Revealed: Taylor Swift's concerts have boosted the US economy by BILLIONS – and the pop giant is spearheading a trend of 'tour tourism', with trips booked around gigs. So are YOU ready for a 'Swiftcation'?

Travel

Taylor Swift is redefining what it is to be a success in the music industry – and changing the travel industry at the same time.

Last year, the American leg of her Eras tour strengthened the economy in the United States by at least $10 billion (£8.6 billion)This is reported by the American travel organization. The “Taylor Swift Effect” was cited in the Federal Reserve Bank of Philadelphia's annual report as a growth factor for local economies in the cities she visited.

Swift is now at the forefront of 'tour tourism' – a fast-growing trend where holidaymakers choose their destination based on attending a performance there.

And it's big business. During the US leg of Swift's tour, hotels in the cities where she played reported record occupancy rates. But those hotels were not only full, they had also planned it.

Travel analysis agency Lighthouse aggregated data across 13 tour stops in North America, and found Hotel room rates saw an average increase of 7.7 percent compared to the month prior to the tour dates. This increase occurred throughout the month, with Swift playing only two to three nights, suggesting that concert attendance is linked to people taking mini breaks.

The US leg of Taylor Swift's Eras tour broke records last year and boosted the US economy by at least $10 billion (£8.6 billion), according to the US Travel Association.

Look what you made me do with my travel plans: In 2024, Swift will take her Eras Tour to both Europe and Australasia. According to Opodo, searches for travel to cities during the dates of the Swift concerts increased by a wide margin compared to searches for the same cities the year before. The fans above enjoy a Taylor Swift performance in Inglewood, California

Swift is now at the forefront of 'tourism' – a fast-growing trend where holidaymakers choose their destination based on attending a performance there

PETITION FROM WORLD LEADERS FOR AN ERAS TOUR PIT STOP

With a guaranteed boost to the local economy and tourist trade, it's no wonder world leaders have openly petitioned to allow Taylor Swift to visit their country.

Canadian Prime Minister Justin Trudeau tweeted Swift last year, imploring her to come over; Chilean President Gabriel Boric all but begged for a crackdown; while Budapest Mayor Gergely Karácsony wrote her a plea letter and posted it on Instagram.

Most moving is Pita Limjaroenrat, leader of Thailand's Move Forward Party, who tweeted Swift: 'Thailand is back on track to being fully democratic after having to cancel last time due to the coup. The Thai people have spoken through the elections and we all look forward to welcoming you to this beautiful country of ours.”

It is a conclusion that is confirmed by travel and hospitality data analysts Rate gainwhich stated that destinations on the US tour experienced a 'long-tail effect' around concert dates: people used the performance as a pivot around which they planned a 'Swiftcation', staying a week or two beyond the date Swift played.

These pilgrimages to see Swift are representative of a growing trend. In a November 2023 survey Expedia.com passed over tourism tourism70 percent of respondents said they would travel outside their hometown to attend a concert more often than ever.

Expedia says touring tourism is on the rise due to numerous factors, from post-pandemic enthusiasm for travel, consumers' appetite to attend large-scale performances again and, in Swift's case, an unusually dedicated fan base willing to to go the extra mile to see her, given how elusive Eras tickets are (an analysis of TicketMaster data concluded that those trying to score a ticket had a 1 in 25 chance).

In 2024, Swift will take her Eras Tour to both Europe and Australia.

Evidence is already mounting that the record-breaking tour is inspiring vacation plans in Europe.

According to Opodo, searches for travel to cities during the dates of the Swift concerts increased by a wide margin compared to searches for the same cities the year before. 'Search queries [for travel to] Stockholm has increased almost fivefold year on year (473%) [the dates Swift is playing]', reports Opodo.

Searches for trips to Warsaw are up 339 percent from her August tour dates compared to the same period in 2023, while searches for trips to Edinburgh and Liverpool from June 7 to 15 have grown by 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, “Worldwide, American travelers lead the board for the most searches about concert dates to Paris, Madrid, Dublin, Amsterdam, Zurich, Hamburg and London.”

Opodo also reports significant spikes in searches for Zurich, Lyon, Milan, Amsterdam and Vienna.

It is striking that the Eras tour, despite 53 dates in the US in 2023, continues to attract Americans abroad. According to Opodo, “American travelers worldwide lead the board for the most searches for concert dates to Paris, Madrid, Dublin, Amsterdam, Zurich, Hamburg and London.”

Most impressively, Opodo suggests that Australians are willing to make a long Taylor Swift pilgrimage: Their foray into travel suggests they'd rather go to London than any other Swift tour destination.

For those traveling Swifties worried they'll be bereft when the Eras Tour finally ends, there's a salve: a four-day Swift-themed cruise will depart from the Port of Miami in October 2024, the day after Swift plays her final show at the city.

They could be Aussies looking to take the trip of a lifetime, using Swift as an excuse. Or it may be a more cost-effective trip than seeing her closer to home.

Australian hotel prices are already rising for Swift's playing period, with hotel prices in Melbourne and Sydney rising to more than AUS$1,000 (£785) per night, while a hostel in Sydney Central charges AUS$565 (£482) for one night. private room on the night of her performance.

Smart travel companies are aware of how far (literally) people are willing to go to see Swift and help music lovers plan their vacation. Based in London Contikia company specializing in social travel for 18 to 35 year olds, is aiming directly at the tour tourism market during the European leg of Swift's Eras Tour.

The 'Taylor Your Itinerary 2024' is a promotion selling five trips tied to Eras concert dates in four European cities. The trips feature Swift-inspired itineraries and, funnily enough, the company has offered a 13 percent discount (13 is Taylor Swift's favorite number) to Eras Tour ticket holders who book a trip longer than two weeks.

And for those traveling Swifties who worry they'll be bereft when the Eras Tour finally ends, there's a salve: a four-day Swift-themed cruise will depart from the Port of Miami in October 2024, the day after Swift performs her last show in the city.