Concert tourism’s dramatic rise across Asia has prompted an unprecedented partnership between travel giant Trip.com Group and entertainment powerhouse Live Nation Asia, creating a multi-year collaboration set to transform how music fans experience live performances throughout the region.
The strategic alliance, launched across Hong Kong, Macau, Singapore, Thailand, South Korea, and China, integrates all-encompassing travel packages that combine flights, accommodations, and exclusive concert access for music enthusiasts.
Experience borderless music through complete travel solutions spanning six Asian markets with privileged concert access.
This partnership responds directly to compelling consumer trends revealed in Trip.com’s Momentum survey, which found that 66% of Asia-Pacific travelers would cross international borders specifically to attend concerts. Gen Z and millennial demographics are driving this phenomenon, with notable spikes in hotel bookings during major performances.
Singapore witnessed hotel bookings triple during Lady Gaga‘s exclusive Asia show, while Hong Kong reports that over 50% of concert attendees extend their visits for additional leisure activities.
The economic implications are substantial for regional tourism. Concert-goers typically stay longer and spend more at local businesses, creating ripple effects throughout hospitality, transportation, and retail sectors.
This tourism segment is proving critical to post-pandemic economic recovery across Asian markets, with cities like Bangkok, Singapore, and Seoul increasingly positioning themselves as premier music destinations.
Trip.com’s platform now offers exclusive pre-sale access to Live Nation events alongside seamless travel arrangements, creating integrated experiences previously unavailable to Asian consumers. The collaboration aims to provide immersive experiences beyond the concert itself, enhancing cultural and economic opportunities for destinations across Asia. The collaboration represents Trip.com’s first strategic move into live entertainment travel, signaling important diversification for the company.
Artists participating in these tours can maximize their exposure by building brand stories through consistent, eye-catching content that resonates with Asian audiences.
Industry analysts project continued growth in concert tourism across Asia, fueled by rising disposable incomes and increased youth engagement with international music.
The partnership anticipates introducing additional innovative concert-related travel products, potentially expanding to include multi-destination concert itineraries. The partnership has already launched special bundles for K-pop group Twice’s tour in Hong Kong, featuring presale ticket access combined with hotel packages and transportation options. For artists, this alliance creates opportunities to develop sync deals through potential music licensing for tourism promotion campaigns. As global artists increasingly include Asian cities in their tour schedules, Trip.com and Live Nation are poised to capitalize on the convergence between tourism and entertainment, transforming how fans experience live music while boosting local economies throughout the region.
