Between May and August, Taylor Swift is coming to Europe with her now famous Eras tour. After having benefitted the tourism industry in the United States, it now seems like the singer is doing the same for the European continent.
Spanish online travel booking company eDreams ODIGEO has stated the air travel demand has gone up significantly due to Swifties following the star around Europe. According their research, flights to Stockholm around Swift’s concert mid-May are six times more sought-after than usual. Other cities benefit from the star’s concerts too: Warsaw sees a rise of 339% at the moment of the concerts, Edinburgh of 176%, Liverpool of 133% and Paris of 108%. Zurich, Lyon, Milan, Amsterdam, Vienna and Madrid, which are all stopovers for the Eras Tour, see an increase as well.
And air travel isn’t the only part of the industry that will be benefitting from Taylor Swift’s fame. Research firm STR previously noted that by August 2023, hotels in Cardiff and Liverpool already reached occupancy levels of more than 50% for June 2024, when Swift is scheduled to perform in those cities. And AirDNA found out that, by December 2023, demand for short-term rentals in both Vienna and Warsaw went up by 2,000% compared to normal during Swift’s tour dates.
Remarkably, according to eDreams, is that mostly transatlantic bookings that are on the rise. This would suggest that Swifties are planning to come all the way from the United States and Canada in order to get to see the singer perform, whether it be for the first time during her Eras Tour or not. A smart move, according to The New York Times, as prices for concert tickets in Europe are significantly lower. So much lower that even with flights, hotel and everything else included, it could be cheaper off coming all the way to Europe from the States.
The exact impact of Taylor Swift’s 18-leg voyage through Europe is yet to be determined, but chances are it wil be major. The Wall Street Journal stated in October that the tour could well have meant a 5.7 billion dollar (5.25 billion euros) boost for the American economy so if those numbers are to be reflected on Europe, a true economic boost might be on its way.