Vietnam's music tourism fuels travel surge as concerts drive itineraries

Travel planning among Vietnamese consumers is shifting as live music events become the starting point for trips. Market research firm Grand View Research projects the global music‑tourism market to exceed $330 billion by 2033, growing at a 15.8% annual rate, driven mainly by Millennials and Gen‑Z travelers who prefer personalized, culturally immersive experiences.

Vietnam is emerging as a regional hub, with concerts by international acts such as Blackpink, BigBang and EXO prompting massive domestic travel spikes – searches for internal journeys rose more than four‑fold for the BigBang show in Hanoi and nearly three‑fold for EXO in Ho Chi Minh City. Huynh Thi Mai Thy, Country Director of Traveloka Vietnam, said, "We are seeing music tourism become one of the key forces shaping how young Vietnamese travellers plan their trips." Fans are extending stays, combining concerts with local food, shopping and sightseeing, which boosts demand for flights, hotels and related services.

The trend also crosses borders. Concerts in Bangkok, Kuala Lumpur, Singapore and other Southeast Asian cities have triggered up to eight‑fold increases in Vietnam‑origin travel searches, positioning Vietnamese travelers as a leading cross‑border segment for the region’s growing live‑event calendar.