Musical performance at the Music Tourism talk show on May 4

New trend

Hearing that there was an art show in Ho Chi Minh City that attracted famous artists, Le Thi Thu Ngan (35 years old, living in Hue city) registered for a leave of absence to attend the event. Although the cost of the trip was not only the show ticket but also many other expenses such as airfare, food, accommodation, shopping, etc., she was still willing to spend the money. Thu Ngan shared: “Young people today are very fond of shows like that. Combining the experience of music events and traveling is also becoming a trend.”

Recently, music events have become a highlight to attract tourists and have been likened to a phenomenon. Looking at the shows of the programs “Anh trai vu ngan cong gai” and “Anh trai say hi” which created a ticket fever, attracting a large number of audiences traveling between cities, even from abroad to Vietnam to attend the music nights, we can clearly see the potential of this type of tourism combined with music.

Recently, at the seminar “Music tourism - New trend in Hue city, summer 2025” (evening of May 4), experts said that music tourism is becoming an inevitable trend in the global tourism industry. In addition to generating direct revenue from tickets and related products, music events also contribute to promoting the local economy through accommodation, cuisine, transportation and many other services.

In Vietnam, not only art shows attract a large number of artists, but also shows by some famous singers have attracted visitors to the localities. Typically, Ha Anh Tuan's shows in Da Lat, Ninh Binh, Hoi An recently created a wave of "music tourism" when the number of tourists flocking to these destinations increased dramatically during the time of the music event.

Hue tourism industry has also realized that music tourism is becoming a trend. Therefore, the industry's orientation is to focus on developing cultural industrial products, turning art shows into regular tourism products to serve tourists; renewing tourism products for Hue, increasing the length of stay of tourists.

Coordination is needed

In early 2025, many tourists, especially young people, were very excited to hear that the Mega Booming music festival would be held in Hue in April 2025. However, in March 2025, the music festival organizers announced the postponement of the program because the number of pre-purchased tickets was still modest, not enough to hold the event as originally planned.

The above reality poses a paradox, because music tourism is becoming a trend, even Hue audiences, when events are not held in the ancient capital, are willing to "spend money" to watch, so why are big music festivals held in Hue facing difficulties?

According to Mr. Chau LE, CEO and General Director of Mega Booming - Hue 2025, there are many reasons to explain why the event was postponed in April. Among them, there was enough enthusiasm but not enough preparation time; the problem of overlapping performance schedules made it impossible to attract artists with great appeal. Choosing the time to coincide with the Hung Kings' Commemoration Day gave tourists many travel options. In addition, due to the short time at that time, the cooperation and spread between departments and units did not create the desired effect.

Obviously, investment in a program requires more methodical and thorough elements, and this time, when the announcement of the reorganization of the music festival was made, it recorded impressive ticket sales results and is expected to attract about 15,000 live audiences.

The Mega Booming - Hue 2025 Music Festival will be held on the evening of July 6. In addition to the investment in attracting influential artists, according to the organizers, the role of business linkages in developing music tourism in Hue needs to be paid attention to, especially the close cooperation between the event organizers and travel agencies, hotels, restaurants and transportation services is the key factor to maximize the economic impact of the music festival. That is to create a multi-dimensional cooperation model between many businesses. Demonstrated through the smooth coordination between hotels in providing special accommodation packages; travel agencies design tours combining sightseeing and attending the music festival... This is the way for the entire tourism ecosystem to benefit from a major music event.

Hue still lacks night tourism products and perhaps if the above model is successful, Hue has the potential to become a regular destination for large-scale music events, contributing to positioning the ancient capital not only as a heritage city but also as a vibrant cultural and artistic center of Vietnam. The success of the sustainable tourism development model through the power of music also explains the answer to how to exploit music tourism effectively? That is, there must be careful and methodical preparation from the organizing committee, smooth coordination between those who organize art events and the tourism industry, travel agencies, hotels, along with an effective communication and promotion strategy, with enough time to spread.

Article and photos: HUU PHUC

Source: https://huengaynay.vn/du-lich/khai-thac-du-lich-am-nhac-thoi-nam-cham-hut-khach-153561.html