According to his mother, the family took a two-day weekend food tour in the coastal city of Hai Phong. Remarkably, throughout the entire 48-hour trip, the boy refused to eat anything else except pork rib porridge from Co Dung’s shop at 73 Hai Ba Trung Street. Before boarding the train back to Hanoi, he insisted on buying a takeaway cup to save for the journey. However, the temptation proved irresistible the moment he found his seat. He opened the cup immediately, weeping with every spoonful as he realized his culinary adventure was coming to an end.

The boy’s mother humorously shared online: “We went on a two-day food tour in Hai Phong, and for two straight days, he only ate porridge at Co Dung’s shop on Hai Ba Trung Street. He insisted on bringing a cup home, but once on the train, he craved it so badly that he ate it right away. He was eating and crying at the same time because tomorrow there would be no more porridge. If any aunts, uncles, or friends travel from Hai Phong to Hanoi, please hand-carry some porridge back for my son!”

In the viral clip, the boy clutches a nearly empty takeaway cup with tears streaming down his cheeks. Sniffling between bites, he cries, “From tomorrow, I won’t get to eat this porridge anymore…”

Seeing her son in distress, the mother gently consoles him, promising to ask acquaintances traveling from Hai Phong to deliver his favorite dish to Hanoi. Only then did the boy calm down, though he continued to swallow his tears with every dwindling spoonful.

The Internet’s Most Authentic ‘Little Food Reviewer’

In subsequent comments, the mother explained that she initially worried something had hurt her son. When she realized his sorrow stemmed purely from culinary longing, she began recording the adorable scene, quickly reminding him to keep his voice down out of respect for fellow passengers.

The candid moment quickly turned the boy into an internet sensation. Netizens hailed his emotional reaction as the most genuine culinary endorsement possible, noting that no scripted review could ever match tears shed over an empty bowl.

Interestingly, the mother admitted that she had not even tasted the dish herself. “Everyone online says it’s delicious, and it must be true,” she wrote. “I didn’t try it because Hai Phong has so many amazing dishes that I had to save room in my stomach. I never imagined it was so good that my son would burst into tears and scrape the cup clean.”

The clip gained so much traction that the porridge shop owner herself responded in the comments: “Thank you, sweetheart! You are the first customer to leave such a memorable impression on my shop. Next time you visit Hai Phong, please drop by again. So adorable!”

Social media users flooded the comment section with affection, jokingly warning Hanoi street-food stalls to step up their game. Other food lovers chimed in to validate the boy’s passion, with one resident recounting how they once paid ten times the cost of a 10,000 VND cup of porridge just to have it shipped 100 kilometers via private limousine from Hai Phong to Hanoi.

The boy’s face lit up with pure joy the next day when his mother managed to get him a fresh cup. (Photo: Evan Le)

A Legendary Street-Side Gem Loved by Locals

The dish at the center of the internet’s attention is served at Co Dung Porridge, situated at 73 Hai Ba Trung Street, Le Chan District, Hai Phong. This humble neighborhood eatery serves traditional pork rib porridge (chao suon), river clam porridge (chao trai), shredded pork floss (ruoc), and fried dough sticks (quay).

The viral street stall at 73 Hai Ba Trung Street, Le Chan District, Hai Phong. (Photo: Em Gai Hai Phong)

Unlike coarser grain porridges, the porridge here features finely ground rice cooked down to a velvety, silk-smooth texture. It is traditionally garnished with crisp fried dough, savory pork floss, golden fried shallots, cracked black pepper, fresh coriander, and a pinch of chili powder.

The dish features a velvety smooth consistency served with fried dough sticks, shredded pork floss, and fried shallots. (Photo: Em Gai Hai Phong / Mon Ngon Hai Phong)

On Google Reviews, the eatery boasts high ratings and enthusiastic praise from food lovers. Regular customers highlight its old-school, silky consistency and natural sweetness from stewed ribs and fresh river clams.

Bowls range between 20,000 and 30,000 VND ($0.80 to $1.20 USD), offering generous portions alongside the owner’s warm hospitality. Some dedicated locals even commute up to 27 kilometers twice a week just to enjoy a bowl—explaining why a small cup of street-side porridge could break a young boy’s heart on his train ride home.

