Unlocking the 'gold mine' of music tourism.

News that South Korean star G-Dragon, a global icon of creative music, is about to have two consecutive concerts in Vietnam has caused a social media frenzy. According to experts, Vietnam has great potential for music tourism.

Tourism benefits greatly from the "idol-chasing" craze.

Official ticket prices for G-Dragon's show range from 1.2 to 8 million VND, with VVIP tickets being the most sought-after as they allow fans to attend the rehearsal and say goodbye to the artist after the show.

Vietnam is increasingly demonstrating its ability to organize world-class music concerts.

Photo: Organizing Committee

This marks G-Dragon's first two-night concert in Vietnam, a significant milestone after a seven-year hiatus from the stage. Choosing Hanoi over more familiar Asian destinations like Bangkok, Singapore, and Hong Kong demonstrates that Vietnam is becoming an attractive destination for global stars.

Previously, in 2023, BlackPink created a sensation with their two Born Pink World Tour concerts at My Dinh Stadium. Both nights sold out within hours, leading to a surge in international visitors to Hanoi, with hotels around the stadium fully booked for weeks. Not only Vietnamese fans, but thousands of fans from South Korea, Thailand, China, and the Philippines also flew to Vietnam to see their idols, causing international media to call Hanoi the "Southeast Asian K-pop hotspot."

According to the organizers, all eight of the "Brother Who Overcame Countless Obstacles" concerts were sold out, averaging over 50,000 attendees each night.

Photo: Organizing Committee

Besides K-pop, many other international artists have also chosen Vietnam as a performance destination, such as Westlife bringing their The Wild Dreams tour to Ho Chi Minh City, with tickets selling out in just 4 days; Charlie Puth performing at the 8Wonder Super Music Festival in Nha Trang and causing a sensation online with his praise, "Vietnam has the most passionate fans!"; Maroon 5 participating in the international music festival alongside Vietnamese artists, attracting tens of thousands of spectators in Phu Quoc; and Katy Perry performing at the VinFuture 2023 awards ceremony in Hanoi, showcasing her top-notch live vocals to millions of online viewers. The list continues with Kenny G, Samantha Fox, Scorpions, Boney M, Modern Talking…

In the classical music genre, the London Symphony Orchestra (LSO) and conductor Sir Antonio Pappano's performance at the Hanoi Opera House on the evenings of October 10-11 is considered a memorable milestone, affirming their capacity to organize world-class musical events.

The continuous appearance of international shows also reflects the rapidly improving infrastructure and event management capabilities of Vietnam. Stadiums such as My Dinh, Thong Nhat, Phu Tho, as well as the 8Wonder complex at Ocean City (Hanoi) and VinWonders Nha Trang, have all been upgraded to meet international standards for stage, sound, lighting, and security.

Not only audiences, but also international media are paying attention to Vietnam. Websites like Rolling Stone Asia, Billboard, Koreaboo, and CNN Travel are continuously publishing news and images about concerts by artists in Hanoi and Ho Chi Minh City. Each major event becomes a free media campaign, helping to position Vietnam as a dynamic and safe cultural destination.

Currently, numerous South Korean entertainment channels are reporting on "G-Dragon's visit to Vietnam," while fans from Japan, Thailand, and the Philippines are planning flights to Hanoi to attend his concert for two consecutive nights. Not only has this turned Vietnam into a focal point for international media, but the appearance of these major artists has also given a strong boost to the domestic performing arts industry.

Upgrading transportation infrastructure, accommodation, and domestic connectivity will be key to making Vietnam a convenient destination for music tourists. At the same time, promoting cooperation between Vietnamese and international artists, and organizing annual music festivals, will help create a vibrant music tourism ecosystem…

Dr. Daisy Kanagasapapathy, RMIT University Vietnam

Increased spending benefits the tourism ecosystem.

According to statistics from online ticketing platforms like Ticketbox and VinWonders, the number of concert ticket buyers in Vietnam is expected to increase by an average of 40% annually between 2022 and 2025, with over 70% being 18-35 year olds. The majority are willing to spend between 1 and 5 million VND per performance. This spending level far exceeds the price of movie tickets or tickets for typical festivals.

"It's like traveling, going to a fashion show or a cultural experience that you can recount or share on social media," Tran Khanh Linh (23 years old, Ho Chi Minh City) shared after attending a Maroon 5 concert in Phu Quoc.

Phu Quoc is a popular travel destination for many famous artists.

Photo: Le Nam

Furthermore, a major concert not only generates ticket sales but also stimulates the growth of a whole chain of industries: tourism, hotels, food, transportation, fashion, consumer goods, souvenirs, and social media content production. Experts call this the "concert economy," meaning the economy centered around live performances. Each major music event becomes a "spending hub" as tens of thousands of spectators flock to the venue.

For example, with BlackPink's two concerts in Hanoi in 2023, revenue in the accommodation and food industries increased by nearly 30%. Hotels around the My Dinh area were fully booked for many consecutive days. Airfare, taxi fares, and restaurant prices all increased sharply. Numerous brands took advantage of the opportunity to launch products related to the concert, such as drinks, souvenirs, t-shirts, and accessories featuring the group's logo.

Dr. Daisy Kanagasapapathy, Associate Dean of the Tourism and Hospitality Management Department at RMIT University Vietnam, commented: "The impact of music extends beyond entertainment; it profoundly influences mental health and travel behavior. This emotional power is paving the way for music tourism, a field in which Vietnam has enormous potential for development."

"Previous performances by G-Dragon or BlackPink in Hanoi have captivated audiences. The power of music in bringing joy, creating emotional connections, and transforming experiences is evident, laying the foundation for the burgeoning music tourism industry," this expert commented, adding: "Asian countries have proven the success of music tourism. Coldplay and Taylor Swift helped Singapore attract tens of thousands of international visitors, bringing in millions of dollars to the economy. Vietnam, with its stunning scenery and hospitality, can absolutely do the same."

According to the Vietnam Entertainment Consumer Trend 2025 report, 54% of young Vietnamese people are willing to spend money on music events or festivals at least twice a year; 30% of them combine it with travel or relaxation. This explains why destinations like Phu Quoc, Nha Trang, and Da Nang are becoming new choices for international shows, as they offer both tourism infrastructure and "all-inclusive experiences" encompassing music, relaxation, and entertainment.

Along with that, emotional spending has helped to form new business models. From services like hiring stylists to coordinate outfits for concerts, to tour packages that combine travel and show viewing, to designing lightsticks and various types of cosplay costumes...

"To leverage the concert effect and develop sustainable music tourism, close cooperation is needed between tourism management agencies, event organizers, and local businesses to create comprehensive tourism packages that combine concert tickets with cultural experiences, cuisine, and attractions. This will help extend the length of stay and increase tourism spending," Dr. Kanagasapapathy recommended.

Thanhnien.vn

Source: https://thanhnien.vn/khai-pha-mo-vang-du-lich-am-nhac-185251014210648562.htm