The success of music tourism models
2024 marks the rise of domestic live concerts, the biggest proof of which is the success of “Anh trai say hi” and “Anh trai vu ngan cong gai”. This is not only a positive signal for the entertainment industry but also opens up development opportunities for the tourism industry, stimulating the economy in each locality where the concert takes place.
Previously, in 2023, when the band Blackpink performed in Hanoi, according to estimates from the Hanoi Department of Tourism, in just 2 days of the event, the total number of tourists to the capital was more than 170,000 with total tourism revenue of more than 600 billion VND.
Also in 2023, the concert "Brilliant Horizon" by male singer Ha Anh Tuan attracted about 10,000 tourists to Ninh Binh at the same time. For the first time, this locality was "sold out" of hotel rooms and tickets for the two shows quickly sold out within a few hours of going on sale.
Not only are there big live concerts, but small music stages are also gradually blooming in many provinces and cities, attracting a steady audience on weekends. We can mention programs such as the May Lang Thang music night in Da Lat, Hai Phong, Thanh Hoa or Soul of forest, Hoa bay in Vinh Phuc, Thanh am ben thong in Quang Ninh... Many audiences have taken the trouble to book plane tickets and hotels to attend these music nights, to see their favorite singers perform.
Passionate about music, Ms. Trinh Thuy Duong (in Thanh Mien district) has spent tens of millions of dong on plane tickets, concert tickets, and hotels to go to big cities and provinces such as Hanoi, Da Lat, and Ninh Binh to watch live concerts. The events only take place for one night, but she often takes 2-3 days to visit and travel to famous places in those cities and provinces.
She hopes Hai Duong can also invite famous singers and organize music nights like this so that audiences like her do not have to travel far. At the same time, it will attract a large number of visitors to Hai Duong.
New wind in Hai Duong
In early 2025, the spring live concert "The East" was held for the first time on Bach Dang walking street in Hai Duong city and attracted nearly 3,000 spectators.
Having fallen in love with male singer Duong Domic since the show "Anh trai say hi", Ms. Nguyen Thi Lan Anh (born in 2003, from Vinh Phuc) and a group of friends went to Hai Duong in early spring to "follow the idol".
The first time she came to Hai Duong, she enjoyed some specialties such as fish noodles, rice rolls, green bean cakes... Her impression of Hai Duong was that the food was delicious, the people were friendly, enthusiastic, and hospitable. Lining up from early morning to buy tickets and burning out with her idol until late at night, the "idol chasing" trip with Lan Anh was tiring but very fun and memorable. "I really want to come back to Hai Duong to visit many places and enjoy more delicious food here," said Lan Anh.
Also attending the live concert last spring, Ms. Vu Thi Lua (in Hanoi) chose Hai Duong as her spring travel destination in early 2025. After the vibrant music night, the next day, she and her friends visited the special national relic site of Con Son - Kiep Bac. She had heard a lot about Con Son through the verses "Con Son stream flows murmuringly / I hear it like the sound of a zither beside my ear" but this was the first time she had come to this place. Although there was no sound of flowing streams this season, she was able to conquer the top of Ngu Nhac Linh Tu mountain, cross the straight pine forests and take photos at the poetic root field.
According to the organizers of the spring live concert “The East”, many audiences from outside the province asked the organizers for suggestions on places to eat, sleep, and have fun in Hai Duong. This is a good opportunity to attract visitors to Hai Duong, to explore the culture and people of the Eastern land.
Notably, during the music night, male singer Duong Domic enjoyed green bean cake right on stage. This image immediately became a trend on social media platforms, many young audiences learned about Hai Duong and its green bean cake specialty and sought to buy and enjoy it.
Mr. Tran Van Dung, Director of Sac Viet Entertainment Company, the organizer of the spring live concert, shared that “The East” is meant to express the identity and culture of the East. He hopes to organize many quality music programs in his hometown so that the audience can enjoy a grand “musical feast”.
Director of the Center for Culture, Information and Sports of Hai Duong City Nguyen Thi Sam said that the live concert “The East” is an innovative activity of the walking street and Bach Dang night market in 2025. After this music night, the audience’s reaction on social media platforms was quite good. The program is a positive signal for the cultural and entertainment industry in Hai Duong. The organizers plan to hold live concerts in spring, summer, fall and winter with different themes and artists.
Combining music with tourism will open up opportunities for sustainable development for the cultural industry. Hai Duong can exploit this potential "land", invest in developing tourism products combined with music, such as tours combining concerts, dining and sightseeing for tourists.
However, there needs to be a long-term investment strategy and close cooperation between management agencies, producers and artists. The entertainment industry not only helps to enhance cultural values but is also an effective lever to promote the tourism economy.
LINH LINHSource: https://baohaiduong.vn/kich-cau-du-lich-qua-cac-live-concert-406098.html
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