Singapore needs to go beyond concerts to amplify tourism

An expert said Eras Tour packages thrived on popularity and ticket scarcity.

Taylor Swift’s Eras Tour concerts in Singapore underscored the power of concert tourism on the economy. However, experts like Benjamin Cassim, senior lecturer at Temasek Polytechnic, argue that the sporadic nature of concerts calls for a greater emphasis on year-round entertainment-based tourism.

Cassim emphasised that Singapore should take a broader approach and focus on annual or recurring entertainment-based events beyond concerts.

“In the case of Singapore, several sport-related events qualify as entertainment. The Singapore F1 Grand Prix comes to mind and in this case, supporting events already includes live concerts featuring top-draw artistes,” Cassim added.

Dr. Guy Llewellyn, an assistant professor at EHL Hospitality Business School - Singapore campus, concurred, highlighting that hotels and businesses should diversify their focus to maintain steady revenue between concerts.

He also believes that sporting events like the F1 Grand Prix, the annual Singapore Marathon and the World Aquatics Championship in 2025 can be lucrative.

“Hotels can partner with F1 to offer VIP packages, including prime seats, access to after-parties, and transportation to and from the event,” Llewellyn shared.

“For those running in the marathon, hotels can offer a special menu designed for the athletes and post-race spa massage treatments,” he added.

Additionally, hotels can capitalise on conferences, expositions, and gallery openings in museums to boost their revenue. For example, they could offer package deals for conference participants, including accommodation, entry tickets, transportation, food and beverages, and complimentary access to an executive floor.

For gallery openings, Llewellyn said hotels can design themed rooms reflecting the artist's style or the gallery theme, incorporating suitable lighting, music, and artwork. Hotels can also add private gallery tours with the curator or artist.

Lessons from Taylor Swift

Cassim suggested that hospitality and tourism-related businesses can use the strategies used during the Taylor Swift Eras Tour series in Singapore could be applied to other entertainment events.

“The base offering, mainly applicable to overseas attendees, would be the accommodation and concert ticket combination. Value-adds would then extend to exclusive dining experiences, spa or wellness sessions, and even entry tickets to visitor attractions,” Cassim shared.

The two experts highlighted Marina Bay Sands Singapore's efforts during the Eras Tours as a prime example of how to leverage pop-culture and artist branding effectively.

Event packages from the hotel included concert tickets, suite stays, dining experiences, and official concert merchandise.

“Integrated travel operators also offered packages which combined airfare, accommodation and concert tickets,” Cassim shared.

Llewellyn said the hotel “adeptly capitalised on this opportunity” by offering packages that ensured “guests could enjoy a luxurious, all-encompassing experience beyond the concert.”

The EHL expert also lauded efforts by The Fullerton Hotels and Resorts, saying the hotel showcased how effectively popular culture and artist branding can be leveraged in creating packages. 

“By naming the packages after Swift’s hits, the hotel created a direct emotional connection with the guests, further enriching their experience,” Llewellyn said.

In the next slew of concerts, Llewellyn said players can curate immersive, branded hotel rooms which feature themed décor, such as specialised lighting, wall art, and custom-designed pillows and throws that echo the style or brand of the performer.

“Providing amenities like streaming services that play the artist’s music or offering exclusive access to new tracks before their public release can create a unique, memorable experience for fans,” the EHL expert suggested.

“Beyond accommodations, hotels can transform their common spaces to align with the concert theme. This could involve redecorating the lobby, offering special merchandise, and hosting themed events like cover bands or karaoke nights in the bar area. Themed drinks, restaurant specials designed for fans, and spa treatments like band-inspired manicures can further enhance the thematic experience,” Llewellyn added.

Although packages from MBS and the Fullerton Hotels were appealing in all aspects, Cassim emphasised that their sell-out success was largely driven by Taylor Swift’s immense popularity and the limited availability of tickets.

“The main draw of concerts is the performing artists themselves. So, when popularity is extremely high, then demand for concert-related packages by hotels or tourism operators would be equally high,” Cassim said.

Cassim underscored that it is the high demand and limited supply of tickets that will push hotel and tourism operators to come up with unique event-related initiatives, regardless of the event type.

Beyond packages

The success of concert tourism, or entertainment-based tourism, isn't solely reliant on the industry's capitalisation efforts. 

It also requires destinations to enhance the availability of suitable venues and technical expertise, uphold a strong hospitality infrastructure with top-notch accommodations, food and beverage options, and leisure activities, and ensure easy access through air and ground transportation.

Luckily, Singapore possesses all of these, allowing the country to position itself as a prime destination for concert and entertainment-based tourism.

Cassim highlighted Singapore's efforts to introduce new venues, including the upcoming Indoor Stadium replacement and the 15,000-seat entertainment centre at the new MBS tower block.

Beyond routine venue upgrades, technical service providers need to be well-equipped and trained in the latest audio and visual technology for live performances. 

Additionally, support from destination marketing agencies, such as the Singapore Tourism Board, plays a key role in attracting concert organisers, concluded Cassim.