by Oscar Cheung
Does the economic and cultural value of concert tourism outweigh its costs? Oscar shares his concert travel experience as a Swiftie.
Taylor Swift’s The Eras Tour – I remember the night last year at Japan’s Tokyo Dome too well. Standing in a crowd of 55,000 fans for three hours straight, I watched in awe as the superstar twirled around on the lit-up stage, bejewelled from head to toe. From the stands, the audience – many of them dressed to the nines – cheered, chanted, and sang along.
When I returned to Hong Kong, my trip became a matter of contention among my friends. Some were filled with envy, while others were unexpectedly critical. In particular, I was condemned for splurging a thousand dollars on the concert ticket alone, which was undeniably quite a hefty price, not to mention the costs of transportation, accommodation, food, and retail. Suddenly, the sum becomes much more difficult to justify. You spent all that just to listen to some music – dear readers, is it worth it?
In my defence, I am certainly not the only person who has ever travelled overseas to attend a musical event (and overspend along the way). Such a practice is known as “concert tourism,” and it has been skyrocketing in popularity post-pandemic. A 2023 survey of 20,000 respondents showed that 70% of them are “more likely than ever to travel to a concert outside their hometown.” Companies are catching on to the demand too. For Coldplay’s upcoming shows in Hong Kong’s newly opened Kai Tak Stadium, an online travel company is offering “Experience Packages” for tourists with two tickets and a hotel stay.
Fans are evidently longing for in-person events after years of lockdowns and social distancing. Fortunately, in the wake of COVID-19, companies in the music and tourism industries are rebounding from being in the red: singers are going back on tour, and people are once again travelling abroad on vacation. This goes in synergy with the rise of fandoms, and passionate fanbases of a certain celebrity, over the past decade. As we dive deeper into the digital age, the convenience of social media amplifies the fervour of such communities. Who would turn down the opportunity to attend what has been hailed as the “Tour of the Century” in person?
Besides the organic growth of fan subcultures, governments worldwide are also fostering “concert economies,” thus catalysing economic and cultural development. Take Hong Kong as an example, the Chief Executive’s 2024 Policy Address mentions the development of a “mega‑event” economy as a measure to revitalise the city’s tourism industry, particularly in retail and hospitality. Elsewhere, the Singaporean government secured a multi-million-dollar deal with Taylor Swift to exclusively host six of her shows in the country last year. While this move sparked some regional tensions among Southeast Asian nations, it proved highly lucrative, with the city-state earning up to a staggering $375 million US Dollars ($2.9 billion Hong Kong Dollars) from related tourism revenue. Taylor Swift and her tour had such a palpable economic impact on international business that the effect is now dubbed “Swiftonomics.”
To “boost” the local economy, of course, I had other things to do on my itinerary: go sightseeing, and of course, eat. Quoting from Taylor, I had to “take the moment and taste it.” In the four days subsequent to my show, I stayed in a hostel, trekked throughout the city in search of speciality stores, took scenic trains across the rural outskirts, and indulged in gyudon (beef rice bowls), tempura, and succulent strawberries. Exploring the city in-depth was eye-opening and immensely rewarding, as opposed to merely stopping by the top tourist attractions. In summation, this visit to Tokyo was like killing two birds with one stone: I got the chance to go to the concert, as well as to experience the city up close: a benefit I would not have reaped if the event had been held in Hong Kong.
Last but not least, a main factor behind the appeal of concert tourism is a desire to connect with fans. One of the most significant attractions of The Eras Tour is how it brought Swifties together in person, something that many could previously only do through social media. In preparation for the show, I spent a week making friendship bracelets —a cherished tour tradition. On the big day, I entered the venue early to walk around and trade them away. In the process, I struck up conversations with my fellow concertgoers. Surprisingly, most of those I spoke to flew in from all around the world: the United States, the Philippines, Mainland China, and the list goes on. Being tourists became our common ground, and we bonded over complaints about the exorbitant airfares and hotel costs. While few fans are dedicated enough to travel thousands of miles for a gig, those who did made the occasion even more special. Amidst all the flying sparks, falling confetti, and shining fireworks of the night, it was the camaraderie that cast the brightest incandescent glow.
To answer the question, travelling for concerts is worth it. My trip was much more than live music: it was a voyage of exploration, joy, and unity in diversity. If fate permits, making the pilgrimage to attend a show might be the adventure of a lifetime.
For centuries, music has transcended national borders. Concert tourism is bound to continue into the following decades, supported by both devoted fandoms and proactive governments. With Kai Tak Sports Park recently opened and Coldplay’s gigs coming up next, chances are that more major musical events will soon follow. This may be the finishing touch to solidify Hong Kong’s reputation as a global pop culture hub, and a leading destination for concert tourists. I can already envision Taylor taking the stage in our brand-new stadium, but who knows? A Swiftie can only dream. ■
Oscar Cheung, 15, is a member of Youth Hong Kong『s young writers team. He is from St. Paul’s College and participated in The HKFYG English Public Speaking Contest. Passionate about experimentation, writing, music, and most importantly, life, he strives to find joy in even the most mundane things and share that happiness with those around him.