and 8th, data from the online booking platform Agoda showed that searches for accommodation in Hanoi from overseas increased sevenfold compared to a month prior. Domestically, searches for Hanoi accommodations also increased fourteenfold since tickets went on sale.

Blackpink at the Coachella Valley Music and Arts Festival in 2019. Photo: AFP — Blackpink at the Coachella Valley Music and Arts Festival in 2019. Photo: *AFP*

According to a survey by the Hanoi Department of Tourism, in early 2023, Blackpink's concert in Bangkok (Thailand) provided a boost to Thailand's tourism industry, attracting international visitors amidst the industry's post-pandemic difficulties. It is estimated that Thailand's tourism industry earned over $20-30 million USD from accommodation, airfare, and consumer spending in the five days before and after the concert. Similarly, Singapore earned over $35 million USD, and Indonesia also achieved a similar figure.

In Southeast Asia, Thailand and Singapore are considered two of the top destinations for major artists. The Tourism Authority of Thailand (TAT) stated that Lisa, the Thai member of Blackpink, has contributed to promoting the image of the country to many people around the world. Although not directly bringing Blackpink to perform, TAT affirmed that it always supports events if it sees them as beneficial in promoting tourism and strengthening the soft power of Thailand.

"We also expect this show to have a positive impact on tourism in Hanoi in particular and Vietnam in general through statistics such as the number of domestic and international tourists visiting the capital before, during, and after the show, total revenue from tourism, and hotel occupancy rates," Ms. Giang said.

The Hanoi Department of Tourism expects that in July and early August, the number of domestic tourists visiting the capital will increase by about 20%, the number of international tourists by about 15%, and total tourism revenue by about 15% compared to June. In addition, through the images and media effects of the music group, the department hopes that more foreign tourists will learn about Hanoi. This is a potential group of tourists for the city in the future.

Ms. Giang also emphasized that the Hanoi Department of Tourism recognizes the potential for developing "music tourism," a trend that is gradually becoming popular with young people worldwide. Major music events are opportunities to attract international tourists to enjoy the performances and combine it with tourism in the host city.

An article published on CNBC on July 9th pointed out that cities hosting events like Taylor Swift's concert tours or the World Cup benefit from the spending of fans. Research firm QuestionPro reported that Swifties – Taylor Swift's fans – spend an average of $1,330 on tickets, food, and travel. Those from other countries spend even more due to increased travel costs, especially during major events. Traveling abroad to see shows is driven by the YOLO (you only live once) and FOMO (fear of missing out) mentality after a long period of confinement due to the pandemic.

Taylor Swift during her tour at MetLife Stadium, New Jersey (USA). Photo: Rolling Stone — Taylor Swift during her tour at MetLife Stadium, New Jersey (USA). Photo: *Rolling Stone*

With favorable flight routes, transportation, and infrastructure, representatives from the Hanoi Department of Tourism stated that the city can design attractive package tours including concert tickets, accommodation, meals, and sightseeing to attract tourists, especially young people. Currently, the Department of Tourism is researching and advising the city on implementing international cooperation activities to widely promote the image of the capital, including promoting tourism through music.

In the coming period, the Hanoi Department of Tourism will improve service quality, ensure price stability for tourists, and have sufficient capacity to welcome a large number of tourists who combine tourism with attending art events.

Tu Nguyen

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