Promote tourism through cultural events

On the two nights of July 29th and 30th, more than 60,000 spectators witnessed the energetic and impressive performance of the Korean band Blackpink at My Dinh Stadium. Blackpink is a band with a huge fan base around the world, especially in Asian countries such as Thailand, China, and the Philippines.

Blackpink's concerts not only attract fans from the host country, but also attract many foreign tourists. Blackpink's concerts always attract many media agencies and social media influencers. This helps spread the image of the country hosting the event.

In preparation for this cultural event, starting from the beginning of July, Hanoi’s culture and tourism department has taken a number of measures to promote and prepare to provide services to tourists. The Hanoi Tourism Bureau requires all travel agencies to improve product quality and ensure the provision of the best quality services. Accommodation venues will strengthen monitoring of tourist service quality. Travel agencies will cooperate in promoting and selling tourism products according to the needs of the audience.

Some travel agencies have opened various tourist routes to meet the needs of young tourists from various countries in the region who come to watch Blackpink performances.

The reality turned out to be as expected. Before the concert, even though the round-trip ticket price from Hanoi to Ho Chi Minh City was as high as 8 million to 9 million VND, the flights to Hanoi were always sold out. Many hotels near My Dinh Stadium reported full occupancy quickly.

Many spectators from Thailand, China and other countries flew to Hanoi. The "impetus" of Blackpink's concert will strongly accelerate Hanoi's tourism industry in July 2023. The Hanoi Tourism Bureau estimates that the city received 2.38 million tourists, a year-on-year increase of 21.4%, and the number of foreign tourists visiting Hanoi is estimated at 380,100. Total visitor receipts also grew strongly in July.

In the world, among the types of tourism, music tourism is a new trend that attracts the attention of young people. Many countries take advantage of the opportunity to attract tourists during major music events. Promotional images related to their music idol image were arranged on the plane, in transit, and at the hotel.

In addition, many other products and services were launched to attract tourists, aiming to persuade this group of tourists to return to Vietnam. However, activity tourism presents opportunities but also challenges. If products and services do not meet the needs of customers, it is easy for customers to refuse to return.

Hanoi has initially successfully attracted tourists through Blackpink's music activities. Judging from the experience of hosting this cultural event, the city can be geared toward hosting international cultural and music events involving other top stars in the world, injecting impetus into promoting the development of the cultural industry and even tourism. (over)