A concert in Hangzhou Photo: VCG

At the recent forum "Going East: Points of Entry for Overseas Artists in China" held in Beijing, industry leaders expressed strong optimism about China's performance market. They emphasized that the trend of integrating concerts with tourism, which gained momentum in 2025, is set to continue into 2026. While traditional hubs like Shanghai and Beijing remain key destinations, cities such as Hangzhou and Chengdu are attracting increasingly diverse concerts with their unique urban characteristics and proactive strategies.

Yin Liang, head of Xiami Music Entertainment noted, "Now, in cities like Beijing, Shanghai, Guangzhou, and Chengdu, performances by overseas artists - ranging from A-list stars to mid-tier acts - can be found every weekend." He highlighted that the presence of international artists in China has seen comprehensive growth in recent years, both in market share and cultural impact.

Hangzhou's remarkable rise as a concert hub was underscored by Huang Jiangping, director of the Art Division at the Hangzhou Municipal Bureau of Culture, Radio, Television and Tourism. The city's efforts to attract world-class performers, such as Ed Sheeran and Katy Perry as well as ambition to bring international superstar Taylor Swift to the city for a possible concert, have proven highly effective. Huang shared, "We view each performance as a perfect opportunity to promote our city's image." When artists like Katy Perry cycle by West Lake or explore Hangzhou's culture, they experience a city that is "both exceptionally warm and beautiful," enhancing its appeal as a leisure-tourism destination.

In 2025, Hangzhou staged 164 concerts and music festivals, including 129 large-scale performances, drawing 2.44 million attendees globally and generating box-office revenue of more than 2 billion yuan ($287 million). The city's success is attributed to targeted policies, such as support for major concerts, streamlined approvals, and innovative "performance-tourism" packages that allow ticket holders to access discounts at local tourist attractions and hotels.

Chengdu is also emerging as a cultural hot spot. The recent establishment of Universal Music's Def Jam label in the city aims to cultivate a distinctive "China-chic rap" IP.  Xu Yi, chairman and CEO of Universal Music Greater China, emphasized, "Any regional music scene cannot gain international stature without its own distinct voice." He aspires to leverage Def Jam's global platform to ensure "the most authentic Chinese and Chengdu sounds are heard and loved by the world."

The broader market dynamics reflect a shift toward across-city concert tourism. Data from the China Performance Industry Association shows that concertgoers love to travel across cities for events, generating a multiplier effect: For every yuan spent on tickets, an additional 5.85 yuan is invested in local dining, accommodations, and transportation. This "three-hour concert drives 72 hours of consumption" model has become a blueprint for cities seeking to boost their demand, as reported by ce.com.

Zhang Chongshuo, founder of Sparkle Entertainment, shared how they, through the Bubbling & Boiling Music and Arts Festival in the cities of Tianjin, Foshan and Singapore, not only introduced overseas artists to China, but also attempted to promote Chinese artists overseas.

Ao Ran, executive vice chairman of the China Audio-video and Digital Publishing Association, highlighted that such exchanges foster two-way cultural learning. While global artists gain exposure to China's vibrant market, Chinese audiences get to enjoy diverse music styles, and local musicians find pathways to international stages.

As Hangzhou and Chengdu demonstrate, China's concert economy is no longer confined to the first-tier cities. With strategic investments, cultural inclusivity, and a focus on unique urban identities, these rising hubs are poised to play an increasingly pivotal role in the global music landscape.