K-pop concerts are driving increased travel demand to South Korea

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A joint report from Trip.com Group and Live Nation Asia reveals that 65% of respondents across six markets have traveled abroad for performances, with ticket package bookings increasing by 64% in the first half of 2026 compared to the previous year.

A joint report released by Trip.com Group and Live Nation Asia has confirmed a trend where K-pop artists and fan culture are stimulating travel demand to South Korea. Based on surveys and travel data from six markets—South Korea, mainland China, Singapore, Hong Kong, Macau, and Thailand—the two companies analyzed the impact of performances on destination selection and itinerary planning.

According to the report, 73% of respondents in Thailand expressed a willingness to visit South Korea to see performances by artists they wish to see. Approximately one in five respondents from Thailand and Hong Kong stated they have already visited South Korea to attend concerts. Respondents from Singapore identified South Korea as the country they are most likely to visit to attend music concerts.

Travel demand mediated by performances was significant across Asia. 65% of respondents across the six markets reported having traveled to other countries or regions to attend performances, and 7 out of 10 said live music performances are one of the exciting reasons to travel. Among South Korean respondents, 55% said they have experience traveling to other countries or regions to watch performances.

Securing tickets emerged as the most significant variable when planning concert trips. South Korean respondents cited securing tickets (52%) as the most important factor, followed by reasonable airfare and transportation (41%) and accommodation near the venue (38%). This suggests that attending a performance is expanding from a simple day trip into travel plans that include transportation and lodging. Industry observers believe this trend is likely to increase demand for packages that bundle performances with travel.

Changes were also observed in actual booking data. Trip.com Group's ticket package bookings in the first half of 2026 increased by 64% compared to the same period of the previous year. 76% of South Korean respondents showed interest in packages that combine concerts with travel products, and one in three responded that they have experience using Trip.com when booking trips to attend overseas concerts.

“Experience-oriented travel is becoming an increasingly important factor in how people choose their travel timing and destinations, and live music is a powerful driver in determining the destinations fans seek,” said Bo Sun, Chief Marketing Officer of Trip.com Group. “Trip.com Group is supporting travelers to more enrich their entire journey by connecting moments of travel inspiration to tickets, flights, accommodation, and tourist destinations.” James Dick, Vice President of Partnerships and Media at Live Nation Asia, added, “Fans visit cities to see artists, but they also stay, eat, and explore the local area. A single performance can initiate an entire trip.”

Read the original (Korean)