Shaanxi Province in northwest China is vigorously promoting concert-driven tourism to attract music fans from other regions, thereby expanding local cultural tourism industry chain and boosting consumption.
As the performance market remains booming in China, traveling across cities and provinces to attend a music show has become a popular lifestyle among pop culture lovers.
The Xi'an Olympic Sports Center, located in the capital city of Shaanxi, is crowded with excited music enthusiasts almost every weekend. The largest sports venue complex in the central and western regions of China has drawn visitors, nearly 60 percent of them from other provinces, to its various types of spectacular performances.
"I'm from Shanxi Province. Besides this concert, I will visit attractions like the Giant Wild Goose Pagoda and the Terracotta Warriors," said Shi, a concert-goer.
"I came from Sichuan Province to attend the concert. This is my third time in Xi'an but I'm still very happy to be able to feel the vibe of this city again," said He, another music fan.
In efforts to provide a better experience for the tourists, Xi'an has introduced 18 innovative measures in six major aspects, establishing a service chain that integrates performances, scenic spots, accommodation and catering.
In addition, the local railway authorities have launched multiple shuttle trains for concert-goers from other megacities including Beijing, Shanghai and Chengdu. Some districts are also offering free transportation for attendees and staff.
Since the beginning of this year, large-scale commercial performances in Shaanxi have attracted over 1.21 million visits and generated direct consumption exceeding 3.9 billion yuan (about 554 million U.S. dollars).
Northwest China's Shaanxi Province explores concert-driven cultural tourism
