At least 12 different events will be crammed into three weekends, dubbed the Singapore Grand Prix (GP) Season.

The aim: To rev up the buzz, attract more tourists, and provide entertainment alternatives for those keen on the race as well as non-fans of the sport.

Spearheaded by the Singapore Tourism Board (STB), the season will run from Sept 20 through to Oct 5.

The highlight is set to be the inaugural Singapore River Festival from Sept 19 to 28, which will link the key event areas.

It will incorporate a music festival held at Empress Place, outdoor parties and performances by the river at Clarke Quay, a floating parade and dance drama at Boat Quay, an illusion show and walking tours.

Other events in the season include the first Singapore Beer Festival at Fort Canning Park, the opening of the Singapore Biennale arts extravaganza, the Singapore Motorshow and a concert by jazz artiste Diana Krall.

An outdoor sculpture exhibition along Orchard Road and the Singapore River, and a Tag Heuer watch exhibition where racing star Kimi Raikkonen will make an appearance are also on the calendar. More events are expected to be announced later.

The STB declined to give specific numbers, but The Straits Times understands that marketing and running the season is expected to cost the government body and its partners 'several millions' of dollars.

This will be on top of the sum the Government is spending on the GP itself. It is expected to foot 60 per cent of the cost of staging the annual race, a sum which can hit $150 million.

The race - the first one at night - is expected to generate between $100 million and $150 million in tourist spending; the STB also declined to say how much the GP Season will add to that amount.

Ms Margaret Teo, STB's assistant chief executive of leisure, said the events were aimed at entertaining the estimated 90,000 visiptors coming here for the race.

'There are many offerings available. We hope that the tourists can come, spend more, and enjoy themselves,' she said, adding that free events with mass appeal such as the illusion show and River Festival were included to draw in those living here too.

The STB is marketing the race and the GP Season in China, Hong Kong, Indonesia, Malaysia, Thailand, India, Japan, the Philippines and Australia.

An estimated 40 per cent of the tickets for the race sold so far have been snapped up by foreigners.

twong@sph.com.sg