Vietnam remains a sought-after location for international concerts, with the upcoming one by world-renowned boy band Westlife poised to further enhance the allure of the Vietnamese music tourism market, Caesar Indra, president of travel platform Traveloka, said during a business visit to Ho Chi Minh City on Wednesday.

Traveloka witnessed an impressive growth rate of almost 90 percent in international flight bookings to Vietnam through the Indonesia-based platform in the first half of 2023 compared to the same period last year, according to Indra. 

This surge is attributed to the rising trend of event-based tourism and an illustrative case of the impact of music tourism. 

Previously, the South Korean girl group Blackpink put on a concert which took place on July 29-30 and generated an industry-wide revenue of approximately VND600 billion (US$24.4 million).

During the music nights, room bookings in Hanoi via Traveloka doubled, while air ticket reservations to the Vietnamese capital through the platform surged by ten times.

Indra anticipates a comparable impact with Westlife’s concert, scheduled for November 22 in Ho Chi Minh City, affirming that Vietnam is effectively capitalizing on the music tourism opportunities.

The growth figures during the recent period will serve as a foundation for Vietnam’s preparedness to host more international music celebrities and bolster tourism by enticing more international visitors to the country, the Traveloka president said.

Other trends

Another emerging trend is the increasing focus on sustainable tourism. 

Traveloka’s data for the first half of 2023 reveals higher flight searches compared to 2022, with top destinations like Ninh Binh Province in northern Vietnam and Hoi An City of Quang Nam Province in the country’s central region in the spotlight. 

Moreover, the demand for accommodations in Ninh Binh during the first half of 2023 surged by over 80 percent compared to 2022. 

These destinations are favored for their natural beauty, cultural heritage, and environmentally friendly lodging options. 

Young travelers, in particular, are inclined to minimize their environmental footprint.

This growing interest is evident through a preference for eco-friendliness, local immersion, and support for sustainable initiatives.

Cultural tourism is also a significant trend in Vietnam, with top domestic destinations in the first half of 2023 including Ho Chi Minh City, Hanoi, Da Nang, Phu Quoc Island in the south, Da Lat City in the Central Highlands province of Lam Dong, Nha Trang City in south-central Khanh Hoa Province, and Hue City of central Thua Thien-Hue Province. 

These destinations offer rich cultural exploration opportunities.

Indra evaluated that the Vietnamese government has recognized the potential of cultural tourism and thus initiated various projects to promote and enhance this aspect of tourism.

To solidify these trends and further contribute to the tourism industry, on October 31, Traveloka signed a cooperation agreement with the Vietnam National Authority of Tourism, aimed at promoting local tourism and elevating its global destination status, he added.

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