Coldplay is just one of many acts that have drawn attention to the little red dot, with concert tourism – a form of cultural tourism – seemingly back in full-force after the Covid-19 pandemic.
Dr Seshan Ramaswami, associate professor of marketing education from the Singapore Management University, said: “These big name acts coming to Singapore is a continuation of the conscious attempt to stage noteworthy international events in the arts and sports here for the last two decades. Prof Ho added: “Beyond tourism, being a concert hub will also add vibrancy to Singapore as a global city. This plays a part in attracting and retaining global talent, and reinforcing national marketing efforts.”Dr Ramaswami also said that Singapore is an attractive destination for organisers of such events, with the financial and organisational success of these concerts spurring other worldwide concert tour organisers to consider Singapore as a stop in future tours.
She added: “Given Singapore is Ms Swift’s only stop in South-east Asia, foreign card holders who successfully purchase tickets will have to fly in to attend her shows, and their UOB cards will come in handy for their other payments here as they will enjoy the same deals and privileges with their cards as local UOB card holders.”
Comparing one-off concerts with regular events such as Formula One and its associated festivities, economists say that one difference is the type of audience each programme might draw, and the type of spending that can be expected from the different target groups.the Singapore Grand Prix set an attendance record of 302,000 fans
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