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Vietnam’s tourism sector maintains strong growth momentum as international arrivals climb steadily. Consequently, domestic travel destinations and innovative cultural products are commanding growing attention from international media. Citing the General Statistics Office of Vietnam, Xinhua reported that nearly 13.9 million international visitors arrived in the country during the first seven months of 2026, marking a 13.8% increase year-on-year.

Air travel accounted for the majority of these arrivals, drawing roughly 11.5 million passengers—up 10.7% from the same period in 2025. Meanwhile, overland crossings surged by 33.6% to 2.2 million arrivals, and seaborne visits reached 210,900, reflecting a 14.7% rise.

Ambitious Growth Targets and Hanoi’s Leading Role

Setting its sights high, Vietnam aims to welcome 25 million international visitors in 2026. Reaching this milestone requires the industry to diversify offerings and elevate service standards to cater to evolving traveler tastes.

Hanoi stands at the forefront of this surge. During the seven-month period, the capital hosted over 21.16 million visitors, representing a 15% annual increase. Notably, international arrivals alone reached 5.31 million—a 25% jump—generating an estimated 86.47 trillion VND ($3.45 billion USD) in tourism revenue. Moreover, municipal authorities are expanding agritourism, rural tours, and community-based activities to offer visitors deeper glimpses into local life.

Beyond Sightseeing: The Allure of Hands-On Local Life

This shift mirrors a broader national strategy that prioritizes authentic, hands-on discovery over passive sightseeing. Travelers can now immerse themselves in everyday traditions, learn native customs, and sample authentic culinary heritage.

Therefore, Vietnam’s competitive edge relies not only on its scenic landscapes, but also on immersive living culture. In the ancient village of Duong Lam (Son Tay Ward, Hanoi), visitors do far more than admire centuries-old houses. They wrap traditional sticky rice cakes (banh chung), roll crispy spring rolls (nem), and savor regional delicacies such as roasted pork and local sugarcane chicken (ga mia).

American traveler Andrea Baker highlighted this appeal during a culinary workshop hosted by local resident Do Thi Minh Nguyet in Duong Lam. “Whenever we get to participate directly in these activities, we feel a truly meaningful cultural exchange,” Baker told Xinhua.

Baker was particularly struck by the warmth and hospitality of her hosts, noting how effortlessly visitors could chat, ask questions, and share stories across cultures.

Her experience highlights the changing dynamics of Vietnamese tourism. Beyond iconic landmarks, genuine encounters with local people and traditions are defining memorable journeys. By encouraging travelers to actively participate rather than merely observe, Vietnam continues to sharpen its global competitiveness while bringing its rich cultural heritage to audiences worldwide.

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Many Western visitors openly express their delight. They playfully declare that resident cafe cats deliver the finest hospitality on earth. Their “professionalism” does not come from waiting tables, but from their natural power to soothe tired minds and melt hearts instantly.

Whether it is a tabby curled into a ball or a chunky feline sauntering over for chin scratches, these four-legged greeters deliver pure joy. Across global travel forums, many tourists share sweet encounters with these hospitable companions.

Stone, a traveler from the UK, shared: “I have traveled through many countries, but I have never seen cats become such an essential part of cafe culture like in Vietnam. At a small shop in Hanoi’s Old Quarter, a tabby slept quietly right beside my chair. It stayed totally calm even while I petted it. That was truly the best memory after a long day of walking around the city.”

Chloe, an Australian traveler, met numerous charming felines at street food stalls: “The ‘service attitude’ of cats at Vietnamese street eateries amazed me. They lounge lazily, observing diners with complete calm. They only stretch and step down when someone asks for the chair. To me, that captures the perfect balance between adorable and professional.”

Tourists call this the best cat service in the world. (Photo: Social Media)

Visiting from New Zealand, Bennett felt shocked to find cats inside his homestay room: “My homestay had three chubby cats. They seemed to be everywhere across all five floors. Cats greeted me at the front desk, waved me off at checkout, slept in the bedroom, and rolled around the balcony in the morning. With just three cats, it felt like they handled the workload of ten staff members.”

