China's music enthusiasts spark tourism expenditure surge: Attending concerts leads to travel expenses.
When tickets for Jimmy O. Yang's Hong Kong shows in June vanished quicker than a comedian's punchline, social media exploded with frustrated fans whining like a foul-up comedy sketch, borrowing the name of Yang's 2023 special: "Guess How Much?"
Some of these disheartened fans hopped onto the secondary market, desperate to nab their precious seat at an inflated price. Meanwhile, others who were a tad further out of town found it a breeze to snag travel packages that came with airport transfers, hotel bookings, and guaranteed concert access.
Similar scenarios played out when the British rockers, Coldplay, hit Kai Tak Stadium in April. Traveling fans no doubt snagged their concert tickets and lodgings in one fell swoop.
It's not just Hong Kong feeling this concert frenzy; mainland China is experiencing the same thing. In-demand shows and music festivals are leaving fans breathless, spurring them to travel miles for what they believe to be once-in-a-lifetime experiences.
As Beijing puts a high emphasis on domestic consumption this year amidst uncertain trade tensions, local governments have started offering attractive combos – like concert tickets, hotel bookings, dining discounts, and tourist deals – to entice people to spend more than just their cold, hard cash on a ticket.
Shily Zhou, a 26-year-old ad firm worker in Shanghai, has traversed the nation twice in the last five months to see her beloved idol, Liu Yuxin, the singer and dancer. One trip led her to Chengdu in March, where her concert ticket earned her a sweet 50% discount for a visit to the famous Taoist mountain, Qingchengshan.
Fans in China are driven to travel and spend by scarcity, the festival-like atmosphere, cult-like devotion, and the event's role in tourism. It's all about securing tickets for the unforgettable concert experience and participating in the larger cultural events surrounding the concerts.
While fan enthusiasm usually stays positive, there have been occasional issues with crowd management and safety, as well as some concerning fan behavior. Yet, the demand and the exhilarating concert atmosphere persist as the main drivers for fans traveling across the country and buying ticket bundles for these popular music events in China.
Traveling fans like Shily Zhou in China often buy ticket bundles that include accommodation, meals, and tourist attractions, turning the concert experience into a lifestyle event. This trend is also seen in the demand for entertainment, such as music festivals and shows, which are considered unforgettable experiences that draw fans to travel long distances.
