Experts say this is a golden opportunity for Vietnam to promote tourism and culture to international tourists.
The boom of "follow-up" services
Immediately after the news that the group BlackPink would hold the Born Pink concert at My Dinh Stadium at the end of July, social networks were flooded with services offering to book hotel rooms and homestays near the event location.
BlackPink in a show in Los Angeles (USA) in November 2022
Most of the account owners offer attractive offers such as being only 2-5 minutes away from My Dinh Stadium, willing to charge hourly and overnight room rates... Rental prices range from 300,000 - 2 million VND/room, depending on the type.
Not only in Vietnam, on the social network Weibo, BlackPink fans in China also eagerly expressed their desire to come to Vietnam to watch their idol's concert.
According to the survey, most audiences are looking for information on ticket prices, how to book tickets, immigration procedures, and convenient and inexpensive means of transportation when coming to Vietnam. In addition, accommodation and tourist attractions in Hanoi are also of interest to many people.
On this occasion, a series of travel companies launched attractive combos to serve fans from afar such as plane tickets, train tickets. Many travel agencies such as HH Travel, Vietravel... provided a series of attractive services ranging from 5.2 - 7.2 million VND for 4-star hotel services and round-trip air tickets.
A representative of Vietravel added: “We have many attractive product lines, focusing on young customers. At the end of June, BlackPink's tour in Thailand, Malaysia, Indonesia, the Philippines and Singapore was sold out. When the show returns to Vietnam, we are also targeting Southeast Asian audiences who have not been able to buy tickets to their idols' previous shows.”
Mr. Nguyen Thanh Hanh, Director of Intrepid Travel Company, said that BlackPink's Born Pink concert in Hanoi next July can be said to be an explosion for the audience in Vietnam in particular and the Asian region in general. With a large number of fans, the demand for audiences flocking to the capital can reach hundreds of thousands of people.
For audiences from other places who want to come to Hanoi to watch a concert, in addition to buying concert tickets, they will certainly need to book transportation, accommodation... and prioritize being as close to the venue as possible for the most convenient travel. Therefore, the fact that homestays and services have launched invitations to book rooms near My Dinh Stadium, or combo packages with air tickets, train tickets to Hanoi is certainly hitting the psychology of this customer group.
How to combine music with travel?
BlackPink's concert at My Dinh Stadium promises to not only bring an unforgettable musical experience but also a great opportunity to develop tourism.
In fact, it wasn't when BlackPink's concert stopped in Hanoi that music tourism appeared in Vietnam.
Most recently, singer Ho Ngoc Ha successfully performed the Love Song 2 live show at Moonlight Square - Ba Na Hills (Da Nang) in front of over 2,000 spectators. Last February, two concerts of Radiant Horizon by singer Ha Anh Tuan were held at the Dinh and Le Kings Temple Festival (Ninh Binh) attracting 20,000 spectators...
However, media expert Hang Nguyen said that with BlackPink's concert, this is also a "golden" opportunity to promote the tourism brand of a destination, creating a positive social effect, especially for international audiences.
According to statistics from Postsen Thailand, Thai tourism earned more than 20 - 30 million USD from accommodation, airfares, and consumption in the five days before and after BlackPink's performance. The Tourism Authority of Thailand assessed that the Born Pink concert helped attract a large number of high-quality tourists in short-term markets in the region.
Meanwhile, according to The Straits Times, Singapore earned more than 35 million USD; Indonesia also earned a similar figure from these performances.
In fact, during the event, a series of stars, media and international audiences will come to enjoy. Images of cuisine, country, drinks, costumes at the venue will appear all over the personal pages of artists, audiences and international press...
Ms. Hang believes that Vietnam has the potential to attract international visitors through performances by international artists like BlackPink.
Sharing the same view, Mr. Nguyen Thanh Hanh, Director of Intrepid Travel Company, commented: With the advantage of geographical distance as well as convenient direct flights, especially, Hanoi's culture, heritage and cuisine can be factors that attract tourists to stay longer to explore.
Taking this opportunity, Vietnam can actively promote its tourist destinations and culinary culture to international friends. Through fanpages, websites, and social networks, an international event like BlackPink’s concert can become a bridge to exchange and promote tourism and culinary culture of the country.
“Along with that, travel agencies can seize this potential opportunity to launch combos of accommodation, transportation, and sightseeing at historical sites and scenic spots in the capital to retain international tourists,” Mr. Hanh clearly analyzed.
However, Mr. Hanh also noted that to fully exploit the opportunities brought by these performances and promote music tourism in Vietnam, the Vietnamese tourism industry also needs to have a specific implementation strategy.
In this regard, cooperation between tourism agencies, event organizers and local businesses is very important. In addition, designing comprehensive travel packages that combine concert tickets with suitable schedules and affordable prices will attract music tourists to explore the country before and after the show.
According to a report by Future Market Insights, the global music tourism market will reach a value of $11.3 billion by 2032, up from $5.5 billion last year. North America is the leading region for music tourism, with major music festivals such as Coachella and Lollapalooza.
The average tourist spends at least $300 on travel and accommodation in the US. In Asia-Pacific, the music tourism market is growing in countries such as South Korea, India, Hong Kong, Singapore and Malaysia.
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