Camille, a French tourist, noticed a funny link between cats and motorbikes: “I borrowed a scooter to ride around Ho Chi Minh City. While I worked at a cafe, a feline ‘staff member’ climbed onto my keyboard and stopped me from working. In return, when I walked outside, I found them curled up on my scooter seat, keeping the sun off the leather. It worked out perfectly.”

Vietnamese netizens loved reading these foreign accounts and felt proud of their neighborhood pets. “They clearly haven’t met ginger cats—the fiercest, most bossy breed alive,” netizen Minh Anh joked. “They act cute and sweet around guests, but behind the scenes, the ginger cat runs the whole block like a shift manager!”

Thanh Tuan proudly added: “I have lived in Vietnam for 30 years and I am still obsessed with cafe cats, so Western tourists never stood a chance. If there were a global ranking for the cutest service staff, Vietnam’s cats would easily claim first place.”

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A viral video of this quirky session recently sparked massive online delight. The clip opens with a flock of plump white ducks waddling eagerly toward their “workstation.” The camera then cuts to a foreign traveler reclining on a low wooden bench. A local farmer scatters handfuls of feed across the tourist’s back. Instantly, the flock swarms in, eagerly tapping their flat bills against him to gobble up the grains.

The ticklish pecking and soothing pressure quickly leave the traveler doubled over with laughter. He completely surrenders to the quirky pampering from his “feathered therapists.” Set against the lush Hoi An countryside, his hearty chuckles turn the simple demonstration into an uplifting scene.

The clip has drawn tens of thousands of likes, shares, and amused comments. Many viewers praised the ingenuity of Quang Nam farmers. They noted that such down-to-earth agritourism delivers great fun while highlighting Hoi An’s warm, inventive charm.

“It looks ticklish yet strangely relaxing—I would love to try it,” one user wrote. Others chimed in: “A one-of-a-kind spa day: total stress relief with tears of laughter included,” “These ‘therapists’ work overtime; do they take tips in corn?”, and “Watching him laugh until he gasps melts away all my stress.”

Commenter Ha Trang observed: “This massage costs grain instead of a big spa bill. You get pure joy plus breezy country air. These ducks seem well-trained. Wherever feed lands, they get straight to work without skipping a spot. Full marks to the farmers for crafting smart tourism while keeping its rustic soul intact.”

Another viewer, Minh Anh, noted: “Traditional spas make you sleepy. Here, you spend the whole hour laughing your heart out. That is true value for money! You could call it sound healing through gentle quacking. Watching that team of fluffy white ‘technicians’ crowd around is pure joy. I wish I could unwind like this every weekend.”

Hong Lien added in the comments: “What an amazing service! Your back loosens up, and you get a fit of belly laughs for free. People usually associate ducks with porridge or roasted dishes. Who knew they would rise to certified wellness staff? I can’t wait to visit Hoi An to test it myself.”

Beyond the viral massage, many netizens celebrated the rise of rural community travel. “I love countryside tours like this,” user Hoa Anh shared. “Modern travelers simply want to reconnect with nature. Rural tourism across Vietnam has grown remarkably creative—unpretentious, welcoming, and deeply original.”

Khanh Viet shared a similar takeaway: “These clean, cheerful eco-tours give farmers steady income while leaving visitors with unforgettable memories. That deserves a flawless ten out of ten. The peaceful charm of Hoi An makes us appreciate our homeland even more. I hope our tourism industry keeps nurturing these authentic experiences.”

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The location has recently gained a strong surge in popularity after being featured prominently in singer Phuong My Chi’s latest music video, inspiring many young travelers to visit in person.

After taking photos amidst the palm fields, visitors can savor refreshing palmyra palm juice. This drink has an opaque milky-white appearance, a fragrant aroma, a subtly rich flavor, and is packed with essential vitamins and minerals. In addition, honeycomb sponge cake (banh bo thot not), herbal jelly, sweet dessert soups (che), and traditional pastries made from palmyra palm sugar are must-try regional specialties.

According to local authorities, the province welcomed an estimated 19.23 million visitors in the first six months of the year—an 18.1% increase year-on-year, fulfilling 76.9% of its annual target. Total tourism revenue reached an estimated 45.777 trillion VND ($1.8 billion), up 35.2% compared to the same period last year and reaching 65.4% of the yearly projection.

