Asia’s Concert Calendar Is Becoming a Travel Forecast for Trip.com
A concert ticket can settle a question that’s been sitting in the group chat for months. Where should we go next?
Across Asia, fans are finding their answer on the tour calendar. New research from Trip.com Group and Live Nation Asia shows how seeing a favorite artist can set an entire trip in motion, shaping where fans go, when they book and how long they want to stay.
The Concert Travel Effect in Asia examines that journey across Mainland China, Singapore, Hong Kong, Macao, Thailand and South Korea. Among concertgoers surveyed, 65% have travelled to another country or region for a show. Seven in 10 say live music is one of the most exciting reasons to travel.
Travel bookings tell another part of the story. Trip.com Group reports that bookings for bundled concert ticket packages grew 64% year-on-year in the first half of 2026.
Tickets First. Travel Plans Next.
For 62% of fans surveyed, securing concert tickets is the biggest driver of their live music travel planning. Once the show is confirmed, the rest of the itinerary can begin to take shape.
Who’s playing also influences who makes the journey. In Bangkok, the report found that K-pop concerts attract nearly twice as many overseas attendees as other concert acts.
The people waiting at the destination matter, too. Two in three fans surveyed say their fan community is core to the concert experience. Travelling for a show can mean getting to spend time with people who know every song and understand exactly why being there matters.
One Show Can Become a Whole Trip
Fans say they would ideally spend an average of four days in the destination. The concert anchors the visit, leaving time around it to eat out, explore and spend time together.
“A concert can make a city feel like somewhere a fan needs to be,” says James Dick, EVP of Partnerships and Media, Live Nation Asia. “Fans come for the artist, but they need a place to stay, they eat out and they explore while they’re there. One show can set a whole journey in motion.”
For hotels, transport providers and local businesses, the opportunity extends across those days. A fan may choose a destination because of a show, then build an itinerary around everything else the city has to offer.
Planning Beyond the Show
Among concertgoers surveyed, 84% are interested in packages that combine a concert with travel products.
Live Nation Asia and Trip.com Group have been building around that interest since launching their partnership in 2025. Across the six places studied, they have bundled concert access with hotels, transportation and local experiences.
“Experience-led travel is an increasingly important part of how people choose where and when to go, and live music is a powerful force shaping the destinations fans are drawn to. As the concert becomes a catalyst for a wider trip, travellers value seamless ways to bring every part of it together,” says Bo Sun, Chief Marketing Officer, Trip.com Group. “At Trip.com Group, we are connecting the moments that inspire people to explore with the tickets, flights, stays and attractions that bring those trips to life, helping travellers make more of the journey.”
For travel brands watching where fans might go next, the concert calendar offers a place to start. Download The Concert Travel Effect in Asia here.
The Concert Travel Effect in Asia combines research among 1,768 respondents across six Asian markets with Trip.com Group travel booking data and Ticketmaster ticketing insights. Survey fieldwork took place in July 2026. Booking growth compares the first half of 2026 with the same period in 2025.
