Shaanxi Province Promotes Music-Fuelled Tourism with Concerts to Boost Cultural Economy and Attract Visitors from Across China

Published on December 23, 2025

Shaanxi Province in northwest China is actively promoting concert-driven tourism as a way to boost its local cultural tourism industry. By attracting music fans from neighbouring regions, the province hopes to expand cultural tourism while also stimulating significant economic activity. This concert-driven tourism initiative is thriving as the demand for live performances increases across the country.

Xi’an: The Heart of Shaanxi’s Music Tourism

The capital city of Shaanxi, Xi’an, has become a focal point for this music tourism boom, especially at the Xi’an Olympic Sports Center. This venue, the largest sports complex in the central and western regions of China, regularly hosts music events that attract a significant number of visitors, with a large percentage coming from other provinces. The concert scene at this venue has become a major draw for music enthusiasts who travel long distances to witness live performances in one of China’s most culturally rich cities.

A Growing Popularity for Concert Travel

The trend of travelling across cities and provinces for live music events has become increasingly popular in China. Music lovers from various regions are now considering attending concerts as a key part of their travel plans. Many visitors travel to Xi’an specifically for the opportunity to enjoy high-quality performances while also taking the chance to explore the city’s famous historical landmarks and cultural sites. This trend has seen a consistent rise in the number of music fans who blend entertainment with travel, further enhancing the province’s tourism revenue.

Boosting Visitor Numbers: A Look at the Audience

A significant portion of the concert audience at the Xi’an Olympic Sports Center consists of visitors from outside Shaanxi. Nearly 60% of the concertgoers come from other provinces, highlighting the broad appeal of these events. The combination of vibrant music performances and the rich history of Xi’an is an attractive proposition for tourists. Music lovers often extend their visit beyond the concert, exploring the city’s cultural treasures such as the Giant Wild Goose Pagoda and the Terracotta Warriors. These landmarks are among the most visited in China and add an extra layer of appeal to the concert experience.

Enhancing the Experience: Innovative Measures for Tourists

To improve the overall visitor experience, Xi’an has introduced several innovative initiatives aimed at making the city more accessible and enjoyable for tourists. These measures, covering key aspects like accommodation, transportation, and local attractions, have been implemented to ensure a seamless experience for concertgoers. Notably, 18 new measures have been introduced, which include the integration of live performances with cultural landmarks, better accommodation facilities, and an array of dining options to enhance the stay of visitors.

Additionally, the local railway authorities have worked to facilitate easier travel for those attending concerts by launching special shuttle trains from major cities like Beijing, Shanghai, and Chengdu. These services ensure that attendees from distant cities can easily reach Xi’an, reducing travel time and making the city more accessible to a wider audience. Some districts in the city have also introduced free transportation options for concertgoers and staff, ensuring a hassle-free journey for all.

Economic Impact: Concerts Driving Local Consumption

The economic impact of these music tourism efforts is significant. Since the beginning of the year, large-scale performances in Shaanxi Province have brought in over 1.21 million visitors. This influx of tourists has resulted in direct consumption exceeding 3.9 billion yuan (approximately 554 million U.S. dollars). These figures highlight the growing importance of the music tourism sector in the region’s economic development. The success of the concert tourism model shows the potential for leveraging cultural and entertainment events as a driving force for tourism and local economic growth.

Connecting Music with Tourism: A Model for Other Regions

The success of Shaanxi Province in using music tourism as a vehicle for economic growth is an inspiring model for other regions in China. By linking live music performances with local heritage and cultural attractions, the province has effectively blended entertainment with tourism, creating a more immersive travel experience. This model of concert-driven tourism could be replicated in other parts of the country, especially in cities with rich cultural histories and robust event infrastructures.

For music lovers, the opportunity to enjoy top-tier performances while exploring iconic historical landmarks is an enticing offer. The integration of these elements into a cohesive tourism package benefits not only the visitors but also the local economy, local businesses, and the tourism industry as a whole.

Future Outlook: Continued Growth in Music Tourism

Looking forward, the concert-driven tourism strategy in Shaanxi Province is expected to continue expanding. With ongoing developments in transportation, accommodation, and services, the province is set to attract even more visitors in the coming years. As the music tourism model gains traction, it has the potential to contribute significantly to Shaanxi’s overall tourism sector and play an important role in revitalizing its cultural economy.

Music as a Catalyst for Tourism

Shaanxi’s concert-driven tourism is a powerful reminder of how cultural and entertainment events can drive tourism growth. Shaanxi has set a standard for using music to promote tourism and boost the local economy, thanks to well-organised events, innovative service initiatives, and increased accessibility. As this model continues to thrive, other regions in China may seek to replicate it in order to attract more visitors and stimulate their own cultural economies.