Key Notes
- A survey of 1,768 concertgoers across six Asian markets found that 65% had traveled to another country or region for a show.
- Trip.com Group reported 64% growth in bundled ticket-package bookings in the first half of 2026, while 84% of survey respondents expressed interest in concert-and-travel packages.
- Respondents would ideally spend four days in their concert destination, creating opportunities for hotels, transport, dining and attractions beyond the show.
A favorite artist is becoming a reason to choose a destination, rather than an addition to a holiday already planned. New research from Trip.com Group and Live Nation Asia found that 65% of concertgoers surveyed across six Asian markets had traveled to another country or region for a show.
The finding points to a wider opportunity for airlines, hotels and destinations: fans need somewhere to stay, transport after the performance and reasons to explore before heading home. The findings show how live entertainment can bring visitors into a city before the show and keep them there afterward.
Fans Want More Than One Night Away
The companies’ new research, released on November 4, found that respondents would ideally spend an average of four days in the destination. For a host city, that opens up several days of potential spending on meals, accommodation and attractions around a single performance.
The regional picture also varies by market. Among Singapore respondents, 45% had traveled overseas for a concert and the ideal trip lasted 4.8 days, according to Bandwagon’s coverage. That appetite for a longer stay gives hotels and attractions a reason to plan around the concert calendar.
Package Interest Is Becoming Bookings
Across the survey, 84% expressed interest in bundles combining concerts with travel products. Separately, Trip.com Group reported a 64% year-on-year increase in its bundled ticket-package bookings in the first half of 2026.
The booking comparison covers January–June 2026 against the same period in 2025. It measures Trip.com’s own bundled-ticket business, giving a view of package demand alongside fans’ stated interest in combining a show with a trip.
K-Pop Gives Host Cities an International Audience
Ticketmaster data cited by Bandwagon puts the overseas share of ticket demand for major K-pop acts such as BTS and BLACKPINK in Singapore at 28%–38%. The figures illustrate how individual artists can draw an international fan base to a host city.
Singapore is already extending one major concert visit into a wider destination program. As we covered in our earlier coverage, BTS THE CITY ARIRANG SINGAPORE will run from December 1–31, with experiences at attractions and cultural venues. The month-long program is separate from the group’s four stadium concerts.
Transport and Dining Could Be Next
The companies’ partnership began in 2025, combining Live Nation’s concert relationships with Trip.com’s travel-booking capabilities. In an industry interview, Trip.com executive Edison Chen said the business was looking beyond its initial ticket-and-hotel packages toward attractions, dining and local transport.
Ideas being explored include shuttle services after concerts and partnerships with restaurants. Such additions would address a practical gap for visitors trying to get back to their hotels after a crowded show. The company is still exploring these options with venues, organizers and other partners.
What the Study Measures
The consumer research covered 1,768 respondents in Mainland China, Singapore, Hong Kong, Macao, Thailand and South Korea. OnePoll and Live Nation Soundboard conducted the surveys in July 2026. The findings describe concertgoers in those six markets. The report combines their responses with separate Trip.com Group booking data and Ticketmaster insights for specific events and periods.
For destinations, the opportunity is to turn the date on a concert ticket into a reason to stay and explore. For travelers comparing packages, the useful detail is the itinerary itself: which tickets, hotel nights, transfers and activities are included, and what remains to be booked separately.
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