Singapore’s a magnet for mega stars like Taylor Swift, Jacky Cheung: Here’s why

EVENT organisers seeking to bring class acts to Singapore can tap a government kitty – but the recipe for the Republic’s success as a top tour stop goes beyond that.

Close working ties between the various players – including active engagements between public and private entities like the integrated resorts and promoters – are crucial, industry players say.

After taking over management of the Singapore Sports Hub, for instance, Kallang Alive Sport Management Co (KASM) said it “quickly established strong working relationships across a broad spectrum of key industry players at the global and regional levels, including event organisers, sponsors, and partners”.

KASM is the corporate entity established by the Ministry of Culture, Community and Youth, as well as Sport Singapore, to manage the Sports Hub from Dec 9, 2022.

Responding to questions from The Business Times, KASM said it takes a “whole of government point of view where appropriate and possible” to maximise the potential of the Sports Hub and to support tourism for Singapore.

“Taylor Swift’s ‘only-in-Singapore’ concert is a prime example of our efforts in this direction – where we led discussions and took it from conceptualisation through to actualisation,” KASM said.

It is one of several players that can be seen as responsible for the fact that American pop star Taylor Swift’s only South-east Asia tour stop is Singapore.

As Singaporeans cheered, and fans in South-east Asia began looking up the cost of air tickets and hotel rooms here, one big question on everyone’s minds has been: Why Singapore?

The answer: A combination of factors, including courtship and, potentially, funds.

Partnerships and investments

Swift’s exclusive appearance is but the latest feather in Singapore’s cap as an international destination.

“This vibrant entertainment and lifestyle scene has, in part, been cultivated by Singapore’s investment in world-class facilities, dining and accommodation offerings,” said integrated resort Marina Bay Sands (MBS).

The resort has been a popular venue for major live entertainment events in Singapore over the years.

Highlighting its close relationships with industry giants, including concert promoter AEG Presents, entertainment conglomerate Disney and music company Universal Music Group, MBS said these partners have consistently returned to work with it on new and exciting opportunities.

For MBS, Swift’s choice of Singapore will bring direct benefits.

MBS, in collaboration with AEG, will sell packages for the Taylor Swift concerts. These will include hotel accommodation and fringe activities across the property.

The concerts are also likely to produce significant benefits for Singapore’s tourism industry as a whole. Already, hotel room rates and airfares around her concert dates have ticked up.

MBS noted a growing trend of willingness to travel just to attend entertainment and lifestyle-related events. The result is a positive one, with spillover benefits extending to the accommodation, wellness, and dining sectors of the hospitality industry, the resort said.

Following Swift’s announcement of her European tour, prices for many hotels in Edinburgh on the dates of her upcoming shows more than doubled. At least 22 hotels were sold out as of Jun 21. 

Live entertainment – especially big acts like Swift’s, Coldplay and Jacky Cheung – can also drive local tourism.

Highlighting the growing popularity of staycations in the Marina Bay area for massive events such as the Singapore Grand Prix, MBS said: “Locals looking to enhance their concert-going experience are likely to partake in additional activities.”

The limitations of international travel due to the Covid-19 pandemic have also reignited interest among Singapore residents in local tourism, MBS added.

Activities designed to complement live entertainment can further push tourism for both locals and international tourists.

Travel booking site Klook, for instance, will be offering packages that include hotel stays, activities and experiences for the Taylor Swift concerts here.

Government support

The Singapore Tourism Board (STB) works closely with event organisers to support events that add vibrancy to Singapore’s tourism landscape, said Ashlynn Loo, STB director of attractions, entertainment and tourism concept development.

For live and hybrid-format events that drive tourism in Singapore, organisers can apply to STB’s Leisure Events Fund. The grant reimburses organisers for expenses on professional services including audit and survey, production services including equipment, as well as marketing.

Sporting events also receive funding support. The annual motor racing event Singapore Grand Prix, which is estimated to cost between S$135 million and S$140 million each year, is 60 per cent co-funded by the government.

That funding has brought money into the country. Since 2008, the Singapore Grand Prix has generated around S$130 million annually in tourism receipts from visitors attending the race.

Singapore Grand Prix organiser Singapore GP estimates that some 40 per cent of attendees of the event are international visitors. From 2008 to 2019, the race and the over 30 accompanying events around it attracted more than 550,000 tourists.

In addition, the race brings global branding benefits to Singapore while generating business revenue and jobs. The 2019 Singapore Grand Prix generated a media value of around S$70 million to S$75 million, according to consulting firm McKinsey & Company.

Network effect

Each big-name event builds on Singapore’s reputation, which will in turn draw more acts.

STB’s Loo believes the country’s track record in delivering high-quality events has helped make Singapore a leading destination.

The recent overwhelming market response to large-scale multiple-night concerts speaks volumes about the quality of Singapore’s offerings and infrastructure, KASM added.

Formula 1 and the accompanying events help to change the perception of Singapore from being just a stopover to a must-visit destination, said Singapore Grand Prix.

As Singapore continues to position itself as South-east Asia’s live entertainment hub, organisations and industry partners aim to curate a line-up of activities and events that cater to Singaporeans and the regional market.

KASM said: “We are aware of the strong demand for live events and keep a close pulse on what the market – fans, athletes and the community – wants.”