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A survey of over 23,000 Vietnamese people across generations revealed a strong growth in travel preferences linked to popular culture. The report indicates that the middle class, with higher disposable income, is playing a significant role in shaping this trend. According to the survey, more than half of participants had already spent money on trips, and 45.9% planned to travel in the next few months.
Travel combined with experiencing popular culture is becoming an emerging travel trend among young Vietnamese people. Beyond just attending idol concerts, Vietnamese tourists are actively participating in large-scale music festivals in countries like Japan, South Korea, and the United States.
Overwhelmed by flashy advertising campaigns, many young Vietnamese tourists choose destinations and travel guides from movies, television shows, or follow the itineraries of their idols.
This year, Taylor Swift's fanbase created a sensation by flocking to Singapore for the "Eras Tour." Meanwhile, destinations like Seoul and Tokyo are also consistently popular with K-pop and J-pop enthusiasts. Besides music, international sporting events like the World Cup and the Olympics also attract a large number of Vietnamese tourists to the host countries.
Every city that Taylor Swift's concert tour visits has sparked a tourism boom.
For film set tourism, the influence of popular movies is creating a new trend. 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 people are choosing trips to experience the actual filming locations of their favorite movies, aiming to "recreate the cinematic world" they've seen on the small screen.
French tourism benefits from the "Emily in Paris" phenomenon.
Sports tourism, while still in its developing stage, is also a promising trend. Tournaments such as the SEA Games, the English Premier League in London, and the Olympic Games have been attracting the attention of Vietnamese fans. With a desire to immerse themselves in major events, Vietnamese tourists are planning trips to important sporting destinations around the world.
Meanwhile, TikTok acts as a social media "travel guide," with 55.6% of survey participants using the platform to find information about destinations, vacations, and travel options. Additionally, by catering to diverse fan communities of all sizes and interests, social media platforms have become important tools for users to plan trips based on trends or popular culture phenomena they enjoy, contributing to the growth of various types of travel.
Tourism surges thanks to TikTok's influence.
To attract the attention of this new customer segment, travel agencies and hotel brands need to constantly innovate and adapt. Instead of simply offering conventional services, businesses should focus on designing unique travel experiences that resonate with their fans' culture.
This could include organizing themed tours, designing shared spaces that reflect the idol's personality, or creating interactive activities that give fans a chance to connect with each other. Personalizing the experience is also crucial, helping visitors feel valued and understood.
Travel is not simply about moving from one place to another; it's also an opportunity to discover yourself, connect with communities, and create unforgettable memories.
“Vietnamese fans are always eager to seize any opportunity to get closer to their favorite artists or visit the filming locations of their favorite TV shows. Given the limited number of foreign artists performing in Vietnam, the fans' desire for entertainment and cultural connection is even stronger, making these experiences seem even more special. By recognizing and responding to this enthusiasm, brands and tourism businesses can create memorable experiences for tourists,” shared Ms. Trinh Nguyen, Vice President of Communications at Vero Vietnam, in the report.
