Taylor Swift is redefining what it means to be successful in the music industry while also changing the travel industry.
Last year, the U.S. leg of his Eras tour boosted the U.S. economy by at least $10 billion (£8.6 billion)according to the US Travel Association. The ‘Taylor Swift Effect’ was mentioned in the Federal Reserve Bank of Philadelphia’s annual report as a growth factor for local economies in the cities it visited.
Swift is now at the forefront of “sightseeing tourism,” a burgeoning trend in which tourists choose their destination based on attending a concert there.
And it’s a big business. During the U.S. leg of Swift’s tour, hotels in the cities she played in reported record occupancy rates. But those hotels were not only full, they were selling it.
Travel analysis company. Lighthouse aggregated data across 13 tour stops in North America, and found Hotel room prices saw an average increase of 7.7 percent compared to the month prior to the tour dates. This increase occurred throughout the month, and Swift only played for two or three nights, suggesting that concert attendance correlates with people taking mini-breaks.
Last year, the U.S. leg of Taylor Swift’s Eras tour broke records and boosted the U.S. economy by at least $10 billion, according to the U.S. Travel Association.
Look what you made me do with my travel plans: In 2024, Swift will take her Eras Tour to Europe and Australasia. According to Opodo, searches for trips to cities during Swift concert dates increase significantly compared to searches to the same cities the previous year. Fans above enjoy a Taylor Swift performance in Inglewood, California
Swift is now at the forefront of ‘sightseeing’, a burgeoning trend in which tourists choose their destination based on attending a concert there.
It’s a conclusion corroborated by travel and hospitality data analysts. Profit ratewhich said that within the US tour, destinations experienced a “long tail effect” around concert dates: people used the concert as a pivot to plan a “Swiftcation”, staying a week or two after the date Swift played.
These pilgrimages to see Swift are representative of a growing trend. In a November 2023 survey Expedia made on tourist tourism70 percent of respondents said they were more likely than ever to travel outside their hometown to attend a concert.
Expedia says travel tourism is surging due to myriad factors, from post-pandemic enthusiasm for travel, consumers’ hunger to attend large-scale concerts again, and, in Swift’s case, an unusually devoted fan base willing to do everything possible to see it, considering how elusive Eras tickets are (an analysis of TicketMaster data concluded that those trying to get a ticket had a 1 in 25 chance).
In 2024, Swift will take her Eras Tour to Europe and Australasia.
There is growing evidence that the record-breaking tour is inspiring European vacation plans.
According to Opodo, searches for trips to cities during Swift concert dates increase significantly compared to searches to the same cities the previous year. “Searches (for trips to) Stockholm have increased almost fivefold (473 percent) year-over-year for (Swift release dates),” Opodo reports.
Searches for trips to Warsaw are 339 percent higher during his August tour dates compared to the same period in 2023, while searches for trips to Edinburgh and Liverpool between June 7 and 15 have grown 176 percent and 133 percent respectively.
Despite 53 dates in the US in 2023, the Eras tour continues to draw Americans abroad. According to Opodo, “American travelers lead the world in searches for concert dates in Paris, Madrid, Dublin, Amsterdam, Zurich, Hamburg and London.”
Opodo also reports significant increases in searches in Zurich, Lyon, Milan, Amsterdam and Vienna.
Notably, despite 53 dates in the US in 2023, the Eras tour continues to draw Americans abroad. According to Opodo, “American travelers lead the world in searches for concert dates in Paris, Madrid, Dublin, Amsterdam, Zurich, Hamburg and London.”
Most impressively, Opodo suggests that Australians willing to make a long-distance pilgrimage to Taylor Swift – their travel searches suggest they’d rather head to London rather than any other Swift tour destination.
Expedia says travel tourism is surging due to myriad factors, from post-pandemic enthusiasm for travel, consumers’ hunger to attend large-scale concerts again, and, in Swift’s case, an unusually devoted fan base willing to do everything possible to see her
For those touring with Swifties and worried about being stranded when the Eras Tour finally ends, there’s a salve: In October 2024, a four-night Swift-themed cruise will set sail from the Port of Miami, the day after Swift performs her last show. in the city.
It could be that Australians are looking to take the trip of a lifetime, using Swift as an excuse. Or it could be a more cost-effective trip than seeing it closer to home.
Australian hotel prices are already rising during the period Swift is downplaying: hotel prices in Melbourne and Sydney rise to more than A$1,000 (£785) a night, while a hostel in Sydney Central charges AU$565 (£482) for one night. private room the night of her concert.
Aware of how far (literally) people are willing to go to see Swift, savvy tour companies are helping music lovers prepare their vacations. Based in London Contikia company that specializes in social travel for people aged 18 to 35, directly serves the sightseeing market during the European leg of Swift’s Eras Tour.
‘Taylor Your Itinerary 2024′ is an offer that sells five trips linked to the dates of Eras’ concerts in four European cities. The tours have Swift-inspired itineraries, and cleverly, the company has offered a 13 percent discount (13 is Taylor Swift’s favorite number) to Eras Tour ticket holders who book any trip longer than two weeks.
And for those traveling with Swifties and worried about being stranded when the Eras Tour finally ends, there’s a salve: In October 2024, a four-night Swift-themed cruise will set sail from the Port of Miami, the day after Swift. performs his last show in the city.