One trend that has seen growth in recent years is the rise of music tourism with a growing number of Vietnamese travellers prioritising travel anchored by cultural and significant events, including live music festivals and concerts. 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. At Booking.com our mission is to make it easier for everyone to explore the world and connect with these experiences and local culture.” said Branavan Aruljothi, Country Head, Vietnam at Booking.com.
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CONTACT DETAILS
For further information, contact the Booking.com Vietnam Press Office:
Huong.bui@edelman.com /+84 965642514
Thuong.duong@edelman.com / +84 902 975 662
My.banh@edelman.com / +84 933588711
METHODOLOGY
* This looks at search sessions between 12/9/2025 and 18/10/2025 with check-in dates between 6/11/2025 and 9/11/2025.
** This looks at search sessions between 10/10/2025 and 14/10/2025 with check-in dates between 19/12/2025 and 20/12/2025.
*** This looks at search sessions between 25/9/2025 and 30/9/2025 with check-in dates between 28/11/2025 and 30/11/2025.
Travel Trends 2025 research commissioned by Booking.com and independently conducted among a sample of adults who took a leisure trip with an overnight stay in the last 12 months, plan to travel in 2025 and are involved in trip planning. The sample comprises 32,300 respondents across 32 markets surveyed in January or February 2025. (2,000 from USA, 800 from Canada, 1,800 from Mexico, 800 from Colombia, 1,800 from Brazil, 800 from Argentina, 1,800 from Australia, 500 from New Zealand, 800 from Spain, 800 from Italy, 1,800 from France, 1,800 from UK, 1,800 from Germany, 800 from Netherlands, 500 from Denmark, 500 from Sweden, 400 from Croatia, 800 from Switzerland, 800 from Belgium, 800 from Ireland, 800 from Portugal, 1,800 from India, 800 from China, 500 from Hong Kong, 800 from Thailand, 800 from Singapore, 500 from Taiwan, 800 from Vietnam, 800 from South Korea, 1,800 from Japan, 500 from UAE).
ABOUT BOOKING.COM:
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travellers with memorable experiences every day. For more information, follow @bookingcom on social media or visit @globalnews.booking.com.
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Source: Vietnam Insider