Fans of the group BLACKPINK gathered outside My Dinh National Stadium on the afternoon of March 29, 2023. Photo: Tuan Duc/VNA
When sounds are heard in a strange space, visitors not only listen with their ears, but also feel with their hearts. Music has now become an indispensable part of every journey, evoking emotions and leaving an unforgettable impression on visitors. Music tourism is gradually becoming a strong trend, promising to open a new era for the smokeless industry, attracting domestic and foreign tourists to explore Vietnam in a completely different way.
From domestic to international shows
In recent years, Vietnam has witnessed an explosion of large-scale music events. Not only domestically, Vietnam is becoming a “stop” for many international tours. “Super concerts” such as BLACKPINK, Westlife, G-Dragon in Hanoi and Ho Chi Minh City not only fill up stadiums but also attract tens of thousands of domestic and international audiences, creating a clear positive effect on the local tourism industry - from accommodation, food and beverage to entertainment services.
In addition, domestic entertainment programs such as “Anh trai vu ngan cong gai” or “Anh trai Say Hi” also recorded strong attraction. According to data from the organizers, each program attracted 50,000 - 70,000 viewers, showing the great demand of the public for this type of entertainment associated with music, especially among young people and domestic tourists.
Along with the development of big music festivals, the model of tourism combining music in a personalized and sophisticated way is also being effectively implemented by many businesses. Paradise Vietnam is one of the pioneering tourism businesses integrating music into luxury cruise tours in Ha Long Bay. Here, live music performances are held every afternoon and evening on the Paradise Elegance and Paradise Grand cruises, which have become a "specialty" loved by domestic and foreign tourists.
Paradise Vietnam has organized many mini shows and music nights with the participation of artists such as Bang Kieu, Le Hieu, or the international band 911. The effect of these programs not only helps to position the brand but also stimulates tourism in Ha Long, increasing the occupancy rate at hotels and cruise ships.
According to Mr. Hoang Van Cong, Operations Manager of Paradise Delight Cruise, the demand for music-based resort experiences among Vietnamese tourists is increasing rapidly. Although this model has only been known in Vietnam for the past few years, Vietnamese people are increasingly willing to pay for experiences that bring emotional value and deep connection.
The Vietnam National Administration of Tourism believes that the tourism model combined with entertainment, including music, is one of the directions for developing specific products to increase the length of stay and increase the spending of tourists. Director of the Vietnam National Administration of Tourism Nguyen Trung Khanh emphasized: "Creating deep, personalized experiences and diversifying products is a long-term strategy. Music plays a special role in connecting tourists' emotions with the destination."
Ha Long Bay landscape. Photo: Hoang Hieu/VNA
"Leverage" for Vietnam tourism
More than just a combination of two fields, music tourism is becoming a journey of emotional discovery . The target audience of this type is very diverse, from young people who love art, international visitors who want to learn about local culture, to those looking for a deep, private vacation experience.
A survey by Paradise Vietnam in early 2025 showed that up to 85% of tourists rated music as a significant contribution to the emotional value of the trip. Ms. Hoang Thuy Linh (a tourist from Ho Chi Minh City) shared after a cruise on Ha Long Bay: “I have been to Ha Long several times, but I have never seen the night scene on the bay blend with music like this time. When the song Careless Whisper resounded in the gentle space, the whole restaurant seemed to quiet down to listen. The feeling at that moment was truly unforgettable.”
However, like many new trends, music tourism is facing certain challenges. A representative of Paradise Vietnam admitted that the biggest barrier to this model is the low level of market awareness, along with the fear of paying for a tour that integrates accommodation - cuisine - sightseeing - art. In addition, the organization of art programs depends on performance schedules, copyrights, stage techniques and personnel, requiring close coordination between tourism businesses and performing units.
However, the market signals are still positive. Many tourism businesses have been boldly promoting cooperation with domestic and foreign artists to build specialized tours based on events or idols (fan-tours), a model that has developed strongly in Korea, Japan, and Thailand. If implemented properly, this could become a "lever" to turn Vietnam into an attractive cultural and entertainment destination in Southeast Asia.
According to the National Tourism Product Development Strategy to 2030, the Ministry of Culture, Sports and Tourism identifies tourism associated with events, cultural, sports and entertainment festivals as one of the key product groups. New types such as music, cinema, sports and entertainment tourism, etc. are encouraged to invest in professional development, associated with local identity and increasing international competitiveness.
Music not only enriches the tourism product map, but also contributes to enhancing the emotions in each journey. With thorough investment from businesses, strategic orientation from the industry and positive reception from tourists, music tourism promises to be a “new melody” for the creative and inspiring development of Vietnam’s tourism industry in the next decade.
Source: https://bvhttdl.gov.vn/giai-dieu-moi-cho-du-lich-viet-nam-20250703141749162.htm
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