Published on
October 13, 2025
Live Nation Asia, one of the foremost promoters of live entertainment, has partnered with the global travel service provider, Trip.com Group, to create personalized concert tourism packages for the APAC region. With this partnership, Live Nation Asia and Trip.com Group integrate specially designed travel packages, including flights and hotels, with live entertainment for the very first time.
Such innovations have been pursued with increasing vigour for some time, and the partnership Live Nation Asia and Trip.com have sought to create will result in people participating in multi-dimensional travel experiences centered around major concerts in Hong Kong, Macau, Singapore, Thailand, South Korea, and mainland China. This approach will integrate the economic and cultural value of concerts into the tourism infrastructure of the region and reinvent destination marketing for the Asia-Pacific region.
Shaping the Future of Music and Travel with Live Nation Asia and Trip.com
The collaboration between the two companies is groundbreaking in more ways than one. For Trip.com Group, which includes travel platforms such as Ctrip, Skyscanner, and Qunar, this marks its first venture into the live entertainment space. According to James Dick, Live Nation Asia’s Executive Vice President of Partnerships and Media, the partnership aims to make concerts an unforgettable part of a larger travel experience. “Concert travel is redefining tourism across Asia,” Dick stated. “Together with Trip.com, we’re helping fans turn concerts into unforgettable trips that shape the culture of entire cities.”
This shift in the tourism sector is not just about enjoying a concert but also about enhancing the entire travel journey. From presale access to event tickets to bundled packages offering hotel stays and transportation, this new wave of concert tourism ensures that fans can immerse themselves in the full experience of the destination and the event itself.
Meeting the Growing Demand for Music Tourism
A recent consumer survey conducted by Trip.com Group revealed that nearly 66% of Asia-Pacific travelers are willing to travel internationally for concerts. This trend is being predominantly driven by Gen Z and Millennials, who increasingly seek out immersive travel experiences that go beyond just attending a concert. Bo Sun, Chief Marketing Officer of Trip.com Group, noted, “Today’s music lovers are embracing immersive experiences that extend far beyond the concert itself. Through partnerships like this, we are enhancing the travel journey, adding value for fans and unlocking new cultural and economic value for destinations and the wider industry in Asia.”
The survey findings point to a rapidly expanding market for music tourism, with Asia-Pacific being identified as a key hub for this growth. The region, which is home to approximately 60% of the world’s population, has become a central player in the global music tourism landscape. The combination of vibrant live music scenes, bustling cities, and rich cultural experiences make it an attractive destination for concertgoers from around the world.
An Exclusive Concert Package for TWICE Fans
The first collaborative offering is a concert tourism package for fans of the K-pop group TWICE, who will be performing in Hong Kong as part of their This Is For World Tour. Fans purchasing this exclusive package will receive presale access to tickets, as well as hotel packages and transportation options for an all-inclusive concert experience. The event, taking place at the Kai Tak Stadium in Hong Kong on December 6 and 7, is expected to draw thousands of international fans who will benefit from the added convenience of bundled travel services.
In addition to the TWICE package, similar concert travel bundles will be offered for fans of BLACKPINK, another hugely popular K-pop group. The bundles will include access to their Deadline World Tour in Singapore and Hong Kong, offering fans from around the region a seamless and enriched travel experience surrounding the event.
Concert Tourism’s Growing Economic Impact in Asia
The rise of concert tourism in Asia-Pacific is not just a cultural phenomenon—it’s a significant economic driver. According to recent research, the global music tourism market is projected to reach a value of US$400.5 billion by 2032. This growth is attributed to the increasing demand for live music experiences, festivals, and destination-based events that combine travel with entertainment. In particular, Asia-Pacific is seen as a rapidly expanding hub for music tourism.
The economic impact of music tourism has already been felt in several APAC countries. For instance, Lady Gaga’s four shows at the Singapore National Stadium this year generated approximately S$150 million (about €100 million) in tourism revenue. Similarly, Taylor Swift and Coldplay’s six-show runs in Singapore in 2024 are estimated to have contributed between S$350 million and S$500 million (€232.6 million to €332.3 million) in tourism spending, according to The Straits Times. These figures highlight the lucrative potential of concert tourism in the region, not just for the artists, but for the surrounding hospitality, transportation, and entertainment sectors as well.
Expanding the Reach: India and Beyond
As the concert tourism trend grows, other regions within Asia are also joining the movement. In India, the state of Assam recently launched an official concert tourism policy, which helped secure Post Malone’s debut headline show in the country. This initiative signals a broader regional push to tap into the growing interest in live music tourism, further expanding the scope of travel-based entertainment experiences in Asia.
On a global scale, partnerships like the one between Live Nation Spain and World2Meet, a leading player in the travel industry, are also contributing to the rise of concert tourism. This type of collaboration aims to bring more international music events to tourists, further solidifying the role of live entertainment in shaping the future of global tourism.
Concert Tourism—The Future of Travel in Asia-Pacific
Working with Trip.com Group is a ones first meaning strategic collaboration with the tourism industry in the Asia- Pacific region. The partnership is combining the excitement of live entertainment and the bundled convenience of travel and tourism as the first step in adapting how live music and travel tourism is experienced. The younger generation’s desire for music tourism makes music and travel tourism one of the most growing industries.
As concert tourism becomes more popular and the adjusted tourism frameworks start creating more inter cultural exchanges and adds economic value to the region, the Asia region with its cities, diverse music and rich culture becomes the region to lead the world in this new tourism phase.
