After Blackpink boom, Hanoi seeks to lure foreign tourists

In recent years, Hanoi has hosted many concerts performed by legendary singers from all over the world. The city has become a regular stage for world music tours, attracting foreign music fans to explore the beauty of Vietnam along the way.

Gathering place of global music stars

The latest event was a concert by South Korean band Blackpink at the My Dinh National Stadium in Hanoi from July 29th to 30th.

Since then, the number of people looking for tickets has skyrocketed. In particular, VIP tickets worth nearly 10 million VND (422 US dollars) were sold out as soon as they went on sale. The number of tourists flocking to Hanoi for concerts is also expected to surge.

This is not the first time Hanoi has been on stage with world-renowned artists. In 2018, the former Boney M and Modern Talking band held a concert at the Vietnam National Convention Center, attracting thousands of spectators.

Following these successes, Monsoon Music Festival 2019 was held at Thang Long Imperial City, featuring performances by German band Scorpions, British singer Joss Stone, Irish band Kodaline and British band Bond, among others.

Musician Quoc Trung, music director of the festival, said Vietnam has become a performance destination for established stars from around the world in the wake of the Covid-19 pandemic.

“Christina Aguilera performs at Hanoi Hay Glamping Festival 2022, which welcomes four global bands from other eras, The Moffatts, A1, 911 and Blue,” said the The musician explained his comments.

By hosting international music events, Hanoi and Vietnam have built a brand of “safe, friendly and attractive destination”.

Requires a specific music tourism strategy

Travel experts say music tourism is gaining popularity among young people. The global music tourism market is expected to reach US$1.3 billion by 2033, offering host countries the opportunity to earn huge profits through catering and accommodation services. Blackpink’s concert in Hanoi shows that Vietnam is an attractive market.

Wu Qiongying, chief executive of Hwang Ming Tourism, said the upcoming Korean group’s concert has already attracted a large number of tourists, boosting the city’s tourism revenue. At the same time, Hanoi has also cultivated a positive image as a culturally vibrant destination for music tourists.

Ruan Hongyi, general manager of Asia’s top cruise line, said the combination of high-end tourism with shows, often performed on yachts, is gaining popularity. “With proper investment and coordination mechanisms, Vietnam will become a destination for art and music, and music tourism can be developed,” he noted.

Meanwhile, Phung Quang Thang, vice chairman of the Vietnam Tourism Association, believes that tourists are often willing to spend money on related services, products, local goods and delicacies in order to watch live performances of idols. This means that there is always a huge demand from tourists – is the supply professional enough to meet that demand.