Ho Chi Minh City aims to turn concerts and festivals into tourism products, linking live music with sightseeing, food and shopping to keep visitors longer and raise their spending. This strategy could change how tourists experience the city.

According to Nguyen Tran Tam Ha, deputy director of the Ho Chi Minh City Tourism Promotion Center, the city has about 4,800 accommodation establishments, more than 80 four‑ and five‑star hotels, roughly 1,900 travel companies and over 1,100 transport providers. These resources give the city a solid base for event‑based tourism.

Trip.com data shows that during the major concerts in mid‑October 2026, flight bookings to Ho Chi Minh City rose 77 percent and hotel bookings jumped 621 percent compared with the previous year. The surge demonstrates how concerts can drive travel demand.

The municipal Department of Tourism promotes four solution groups: announcing concert schedules well ahead of time; connecting organisers with travel, accommodation and transport firms to create package deals as soon as tickets sell; strengthening security and preventing ticket fraud; and establishing data‑sharing among all stakeholders. Experts such as Vu Nguyen Minh Tri also suggest adding QR‑code discounts for museums, river tours and food, and releasing schedules six to twelve months early so travel companies can design combined offers.

If concerts are paired with convenient travel packages, visitors are likely to stay longer, spend more, and give local businesses new growth opportunities. This approach could reshape tourism experiences in Ho Chi Minh City.