Taylor Swift’s eight sold-out shows at Wembley are expected to provide a £300m boost to London’s economy.
The hitmaker is currently in the UK as part of the European leg of her Billion Dollar Eras tour.
The singer, 34, will perform three dates at the 90,000-capacity venue over the weekend before returning for five more nights from August 15-20.
With a total of 640,000 tickets sold, the Greater London Authority expects fans to spend an average of £471 per person.
Taylor has also taken over a giant parking lot at the stadium to create a merchandise stand that has been open since Wednesday, two days before the shows start.
Taylor Swift will boost London’s economy by £300 million after selling 640,000 tickets to her sold-out Wembley shows during June and August.
To celebrate Taylor’s visit to the iconic stadium, artist Frank Styles (pictured Sadiq Khan) painted a giant mural of the singer’s face on the steps.
A second pop-up stall has also been set up in Hyde Park, which will allow even more fans to get their hands on some Eras products.
And the items on sale aren’t cheap – t-shirts priced at £40, hoodies for £75 and tote bags or £25.
Taylor’s run in the capital is the most nights played at Wembley Stadium by a female soloist on a single tour.
To celebrate Taylor’s visit to the iconic stadium, artist Frank Styles has painted a giant mural of the singer’s face on the steps.
Meanwhile, a second mural of the singer by MurWalls and Humor Street Art has been painted on a wall at the venue.
Transport For London has also reinvented the tube map ahead of the singer’s arrival, with each line renamed after one of the star’s albums and stops named after her songs.
On the other hand, a Taylor route through the capital is also launched on Friday to celebrate the places mentioned in his lyrics.
His song London Boy makes references to Brixton, Soho, Camden and Shoreditch, to name a few, while one of his latest songs, The Black Dog, is based on a Vauxhall pub.
With a total of 640,000 tickets sold, the Greater London Authority expects fans to spend an average of £471 per person.
A second mural of the singer made by MurWalls and Humor Street Art has also been painted on a wall of the venue
Sharing a photo of himself on the Taylor-themed Wembley steps, Sadiq Khan even confirmed himself as a Swiftie when he took to Instagram to welcome the singer.
Fans will be able to access the route via a QR code at participating venues and on the Visit London website, which will provide information on the various Taylor-themed events across the city, including brunches, singalongs and competitions.
Sharing a photo of himself on the Taylor-themed Wembley steps, Sadiq Khan even confirmed himself as a Swiftie when he took to Instagram to welcome the singer.
Playing one of the singer’s hits, Style, the Mayor of London wrote: ‘London’s music scene never goes out of style.
‘As Taylor Swift’s The Eras tour kicks off tomorrow, our city is giving her and her fans a big welcome in London.
“Nearly 700,000 people are expected to attend the London concerts and are predicted to boost the capital’s economy by £300m.”
In total, the tour is estimated to be worth up to £1bn to the UK economy after it became the first tour to cross the billion-dollar mark last year, according to charts. Pollstar’s 2023 year-end report.
Taylor began the UK leg of the tour with three nights in Edinburgh earlier in the month, giving the Scottish economy a boost of up to £200m.
His song London Boy makes references to Brixton, Soho, Camden and Shoreditch, to name a few, while one of his latest songs, The Black Dog, is based on a Vauxhall pub (pictured).
Taylor began the UK leg of the tour with three nights in Edinburgh earlier in the month, giving the Scottish economy a boost of up to £200m.
Over the course of the weekend, fans were expected to spend an average of £848 on hotels, restaurants, taxis and other expenses.
Many have spent hundreds of pounds on accommodation, with some hotels charging up to £1,600 a night.
Recent data from Barclays revealed in a ‘Swiftonomics’ report that the superstar’s fans would pump around £185 million into Scotland’s economy.
The bank estimated that fans would spend an average of £121 on accommodation, £111 on travel and £56 on food.
Global travel platform Hellotickets estimated that the concerts will attract up to 100,000 additional visitors to the city.
Tourist spending alone could reach up to £76.5m, including up to £15m in restaurants and cafes and £45m in hotels, some of which could see their income increase by up to 300 percent.
It said: “These figures highlight how a single event can inject tens of millions of pounds into the local economy, benefiting businesses, workers and public services.”
