According to analysts’ calculations, music star Taylor Swift’s recent concert tour in Singapore is estimated to bring about 375 million USD in tourism revenue to the lion island nation.
This is the latest country to benefit from the phenomenon of “Swiftonomics” – the term promoting economic development thanks to the influence of this world-famous star. Wherever Taylor Swift appears to perform, tourism-related revenue there increases, from airline tickets, hotels, restaurants to food, drinks, souvenirs…
Singapore was the only stop in Southeast Asia on Taylor Swift’s Eras Tour in March, causing fans from China , Malaysia, Indonesia, Thailand and many other countries to flock to the island nation. The Washington Post said that passenger traffic arriving at Singapore’s Changi airport alone during the period from March 1 to 7 increased by more than 20% compared to the same period last year. “Businesses of all sizes, from big brands to small boutiques, are all bustling to cash in on the pop star’s tour,” the newspaper described.
Young fans take selfies with tickets to attend Taylor Swift’s concert at Singapore National Stadium, March 2. Photo: Shutterstock
Marina Bay Sands, a luxury destination and sponsor of the Eras Tour, hosted a light show themed around Taylor Swift and her albums. Ticket packages priced from $7,500 to $35,000 were sold out, with 90% of visitors coming from abroad, “an indication of Eras’ strong tourism appeal,” said marketing director Irene Lin. Tour”.
Travel company Klook has seen a 50% increase in bookings for the Singapore Pass, which gives visitors access to the city’s most famous attractions. “Based on our data, a concert tourist can expect to spend five times the face value of the ticket,” said Sarah Wan, Klook General Manager for Indonesia, Malaysia and Singapore. On average, each tourist will spend an additional 800 USD for local travel experiences.
According to University of Tasmania Professor Can Seng Ooi, the bidding to win the right to organize the Eras Tour is “part of a big plan” of the Singapore Government implemented since 1989, to turn this island nation into a cultural destination. Culture and art are of regional significance and increasingly attract many international tourists.
