An artist announces a show in another city. The group chat lights up. Someone gets the tickets and hotel, someone starts checking flights, and soon everyone is talking about what they’ll do while they’re there.
The trip started with the music.
The Concert Travel Effect in Asia, new research from Live Nation Asia and Trip.com Group, reveals how concerts are influencing travel across Mainland China, Singapore, Hong Kong, Macao, Thailand and South Korea. The report brings together new fan research, Trip.com Group travel data and Ticketmaster insights to follow the journey from deciding to see an artist through the time fans spend in the destination.
Across the six markets, seven in 10 fans say live music is one of the most exciting reasons to travel. The research shows how that is translating into travel behavior:
Artists are putting new destinations on fans’ maps. 65% of concertgoers surveyed have travelled to another country or region for a show.
The ticket can set an entire trip in motion. 62% say securing tickets is the biggest driver of their live music travel planning.
Who is playing can change where fans go. In Bangkok, K-pop concerts attract nearly twice as many overseas attendees as other concert acts.
Fan communities are travelling together. Two in three fans surveyed say their fan community is core to the concert experience.
The concert becomes a multi-day trip. Fans say they would ideally spend an average of four days in the destination.
The demand is also increasingly translating into travel bookings. 84% of concertgoers surveyed are interested in packages that combine a concert with travel products. Since launching their partnership in 2025, Live Nation Asia and Trip.com Group have bundled concert access with hotels, transportation and local experiences across the six markets. Trip.com Group reports that bookings for bundled ticket packages grew 64% year-on-year in the first half of 2026, as more fans planned beyond the night of the show.
“Experience-led travel is an increasingly important part of how people choose where and when to go, and live music is a powerful force shaping the destinations fans are drawn to. As the concert becomes a catalyst for a wider trip, travellers value seamless ways to bring every part of it together. At Trip.com Group, we are connecting the moments that inspire people to explore with the tickets, flights, stays and attractions that bring those trips to life, helping travellers make more of the journey,” said Bo Sun, Chief Marketing Officer, Trip.com Group.
“A concert can make a city feel like somewhere a fan needs to be,” said James Dick, EVP of Partnerships and Media, Live Nation Asia. “We’re seeing that across Mainland China, Singapore, Hong Kong, Macao, Thailand and South Korea. Fans come for the artist, but they need a place to stay, they eat out and they explore while they’re there. One show can set a whole journey in motion.”
The Concert Travel Effect in Asia looks at the fans behind these trips and how live music is shaping travel across Asia, from the moment an artist announces a show to the days fans spend exploring their destination.
The Concert Travel Effect in Asia examines concert travel in Mainland China, Singapore, Hong Kong, Macao, Thailand and South Korea using fan research, Trip.com Group customer behavior and Ticketmaster ticketing data.
Quantitative consumer research was conducted across 1,768 respondents using OnePoll and Live Nation Soundboard surveys. Fieldwork was conducted across Mainland China, Singapore, Hong Kong, Macao, Thailand and South Korea in July 2026.
Survey findings refer to concertgoers across the six markets studied, and combine consumer survey research with first-party Trip.com Group travel booking data and Ticketmaster ticketing data, providing insights across both travel and live entertainment behaviour. Travel and ticketing findings refer to the specific events, locations and periods detailed in the report. Where year-on-year comparisons are stated, data from 1 January 2026 to 30 June 2026 is compared to the same period the year before.
