The platform will also offer first-of-its-kind bundling to its users to facilitate Swift’s highly anticipated return to Singapore.

Klook, a key travel activity and experience booking platform, aims to tackle opportunities in the music tourism space by becoming the Official Experience Partner for Taylor Swift – The Eras Tour in Singapore. Through this collaboration, Klook will bundle a portion of the concert tickets with their tourism products, including hotel stays, dining, and tours.

Klook’s partnership is a multi-layered approach which uses the concert as the epicenter for the consumer, with adjacent activities including the exploration of local culture, iconic landmarks, and immersive activities available in the city. Leveraging Klook’s catalogue in the Asia-Pacific region and their customer base of over 40 million monthly visitors, the company will actively promote the event.

As Taylor Swift’s highly anticipated return to Singapore since 2015, this tour is significant and presents a number of opportunities for the tourism, events, and experiences industries. Sarah Wan, General Manager of Klook Singapore, expressed excitement about bridging the gap in the concert space and opening doors for destinations to tap into music tourism. By leveraging their multi-vertical capabilities to bundle accommodations and experiences, Klook aims to enhance consumer value and shift the way concert-goers plan and indulge in their entertainment experiences.

She added, “There is a real opportunity here to build around a concert and the unique offerings of a destination – thereby growing total tourism spend. Leveraging our platform’s multi-vertical capabilities, we are able to value add and provide enticing bundles ensuring that a variety of traveller interests are met.”

Taylor Swift will be performing ‘The Eras Tour’ at Singapore’s National Stadium for 3 nights in 2024 – 2,3 and 4 March. The pop sensation will be accompanied by Sabrina Carpenter and will make Singapore her only stop in the Southeast Asia leg of the global tour. Thousands of fans from Malaysia, Philippines, Indonesia, Thailand and other neighboring countries are expected to fly in for the sought-after shows.

Swift’s announcement (via AEG Presents Asia) comes just days after Live Nation dropped news of an unprecedented sixth show for Coldplay’s Music of the Spheres Tour in Singapore next year, in response to extremely high demand for tickets from both local and foreign fans. All six shows have officially sold out, with over 300,000 people due to check into the stadium for the concerts.

As for Taylor Swift’s The Eras Tour, the frenzy started the moment the official announcement was made. Pre-sale tickets will start on July 5 for UOB card holders, which have caused a surge in UOB card applications in the days since the announcement. The bank told The Straits Times that they expected a spike in interest considering the special window cardholders will get to Swift’s concerts.

Starting July 7, 2023, concertgoers can start purchasing the Klook bundles. The curated packages will include concert tickets, hotel stays or packages, as well as additional options for activities and experiences.

“Given that Singapore is the only stop in Southeast Asia for the tour, we’re expecting immense interest and demand for the concert not only from Singapore but surrounding markets,” said Sarah. “Beyond just securing tickets, fans from the region will take the opportunity to explore experiences unique to Singapore. In anticipation of this demand, we will be strategically bundling tickets alongside our most popular offerings such as hotels, dining experiences and tours. These comprehensive packages will cater to the diverse preferences of concertgoers and ensure that they have a seamless travel booking experience.”

Update (25 June): In an update on its website, Singapore Sports Hub announced that three more dates have been added to The Eras Tour at the National Stadium, Singapore, due to overwhelming demand. Taylor Swift will now perform on March 2,3,4 and March 7, 8, and 9. Her six-day showcase now matches Coldplay’s Singapore tour in January next year.