Britain in a ‘golden age’ of live music: Swifties among millions driving UK boom

The UK is in a “golden age” of live music, thanks in part to international tourists flocking to see artists such as Taylor Swift.

That’s according to Stephen Freeman, the man behind the food and drink at major UK venues including Wembley and Murrayfield stadiums.

“The amount of tourism currently revolving around the world of events, whether international or domestic tourism, is enormous,” said the boss of catering company Freemans Event Partners.

During Taylor Swift’s three nights of concerts at Edinburgh’s Murrayfield stadium, four out of ten card transactions were made by tourists.

While the majority of guests are from the UK, the company does receive a large number of attendees from abroad, whether from Europe, the USA or even further afield.

This summer, all kinds of music lovers have come to attend extravagant concerts, including concerts by artists such as Bruce Springsteen and AC/DC at Wembley.

Gone are the days when rock bands would simply play an hour-and-a-half gig, says Freeman. This means big business for the UK events industry and the millions of people who work in it.

Freeman estimates that a “significantly larger number” of artists will perform mega-spectacles, like Swift’s three-hour-long concerts, in the coming years.

“Musicians want to enhance the audience experience, and they do eight- or ten-night residencies in huge venues. The shows they can put on now are huge,” he says.

These massive shows make the long haul worthwhile, and many consumers are still desperate to enjoy live music after years of lockdown.

In 2023, according to industry group UK Music, the number of music tourists attending live music events across the UK was 19.2 million, up a third on 2022. There were just over 1 million overseas tourists.

And £8bn was spent by those travelling to see concerts such as Beyoncé’s, part of her Renaissance World Tour, at Tottenham Hotspur Stadium.

This figure is believed to have grown rapidly thanks to pop stars such as Swift, who will have performed 17 shows in the UK by the end of her record-breaking Eras Tour.

The entire economy will benefit from accommodation, transport and other expenses. While household bills “skyrocketed” following the invasion of Ukraine in 2022, inflation “has adapted”, meaning there are millions of people willing to shell out money for experiences, Freeman says.

“There is a large part of society that has a significant amount of excess cash and is buying thousands and thousands of notes.”

It’s not just about music. The growing popularity of Formula One and even American sports such as Major League Baseball are also clear examples of attempts to attract overseas consumers with money to spend in the UK.

But Freeman said Labour must help locals take advantage of this lucrative opportunity.

“We need to see a world of developments where the economy is helped and boosted, not hindered,” he said.

Ministers could consider support measures such as tax cuts on food and drink served at events, he added. And they should introduce a specific qualification for the events sector, boosting productivity as talented staff would be more inclined to stay in the industry, Freeman believes.

Many hospitality businesses have struggled to recruit staff in the wake of the pandemic, just when consumer demand is ripe for the taking.

“We hear a lot of stories about the hospitality and brick-and-mortar industries going through tough times, and a lot of them are. But it’s possible to bounce back,” Freeman said.

He urged the government to take the industry seriously and to work with event companies. “It is a huge source of employment in the UK.”

Freeman knows a thing or two about British success. His father’s business has grown from a fish and chip stand at Silverstone to one that caters to 15 million sports and music fans at 400 events each year.

In financial terms, it has grown from £8,000 in sales in 1975 to around £70 million today.

Freeman added: “We are in a golden age for the events world. The way the Government is supporting the events world and the hospitality industry into the next generation to continue to grow is huge.”