As the summer of 2025 approaches, the city of Hue is embracing a vibrant new trend in tourism: music tourism. On May 7, 2025, the Department of Tourism of Hue City held a seminar to discuss the burgeoning phenomenon, featuring insights from various experts in the field. The event aimed to shed light on how music can serve as a powerful catalyst for travel, drawing visitors to the culturally rich city.
Among the case studies discussed, the most notable was Taylor Swift's "The Eras Tour," heralded as the largest tour in human history. According to recent data, each stop on this monumental tour has generated economic impacts amounting to hundreds of millions of USD for the host cities. This phenomenon is not just a foreign trend; it resonates deeply in Vietnam, where concerts by local artists such as Ha Anh Tuan in Da Lat, Ninh Binh, and Hoi An have sparked a wave of music tourism, significantly increasing visitor numbers to these locations.
The seminar also highlighted the recent concert series "Anh trai vượt ngàn chông gai," which created a ticket frenzy, attracting large audiences not only from within the country but also from abroad. This surge in interest exemplifies the potential for music tourism to enhance local economies and promote cultural exchange.
Hue City is now setting its sights on becoming a premier destination for high-class cultural and artistic events. One of the most anticipated events is the Mega Booming music festival, featuring a lineup of popular artists including Quoc Thien, Kay Tran, Xuan Dinh, Isaac, Anh Tu, Lyly, Quan A.P, and Quang Hung MasterD. This festival is expected to contribute significantly to the city's tourism revenue, with a target of over 11 trillion VND in 2025.
As of May 7, approximately 10,000 tickets for the Mega Booming festival had already been distributed through official channels and partners. The organizers anticipate that the event will attract over 15,000 attendees, a figure that may increase as excitement builds around the festival.
As summer unfolds, the broader tourism landscape in Vietnam is also witnessing a shift towards sustainable and personalized travel experiences. The focus is increasingly on eco-friendly practices and deeper connections with nature. This summer, trends indicate a growing preference for green travel, where every step taken is a story, and every destination offers a genuine emotional connection.
Farm stays, particularly in regions like Da Lat and Lam Dong, are gaining popularity as tourists seek to engage in hands-on activities such as vegetable harvesting and cooking alongside local hosts. Camping and glamping experiences in places like Mang Den, Lao Cai, or Tra Su forest in An Giang allow travelers to immerse themselves in nature, fostering a sense of tranquility and connection to the environment.
Moreover, green volunteer tours, which involve activities like tree planting and beach clean-ups, are becoming increasingly popular among young travelers. These initiatives not only promote environmental responsibility but also create lasting community benefits.
As travelers seek undiscovered gems, locations like Binh Lieu in Quang Ninh, known for its dinosaur spine mountains and terraced fields, and Ta Nang – Phan Dung, regarded as Vietnam's most stunning trekking route, are drawing attention. Ly Son - Be in Quang Ngai, with its uncommercialized charm, clear waters, and affordable cuisine, is also becoming a sought-after destination. Similarly, Nam Du and Hon Son in Kien Giang offer serene beaches and peaceful atmospheres, appealing to those looking for a break from crowded tourist spots.
Alongside these trends, the concept of healing travel is emerging as a significant focus for many travelers. In the wake of societal stressors, the desire for restorative experiences through travel is gaining traction. Summer 2025 sees an increase in resorts that combine psychological therapies, body detox programs, meditation, and yoga, catering to those seeking holistic wellness.
One popular practice is forest bathing, or shinrin-yoku, which is being implemented in numerous ecotourism areas. This Japanese-inspired therapy encourages visitors to walk slowly through forests, breathe deeply, and immerse themselves in the sounds of nature to alleviate stress. Mountain meditation offers tranquility in serene settings, allowing participants to disconnect from technology and engage in mindful practices.
Furthermore, wellness travel at beach resorts is on the rise, featuring activities such as morning yoga sessions, herbal massages, and nutritious meals designed to detoxify and rejuvenate the body. This trend appeals not only to Vietnamese travelers but also to expatriates living in Vietnam who seek genuine rest and relaxation.
Technology is also playing a crucial role in shaping the travel experience in 2025. The integration of high-tech solutions is revolutionizing how trips are planned and executed. AI travel assistants are becoming commonplace, providing personalized itinerary suggestions based on individual preferences, budgets, and travel timelines. Augmented reality (AR) applications allow tourists to scan locations and access historical and contextual information in engaging formats.
Interactive 3D maps are enhancing navigation in remote areas, such as caves and national parks, where traditional cell service may be lacking. These advancements not only make travel safer and more convenient but also enrich the overall experience for travelers.
As international travel costs remain high, domestic tourism is shining brightly this summer. With the robust support of e-commerce platforms, comprehensive travel packages—combining flight tickets, accommodations, and experiences—are being offered at 60-70% of the cost of booking each component separately. This affordability, coupled with collaborations between localities and travel influencers, is reshaping how tourism is marketed, focusing on accessibility, personalization, and luxury.
In conclusion, the summer of 2025 promises to be a transformative period for tourism in Vietnam, particularly in Hue, where the intersection of music and travel is set to create a unique cultural tapestry. As travelers seek deeper connections with their experiences, the emphasis on sustainability, wellness, and technology will continue to shape the future of travel in the region.
