Taylor Swift effect: Singapore hotels, airlines see up to 30% spike in regional demand for 6 sell-out shows

23 Feb 2024

Earlier this week, the Singapore Tourism Board (STB) said it provided a grant to help bring Taylor Swift's Eras tour to the country next month, her only stop in Southeast Asia. NP Diploma in Tourism & Resort Management course chair Mr Joshua Loh, said that it is "not uncommon" that destinations offer financial incentives to anchor major events. NYP School of Business Management senior lecturer Mr Kevin Wee, said that exclusivity is critical from the branding perspective as it helps to cement Singapore as the true “events capital” in the region. SP School of Business digital marketing and branding lecturer Mr Januel Koh, said securing exclusivity for a global icon like Swift is "paramount" from the business perspective. "It monopolises the market share within the region and compels billions of fans from across the globe to visit the exclusive host country for the concert," said Mr Koh. 

[Channel News Asia]