Music Tourism Emerges as a New Trend in Vietnam’s Thriving Tourism Industry – Travel And Tour World

Vietnam’s tourism industry is experiencing an exciting transformation, as music tourism is becoming an influential trend, drawing both international and domestic visitors. This trend is not only attracting large crowds to major cities like Hanoi and Ho Chi Minh City but also creating new opportunities for niche tourism experiences across the country.

Global Music Events Boost Vietnam’s Tourism Appeal

Recently, global music superstars like BLACKPINK, Westlife, and G-Dragon have performed in Vietnam, with tens of thousands of fans flocking to Hanoi and Ho Chi Minh City for these mega concerts. These events are not just a treat for music lovers but are significantly boosting the local economy. With increased demand for accommodation, dining, and entertainment services, music-driven tourism is rapidly becoming a vital part of the nation’s non-smoke industry.

Domestic Shows and Local Success

Local music productions are also gaining momentum. Shows like “Anh Trai Vuot Ngan Chong Gai” (Call Me By Fire Vietnam) and “Anh Trai Say Hi” (Say Hi Never Say Goodbye) have been incredibly successful. These domestic shows draw massive crowds, ranging from 50,000 to 70,000 attendees per event. The growing popularity of these performances highlights the demand for music-based entertainment, particularly among young travelers and local tourists looking for vibrant experiences.

Luxury Music Experiences on Ha Long Bay Cruises

The trend isn’t confined to just large concerts. A more personalized and intimate form of music tourism is flourishing, especially through luxury offerings. For instance, Paradise Vietnam has taken the innovative step of integrating live music performances into their luxury cruise tours in Ha Long Bay. Their “Paradise Elegance” and “Paradise Grand” cruises offer nightly musical performances, adding a layer of sophistication and emotional resonance for both local and international travelers.

On these cruises, guests can enjoy intimate shows by renowned Vietnamese artists such as Bang Kieu and Le Hieu, as well as international acts like the English pop group 911. This unique combination of scenic beauty and live music has elevated Ha Long Bay’s tourism profile, increasing the occupancy rates of local hotels and cruises. As Hoang Van Cong, the manager of Paradise Delight Cruise, points out, there’s a growing interest among Vietnamese tourists in combining music with travel, making for a more enriching experience. Although still a relatively new concept in Vietnam, many tourists are now willing to pay extra for a music-infused vacation that creates lasting memories.

Vietnam’s Tourism Strategy Embraces Music as a Key Element

The Vietnam National Authority of Tourism (VNAT) has recognized the importance of music and entertainment-based tourism as a strategic product to extend visitor stays and encourage higher spending. According to Nguyen Trung Khanh, VNAT’s Director-General, music is seen as a powerful tool to emotionally connect tourists with destinations, thereby enhancing the overall experience and helping Vietnam stand out as a cultural destination.

A recent survey conducted by Paradise Vietnam revealed that 85% of respondents believe music significantly enhances the emotional value of their travel experience. One guest, Hoang Thuy Linh, a tourist from Ho Chi Minh City, shared how her visit to Ha Long Bay was made unforgettable by the music. “I’ve visited Ha Long several times, but never experienced a night on the bay like this,” she said. “When Careless Whisper played softly across the still waters, the whole restaurant fell silent. It was truly unforgettable.”

Challenges and Opportunities in Music Tourism

Despite the promising potential of music tourism, several challenges remain. Public awareness of the concept is still limited, and some travelers are hesitant to invest in integrated packages that include accommodation, meals, sightseeing, and performances. Additionally, organizing large-scale music events requires careful coordination, involving licensing, logistics, and artist schedules. This calls for a closer collaboration between tourism businesses and performers to ensure smooth execution.

However, the outlook remains optimistic. Vietnamese travel companies are increasingly partnering with domestic and international artists to create specialized tours and “fan-tours” — a model inspired by countries like South Korea, Japan, and Thailand. These tailored experiences could position Vietnam as a leading cultural and entertainment hub in Southeast Asia, attracting a diverse range of tourists.

Government Support and Future Prospects for Music Tourism

As part of its long-term tourism development strategy for 2030, the Ministry of Culture, Sports, and Tourism has prioritized tourism linked to cultural, sports, and entertainment events. With a focus on innovative formats like music, film, and sports tourism, the government aims to build a globally competitive and culturally rich tourism sector. This comprehensive strategy will continue to encourage the development of music tourism and other creative experiences.

The support from both the public and private sectors will play a crucial role in Vietnam’s journey to becoming a premier music tourism destination. With the right investment and attention to detail, the music tourism trend is poised to become a central pillar of the country’s tourism industry, contributing to a vibrant and diverse tourism landscape for years to come.

Vietnam’s Music Tourism: A New Era in Travel

As the music tourism scene continues to evolve, Vietnam stands at the threshold of a new era in travel — one that combines rich cultural heritage with the global appeal of music, offering travelers unique and emotionally charged experiences that will leave lasting memories.

Sources: Vietnam National Authority of Tourism, Ministry of Culture, Sports, and Tourism

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