A new partnership between Trip.com Group and Live Nation Asia is blurring the line between live music and travel. Announced this month, the multi-year deal will integrate concert tickets with flights, hotels, and curated local activities, allowing fans to book an entire trip around a show in one place.
The rollout begins in key Asian markets — Hong Kong, Singapore, Thailand, South Korea, and Mainland China — where both companies see strong demand for live events and regional travel. For fans, the concept is simple: see a concert listed on Live Nation’s platform, and you’ll be able to instantly plan the trip through Trip.com without juggling multiple websites or itineraries.
A Natural Convergence
It’s a move that reflects how travel and entertainment have started to overlap. Trip.com’s Momentum 2025 survey found that about two-thirds of Asia-Pacific travelers are willing to travel internationally for a concert or festival. With live events increasingly seen as experiences worth crossing borders for, this partnership aims to make the process smoother and more predictable.
Rather than being a marketing gimmick, it’s a logical extension of what’s already happening organically. Fans already fly to Seoul for K-pop concerts or to Singapore for global tours. By integrating travel and ticketing, Trip.com and Live Nation are formalizing a pattern that’s been building for years.
The Rise of Concert Tourism in Asia
The partnership also highlights how certain cities are positioning themselves as regional music destinations.
- Seoul has become a magnet for international fans thanks to K-pop’s global reach and a steady flow of large-scale concerts and festivals. The partnership will make it easier for fans from Southeast Asia or Japan to plan full trips around these events.
- Singapore is already an established tour stop for major Western acts, supported by strong infrastructure and open travel policies. During major events like Taylor Swift’s 2024 shows, Trip.com reported that hotel bookings tripled and many visitors extended their stays beyond the concert weekend.
- Bangkok is also emerging as a regional hub for live music, attracting both Asian and Western artists. With affordable hotels and a vibrant street-life culture, it’s well placed to benefit from this kind of bundled travel experience.
A Shift in Travel Behavior
For Trip.com, this partnership taps into the growing demand for “experience-led travel.” Younger travelers — particularly millennials and Gen Z — are prioritizing events, culture, and atmosphere over traditional sightseeing. Live Nation’s global network of artists and venues gives the travel group a steady stream of new reasons for fans to move across borders.
For cities, the benefits are clear: extended hotel stays, increased spending in restaurants and attractions, and new visibility on global tourism maps. In markets like Singapore and Seoul, concert-driven travel could become a key part of the post-pandemic tourism strategy.
For a new generation of travelers, the show isn’t the add-on — it’s the reason to go
What Fans Should Expect
The first pilot packages will reportedly include Live Nation events such as TWICE’s Hong Kong tour, with more expected as the system scales up. Fans will be able to buy bundled itineraries — concert tickets paired with round-trip flights, hotels, and local experiences — directly through Trip.com.
Still, there are questions to watch:
- Cost and value: Will the convenience of booking through a single platform outweigh the potential premium compared to organizing a trip independently?
- Scope: It’s unclear whether all Live Nation concerts will be eligible or if the offering will focus on select high-profile shows.
- Local availability: Fans living in host cities may face limited ticket access if a portion of seats is reserved for package buyers.
A Broader Trend in Motion
The collaboration fits a wider pattern of travel companies moving beyond traditional tourism products. From sports events to culinary festivals, experiences that combine travel and culture are shaping how people plan trips. Concerts, with their built-in community and emotional pull, are a particularly strong driver.
As Live Nation and Trip.com align, they’re effectively betting that a fan’s love for music can motivate travel more powerfully than any marketing campaign. And if early indicators are right, they may be correct: for many, the next big concert isn’t just a night out — it’s a passport stamp.