Source: Bao Moi Newspaper

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She contacted three to four different accommodations, only to receive the same response: all room inventory for their intended dates was already sold out.

Lo Lo Chai has become a top destination for domestic and international travelers (Photo: Ly Le)

Checking online booking platforms, the travel group found virtually no vacant listings in Lo Lo Chai between August 30 and September 3. To visit the area during this holiday window, travelers must consider finding accommodations in neighboring areas such as Dong Van and Meo Vac.

Huyen’s situation is not an isolated case. Around two weeks before the holiday, numerous homestays across Lo Lo Chai announced they were completely sold out, underscoring the strong appeal of the destination this National Day season.

A survey conducted by Dan Tri reporters across various lodging properties in Lo Lo Chai confirmed a sharp surge in holiday bookings.

At Cuc Bac Homestay, staff confirmed that all rooms were fully reserved from August 30 through September 3.

Similarly, Lo Lo Eco Home reported full occupancy throughout the peak holiday days.

The owner of Hanh Phuc Homestay shared that while the property receives continuous inquiries for September 2 bookings, they have had to turn away new requests, most of which come from family travel groups.

A homestay offering scenic views facing the Lung Cu Flag Tower. (Photo: Chanh’s Homestay)

Despite the surge in booking inquiries, accommodation operators confirmed they would not inflate prices during the peak period.

According to Sinh Gi Gai, village chief of Lo Lo Chai, tourists showed a clear trend of booking far earlier this year. At present, almost all local accommodation households have reported zero vacancies.

Lo Lo Chai currently has 68 households operating homestays, including four newly launched properties. The village provides a total lodging capacity of roughly 1,200 to 1,300 guests.

The village chief noted that visitors finalized their bookings nearly a month before the holiday, depleting available inventory rapidly.

Homestay rates in the village start from 800,000 VND per night. (Photo: Chanh’s Homestay)

Lodging rates in the village range from 800,000 to 2 million VND per room, depending on room configuration.

At the 800,000 VND rate, guests receive a private en-suite single-bed room without air conditioning. Rooms priced around 2 million VND feature three to four single beds, en-suite bathrooms, and air conditioning.

Located in a high mountainous zone, nights in Lo Lo Chai are chilly, and guests typically require blankets while sleeping.

Beyond accommodation, local homestays offer dining services, allowing visitors to order traditional meals directly at their lodge throughout their stay.

Local authorities have actively reminded and instructed business households to publicly post room and food prices, strictly prohibiting unauthorized price hikes during high-demand periods.

Travelers are also advised to contact homestay operators directly via official phone numbers listed across platforms, preventing intermediaries from hoarding room blocks and reselling them at inflated rates.

During the upcoming holiday, visitors arriving in Lo Lo Chai will park motorbikes and cars in designated areas outside the village and proceed on foot. This measure reduces vehicular congestion in the central zone, enhancing the visitor experience and preserving open walking spaces.

“Local authorities continuously inspect and guide business households to ensure transparent pricing, preventing negative practices that could affect local tourism,” Gai stated.

Lo Lo Chai is nestled in Vietnam’s northernmost reaches in Lung Cu Commune, Tuyen Quang Province, adjacent to the iconic Lung Cu Flag Tower.

The village charms travelers with its traditional rammed-earth houses (nha trinh tuong), stone-stacked fences, and preserved cultural lifestyle of the Lo Lo ethnic group.

Travelers visit the village not only for the picturesque mountain scenery, but also for immersive cultural experiences, local cuisine, and community life.

Lo Lo Chai gained widespread international acclaim after being named one of the “Best Tourism Villages” by UN Tourism (the United Nations Tourism Organization).

This global recognition marks a defining milestone for local tourism, bringing the cultural image of Lo Lo Chai closer to travelers worldwide.

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Booking.com, one of the world’s leading digital travel platforms, and the local artisanal café and pastry boutique Mille Mille, today announced their collaboration to launch ‘Sip. Discover. Book. A SUMMER ESCAPE.’, a unique travel-inspired pop-up experience open to the public on 7th and 8th August in Ho Chi Minh City. Designed to encourage Vietnamese travelers to explore their own backyard, whether through a coastal beach retreat or a cool mountain escape, the experience transforms an everyday coffee break into moments of travel inspiration.

