When Taylor Swift’s Eras Tour injected an estimated US$5 billion into the US economy, it showed how music can move markets – and China took note. Now the country’s tropical island of Hainan is testing its own version of the “Swift effect”.
Over the past year, Hainan has quietly evolved from a laid-back beach retreat into a stage for hip-hop’s global elite. It began with Kanye West (aka Ye)’s headline-making performance last September, which was followed by Travis Scott’s explosive show this month. This fuelled rumours that Cardi B could be next, following a public invitation from the island’s government.
But why would China court artists in a genre it once banned for its “vulgar lyrics” and “bad influence”? The answer lies in a new experiment: how concert tourism can merge spectacle with spending, particularly in the luxury market.
Back in June 2020, the government announced a plan to transform Hainan, often called the “Chinese Hawaii”, into a globally influential Free Trade Port. Since then, provincial authorities have been promoting high-end retail, art fairs and luxury events to lure domestic travellers who might otherwise spend abroad. Adding international concerts into that mix was the next logical step – and it appears to be working.
