According to statistics from the market trends website Future Market Insights, the global music tourism market reached 5.5 billion USD in 2022 and is projected to hit 11.3 billion USD within the next ten years. While North America and Europe remain leading regions, the Asia-Pacific area is also experiencing rapid growth.
Vietnam in particular is considered one of the countries with significant potential for music tourism development thanks to its rich and diverse culture, which can integrate music with various other elements to create unique music tourism products.
Additionally, the country's majestic natural landscapes, the friendliness and hospitality of its people, and the vibrant pace of life in major cities provide favourable conditions for music tourism activities. Currently, this trend is gaining more attention from the Vietnamese public, opening new opportunities for tourism development.
In fact, Vietnam is one of the countries attracting many international artists to organise music events. Notable examples include the "Born Pink" concert by the band Blackpink (July 2023), the international music festival 8 Wonder (July 2023) featuring "view-counting vocalist" Charlie Puth, the 8 Wonder Winter Festival with the legendary pop-rock band Maroon 5 (December 2023), and the Westlife concert "The Hits Tour 2024" (June 2024).
Music events featuring international artists consistently attract large audiences from around the globe, significantly benefiting accompanying tourism services. For instance, during Blackpink's performance in Hanoi, the Municipal Department of Tourism estimated that over 170,000 visitors came to the city, including more than 30,000 international tourists. In addition, during the two nights of Blackpink's concerts, hotel occupancy rates around My Dinh Stadium increased by 20%.
Not only have international music events drawn in crowds, but tours by renowned domestic singers like Ha Anh Tuan, My Tam, and Den Vau have also attracted significant audiences, allowing attendees to experience local tourism services. Many localities are currently promoting the music tourism trend.
Several programmes that combine smaller-scale performances have been quite successful, such as the "Music Garden" held at the Hanoi Opera House, "Soul of the Forest" — a music night in the pine forest at Flamingo Dai Lai Resort, "Hoa Bay" at Tam Dao Tourist Area, and "May Lang Thang" nights in Da Lat City.
According to statistics from Da Lat’s tourism sector, each small-scale performance by singers typically attracts at least 500-700 tourists, and this number increases significantly for popular artists. For example, two nights of performances by singer Ha Anh Tuan drew around 10,000 visitors to the city.
Despite its immense potential, the development of music tourism in Vietnam has not yet achieved the expected effectiveness. To better exploit the potential of music tourism in the future, it is essential to raise public awareness of the significance and importance of organising music events linked to tourism development.
Despite its immense potential, the development of music tourism in Vietnam has not yet achieved the expected effectiveness.
Authorities need to research and implement policies that encourage investment from businesses and individuals in developing music tourism, as well as provide legal support and tax reductions for activities related to organising music events. Vietnam also needs to establish policies that facilitate international artists and organisations in hosting performances in the country.
Additionally, it is advisable to regularly organise large-scale and high-quality music festivals in a fixed city during a specific timeframe to cultivate a music tourism habit. Travel companies should collaborate closely with event organisers to ensure stable pricing policies for tourists and guarantee the capacity to accommodate and serve large numbers of visitors attending music events.
