Boosting tourism through live concerts.

Attracting large audiences, concerts have contributed to stimulating tourism development.

The success of music tourism models

2024 marked the rise of domestic live concerts, the biggest proof being the success of "Brother Says Hi" and "Brother Overcomes a Thousand Thorns". This is not only a positive sign for the entertainment industry but also opens up opportunities for the development of the tourism industry, stimulating the economy in each locality where the concerts take place.

Previously, in 2023, when the K-pop group Blackpink performed in Hanoi, according to estimates by the Hanoi Department of Tourism, in just two days of the event, the total number of tourists visiting the capital exceeded 170,000, with total tourism revenue exceeding 600 billion VND.

Singer Ha Anh Tuan's concert "Brilliant Horizon" in collaboration with Japanese legend Kitaro caused Ninh Binh to experience its first-ever fully booked accommodation.

Also in 2023, the concert "Brilliant Horizon" The concert by singer Ha Anh Tuan attracted approximately 10,000 tourists to Ninh Binh at the same time. For the first time, the locality experienced a shortage of accommodation, and tickets for the two nights of performances sold out quickly within hours of going on sale.

Besides large-scale live concerts, smaller music venues are also flourishing in many provinces and cities, attracting a steady stream of audiences on weekends. Examples include the "May Lang Thang" music nights in Da Lat, Hai Phong, and Thanh Hoa, or "Soul of Forest" and "Hoa Bay" in Vinh Phuc, and "Thanh Am Ben Thong" in Quang Ninh... Many fans go to great lengths to book flights and hotels to attend these music nights and see their favorite singers perform.

Singers performing at the "Sounds by the Pine Trees" music night in Quang Ninh.

Passionate about music, Ms. Trinh Thuy Duong (from Thanh Mien district) has spent tens of millions of VND on plane tickets, concert tickets, and hotel accommodations to travel to major cities and provinces like Hanoi, Da Lat, and Ninh Binh to attend live concerts. Although the event only lasts one night, she often takes advantage of the opportunity to travel for 2-3 days to visit famous tourist attractions in those cities and provinces.

She hopes that Hai Duong can also invite famous singers and organize music nights like this so that audiences like her don't have to travel far. At the same time, it would attract more tourists to Hai Duong.

A breath of fresh air in Hai Duong

Ms. Lan Anh (second from the right) is a fan of singer Duong Domic and decided to come to Hai Duong to "follow her idol".

In early 2025, the first-ever spring live concert "The East" was held on Bach Dang pedestrian street in Hai Duong City, attracting nearly 3,000 spectators.

Having admired singer Duong Domic since the show "Brother Says Hi," Nguyen Thi Lan Anh (born in 2003, from Vinh Phuc province) and her group of friends traveled to Hai Duong at the beginning of spring to "follow their idol."

On her first visit to Hai Duong, she had the opportunity to enjoy some local specialties such as fish noodle soup, rice rolls, and mung bean cakes. Her impression of Hai Duong was that the food was delicious, and the people were friendly, enthusiastic, and hospitable. Queuing from early morning to buy tickets and enthusiastically cheering for her idol until late at night, Lan Anh's "idol-chasing" trip was tiring but very fun and memorable. "I really want to return to Hai Duong to visit more places and enjoy more delicious food here," Lan Anh said.

Fish noodle soup and mung bean cake are some of the specialties that Lan Anh enjoyed during her "idol-chasing" trip in Hai Duong.

Also attending the recent spring live concert, Ms. Vu Thi Lua (from Hanoi) chose Hai Duong as her destination for her spring trip in early 2025. After the lively concert, the next day, she and her friends visited the Con Son - Kiet Bac National Special Historical Site. She had heard much about Con Son through the verses, "Con Son's stream flows murmuringly / I hear it like the sound of a zither in my ear," but this was her first time there. Although there was no sound of flowing water this season, she conquered the summit of Ngu Nhac Linh Tu mountain, crossed rows of straight pine trees, and took photos at the picturesque root field.

Ms. Lụa combined attending a concert with a spring outing and exploring Côn Sơn.

According to the organizers of the spring live concert "The East," many audience members from outside the province have asked for suggestions on places to eat, sleep, and have fun in Hai Duong. This is a great opportunity to attract visitors to Hai Duong and explore the culture and people of this eastern region.

Notably, during the concert, singer Duong Domic enjoyed mung bean cake right on stage. This image quickly went viral on social media platforms, and many young audience members learned about Hai Duong and its mung bean cake specialty and sought to buy and enjoy it.

Singer Duong Domino ate mung bean cake at his spring live concert "The East" and it became a trending topic on social media platforms.

Mr. Tran Van Dung, Director of Sac Viet Entertainment Company, the organizer of the spring live concert, shared that "The East" signifies the identity and culture of the Eastern region. He hopes to organize many high-quality music programs in his homeland so that audiences can enjoy a spectacular "musical feast."

According to Nguyen Thi Sam, Director of the Hai Duong City Center for Culture, Information and Sports, the "The East" live concert is an innovative activity for the Bach Dang pedestrian street and night market in 2025. Following the concert, the audience's response on social media platforms has been quite positive. The program is a positive sign for the cultural and entertainment industry in Hai Duong. The organizers plan to hold live concerts each season – spring, summer, autumn, and winter – with different themes and artists.

"The East" is a positive sign for the entertainment and culture industry in Hai Duong.

Combining music with tourism will open up opportunities for sustainable development of the cultural industry. Hai Duong can exploit this potential, investing in the development of tourism products that combine music, such as tours that include concerts, dining, and sightseeing for tourists.

However, a long-term investment strategy and close cooperation between regulatory agencies, producers, and artists are necessary. The entertainment industry not only helps elevate cultural values ​​but also serves as an effective lever to boost the tourism economy.

LINH LINH

Source: https://baohaiduong.vn/kich-cau-du-lich-qua-cac-live-concert-406098.html