Global music tourism is on the rise, with many holidaymakers opting to combine travel with concerts and gigs featuring their favourite live acts. With this emerging market expected to be worth U$11.3 billion by 2032, Thailand is developing a reputation as one of the best locations for live music in the Asia-Pacific region.
Already this year, Bangkok has hosted concerts by Blackpink, Harry Styles, Westlife and the Arctic Monkeys. Flight bookings for the first half of the year were five times higher than the same period last year, as more and more visitors come to Thailand in search of music, entertainment and experiential travel. Hotel bookings in Bangkok also increased by around 30 percent during this period.
According to the latest data from Traveloka Thailand, the majority of these visitors came from China, Taiwan, Indonesia, Vietnam, England, Singapore, Malaysia and Cambodia. Those who flew in to Bangkok also showed a wiliness to extend their stay to other locations around the kingdom, with popular destinations including Chiang Mai, Hat Yai, Chiang Rai, Phuket, Chonburi, Songkla and Suratthani.
“What we are seeing from Traveloka data is that international concerts in Bangkok could be one of the key drivers for leisure travel spending across a wide demographic,” explains Iko Putera, who is the CEO of Transport, Traveloka. “This is an opportunity for those in the travel and tourism industry to work on delivering experiences that are complementary to the most popular concerts and music festivals, such as city’s attractions and activities, cruises and entertainment.”
These positive trends are expected to continue into 2024, as increased visitor numbers bring an influx of business to the tourism industry. With its capacity to attract bigger crowds, music tourism has been proven to benefit wide swathes of the sector, impacting everything from hotels and restaurants to beach resorts and historical sites.
This month, Bangkok will play host to concerts by international superstars Charlie Puth and Sam Smith, while the capital will also welcome Coldplay for a series of gigs early next year (February 2024). With many more stellar names expected to visit Thailand in the months ahead, the stage is set for a year of unforgettable music.
