Taylor Swift's big impact on global tourism

The Taylor Swift effect is not only affecting the entertainment industry but also creating momentum for the development of the global tourism industry, according to experts.

Hotels in cities that have been part of Taylor Swift’s Eras Tour have seen record occupancy rates despite higher prices. Many properties have also created unique promotions, events, and activities inspired by the tour to attract more customers.

Chilean airline LATAM Airlines has waived ticket change fees for passengers following the recent postponement of the concert. Air New Zealand has also added 2,000 seats to the sale for the singer's tour. Taylor Swift's tour destinations have generated such economic benefits that political leaders like Canadian Prime Minister Justin Trudeau have called on the singer to perform. On a more personal level, many fans are also choosing to travel with their idol by visiting the cities where Taylor Swift is touring.

Taylor Swift at the Pittsburgh show, part of the Eras tour, June 17. Photo : Taylor Swift X

Brittany Hodak, author and customer experience expert, said the Eras Tour is the biggest cultural event people will plan to travel to during this period. Unlike the World Cup or the Olympics, which are events that are concentrated in a few cities, Swift's tour is driving global tourism.

“It's no surprise that world leaders are publicly lobbying for their countries to host,” Hodak said.

The Eras Tour’s impact on tourism is evidenced by the numbers that American cities have earned from the tour. $5 billion is a figure often cited in statistics about American fan spending related to the Eras Tour. However, in reality, the U.S. Travel Association estimates that the total revenue generated by the tour is more than $10 billion.

Lighthouse, a data provider for the travel and hospitality industry, called the Eras Tour “a hotel phenomenon” in a study published in August. Meanwhile, STR, a global hospitality data and analytics company, estimated that hotels raked in $208 million from Taylor Swift’s U.S. concerts over the summer. That’s only for the singer’s 53 shows, not including the nights before and after the concerts. RateGain, a global travel and hospitality data provider, also noted a “lasting effect” on tour destinations as travelers create the concept of “Swift vacations.”

The high demand has led to higher consumer prices. Compiling data from 13 stops on Taylor Swift's North American tour, Lighthouse found that hotel room rates in the month leading up to Swift's tour were up 7.7% on average year-over-year, and 7.2% higher in the month of the tour.

In Pittsburgh, Taylor Swift’s two shows on June 16 and 17 generated $46 million in direct revenue, with 83% of attendees coming from elsewhere. The city’s hotel occupancy averaged 95%, the highest since the pandemic and the second-highest weekend on record.

RateGain data also shows that in Buenos Aires, where the three shows kick off the South American tour, bookings in the Argentine capital continued to surge even days after the concerts.

There are signs of increased demand in Europe and the UK, where Swift is scheduled to play 50 shows in the spring and summer of 2024, according to Lighthouse data. In particular, Amsterdam, which is scheduled for three shows in July, is seeing a surge in hotel searches, with weekend rates rising by around €160. Meanwhile, hotel prices in Dublin, Ireland, which is hosting three shows this weekend, have increased by around €100.

Those who have worked in the hospitality industry for years have been surprised by the enthusiasm of the Taylor Swift fan community. Stephen Borecki, general manager of the Fairfield Inn & Suites New Orleans Downtown, said he had “never seen an event get this much attention.” The day after the announcement of the final North American leg of the Eras Tour, the property received “dozens of calls and emails” a day asking about room availability. In addition, hotels in the area predict that Swift’s three-day tour will generate 150% more revenue than the 2025 Super Bowl, which will also be held in New Orleans.

According to Hodak, it will be difficult for any event to generate the same attraction as the Eras Tour in the near future, "probably not until Swift tours again." Tourism businesses need to take advantage of this moment.

However, the tour has also faced some controversy. During a concert in South America, a fan died in the stadium due to heatstroke. Taylor Swift later announced that the second night of the tour would be postponed to avoid similar incidents in the hot weather.

Van Khanh (according to CNN )

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