Fan pilgrimages to see stars live supercharging cities' economies

Nationwide trend

The concert travel trend is not restricted to Beijing and is breathing new economic life into cities nationwide.

In March last year, Jay Chou's concerts in Sanya attracted 127,400 attendees over three days, with 82 percent coming from outside Hainan Island, according to the Sanya Tourism, Culture, Radio, Television and Sports Bureau. At the same time, Daolang's concerts in Wuhan saw hotel bookings near Wuhan Sports Center surge 550 percent, data from online travel agency Ctrip showed.

In Suzhou, Jiangsu province, JJ Lin's shows generated more than 700 million yuan in additional consumption, with over half attributed to fans traveling from other cities, according to the Suzhou Olympic Sports Centre.

"A single concert ticket can drive 4.5 to 5 times its value in related spending," said Zhang Haijun, president of the Beijing Performing Arts and Entertainment association. "As cross-city concertgoing becomes part of people's cultural lifestyle, the economic value of a ticket far exceeds its face price."

After the shows, the energy lingers in late-night eateries and shopping districts, sustaining momentum long after the music stops, Zhang noted.

Suzhou this year introduced financial incentives for organizers. Concerts or festivals drawing over 50,000 attendees receive subsidies of 15 yuan per ticket, rising to 20 yuan for audiences exceeding 100,000.

In Jinan, Shandong province, authorities launched the "Travel with Daolang" campaign to coincide with the singer-songwriter's shows earlier this year that included discounted or free admission to major tourist attractions. After one show was sold out, they opened a nearby stadium to accommodate up to 70,000 fans, offering them free porridge and hot water to keep warm.

Hangzhou recently launched the second phase of its "2025 Concert Tourism in Hangzhou" initiative. Fans purchasing tickets via platforms such as Damai can enjoy bundled cultural tourism packages, including discounts at scenic spots and hotels, valid three days before and after their concert.

For Zhou, the Mayday fan, her fan journey stretches across months and cities. She has already planned her calendar and travel plans around Mayday's following concert dates. "Almost all my vacations are tied to concerts," she said.

Each concert trip has its own rhythm — a mix of anticipation, music, and exploration, she said.

"Maybe I can't go to every city," she said, "but each one I visit leaves me with a unique memory. And sometimes, I get to share it with fellow Mayday fans on the road."