Trip.com and Live Nation report rise in concert-driven travel across Asia

A new report titled “The Concert Travel Effect in Asia,” released by Trip.com Group and Live Nation Asia, reveals that live music is a significant driver for regional travel. The study, which surveyed respondents across Singapore, Mainland China, Hong Kong, Macao, Thailand, and South Korea, found that 65% of Asian concertgoers have traveled to another country or region to attend a show.

Key findings indicate that for many fans, the performer or festival lineup is more important than the destination itself, with 69% of respondents prioritizing the act. Japan and Mainland China were identified as popular overseas destinations. In Singapore, 45% of surveyed concertgoers have traveled abroad for music, with South Korea being a top potential destination.

The research also highlights a high demand for integrated travel experiences, as 95% of respondents expressed interest in bundled concert and travel packages, particularly those including hotel accommodations. Additionally, social media plays a major role in travel decisions, with 73% of fans stating that seeing influencers or friends share concert experiences influenced their inclination to travel.