Vietnam’s Music Tourism Revolution: From BLACKPINK to Cruise Concerts, A Nation Rises on the Global Stage
Vietnam is charting a bold new path in international tourism by becoming Southeast Asia’s most exciting music tourism destination. Drawing millions of domestic and international fans, the nation’s thriving live music scene—from sold-out stadium concerts by BLACKPINK to intimate luxury cruise performances in Ha Long Bay—is redefining how travelers experience culture, entertainment, and connection.
BLACKPINK, G-Dragon, Westlife Draw Global Fans
In recent years, global superstars like BLACKPINK, Westlife, and G-Dragon have ignited a surge in inbound tourism to Vietnam, particularly to Hanoi and Ho Chi Minh City. BLACKPINK’s two-night performance in Hanoi alone attracted over 67,000 fans, many of whom flew in from neighboring countries and beyond, eager to combine world-class music with cultural exploration.
Likewise, Ho Chi Minh City has welcomed iconic performers such as G-Dragon, who has long enjoyed a passionate Vietnamese fanbase. The Vietnamese Ministry of Culture, Sports and Tourism reports that concerts like these not only generate major revenue streams through ticket sales but also boost demand for hotels, restaurants, transportation, and local experiences.
Government-Backed Cultural Strategy Through 2030
Vietnam’s government has formally recognized the economic potential of music tourism. The “Vietnam Tourism Development Strategy to 2030,” spearheaded by the Vietnam National Authority of Tourism (VNAT), prioritizes entertainment-linked travel—including music, film, and sporting events—as a major growth engine.
Nguyen Trung Khanh, Director-General of VNAT, emphasized at a recent tourism forum that “music has the power to emotionally connect travelers to our destinations.” VNAT is working to integrate musical experiences into broader tourism packages, such as fan-tours and event-based itineraries, to extend visitor stays and increase per capita tourist spending.
Homegrown Hits: Vietnamese Music Shows Go Big
While international acts grab headlines, Vietnam’s domestic music scene is also thriving. Locally produced shows like Anh Trai Vuot Ngan Chong Gai and Say Hi Never Say Goodbye have drawn massive crowds of 50,000 to 70,000 per show. These productions blend modern performance with traditional Vietnamese themes, capturing the interest of young domestic travelers and cultural enthusiasts alike.
This groundswell of local support has encouraged tour operators and event organizers to create immersive experiences combining music, local cuisine, and sightseeing—transforming what was once a one-night event into a multi-day cultural journey.
Ha Long Bay Sets Sail with Floating Concerts
One of the most unique developments in Vietnam’s music tourism landscape is the rise of luxury music cruises. Paradise Vietnam, a luxury cruise operator in Ha Long Bay, has pioneered the concept of combining live music with five-star cruising. The Paradise Elegance and Paradise Grand vessels offer nightly performances featuring beloved Vietnamese artists like Bang Kieu and Le Hieu, as well as international names like British boy band 911.
This innovative approach blends the awe-inspiring natural beauty of UNESCO-listed Ha Long Bay with intimate live performances. “There’s growing demand for emotionally enriching experiences,” says Hoang Van Cong, Cruise Manager at Paradise Delight. “Music touches people on a deeper level and transforms a scenic cruise into an unforgettable journey.”
Emotional Storytelling Attracts Premium Travelers
Vietnam’s music tourism boom isn’t just about entertainment—it’s also about emotion. According to a recent survey conducted by Paradise Vietnam, 85% of respondents said that music significantly enhanced their travel experiences. One tourist, Hoang Thuy Linh from Ho Chi Minh City, shared, “I’ve visited Ha Long many times, but the night I heard ‘Careless Whisper’ across the bay was the most memorable. It felt magical.”
This focus on emotional storytelling is reshaping tourism marketing in Vietnam. Brands and travel agencies are now crafting experiences that resonate deeply with audiences—encouraging return visits and positive word-of-mouth.
Fan-Tours and Festival Packages: The Future of Travel
Taking inspiration from successful fan-tour models in South Korea, Japan, and Thailand, Vietnamese tour operators are beginning to offer packaged travel experiences centered around concerts and festivals. These bundles include priority tickets, backstage passes, cultural excursions, and themed hotel stays.
For example, travel companies in Hanoi have launched “K-Pop Fan Tours” around BLACKPINK and BTS-related events, complete with Korean BBQ nights, dance workshops, and custom merchandise. These packages have been especially popular with Gen Z tourists from Singapore, Thailand, and the Philippines.
Opportunities and Growing Pains
Despite its momentum, Vietnam’s music tourism sector faces challenges. Travelers are still unfamiliar with the idea of all-inclusive concert packages, and large-scale events require extensive licensing, logistical coordination, and artist cooperation.
Moreover, infrastructure in secondary cities needs improvement to accommodate influxes of concertgoers. However, industry leaders are optimistic. The Vietnam Tourism Advisory Board has proposed tax incentives and fast-track permits for event organizers to streamline development.
A New Cultural Identity Through Music
Vietnam is rapidly becoming more than a destination for food, heritage, or natural beauty—it’s emerging as an Asian cultural capital where music is the new language of travel. With government backing, private innovation, and rising international demand, Vietnam is poised to lead the next wave of music tourism in Asia.
As more visitors flock to Vietnam for the rhythm, emotion, and beauty of its musical landscapes, the nation’s tourism industry is evolving into a multidimensional experience—one that sings to the soul of every traveler.
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