Bringing summer travel to life

At the heart of this collaboration is an immersive café experience that reimagines an urban coffee break as a season of exploration. With 57%* of Vietnamese travelers planning to visit a beach destination in 2026 and 46%* seeking a quieter nature-led trip, Booking.com will transform Mille Mille Boutique Store into two distinct travel zones inspired by Vietnam’s coastal and mountain escapes, inviting visitors to explore the diverse ways they can holiday in Vietnam this summer.

The experience is further brought to life through a limited-edition summer menu inspired by Booking.com’s latest accommodation search data for stays between July 1, 2026 and September 1, 2026. Highlighting the top 10 most searched domestic destinations by Vietnamese travelers: Da Nang, Nha Trang, Ho Chi Minh City, Da Lat, Hoi An, Hanoi, Vung Tau, Phu Quoc, Quy Nhon and Ha Long, the menu translates the unique aromas, flavours and distinct features of these spots into a collection of pastries and handcrafted beverages. Through this culinary experience, Booking.com inspires visitors to rediscover the incredible diversity of Vietnam for their next holiday.

Embracing the “Era of You” in Travel

The pop-up highlights how travelers are becoming increasingly personalized and intentional in how they travel. Booking.com’s latest Travel Predictions identifies this shift as the “Era of You”, where travelers are moving beyond one-size-fits-all itineraries in favour of journeys that reflect their individual passions, interests and travel styles. Whether it’s booking a glow-cation tailored to personal skincare needs (92%), travelling for locally crafted culinary finds (84%) or celebrating personal milestones simply because they’ve earned it (84%), Vietnamese travelers are increasingly choosing journeys that reflect who they are rather than traditional travel conventions. The pop-up reflects this evolving mindset, inviting visitors to discover a domestic getaway that feels most meaningful to them.

Speaking on the partnership, Branavan Aruljothi, Country Head, Vietnam at Booking.com, said: “We’re seeing Vietnamese travelers becoming much more intentional in how they choose their holidays, moving away from cookie-cutter itineraries to seek out rich, personalized journeys that reflect who they are. Whether it’s a coastal escape, a mountain retreat, or a deep dive into heritage, Vietnam offers an incredible tapestry of experiences for every type of traveler. Through our Connected Trip vision, Booking.com is dedicated to making every stage of that journey seamless. By bringing our travel insights together with Mille Mille’s local craft, we hope to inspire more local travelers to discover the country’s rich diversity and book their ultimate summer getaway.”

Mr. Minh Nguyen, Mille Mille’s representative shared: “What excited us most about this collaboration was the opportunity to turn that feeling of travel into something people could experience in their everyday lives. Every pastry, drink and detail of the space was designed to capture the mood of a memorable summer escape. We hope every guest leaves not only with a memorable café experience, but feeling genuinely inspired to start planning their next journey with Booking.com.”

The Booking.com ‘Sip. Discover. Book. A SUMMER ESCAPE.’ pop-up experience is open to all the public on 7th and 8th August 2026 at the Mille Mille, located at 32 Tran Cao Van Street, Xuan Hoa Ward, Ho Chi Minh City.

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In its Readers’ Choice Awards, the magazine named Phu Quoc as one of the standout representatives of Asia.

Condé Nast Traveler notes that Phu Quoc’s appeal lies in its pristine white-sand beaches, such as Sao Beach and Truong Beach, complemented by some of the most highly-regarded coral reefs in the region.

Beyond marine activities, the magazine suggests that travelers explore the island’s interior. Recommendations include taking the cross-sea cable car or visiting pepper plantations spanning over 360 hectares to learn about the cultivation and harvesting of the island’s signature agricultural product. From Ho Chi Minh City, visitors can reach Phu Quoc in just a one-hour flight.

Julia, a Russian tourist, visiting Phu Quoc for the first time in December 2025.

