Live concerts emerge as growing tourism driver across APAC

Jakarta : Live music is increasingly influencing travel decisions across Asia-Pacific, with concertgoers often turning performances into longer holidays, according to a new YouGov study.

The report, Following the Music: APAC Concert Goers Report 2026, surveyed more than 7,200 people in Australia, Hong Kong, Indonesia, Singapore and Thailand. It found that major concerts featuring international stars are encouraging fans to travel between markets and explore the cities hosting them.

Across the five markets, 54 percent of concertgoers said attending a show increased their interest in the host destination. Thailand recorded the strongest response, at 71 percent.

Concert-related travel is also generating additional tourism spending beyond the event itself. A majority of travelers surveyed said they typically remain in the destination for another two to three days. In Singapore, 59 percent said they deliberately added extra time to explore the city.

Sightseeing was the most popular activity during these extended stays, followed by dining and shopping.

The findings suggest concerts can create longer-term tourism value for destinations, rather than simply generating spending around an event date. Thailand and Indonesia showed particularly strong potential, with fans in both markets displaying a high willingness to discover destinations through music and return later for leisure trips.

YouGov APAC and MENA CEO Laura Robbie said music is increasingly shaping travel choices, destination discovery and repeat visits.