The Magic of Music Tourism: Unlocking Vietnam’s Potential as a Global Destination

In recent years, Vietnam has emerged as a sought-after destination for internationally acclaimed musicians to include in their tour itineraries. This trend presents a unique opportunity for the country’s tourism sector to create immersive experiences that seamlessly blend music with the rich local culture and cuisine, captivating visitors seeking extraordinary adventures.

A Magnet for Renowned Artists

Irish pop icon and Westlife band member Kian Egan mesmerizes the audience in Hanoi towards the end of 2024. Source: VOV

As per Future Market Insights, the global music tourism market is projected to touch a staggering US$11.3 billion by 2032. Vietnam has successfully hosted several international concerts in recent times. In October 2024, the band “Arrival From Sweden” embarked on “The Music of ABBA” tour, enchanting audiences across Ho Chi Minh City, Danang, Ninh Binh, and Hanoi.

Vietnam’s allure as a concert destination for global superstars is not a new phenomenon. In June 2024, 15,000 enthusiastic fans witnessed the legendary Irish pop group Westlife perform at The Hits Tour concert in Hanoi.

In July 2023, South Korean sensation BlackPink took Hanoi by storm with their two-night concert series, attracting over 170,000 attendees and injecting more than VND600 billion (approximately US$23.5 million) into the city’s tourism industry. This event also spurred a notable surge in hotel bookings, with visitors flocking to the capital from various Asian countries and local provinces.

The 8Wonder music festival, held in Khanh Hoa province in July 2023 and headlined by global pop phenomenon Charlie Puth, further underscores the appeal of Vietnam as a music tourism hotspot.

Westlife, the Irish pop group famed for their ballads and dramatic performances. Source: VOV

Chu Anh Hung, Deputy Director of the Hanoi Opera House, acknowledges the positive impact of international musical performances on local tourism. “Music tourism,” he explains, “offers a harmonious blend of recreational music events, sightseeing, and relaxation, enriching the spiritual lives of tourists.”

Concerts by global artists in Vietnam not only attract devoted fans from across the globe but also provide a platform for them to delve into the local culture, cuisine, and tourism offerings. This synergy between music and tourism has proven to be a potent catalyst for boosting visitor numbers and stimulating the growth of local tourism services.

Charting a Path for Growth: Policy Recommendations

While music tourism is a relatively novel concept in Vietnam, it has already sparked the emergence of new business opportunities, as noted by Vu The Binh, chairman of the Vietnam Tourism Association. The successful hosting of various music events has undoubtedly enhanced Vietnam’s appeal as a tourist destination.

However, to fully unlock the potential of music tourism, industry experts and businesses agree that specific policies are needed to foster collaboration between event organizers and tourism entities.

Black Pink’s Born Pink World Tour reigned as the most successful concert tour by a K-pop girl group in 2024. Source: Dan Tri Newspaper

Reflecting on the Black Pink concert, Nhu Thi Ngan, CEO of Hanoi Tourism Investment JSC, shares that they received short notice about the event, limiting their ability to procure tickets for tourists. Nonetheless, they benefited from the increased demand for transportation and accommodation services.

Nguyen Cong Hoan, Deputy General Director of Flamingo Holding Group, underscores the revenue-generating potential of global music events, which can rake in millions of dollars for organizers and boost local tourism earnings. However, to transform these events into full-fledged music tourism products, regularity is key. This requires long-term organizational plans that tourism companies can leverage to design complementary tour packages.

Pham Van Bay, Deputy Director of Viettravel’s Hanoi branch, proposes a collaborative approach to developing music tourism. He suggests that tour operators be informed when licenses are issued for popular musicians to perform in Vietnam, enabling them to coordinate with organizers to secure a portion of tickets. This would empower travel agencies to offer music-centric tour packages.

The dynamic performers of the band Arrival From Sweden. Source: MultiMedia JSC

Dr. Pham Hong Long, Head of the Faculty of Tourism Studies at the University of Social Sciences and Humanities, emphasizes the need for supportive policies to harness the potential of music tourism. He suggests legal frameworks and tax incentives for activities related to organizing music events.

Additionally, to captivate international visitors, investing in the creation of high-quality, diverse music programs is essential. This can be achieved by regularly hosting music festivals that showcase a range of genres, from folk and classical to modern, thus catering to a diverse array of musical tastes.

Inviting renowned artists from Vietnam and abroad to participate in these events would further elevate their appeal. Integrating music tourism with cultural and food tourism would create a holistic and enriching travel experience for visitors.

Cao Thi Ngoc Lan, Vice President of the Vietnam Tourism Association, underscores the importance of attracting global superstars and positioning Vietnam as a hub for major artistic events. She notes that tourists are often willing to spend generously, not only on services related to the show but also on retail and culinary offerings, to witness their favorite artists perform live.

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