This is not the first time Phu Quoc has received accolades from international media. In recent years, the island has consistently appeared in rankings and destination lists by various international travel magazines, thanks to its stunning coastal landscapes, high-end resort infrastructure, and increasingly diverse tourism experiences. Covering 574 square kilometers, Phu Quoc is Vietnam’s largest island. Previously, data published by the travel platform Traveloka identified Phu Quoc and Da Nang as the two most searched-for lodging destinations in Vietnam during this year’s summer season.

The island’s appeal is reflected in its strong visitor growth. According to the Kien Giang Department of Tourism, the Phu Quoc Special Zone welcomed nearly 5.8 million visitors in the first six months of the year, an increase of over 30% compared to the same period last year. Of this, international arrivals reached 1.3 million—a 50.3% increase—meeting 65.7% of the annual target.

This influx of tourists has significantly boosted tourism revenue. Total tourism earnings for Phu Quoc in the first half of the year are estimated at 31.507 trillion VND, an increase of 46% compared to the same period, achieving 69.2% of the annual plan.

Experts attribute Phu Quoc’s growth to several factors: visa-free policies for international visitors, improving transportation infrastructure, and the emergence of large-scale tourism, resort, and entertainment complexes. These developments have successfully extended average stays and increased overall visitor spending.

Thanks to the diversity of its tourism offerings, Phu Quoc is increasingly attracting international visitors, particularly from South Korea, Taiwan, Kazakhstan, Mongolia, India, and various Southeast Asian nations.

In the first half of the year, the park welcomed 587,401 visitors, a 14% increase compared to the same period last year. This figure includes 469,342 domestic tourists and 118,059 international travelers.

UNESCO emphasizes that the value of Phong Nha-Ke Bang extends far beyond its reputation as a famous tourist destination. The park comprises a limestone mountain system formed approximately 400 million years ago, a massive network of caves and underground rivers, and communities that have lived alongside the forests, rivers, and historical trade routes of the Truong Son range for generations.

Inside Son Doong Cave, the world’s largest, located in the core zone of Phong Nha-Ke Bang National Park, Thuong Trach Commune, Quang Tri Province. Photo: Linh Huynh/Vietnam.vn 

1. A Limestone Landscape 400 Million Years in the Making

While famous for its spectacular cave systems, one of the core values that helped Phong Nha-Ke Bang earn UNESCO recognition is its geological history.

This limestone mountain system formed during the Paleozoic era, about 400 million years ago. Geologists consider it one of the oldest and largest limestone massifs in Asia.

Over hundreds of millions of years, rainwater and underground rivers eroded the limestone, carving out a vast network of caves, sinkholes, valleys, and subterranean rivers. To date, Phong Nha-Ke Bang hosts over 447 caves. Phong Nha, Thien Duong, En, and Son Doong are prominent highlights in this vast system. Here, mountains, forests, and water combine to create one of Asia’s most iconic karst landscapes. In recent years, scientists continue to discover many new caves in the area.

Hang Bi Ky, located about 1,200 meters from the cave entrance, is known as the “main sanctuary” of Phong Nha Cave. (Photo: Quynh Danh)

2. A Region with Multiple UNESCO Accolades

Phong Nha-Ke Bang is not only famous for its cave systems; it is also one of the locations in Vietnam with the most UNESCO milestones.

In 2003, UNESCO recognized the park as a World Natural Heritage site based on its geological and geomorphological values. In 2015, the organization expanded the profile to include values related to ecological processes, biology, and habitats essential for biodiversity conservation.

In 2025, the heritage site expanded to include the Hin Nam No National Park (Laos), becoming the first transboundary World Natural Heritage site in Southeast Asia.

By 2026, Phong Nha-Ke Bang earned its title as a World Biosphere Reserve. This new international title emphasizes the goal of balancing nature conservation, scientific research, environmental education, and sustainable development with the active participation of the local community.

Tourists travel by boat along the Chay River on a journey to explore Dark Cave, part of the Phong Nha-Ke Bang system. (Photo: Quynh Danh)

3. Harmonious Coexistence of Nature and Community

Unlike the World Natural Heritage title, which focuses strictly on natural values, the World Biosphere Reserve designation places humans at the heart of conservation. Spanning over 515,830 hectares—including core, buffer, and transition zones—Phong Nha-Ke Bang is home to over 159,000 residents.

