Chongqing - On a hot August night in Chongqing, singer Angela Zhang took the stage for her first concert in the city in seven years. The stadium pulsed with the glow of thousands of light sticks, as fans — some local, others from hundreds or even thousands of kilometers away — filled every seat. For many, it was not just a musical performance, but a journey worth making.

In recent years, the trend of “traveling to a city for a concert” has become a new travel fashion among young Chinese audiences. For some, the decision is spontaneous — a weekend “Special Forces” trip to another city, flying out after work on Friday, catching the show, and returning in time for Monday’s commitments. For others, it’s a carefully planned pilgrimage, as one fan from Africa described: arranging her vacation around the concert of a singer she has loved since primary school.

Emotional value fuels spending

Industry experts say the heart of the “concert economy” is emotional consumption — fans' willingness to invest in experiences that bring them joy, connection, and memories. This value extends far beyond the price of a ticket.

“I think the emotional value is priceless,” one concertgoer said, noting that while her ticket was bought at face value, flights, hotels, and merchandise often cost seven or eight times more.

Research from the China Association of Performing Arts shows that for every 1 yuan spent on a concert ticket, an additional 4.8 yuan is generated in surrounding consumption, from hotels and restaurants to transportation and shopping, for a stadium show with over 40,000 attendees, that can translate into 45 million yuan (about 6.26 million U.S. dollars) in local economic impact.

A powerful boost to local tourism

The numbers tell the story. In the first quarter of 2025, China hosted 536 concerts, a 7.3% year-on-year increase for large-scale events, with total box office revenue reaching 2.5 billion yuan. 2024’s performance market revenue hit 79.6 billion yuan, with over 60% of large-concert audiences coming from other cities.

This cross-city attendance is more than just ticket sales. For example, during Jay Chou’s Shanghai shows, hotel bookings in nearby areas jumped 80%, some selling out days in advance. Ride-hailing orders surged over 300% near the venue, while local restaurants and cafés saw record foot traffic.

“Concerts act like a key that unlocks the entire ‘eat-stay-travel-shop-entertain’ chain of consumption,” said a market analyst. “They’re not just events — they’re citywide economic engines.”

From entertainment to lifestyle

Once seen as occasional indulgences, concerts have become part of many young people's regular lifestyles. Surveys show that 18-to-34-year-olds comprise over 70% of China’s concert audience, with transportation and accommodation accounting for 65% of their total trip expenses.

The shift reflects a broader change in consumption habits, particularly among Gen Z and millennials. Instead of prioritizing traditional “big-ticket” purchases like property, they channel spending into experiences that deliver instant emotional rewards and social connection.

Globally, the trend mirrors phenomena such as Taylor Swift’s “Swiftonomics” in the United States, where tours generate economic impact on par with major sporting events. Analysts say that for cities able to attract headline acts consistently, the benefits can be both immediate and strategically long-term.

As one fan summed it up after Angela Zhang’s Chongqing concert: “Two hours of music might seem short, but the feeling stays with you for a long time — and that’s worth any journey.”