STRATEGI SINGAPURA DALAM MENINGKATKAN EKONOMI MELALUI MEGA-EVENTS: STUDI KASUS THE ERAS TOUR 2024

This research examines how Singapore utilized Taylor Swift’s international concert, The Eras Tour in 2024, as part of its national creative economy strategy. Employing John Howkins’ creative economy theory as the main framework, along with two spillover effects concepts (creative spillover according to UNESCO and tourism spillover according to Kim), this study analyses the concert’s direct and indirect economic impacts on the tourism, hospitality, transportation, and retail sectors, as well as local such as SME’s and service providers. The research method is qualitative-descriptive with secondary data analysis: news articles (CNA, The Straits, Times, Reuters), industry reports (CoStar, UOB), and Singaporean policy documents (STB, MCCY), as well as related academic literature. The result indicate that Singapore successfully integrated the four pillars of the creative economy: performing arts, music, design/merchandise, and advertising/brand collaborations into a planned value chain, resulting in increased hotel occupancy, a surge in F&B and retail transactions, and growth in tourism activities during the concert period. The concert also triggered spillover effects across sectors and regions, including increased economic activity in neighbouring countries. In addition to economic benefits, Singapore’s securing of concert exclusivity raised regional political issues regarding the monopoly access to prestigious events. This research acknowledges limitations in the availability of primary data and that some economic figures are estimates. Further research is recommended to collect primary data (interviews, surveys) and conduct more detailed quantitative analysis to measure direct contributions to GDP and job creation.