Music shapes the journey
In 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 Vuot Ngan Chong Gai and Anh Trai Say Hi, creating a "concert fever" nationwide.
Along with that, new-generation music festivals such as Genfest or Nha Thanh Pho Mo Mang have conquered the hearts of young audiences, turning live performances into iconic cultural events.
When music events become a space to connect the community, a new tourism trend is also taking shape - Vietnamese people are willing to travel to " live" in the concert atmosphere.
The latest data from Booking.com shows that the above music events are the main factor that motivates many travelers rather than the attractiveness of the destination.
After G-Dragon announced his concert in Hanoi, the number of searches for accommodation in Hanoi on 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, the number of searches for accommodation on December 19 - 20 increased by 60%, 60% compared to the same period last year.
This trend also expands globally: When BLACKPINK tickets were opened for sale in Singapore, the number of searches for accommodation for concert days (November 28 - November 30) increased by 115%.
New driving force to urge travel decisions
According to Booking.com's Travel Trends 2025 Report, 68% of Vietnamese travelers are inspired by travel from social networks, while 10% are influenced by movies or TV shows. This shows that cultural content is directly affecting tourists' travel intentions.
Mass culture, which was once just a form of entertainment, has now become a powerful catalyst, arousing the excitement of trips. The content that people watch, listen to and share online quickly transforms into the desire to experience in real life.
This is most clearly demonstrated through the music tourism trend. 62% of Vietnamese tourists said they have traveled in 2024 to attend an event such as a concert, while 38% consider music and festivals as important factors when choosing a destination.
Vietnamese travelers are increasingly personalizing their travel, with 45% willing to spend more on activities and 48% willing to spend more on accommodation to enhance their experience.
This shows that a generation views travel as a way to express themselves, honoring creativity and personality, said Mr. Branavan Aruljothi, Country Director of Booking.com in Vietnam.
