Tourism authorities have long recognised the economic value of staging major live music concerts.
Superstars such as Taylor Swift, Coldplay and leading K-pop groups can generate significant visitor spending as fans travel from across the region to see them perform. But a new YouGov study suggests the benefit goes beyond concert-night receipts.
Fans who travel for a favourite artist can also develop a lasting interest in the destination itself, and may return later, not just as concertgoers but as tourists.
Live music has become one of Asia Pacific’s most powerful drivers of travel and tourism, according to YouGov’s Following the Music: APAC Concert Goers Report 2026.
The multi-market study surveyed more than 7,200 consumers across Australia, Hong Kong, Indonesia, Singapore and Thailand. It found that concert-going has moved firmly into the mainstream, with fans increasingly willing to fly, drive and extend a holiday to follow the artists they love.
More than half of concertgoers, 54% across the five markets, said attending a show made them more interested in the host city. The figure rose to 71% in Thailand.
Furthermore, a majority of concert travellers said they extend their visit by two to three days to explore the destination. The habit peaks in Singapore, where 59% of concert travellers build extra time into the trip specifically to see the city.
Once there, sightseeing tops the list of ways fans spend their additional time, followed by eating out and shopping.
“Live music in APAC has moved well past the show itself,” said Laura Robbie, CEO, YouGov APAC & MENA. “What started as a single ticket purchase increasingly shapes travel decisions, city discovery, and repeat visitation.
“For promoters, tourism boards, and brands, the question is no longer whether people will travel for music, it’s which market, which audience, and which moment to meet them in.”
The opportunity is strongest in Thailand and Indonesia, where fans show the highest appetite to discover a city through its music scene and return later as a tourist, not just a fan.