The thrilling blend of travel and musical passion is gaining traction among Vietnamese travelers, who are increasingly pursuing experiences that align with their interests.

According to Booking.com, following the announcement of G-Dragon’s concert in Hanoi, accommodation searches for the city during the event dates of November 6-9 soared by over 250% compared to the same period last year.

When the lineup for the Y-CONCERT in Hanoi was unveiled, searches for stays during December 19–20 increased by 60% year-over-year.

This trend is not limited to Vietnam. When BLACKPINK tickets went on sale in Singapore, accommodation searches for their concert dates of November 28-30 spiked by 115%.

The Concert Fever Escalates

Over the past two years, Vietnam’s entertainment scene has witnessed numerous large-scale concerts, featuring international stars like BLACKPINK and G-Dragon, as well as popular local series such as *Anh Trai Vượt Ngàn Chông Gai* (Brothers Overcoming Challenges) and *Anh Trai Say Hi* (Brothers Say Hi), igniting a nationwide concert frenzy.

These events, alongside new-generation music festivals like Genfest and *Những Thành Phố Mơ Màng* (The Dreamy Cities), have captivated young audiences, transforming live performances into iconic cultural experiences.

Booking.com’s Travel Trends 2025 reveals that 68% of Vietnamese travelers find inspiration on social media, while 33% are influenced by TV shows or movies, highlighting how cultural content directly shapes travel plans. Pop culture, once a mere entertainment source, has become a powerful catalyst for travel inspiration.

What people consume and share online quickly translates into a desire to experience those emotions in person.

This emotional connection is most evident in concert travel. Approximately 62% of Vietnamese travelers reported taking a trip in 2024 to attend an event like a concert, and 38% consider live music and festivals crucial when choosing a destination.

Cities in Harmony

For many young travelers, attending a concert is more than just seeing an artist perform; it’s about being part of a collective, fleeting moment—an energy unique to that experience. It represents an emotional journey of discovery, from excitement to cherished memories.

The rise of music-driven travel presents a unique opportunity for host cities. Major destinations like Hanoi, Ho Chi Minh City, and Da Nang, now frequent venues for large-scale performances, can showcase their vibrant cultures to visitors.

A concert night in Hanoi can easily extend into a longer stay, exploring its creative neighborhoods and iconic cafés. Each performance becomes a gateway to experiencing a city’s unique identity.

“The growth of music tourism is more than a trend; it reflects a cultural shift. Music and travel both connect people and evoke emotions. Vietnamese travelers are increasingly personalizing their journeys, with 45% willing to spend more on activities and 48% on accommodation to enhance their experiences,” said Branavan Aruljothi, country head of Vietnam at Booking.com.

“This demonstrates a generation that views travel as self-expression, a celebration of creativity and individuality.”

G-Dragon Captivates at World Tour Übermensch in Hung Yen

VOV.VN – Kwon Ji-yong, globally recognized as G-Dragon from the Republic of Korea, launched the opening night of his World Tour Übermensch in northern Hung Yen province on November 8. The event drew tens of thousands of fans for over two hours of electrifying performance.