There was a time when travellers chased only sunsets and souvenirs. Today, travel behaviour is evolving, with pop culture emerging as a powerful force behind tourism trends. According to the digital travel platform Agoda, live music events and festivals contribute to a rise in international and domestic travel interests in Thailand.
Major international events are proving to be strong travel motivators, and the upcoming BLACKPINK concert, scheduled to take place in Bangkok from 24 to 26 October, has already sparked an increase in global travel interest. Accommodation searches for Bangkok from international travellers rose 18% compared to 2 weeks before the event. Countries showing the highest rise in interest include Vietnam (266%), Malaysia (107%), and Taiwan (19%). The heightened demand may be partly attributed to BLACKPINK not performing in Malaysia or Vietnam during their 2025 tour and the group’s strong and dedicated fanbase in Taiwan, making Thailand a key destination for regional fans eager to attend.
This cross-border enthusiasm underscores the global reach of BLACKPINK’s fandom and highlights the rising influence of major international events as travel drivers. Within Thailand, demand is equally strong. The concert led to a 130% in domestic accommodation searches for Bangkok on Agoda, fueled in part by the popularity of Thai-born member Lisa, whose international fanbase continues to energise local interest in global entertainment.
And the show doesn’t stop there. Rolling Loud Thailand, the hip-hop festival set to return to Legend Siam in Pattaya from 14 to 16 November, is also proving to be a strong travel magnet. The event is globally recognised as one of the biggest names in rap and hip-hop culture. Despite uncertainty surrounding this year’s headliner announcements, Agoda data shows that accommodation searches for stays around the event dates have increased 36% from domestic and international travellers alike, with the most interest coming from South Korea, Japan, and Taiwan.
Thailand’s local festival scene also continues to attract global travellers. Wonderfruit Festival, scheduled in Pattaya from 11 to 15 December, has seen a 10% increase in international searches for accommodation in Pattaya and the Chonburi area, led by interest from South Korea, the Philippines, and Singapore travellers. The festival is a multi-sensory experience that blends art, nature, wellness, and sustainability in a vibrant open-air setting. Held in the fields of Pattaya, the event features everything from sunrise soundscapes and farm-to-table dining to architectural pavilions and cultural workshops.
Akaporn Rodkong, Country Director, Thailand at Agoda, said, “As Thailand continues to host world-class events and festivals, event tourism is proving to be a dynamic force in strengthening the country’s position as a global travel destination. Agoda remains committed to supporting travellers in discovering these experiences while making travel more accessible and affordable.”
Agoda offers over 6 million holiday properties, more than 130,000 flight routes, and over 300,000 activities, all of which can be combined in the same booking. Discover the best deals on Agoda’s mobile app and plan the next concert adventure. Visit Agoda.com for more information.