Life here remains deeply tied to the forests, the Son and Gianh rivers, mountain-fringe villages, community-based tourism, and cultural values cultivated over centuries. The region features a rich intersection of Vietnamese, Cham, and Bru-Van Kieu cultures.

UNESCO recognizes this new World Biosphere Reserve as a space for sustainable development. It acts as a model where nature conservation moves hand-in-hand with the preservation of culture, indigenous knowledge, and the livelihoods of local communities.

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This figure not only reflects the pull of a famous music group but also shows that Hanoi is gradually benefiting from the wave of “music tourism.” Following the effect BlackPink created in Hanoi in 2024, Vietnam is appearing more frequently on the map of destinations that international and regional fans care about when major artists choose to organize concerts.

A notable point is that the value of a concert now extends beyond ticket revenue. Each major event typically brings a significant increase in demand for accommodation, transportation, dining, shopping, and sightseeing. For many, seeing their idol perform is only part of the trip, while experiences at the destination are what make them stay longer and spend more.

This trend is not limited to the domestic market. Traveloka’s data also shows that Vietnamese people are willing to travel abroad just to attend major shows. When BTS brought their “Arirang World Tour” to Bangkok, searches from Vietnam to Thailand increased nearly eightfold compared to normal. A week later, the shows in Kuala Lumpur caused searches from Vietnam to Malaysia to rise about fourfold.

Similarly, The Weeknd’s “After Hours Til Dawn” tour in Singapore and Bangkok helped increase searches from Vietnam to these two destinations nearly fourfold. Post Malone’s “Big Ass World Tour” and My Chemical Romance’s “Long Live The Black Parade” also recorded similar growth trends. This shows that for a segment of travelers, a concert has become the starting point of a journey, rather than just an incidental activity during a trip.

In fact, many countries in the region have effectively utilized this model. Singapore is a prime example, having hosted Taylor Swift’s exclusive Southeast Asian concert series in 2024. During the time the female singer performed at the 55,000-seat National Stadium, the number of visitors flocking to the island nation surged, with many flights fully booked and hotels reaching capacity. Tourists did not just come to watch the performance; they also spent time shopping, enjoying the local cuisine, and experiencing the nightlife economy.

That success has led many destinations in the region to view concerts as a tool to stimulate tourism. Hong Kong (China) is openly studying the Singapore model to attract international artists, while Thailand also considers music events a way to increase tourist numbers and sponsorship sources.

Vietnam is also gradually feeling the positive effects of this trend. Two nights of BlackPink’s “Born Pink World Tour” in Hanoi on July 29 and 30, 2023, attracted approximately 60,000 to 67,000 spectators, bringing in ticket revenue of about 335 billion VND, becoming the highest-grossing music event in Vietnam in 2023. The vibrant atmosphere at that time also spilled over into hotels, airlines, and dining services around the venue.

According to a 2025 survey by Paradise Vietnam, 85% of international guests attending concerts in Vietnam stated that music was the main reason for their trip, with an average spending of about 1,200 USD per person. Meanwhile, Booking.com’s Travel Trends 2025 report recorded that 62% of Vietnamese travelers traveled in 2024 to attend a music event, and 38% considered this an important factor when choosing a destination.

Beyond international stars, the domestic market is forming a group of audiences willing to travel between provinces to follow programs like “Anh trai say hi,” “Anh trai vượt ngàn chông gai,” or concerts by My Tam and Ha Anh Tuan. What was once considered a characteristic of the K-pop fan community has now become a new consumption habit for many Vietnamese audiences.

From a long-term perspective, these changes align with global trends. According to Grand View Research, the global music tourism market is forecast to reach a scale of more than 330 billion USD by 2033, with a compound annual growth rate (CAGR) of 15.8% for the 2026–2033 period. The driving force comes from Millennials and Gen Z—groups that prioritize personalized experiences and cultural connections over traditional sightseeing tours.

The effect of the Big Bang concert in Hanoi therefore shows that Vietnam has an additional advantage to attract a new wave of travelers. When music events have enough power to increase travel searches by many times, concerts are gradually becoming a notable growth driver for the tourism industry.

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