Economic and tourism roles

Place marketing
The light-up creates a positive image of Singapore. It shows that Singapore is a very vibrant city, full of life and enthusiasm. There is this sense of joy and giving when you step into Orchard and immerse yourself in the lights. I could literally feel the festive mood of Christmas. Also, investors will want to invest seeing what a success this event is.
Other Christmas events such as the float parade and Zoukout will also attract the tourists and locals. It is quite rare to have a float parade in Singapore. Currently, the only parades are during National day and the Chingay. Zoukout is a dance music festival at Siloso Beach in Sentosa whereby people will dance under the stars and party all night. This will attract the tourists who are currently in Singapore to go and more locals as well. It is an annual event that has started since year 2000.

Tourist attraction
The light-up will increase tourist spending as they will feel tired and thirsty after having walked along Orchard and will drop by any stall to buy food or drinks. Other events together with the light-up will increase visitor spending when they collect the admission fees. The tourists will be interested to see what else tropical Singapore can offer during their winter season over here. When they go back to their country, they will help advertise for Singapore through word of mouth. Therefore, we can expect an increase in visitors’ arrival during the same period next year.

Image maker
The decorations together with the lights will brighten up the whole stretch of Orchard, from a dull, monotonous city into a lively and bustling one. The Christmas decorations further enhance the light-up and add on to the Christmas mood. All these events will show the tourists that even without a winter season, we can have the same amount of joy during Christmas as well.


Catalyst and animator
The light-up is a catalyst as it stimulates infrastructure. The organisers have changed the structures along Orchard quite a bit. Hence, most of the tourists and locals can drop by and have a look to see what STB has done for us. It supports other attractions such as Sentosa or other Christmas events such as concerts and musicals. Trade and business play a huge role here.
In this case, the animator would be the light-up as it is the most tangible product in Singapore. Also, through word of mouth and through the tourists’ own experience for their stay during this period, they will want to come back next year during Christmas season again as well.