Hanoi hopes Blackpink will help attract tourists like Thailand

Blackpink's tour once helped Thailand and Singapore earn about 30 million USD and Hanoi tourism leaders are also waiting for a similar effect.

Korean girl group Blackpink will have two shows at My Dinh National Stadium on July 29 and July 30. Responding to VnExpress , Ms. Dang Huong Giang, Director of Hanoi Department of Tourism, said that the decision of the famous international music group to hold a performance in Hanoi is "proof of the economic, political, social stability, facilities as well as the capacity to organize large international events of the city".

She emphasized that information about the "Born Pink World Tour" program in Hanoi was released after the event of South Korean President Yoon Suk Yeol's state visit to Vietnam from June 22 to June 24. The Hanoi Department of Tourism has also actively promoted and communicated about tourism in the capital, thus creating a "positive effect", attracting the attention of international tourists to Hanoi, Vietnam.

After the ticket sales system officially opened, many statistics showed the effect of Blackpink on Hanoi's tourism industry. On July 7 and 8, data from online booking platform Agoda showed that searches for accommodation in Hanoi from abroad increased 7 times compared to a month ago. Domestically, searches for accommodation in Hanoi also increased 14 times since the official ticket sales.

Blackpink at the Coachella Valley Music and Arts Festival in 2019. Photo: AFP — Blackpink at the Coachella Valley Music and Arts Festival in 2019. Photo: *AFP*

According to a survey by the Hanoi Department of Tourism, in early 2023, Blackpink's show held in Bangkok (Thailand) helped the country's tourism have more motivation to attract international visitors in the context of the tourism industry facing difficulties after the pandemic. It is estimated that the Thai tourism industry earned more than 20-30 million USD from accommodation, air tickets, and consumption in the 5 days before and after the show. Similarly, Singapore earned more than 35 million USD, Indonesia also earned nearly the same number.

Among Southeast Asian countries, Thailand and Singapore are considered the two top destinations for big artists. The Tourism Authority of Thailand (TAT) said that Lisa, a Thai member of Blackpink, has contributed to promoting the country's image to many people around the world. Although not directly bringing Blackpink to perform, TAT affirmed that it always supports events if it finds them useful in promoting tourism and strengthening the soft power of the Golden Temple country.

"We also expect this show to have a positive impact on Hanoi tourism in particular and Vietnam tourism in general through statistics such as the number of domestic and international visitors to the capital before, during and after the show, total revenue from tourists, room capacity, and hotel rooms," said Ms. Giang.

Hanoi Department of Tourism expects that in July and early August, the number of domestic tourists to the capital will increase by about 20%, the number of international tourists will increase by about 15%, and total revenue from tourists will increase by about 15% compared to June. In addition, through the images and media effects of the music group, the unit hopes that many foreign tourists will know about Hanoi. This is the potential group of tourists of the city in the near future.

Ms. Giang also emphasized that the Hanoi Department of Tourism recognizes the potential for developing "music tourism", a trend that is gradually becoming popular with young people around the world. Major music events are an opportunity to attract international visitors to enjoy the show, combined with tourism in the host city.

A CNBC article published on July 9 pointed out that cities hosting events like Taylor Swift’s concert tour or the World Cup benefit from fans’ spending. Research firm QuestionPro said that Swifties – Taylor Swift’s fans – spend an average of $1,330 on tickets, food and travel. Those from other countries will spend even more due to increased travel costs, especially around big events. Those who travel abroad to see shows are driven by the YOLO (you only live once) and FOMO (fear of missing out) mentality after being held back by the pandemic for a long time.

Taylor Swift on tour at MetLife Stadium, New Jersey (USA). Photo: Rolling Stone — Taylor Swift on tour at MetLife Stadium, New Jersey (USA). Photo: *Rolling Stone*

With convenient flight routes, transportation, and infrastructure, a representative of the Hanoi Department of Tourism said the city can design attractive package tours including tickets to music shows and accommodation, dining, and sightseeing to attract visitors, especially young people. Currently, the Department of Tourism is researching and advising the city to implement international cooperation activities to widely promote the image of the capital, including promoting tourism through music.

In the coming time, the Hanoi Department of Tourism will improve service quality, ensure price stability for tourists, and have enough capacity to welcome a large number of tourists traveling to attend art events.

Tu Nguyen

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