Vietnam opens up music tourism market

International stars hold concerts and fan meetings

Recently, Vietnam has become a destination for many international stars to hold grand concerts and music programs. For example, the concert performed by BlackPink (RoK) in 2023 attracted more than 60,000 audiences. After the arrival of this famous band, many Kpop groups have also come to Vietnam to hold concerts in 2024.

At the beginning of 2025, the legendary RoK music band 2NE1 had an impressive reunion in Ho Chi Minh City to celebrate its 15th anniversary of the band’s establishment. Tens of thousands of audiences attended and witnessed the explosive performances of this famous girl band.

A concert performed by the Republic of Korea’s BlackPink band - Illustrative photo

In addition, the BABYMONSTER band recently confirmed that they would come to Vietnam in May, bringing their first concert at the Saigon Exhibition and Convention Center (SECC). Tiffany Young - the “smiling eye” icon of the girl band Girls’ Generation has also officially confirmed her first solo concert in Vietnam on March 22, at Nguyen Du Stadium.

In addition to music nights, many artists also choose Vietnam to hold fan meetings. Currently, Vietnamese fans are excited, as Jisoo - a member of the band BlackPink (RoK) - has just announced that she will hold a fan meeting in Vietnam in the near future.

Accordingly, the famous female singer will have a tour in 7 cities across Asia, including those in Vietnam, the Philippines, Thailand, Macau, Taiwan (China) and Hong Kong (China). This is the second time the female singer has returned to Vietnam to meet fans after two years of BlackPink’s tour (in 2023) and is also the first fan meeting series in Jisoo’s personal career.

Opportunities for music tourism development

Over the past time, the trend of music tourism has become quite popular with young people around the world. This is not simply promoting the beauty of destinations through music videos, but also inspiring musical pilgrimages. Because music events are often strongly promoted on social media platforms and other media channels, when famous artists join in, the attractiveness and recognition of the destinations are also enhanced, creating strong attraction for tourists.

In addition to Europe, Asia is experiencing a boom in music tourism events, which not only spread the image of destinations but also earn large revenues for the economy. Particularly in Vietnam, music tourism is gradually taking shape as famous domestic music stars such as Ha Anh Tuan, My Tam, Den Vau... have regularly organized attractive music programs. Particularly, the concerts “Anh trai vượt ngàn chông gai” (Bros Overcome Thousands of Thorny Hurdles) and “Anh trai say hi” (Brother Says Hi) have been a big surprise and are typical examples of the performance industry.

Then, grand music events like concerts and fan meetings of international stars have become attractive products at many destinations, bringing economic development opportunities for local people when tourists use related facilities and services such as hotels, restaurants, cafes, and doing shopping.

To exploit the music tourism market in the coming time, experts proposed that Vietnam attract international stars, and become a destination for major art events. However, Vietnam also needs to draft policies to help create favorable conditions for organizers, stars and international guests to come and organize performances in Vietnam; and travel companies need to coordinate with organizers to ensure price stabilization for tourists, as well as having capability to welcome and serve a large number of tourists who come for the art events.

When music stars, “ambassadors” of tourism, are capable of bringing Vietnam’s image and culture to the world in the most effective and cost-efficient way, they will contribute to enabling the performance industry to achieve a revenue of about 31 million USD by 2030 according to the Cultural Industry Development Strategy set by the Government.