Expanding the music tourism model

Music programs and projects organized in tourist cities or destinations that attract visitors are becoming increasingly diverse and appealing to the public.

"From near and far, people flock together like swallows and orioles."

Following the highly anticipated concerts in Da Lat (or Hoi An, Quang Nam) that generated massive ticket sales, as well as hotel bookings, that Ha Anh Tuan created, My Tam's recent two nights of "My Soul 1981" concerts drew audiences from all over the country to the misty city of Da Lat. This is evident in the emotional responses from fans of the "brown-haired nightingale" on their social media accounts and My Tam's Facebook page. People came from Hanoi , Hai Phong, Da Nang, Ho Chi Minh City, Tien Giang, Can Tho… and many commented with heartfelt sentiments, saying, "Only she could make me travel thousands of kilometers back and forth…" My Tam's team stated that 90% of the audience came from other provinces and cities, and after the success of the show, they plan to continue implementing this model.

The more I worked, the more I realized the huge demand for live music listeners; they didn't expect a grand stage but mainly wanted the experience of listening to music amidst the mountains as the sun set...

Nguyen Le, Communications and Brand Manager, May Lang Thang

Besides the individual performances by singers in Da Lat, one cannot overlook the " music in the clouds" venue in the city – May Lang Thang (Wandering Cloud), which has hosted hundreds of performances featuring singers from across the country, especially young voices and those known from the online world. It attracts tourists to the dreamy city to indulge their emotions while immersing themselves in music with their idols. According to Nguyen Le, media and brand manager of May Lang Thang, starting from a small homestay, with a love for music and Da Lat, the team (all working in Ho Chi Minh City) aspired to make this place a venue for playing and enjoying music during the most beautiful moments of Da Lat. "We decided to add a habit of listening to music in the clouds to the tourists' itinerary," Nguyen Le said, excitedly sharing: "The more we worked, the more we realized the huge demand for live music; they don't expect a grand stage but mainly want the experience of listening to music amidst the mountains as the sun sets…" Perhaps that's why May Lang Thang has attracted attention and affection from viewers, who also want to check in after watching the stunning performance clips of singers there.

Dong Nhi's music night in the clouds.

MLT

Another music tourism model developed by Top Live Show – the production team behind Online Tea Room – is the "Live in Nature" series. After two performances in Hung Yen and Da Lat, the next installment of Online Tea Room is planned for Ninh Binh.

Furthermore, following the Online Tea Room project, director Van Trinh, producer of Top Live Show, stated: “In the second quarter of this year, we will produce and organize music programs in various locations and tourist destinations, featuring diverse musical genres suitable for a wide range of audiences, selling tickets for both in-person and online viewing.” Van Trinh believes that the music tourism model, along with the current boom in live performances, will become a trend with many forms such as: musical performances on cruise ships, amidst the natural beauty of eco-tourism resorts (like the Online Tea Room), in retreat spaces (the upcoming Healling Concert, also produced by Top Live Show), and even larger shows with thousands of attendees in a tourist city (like the models of Ha Anh Tuan and My Tam)…

Many options for tourists in Ho Chi Minh City.

Following shows for audiences and tourists in Da Lat such as "Music on the Clouds," "Music Night on the Clouds," and "Indie on the Clouds," "The Portrait of Mây" is another performance model from Mây Lang Thang, but taking place in Ho Chi Minh City. In the luxurious setting of Atrium Lounge - Renaissance Riverside Hotel, the production team hopes that "The Portrait of Mây" will make a mark on the city's cultural life. Nguyên Lê shared that this is a new type of tea room model, tentatively named "tea room - theater," a place that is both a sanctuary of music, where artists truly flourish… but also a sincere and intimate destination. The experimental journey of The Portrait of Mây in Ho Chi Minh City has been positively received by audiences there, as well as many from Hanoi (according to statistics from the organizers), with two shows by divas Thanh Lam and Hà Trần (upcoming shows will be Bùi Lan Hương - April 1st), Mỹ Linh - April 2nd, Thanh Hà - April 7th), Hiền Thục & Đình Bảo - April 15th, Quang Dũng - April 28th…). In addition, Mây Lang Thang will bring the Da Lat style to Ho Chi Minh City, at the Trống Đồng stage, with more affordable ticket prices.

My Tam captivated audiences from all over the country to Lululola, Da Lat with her song "My Soul 1981".

MTE

Director Van Trinh said that when Ho Chi Minh City opens its doors to tourists, in addition to economic factors, building diverse models and performance activities will help tourists have more experiences and choices to incorporate into their travel itineraries, as well as leave a strong impression of Ho Chi Minh City's image. “We are planning an outdoor music performance space on weekends in public places with large crowds of locals and tourists in Ho Chi Minh City. Besides that, bringing international artists to perform in Ho Chi Minh City, which we are currently implementing, is also one of the factors attracting tourists from neighboring countries to the city,” he said.

“Besides the Autumn Melodies – a cultural brand of Ho Chi Minh City that will return this year, the Ho Do International Music Festival is also expected to be held at the end of this year. In addition, on April 16th, the city will launch the City of Love program – a community-connecting music project, through which it will introduce architectural art, museums, tangible cultural heritage… and also showcase unique destinations, the best aspects of culture and music of this city,” said Meritorious Artist Thanh Thuy, Deputy Director of the Department of Culture and Sports of Ho Chi Minh City, adding: “The leaders of the Department of Culture and Sports are very interested in the music tourism model and have closely coordinated with the Department of Tourism of Ho Chi Minh City to ensure mutual support, because a city known as a center of economy, science and technology, and culture… like Ho Chi Minh City needs to highlight these bright spots. Tourism channels help boost the city's economic growth while also promoting music and culture, helping to nurture and create opportunities.” "This is to facilitate the further development of cultural and artistic fields."

Source: https://thanhnien.vn/mo-rong-mo-hinh-du-lich-am-nhac-1851443889.htm