Tourism bump from Lady Gaga concerts raked in up to estimated $150m for Singapore economy
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US pop star Lady Gaga performed a sold-out concert at the National Stadium on May 18, the first of her four shows in Singapore.
PHOTO: HOONG QI HAO/@QHVENTURES
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- Lady Gaga's Singapore concerts in May generated an estimated $100-150 million in tourism revenue, less than Taylor Swift's impact.
- Gaga's concerts grossed US$40.8 million from 193,000 tickets, averaging $13 million per night held at the National Stadium.
- Experts predict fewer mega-concerts in late 2025, with focus on F1 and other diverse events amid economic uncertainties.
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SINGAPORE - Lady Gaga’s run of four Singapore-exclusive concerts in May raked in an estimated $100 million to $150 million in tourism receipts for the Republic, said experts.
While this was a fraction of the $350 million to $500 million that Taylor Swift’s and Coldplay’s concerts in 2024 generated in total, it still solidified Singapore’s position as a premier concert destination in Asia, they said.
Figures published by American music and entertainment publication Billboard in end-June showed that Lady Gaga’s Singapore concerts
The monthly report of top-grossing concerts showed that her only stop in Asia on the Mayhem tour, held at the National Stadium on May 18, 19, 21 and 24, averaged around $13 million a night.
The stadium can hold about 50,000 people.
The shows were Lady Gaga’s only ticketed concerts in May, since her free concert on May 3 on Copacabana Beach in Brazil before 2.5 million people.
Maybank economist Brian Lee said tourism receipts related to Lady Gaga’s concerts may amount to between $100 million and $150 million. He noted that the $52 million of revenue from her May concerts is half the $104 million brought in by Swift’s March 2024 concerts in Singapore.
Concert revenue primarily refers to ticket sales, whereas tourism receipts encompass spending by overseas visitors on everything ranging from accommodation and food and beverage, to shopping and services.
International visitor arrivals to the Republic also saw a bump during both artistes’ concerts, though the increase seen from Lady Gaga’s concerts was considerably less.
Figures from the Singapore Tourism Board show that inbound visitors grew by 8 per cent year on year in May. In contrast, visitor arrivals jumped 43.5 per cent year on year in March 2024.
“The smaller tourism boost from Gaga concerts compared with Taylor Swift is not surprising, given Gaga’s smaller and more niche following,” said Mr Lee of the numbers, adding that the uncertain economic climate may have also dampened demand for travel and big-ticket discretionary spending.
“In contrast to Taylor Swift’s completely sold-out shows, demand for Lady Gaga’s was more lukewarm with last-minute tickets still available and resellers slashing resale ticket prices,” he added.
It appeared that tickets took longer to sell, with checks by The Straits Times showing unsold tickets still available up until the week of the concerts.
It was a sentiment mirrored by Associate Professor Kiattipoom Kiatkawsin from the hospitality and tourism management degree programme at the Singapore Institute of Technology, who also attributed Lady Gaga’s smaller economic impact to her playing fewer days than Swift’s six – where the number of tickets and overall tourism receipts may be proportionate to the show size.
He also alluded to Swift being at the peak of her popularity during her Eras tour concerts in March 2024, unlike Lady Gaga, whose Mayhem album had been released only a few months prior to her shows.
“All three world-renowned artistes, including Coldplay, may well be on a par when it comes to economic impact as well as building Singapore’s reputation as a premier destination for global entertainment for the region,” he said.
“The success of these concerts contributes to a virtuous circle, where successful events attract more artistes, which in turn draws more international visitors and enhances Singapore’s brand as a vibrant cultural and entertainment capital,” he added.
However, experts also expect a quieter second half of the year for mega-concerts on the scale of Lady Gaga, Swift or Coldplay.
In terms of marquee events, the Formula One (F1) Singapore Airlines Singapore Grand Prix in October has a jam-packed line-up with the likes of American rock band Foo Fighters and British legend Elton John, while K-pop megastars Blackpink are due in the Republic in November.
While the concert calendar might appear quieter in terms of new announcements for top-tier acts for the second half of the year, Prof Kiatkawsin said it does not necessarily indicate a long-term slowdown.
It is not uncommon for the second half of the year to have a different rhythm in terms of concert announcements, as the planning and logistics for top-tier international tours often take considerable time, and announcements can be staggered throughout the year, he said.
“Furthermore, Singapore’s strategy is not solely reliant on a continuous stream of mega-concerts but also on a diverse portfolio of events, including major sporting events like the F1 Grand Prix, Mice (meetings, incentives, conferences and exhibitions) and other cultural festivals,” he added.
However, Maybank’s Mr Lee said that tourism will not likely be a major boost to Singapore’s growth in 2025, as headwinds persist.
“The trade war and heightened global economic uncertainty will likely dampen both business and leisure travel.”
