Tourism bump from Lady Gaga concerts raked in up to estimated $150m for Singapore economy

Straits Times

7 hours ago

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US pop star Lady Gaga performed a sold out concert in Singapore at the National Stadium on May 18, the first of her four night shows at the venue.
SINGAPORE - Lady Gaga's run of four Singapore-exclusive concerts in May raked in an estimated $100m to $150m in tourism receipts for the Republic, say experts.
While this was a fraction of the $350 to $500m that Taylor Swift's and Coldplay's concerts in March 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 show that
Lady Gaga's Singapore concerts grossed US$40.8 million (S$52 million) from the sale of 193,000 tickets.
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 per night. The stadium can hold about 50,000 people.
These were Gaga's only ticketed concerts in May, since her May 3 show on Copacabana Beach in Brazil to 2.5 million people was free.
Maybank economist Brian Lee said tourism receipts related to Lady Gaga's concert may amount to between $100 million and $150 million. He noted that the $52 million of revenue of Gaga's May 2025 concerts is half of the $104 million brought in by Taylor 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.
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International visitor arrivals to the Republic also saw a bump during both concerts, though the increase seen from Lady Gaga's concerts was considerably less.
Figures from the Singapore Tourism Board (STB) show that inbound visitors grew by 8 per cent year-on-year in May 2025. In contrast, visitor arrivals jumped 43.5 per cent year-on-year in March 2024.
'The smaller tourism boost from Gaga concerts compared to 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 Gaga's smaller economic impact to 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 Gaga, whose Mayhem album had only been released a few months prior.
'All three world-renowned artists, including Coldplay, may well be on 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 cycle, where successful events attract more artists, 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 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 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.'