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INDIA, 27th March 2025: Global superstar Lady Gaga is set to return to Singapore after 13 long years with four exclusive shows at the Singapore National Stadium in May, her only Asian stop on her latest world tour. This highly anticipated return has sparked a wave of excitement among fans not only in Singapore but across Asia-Pacific and beyond, with Australia leading the way followed by India and Taiwan.
Latest search data from Booking.com, one of the world’s leading digital travel platforms reveals a 20% increase in accommodation searches for Singapore from Indian travellers in the week following the announcement of ticket sales. Indian travellers were among the top five global markets searching for accommodation in Singapore during this period, highlighting the growing influence of "concert tourism" on travel patterns.
With 65% of Indian travellers likely to travel for music festivals or concerts in 2025, the data shows how concert tourism and the ‘Lady Gaga effect’ are shaping global travel, reinforcing Singapore's reputation as a premier entertainment and cultural destination, attracting fans worldwide.
Key highlights:
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While India is among the top 5 global markets that searched for Singapore, visitors from Australia showed the largest increase in accommodation searches (around 72%) as compared to the same time period in 2024*.
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The increase in interest is mainly driven by travellers within the APAC region, with the exception of the United Kingdom coming in 5th across all markets globally.
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The "Lady Gaga effect" is not limited to international visitors. Singaporeans are also fuelling demand, turning concerts into multi-day experiences, with local searches for accommodations increasing by nearly 12%.
Top 10 global markets that searched for Singapore as a destination during Lady Gaga’s world tour in Singapore (17-25 May 2025)*
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Australia (72% increase)
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India (20% increase)
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Singapore (12% increase)
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Taiwan (679% increase)
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United Kingdom (85% increase)
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Philippines (210% increase)
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Malaysia (256% increase)
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Germany (16% increase)
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China (423% increase)
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USA (17% increase)
“The power of a global icon like Lady Gaga to travel demand is undeniable. Our data illustrates how music transcends borders, inspiring fans from across the globe, including India, to embark on journeys to experience these special events. Booking.com is committed to connecting travellers with a full spectrum of services, from finding the perfect place to stay to discovering the best ways to immerse themselves in the destination and be part of these moments.”Santosh Kumar, Country Manager for India, Sri Lanka, Maldives and Indonesia at Booking.com
*Methodology: This is based on Singapore travel searches made on Booking.com between 13 to 20 March 2025 with check-in dates from 17 to 25 May 2025 compared to the same period in 2024. Lady Gaga ticket pre-sale went live on 18 May.