The study, which surveyed more than 23,000 Vietnamese people from multiple generations, found a strong growth in interest in travel linked to popular culture. The report pointed out that the middle class, with higher disposable income, is playing a key role in driving this trend. According to the survey, more than half of the participants have already spent money on trips and 45.9% plan to travel in the next few months.
Tours combined with pop culture experiences are becoming an emerging travel trend among young Vietnamese people. Not only stopping at idol concerts, Vietnamese tourists are also actively participating in large-scale music festivals in countries such as Japan, Korea or the US.
Saturated by massive advertising campaigns, many young Vietnamese tourists choose destinations, take travel instructions from movies, TV shows or follow the schedules of their idols.
This year, Taylor Swift's fan community created a fever when they flocked to Singapore to attend the "Eras Tour". At the same time, destinations such as Seoul and Tokyo are always the center of attention for K-pop and J-pop fans. Besides music, international sporting events such as the World Cup and Olympics also attract a large number of Vietnamese tourists to the host countries.
Every city Taylor's tour visits causes a tourism boom
For film set tourism, the influence of famous movies is creating a new wave. For example, the movie “Emily in Paris” has increased searches for trips to France, while China’s “Go Where the Wind Blows” has made Yunnan an attractive destination. Many Vietnamese are choosing trips to experience the actual filming of their favorite movies, in order to “realize the cinematic world” they have seen on the small screen.
French tourism benefits from the boom of "Emily in Paris"
Sports tourism, while still in its infancy, is also a potential trend. Tournaments such as the SEA Games, the Premier League in London, and the Olympics have been attracting the attention of Vietnamese fans. With the desire to be part of major events, Vietnamese tourists are planning to visit important sports destinations around the world.
Meanwhile, TikTok acts as a “tour guide” on social media, with 55.6% of survey respondents using the platform to find information about destinations, vacations, and travel options. In addition, thanks to also serving many fandoms of all sizes and interests, social media has also become an important platform for users to plan their travel based on trends or popular cultural phenomena they love, contributing to the rise of different types of tourism.
Tourism wave thanks to the impact of TikTok
To attract the attention of this new customer segment, travel agencies and hotel brands need to constantly innovate and innovate. Instead of just providing conventional services, businesses should focus on designing unique travel experiences that are linked to fan culture.
This could include organizing themed tours, designing shared spaces that are uniquely themed to the idol, or creating interactive activities that give fans the opportunity to connect with each other. Personalizing the experience is also important, helping visitors feel appreciated and understood.
Traveling is not just about moving from one place to another, but also an opportunity to discover yourself, connect with the community and create memorable memories.
“Vietnamese fans are always ready to seize any opportunity to get closer to artists or visit the sets of their favorite TV shows. With the number of foreign artists coming to Vietnam to perform still limited, fans’ desire for entertainment and cultural connection is even stronger, making these experiences seem even more special. By recognizing and responding to this enthusiasm, tourism brands and businesses will be able to create memorable experiences for tourists,” Ms. Trinh Nguyen, Vice President of Communications at Vero in Vietnam, shared in the report.
