No longer just a simple vacation, today's trips are becoming a way for everyone to pursue their passion and create experiences imbued with personal imprints. Among them, music tourism is emerging as one of the fastest growing trends in the world, as more and more tourists are willing to plan a whole journey just to attend a live music performance (concert), music festival or entertainment event.
Instead of choosing a destination first and then looking for activities to experience, many tourists today start their journey from an event itself. A "concert" ticket of a favorite artist or a music festival can become a reason to book air tickets, book hotels and explore a new city. For them, destination is no longer the first deciding factor, but experience is the starting motivation for the journey.
In recent years, Vietnam has gradually affirmed its position on the music tourism map of Asia when continuously welcoming famous international artists. According to Traveloka data, when international artists perform in Vietnam, the first impact recorded is a strong increase in domestic tourism demand. Data shows that domestic tourism searches increase significantly at the time of major "concerts", when fans from many provinces and cities plan to come to the city to organize events to participate. BIGBANG's concert in Hanoi has caused domestic tourism searches to increase more than four times compared to normal levels, while EXO's return to Ho Chi Minh City recorded an increase of nearly three times.
We are witnessing music tourism becoming one of the important driving forces shaping how young Vietnamese tourists plan their trips. More and more people are willing to build a journey around live music events taking place in the region. It is noteworthy that this need has begun to become clear through Traveloka's search data weeks before the concert takes place. This creates conditions for us to support fans to plan their trips fully, while helping destinations and travel partners better prepare for the wave of tourists." - Ms. Huynh Thi Mai Thy, Country Director of Traveloka said.
It is noteworthy that "concerts" are no longer the end point of the trip. Fans are increasingly tending to plan earlier, stay longer and combine attending events with exploring cuisine, shopping, sightseeing as well as experiencing local culture. Just a few hours of enjoying live music can also become a catalyst for a long journey, bringing more value to both tourists and destinations.
