'Live entertainment' fuels 45% short-travel spike amongst working adults

Concerts like ‘Mayday in Kuala Lumpur’ drive bookings.

Bookings for short trips of four days or less by Singaporeans rose 45% year-on-year in the first quarter of 2026.

The trend was primarily driven by working adults aged 25 to 49, according to a Trip.com report.

Live entertainment events are driving overseas travel. The ‘Mayday #5525 Live Tour’ in Kuala Lumpur on 31 January is amongst the top overseas attractions booked by Singaporeans.

Other frequently visited attractions include Hong Kong Disneyland, Shanghai Disney Resort, and The Palace Museum in Beijing.

Popular destinations for short trips included Bangkok, Kuala Lumpur, Penang, Hong Kong, and Guangzhou.

The people you want to reach are already in this room.

Every quarter, SBR lands on the desks of the founders, CFOs, and directors running Asia's most consequential companies. Every day, they open our newsletter and read our website. It's a room that took twenty years to build — and it's the one most of our partners are trying to get into.

The good news is that the door is open. We work with companies on thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. The shape of the right partnership depends on what you're trying to do, which is why we'd rather start with a conversation than send a rate card.

If you have something this room should know about, tell us. We'll tell you honestly whether we can help, and how.

No rate cards until we understand the brief. It's a better use of everyone's time.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia