Kaohsiung Mayor Shares Secret of How the City Is Turning Concerts into Tourism Wins

 Kaohsiung Mayor Chen Chi-mai speaks with Agoda Taiwan Country Director Jishan Chai about the city's concert economy, light-rail loop and signature festivals in the first Agoda Dialogues interview with a Taiwanese mayor

KAOHSIUNG, Nov. 12, 2026 /PRNewswire/ -- Digital travel platform Agoda today released a new episode of its online interview series Agoda Dialogues featuring Kaohsiung Mayor Chen Chi-mai. The conversation, hosted by Jishan Chai, Country Director for Taiwan at Agoda, builds on a Memorandum of Understanding (MOU) signed by Agoda and the Kaohsiung City Government in September 2026 to grow the city's profile among international travelers.

Summing up the city's appeal, Mayor Chen said: "It's different every time you visit, full of life and vitality. Exploring Kaohsiung, understanding Taiwan: Kaohsiung is the best choice." That idea is behind the city's tourism brand, "KEEP VIBRANT, KAOHSIUNG."

According to the Kaohsiung City Government, concerts have generated a cumulative NT$18.9 billion (US$576 million) in tourism output since 2023, with 157 concerts and 1.71 million attendees in 2024 alone. Mayor Chen explains how the city is using data-driven governance to convert that event calendar into longer, higher-value stays. He noted that the city's figures show that around 70% of concertgoers travel from other Taiwanese cities or overseas, staying an average of about 23 hours, and that the city's goal is to stretch that to an extra day — "turning 23 hours into 40 hours" — by linking concerts to night markets, local food and nearby attractions.

To achieve this, the city analyzes visitor data by age, origin and interests, and works with hotels, the bus network and rail operators to make the most of each visit. Concertgoers who present ticket stubs receive discounts and vouchers for local eateries and commercial districts. Mayor Chen described a round-the-clock service effort built on cross-departmental coordination. He also recalled a moment that went viral online: MRT staff spontaneously broke into song at a station to entertain fans waiting for trains after a show, with commuters even requesting songs.

Agoda's own accommodation search data reflects that demand. During the recent BTS concerts at Kaohsiung National Stadium, the Philippines was the top market searching for Kaohsiung accommodation, with interest growing nearly 3x. Japan saw the steepest jump at 14x, followed by Singapore (8x), and Hong Kong and Thailand (both 2x).

Beyond concerts, Mayor Chen highlighted two more pillars of Kaohsiung's tourism strategy. The city's Circular Light Rail, which completed its full loop in 2024, connects Pier-2 Art Center, the Kaohsiung Music Center, Dream Mall and a leafy green corridor locals liken to a "Totoro Tunnel," offering visitors what Mayor Chen called the best and most affordable way to see how the city has transformed. He also pointed to the annual Winter Wonderland festival, which combines free admission with attractions such as the Rubber Duck in 2024 (roughly nine million visits) and Ultraman in 2026 (around seven million visits), local food stalls and family-friendly activities to pull visitors south during the Lunar New Year period. The Kaohsiung City Government estimates the festival has generated NT$36.6 billion (US$1.1 billion) in cumulative economic impact over three years.

"At Agoda, we're always looking for ways to bring travelers closer to the people and ideas shaping the destinations they love," said Jishan Chai, Country Director at Agoda. "Through Agoda Dialogues, Mayor Chen's perspective offers a valuable look at how Kaohsiung is connecting major events, local experiences, and convenient transport to give travelers more reasons to stay and explore."

Travelers inspired to explore Kaohsiung can browse deals on accommodation, flights, and activities on Agoda, which offers over 6 million holiday properties, more than 130,000 flight routes and over 300,000 activities that can all be combined in a single booking. Download the Agoda app for the best deals or visit agoda.com/playtheharborTW to start planning.

Watch the Agoda Dialogues interview: https://youtu.be/gbILDi8nlQA