Fan pilgrimages to see stars live supercharging cities' economies

    Travel to watch performances generates major benefits, tourism spinoffs

    By LI YINGXUE | CHINA DAILY | Updated: 2025-07-23 07:46
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    JJ Lin fans who couldn't get tickets to his concert gather outside the Bird's Nest stadium in Beijing. WU XIAOHUI/CHINA DAILY

    But wait, there's more

    Concert tickets in Beijing also offer fans discounts on dining, attractions, and accommodation stays, while domestic airlines provide special deals for them to fly to concerts.

    Hotel promotional packages include bus shuttle services to venues like the Bird's Nest.

    The Four Seasons Hotel Beijing is offering Mayday fans complimentary breakfast for two, and 30 percent off meals when booking rooms at standard rates with concert tickets.

    Ginny Jin Lin Khaw, the hotel's commercial director, said the promotion is a response to strong demand from young, affluent fans traveling to cities for concerts.

    "We aim to provide comfortable experiences while capturing peak demand and expanding brand awareness," Khaw said.

    Some rooms overlook the five spheres in Chaoyang Park, and the hotel is within walking distance of large caricature figures of the band members — making it easy for fans to complete their sightseeing and fandom itinerary.

    Khaw has noticed increased bookings and social media engagement from fans seeking details since the offer was launched.

    "This is our first attempt. We used the Mayday concerts as a pilot because of their large fan base and strong demand for quality experiences," she said. "We hope to gain experience and prepare for future partnerships with major events and create a broader customer base."

    Large-scale concerts have already brought economic benefits to Chaoyang district. A Culture and Tourism Bureau official said the area hosted 82 events last year with over 5,000 attendees for each, generating 1.61 billion yuan ($224.43 million) in box office revenue.

    This year, event schedules at the Bird's Nest, National Indoor Stadium, and National Speed Skating Oval are nearly full, with talks underway for next year.

    "Concerts are no longer just one-night events," the official explained. The district has organized smaller performances, park activities, and museum tours to enrich visitors' experiences in Beijing, while managing crowd flows and meeting different visitor needs.

    Several supportive policies have been launched in Chaoyang district to further promote integration and expanded consumption across the culture, commerce, tourism, and sports sectors, she added. "These policies cover large concerts, music festivals, exhibitions, major sports events, and more," the official said.

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