In recent times, cultural tourism in various countries has evolved beyond the exploration of landmarks and culinary experiences, captivating a substantial number of tourists with the vibrant atmosphere of renowned music festivals. Hanoi, with its rich cultural heritage and continually improving infrastructure, plays a significant role in advancing the development of music tourism in Vietnam.
Drawing Tourists through Musical Stages
Four years ago, Phung Khanh Ly from Singapore returned to Vietnam with two foreign friends to meet her favorite singer and fully indulge in the Monsoon Music Festival, an international music festival. Despite the short vacation period, the trio enthusiastically embraced the characteristic cold and drizzly ambiance of Hanoi.
Similar to Khanh Ly, coming to Hanoi to experience live music has become a popular choice for many. Tens of thousands of people flock to Hanoi to immerse themselves in the artistic atmosphere of the Monsoon Music Festival, satisfying their passion for music and idols. This includes numerous foreign audiences who visit Vietnam or extend their stay in Hanoi upon learning about the event.
Composer Quoc Trung, the Artistic Director of the Monsoon Music Festival, shared that after nurturing the idea for eight years, in late 2014, he and his friends brought the festival to the audience in Hanoi and music enthusiasts nationwide. Over the course of five seasons, the Monsoon Music Festival has become a distinct “brand” of Hanoi. As the first gusts of autumn winds blow, signaling the end of fall and the beginning of winter, thousands of people, whether acquainted or not, gather to sway and revel in the musical ambiance at Hoang Thanh.
According to statistics, over five seasons, the Monsoon Music Festival has mobilized 3,000 volunteers, mostly students, many of whom later became members of the organizing committee. The festival has attracted tens of thousands of spectators and generated an annual revenue of around VND 15 billion per program.
Music Festival held in Hanoi.
After five editions, the Monsoon Music Festival has welcomed over 225,000 domestic spectators and international tourists visiting Hanoi. More than 300 artists from both domestic and international scenes have performed over the years, featuring beloved names such as the Scorpions band (Germany), singer Joss Stone (UK), Kodaline band (Ireland), ADOY band (Republic of Korea), Lost Frequencies (Belgium), Hyukoh (Republic of Korea), and Bond (UK).
Building on these successes, the Monsoon Music Festival is now an integral part of the cultural industry development strategy for the capital city, consistently striving towards the long-term goal of establishing a reputable and prestigious international music festival in the region and globally. Additionally, it aims to create a brand and a community cultural product for the capital city of Hanoi.
This year, the Monsoon Music Festival returns with the theme “Music Street,” drawing inspiration from the names of the 36 streets and wards in Hanoi. The festival will take place from October 14 to 22, featuring an expanded format. It is a city-wide celebration with 10 days of music, involving 40 artists from both domestic and international scenes, and more than 70 performances, totaling 4,000 minutes of music. The festival will spread the festive atmosphere throughout Hanoi at the end of October, marking the seasonal transition from autumn to winter.
In recent times, music tourism has flourished through well-organized and large-scale music stages, attracting the attention of the music-loving community, especially the younger generation. It serves as a bridge connecting Vietnamese music with the regional and international music scenes.
Concert by My Tam drew a large audience
This isn’t the first time music performances in Hanoi have left a lasting impression on the sophisticated audience. In 2022, the largest international music event of the summer, named the “HAY Glamping Music Festival,” organized by TheBROS Entertainment, garnered significant attention nationwide. On August 6, 2022, the HAY Festival officially landed at Yen So Park in Hanoi, featuring a combination of activities, including sports, street art, culinary delights, and a trendy glamping area exclusively for the youth.
These events illustrate that Vietnam in general, and Hanoi in particular, are becoming attractive markets for international stars to stop and perform. Alongside large-scale international events, concerts by local artists such as My Tam, Ha Anh Tuan, Den, and others also serve as catalysts to attract tourists to Hanoi and other provinces and cities. This contributes to promoting the image of Hanoi as a city blending traditional and modern cultural values and, more broadly, contributes to the development of cultural tourism in Vietnam, offering the public unmissable destinations.
A Strategic Approach for the Soaring Music Tourism
Globally, the trend of “idol chasing,” where fans invest time and money to participate in programs featuring their idols, has led to the flourishing of concert tourism. This trend is particularly appealing to the younger generation.
Artists performed before an enthusiastic audience.
According to Assoc. Prof. Dr. Bui Hoai Son, Permanent Member of the National Assembly’s Committee on Culture and Education, building a brand for artistic events holds great significance in developing cultural industries. This activity not only aims to leave a mark on localities, especially tourist destinations but also serves as an opportunity for artists to showcase their talents, connect, and interact with colleagues, audiences, and other stakeholders. This, in turn, promotes the development of the nation’s art, and positions the name of the artistic event and Vietnamese artists in the broader flow of global culture and art. Artistic events such as international music festivals or numerous other public art events are becoming attractive addresses, drawing attention from all over the country and the world.
Similar to other cities, Hanoi has the potential to attract international visitors through performances by idolized artists. Mr. Le Quoc Vinh, Chairman of the Board and CEO of Le Bros Media Group, asserts that organizing large cultural festivals and events is feasible in Hanoi because of its existing physical infrastructure, well-established facilities, and a considerably more capable workforce compared to many other localities.
For instance, large stadiums, existing public spaces, theaters, and numerous ongoing projects for future facilities contribute to meeting certain conditions for organizing such events. Most importantly, Hanoi is a hub of creativity, business entities, and educational institutions focusing on the arts. As the capital, Hanoi also maintains premier international relations.
However, to fully capitalize on the opportunities presented by these performances and to boost music tourism in Vietnam and Hanoi, the tourism industry needs a specific implementation strategy.
Many experts believe that, in addition to exploiting the domestic market, there should be a focus on attracting international stars, making it a destination for major artistic events. Moreover, providing products that cater to tourists’ needs is crucial and must be professionally handled. Additionally, collaboration between tourism management agencies, event organizing units, and local businesses is paramount in creating comprehensive travel packages that include performance tickets.
Ngan Phuong
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