The wave of music tourism is spreading among the Vietnamese fan community.

In recent years, music tourism has emerged as a new trend as more and more Vietnamese tourists prioritize trips associated with cultural events, especially music festivals and concerts. The interesting combination of passion for travel and love of music is increasingly attracting the attention of Vietnamese tourists, especially young people looking for experiences that satisfy their emotions.

When music shapes travel itineraries

Over the past two years, the Vietnamese entertainment market has witnessed the explosion of many large-scale music events - from international stars such as BlackPink and G-Dragon, to popular domestic concert series such as Anh trai vu ngan cong gai and Anh trai say Hi, creating a "concert fever" nationwide. Along with that, new generation music festivals such as Genfest or Nhung Thanh Pho Mong have conquered the hearts of young audiences, turning live performance stages into iconic cultural events. As music events become spaces for community bonding, a new tourism trend is also taking shape: Vietnamese people are willing to travel just to "live" in the concert atmosphere.

The latest data from Booking.com shows that for many travelers, it is the music events that motivate them to travel, not the destination: After G-Dragon announced his concert in Hanoi , searches for accommodation in the capital during the concert (November 6-9) increased by more than 250% compared to the same period last year. When the artists participating in Y-CONCERT in Hanoi were announced, searches for accommodation on the days of the event (December 19-20) increased by 60% compared to the same period last year. This trend also extends globally: When BLACKPINK tickets went on sale in Singapore, searches for accommodation for the concert days (November 28-30) increased by 115%.

Music tourism emerges as a new trend

New motivations that drive the decision to travel

Music connects people across borders and inspires travel for those who love to immerse themselves in music. According to Booking.com's Travel Trends 2025 Report (conducted independently with a sample of adults who have taken an overnight vacation in the past 12 months and plan to travel in 2025. The survey included 32,106 participants across 32 markets, conducted in January 2025), 68% of Vietnamese travelers are inspired to travel by social media, while 33% are influenced by movies or TV shows. This shows that cultural content is directly and strongly influencing travelers' travel intentions. Popular culture, which used to be just a form of entertainment, has now become a powerful catalyst, sparking excitement for trips. The content people watch, listen to, and share online quickly translates into a desire to actually experience it in real life.

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This is most evident in the trend of music tourism. 62% of Vietnamese tourists said they would travel in 2024 to attend an event such as a concert, while 38% considered music and festivals to be important factors when choosing a destination.

For many young people, attending music events is not simply to see their idols perform; it is also an opportunity for them to immerse themselves in the vibrant, emotional atmosphere of the show, an energy that only exists for a short moment. It is also an emotional cycle of discovery, starting with eagerness and excitement and ending with memorable stories.

The boom in music tourism brings new opportunities for cities that host events.

When the music fades, the memories of the journey remain.

The boom in music tourism presents new opportunities for cities that host events. Large cities such as Hanoi, Ho Chi Minh City and Da Nang – which often host large-scale concerts – can take advantage of this opportunity to showcase their unique local identities to visitors. A concert in Hanoi can be an opportunity for visitors to extend their journey to explore the capital’s iconic destinations and cafes. Each performance can become a gateway for visitors to explore the unique identities of each city.

"The boom in music tourism is not just a trend, but also reflects a cultural shift. Music and travel both have the ability to connect people and evoke emotions in them. Vietnamese travelers are increasingly personalizing their journeys, with 45% willing to spend more on activities and 48% willing to spend more on accommodation to enhance their experience. This shows a generation that sees travel as a way to express themselves, celebrating creativity and individuality. Booking.com's mission is to make it easy for people to explore the world and connect with local experiences and cultures," said Mr. Branavan Aruljothi, Country Manager of Booking.com in Vietnam./.

Source: https://bvhttdl.gov.vn/lan-song-du-lich-am-nhac-dang-lan-toa-trong-cong-dong-nguoi-ham-mo-viet-nam-20251029181440029.htm