The rise of concert travel among Vietnamese fans

This exciting fusion of travel and passion for music is experiencing a growth in interest among Vietnamese travellers who are increasingly seeking experiences that resonate with their passions.  

When the music scene sets the itinerary

In the past two years, Vietnam’s entertainment landscape has seen several large-scale concerts, from international icons like BLACKPINK and G-Dragon to popular homegrown concert series like Anh Trai Vuot Ngan Chong Gai and Anh Trai Say Hi, sparking a nationwide concert craze. These concerts, together with new-generation music festivals like Genfest or Nhung Thanh Pho Mo Mang have captured the hearts of young audiences, turning live performances into defining cultural moments. As music becomes a new kind of gathering place for communities, a fresh travel trend is taking shape: Vietnamese fans are travelling for experiences specifically to attend concerts. 

Recent Booking.com data reveals how the journey often starts with the event, not the destination: Following the announcement of G-Dragon’s concert in Hanoi, accommodation searches for the city during the concert period (November 6-9) spiked by over 250% as compared to the same time last year; When the lineup for Y-CONCERT in Hanoi was revealed, searches for stays during December 19–20 event days rose by 60% year-on-year; The trend extends internationally; when BLACKPINK tickets went on sale in Singapore, searches for accommodation during their concert dates (November 28-30) surged by 115%. 

The new triggers behind travel decisions

Music connects people across boundaries and inspires journeys of those that are deeply immersed in it. 

According to Booking.com’s Travel Trends 2025, 68% of Vietnamese travellers draw inspiration from social media, while 33% are influenced by TV shows or movies, showing how cultural content now directly shapes travel intent. Pop culture, once a source of entertainment, is now a powerful spark for travel inspiration. What people watch, listen to, and share online quickly translates into a desire to experience those emotions in real life. 

That emotional spark has found its clearest expression in concert travel. 62% of Vietnamese travellers said they took a trip in 2024 to attend an event such as a concert and 38% considered live music and festivals an important factor when choosing a destination. 

For many young travellers, attending a concert isn’t just about seeing an artist perform; it’s about being part of something collective and fleeting - an energy that exists only in that moment. It represents an emotional loop of discovery, starting with excitement and ending with stories taken home. 

When the music fades, the memories travel on

The rise of music-led travel offers a unique opportunity for host cities. Major cities like Hanoi, Ho Chi Minh City and Da Nang, which are now frequent hosts of large-scale performances, can leverage these events to showcase their most vibrant sides to travellers. A concert night in Hanoi can easily lead to an extended stay exploring its creative districts and iconic cafés. Every performance serves as a new entry point to experience a city’s vibrant identity. 

“The rise of music tourism is more than a travel trend, it's a reflection of a cultural movement.  Music and travel share the power to connect people and inspire emotion. Vietnamese travellers are increasingly personalising their journeys, with 45% willing to spend more on activities and 48% on accommodation to elevate their experiences. This shows a generation that views travel as a form of self-expression, a way to celebrate creativity and individuality.