Thousands of Taylor Swift fans who were unable to attend her US concert tour last year or did not want to pay high ticket prices found a solution in flying to Europe. The upcoming 18-city Europe leg of her record-setting Eras Tour has seen a significant number of Swifties from the US planning to follow Taylor Swift across the pond. Expedia has observed a trend it calls “tour tourism” as fans are opting to travel to Europe to see their favorite artist perform live, despite the availability of the documentary on Disney+.
Some North American fans have realized that the cost of attending a Taylor Swift concert in Europe is not significantly different, and possibly cheaper, than attending a US show due to tighter restrictions on ticket fees and resales in Europe. For fans like Jennifer Warren, who was unable to find reasonably priced tickets in the US, planning a vacation around attending a European show has proved to be a viable and enjoyable option. The arrival of the tour coinciding with Swift announcing tour dates closer to home has led some fans to explore the option of combining travel and music experiences.
Traveling to follow a favorite singer or band on tour is not a new phenomenon, with dedicated fans historically attending concerts and festivals across various destinations. The recent increase in music tourism has been attributed to a pent-up consumer demand for experiences over material objects, a trend that has been further accelerated by the effects of the COVID-19 pandemic. Taylor Swift’s tour across Europe is expected to have a significant economic impact on the cities she visits, supported by strong demand for tickets and associated tourism activities.
The European leg of the Eras Tour has attracted significant interest from fans worldwide, with many planning trips to attend shows in cities like London, Edinburgh, and Stockholm. The exclusive arrangement made with Singapore earlier in the year to make the city-state her only tour stop in Southeast Asia sparked regional envy, highlighting the importance of concert tourism. Airbnb has reported a surge in searches for accommodations in cities where Swift is performing, indicating a growing trend of “passion tourism” around cultural events and music concerts.
The economic impact of “Swiftonomics” and the “Swift lift” in the cities hosting Taylor Swift’s concerts in Europe is expected to be considerable. Stockholm Chamber of Commerce Chief Economist Carl Bergqvist highlighted the role of the concert in driving tourism and stimulating the local economy, with thousands of fans expected to travel from all over the world to attend the shows. The influx of concert visitors is projected to contribute millions of dollars to the local economy through spending on accommodations, dining, and entertainment.
As fans prepare to embark on trips to attend Taylor Swift’s concerts across Europe, the trend of tour tourism raises questions about its sustainability and influence on future music tours. While some believe that the trend will continue with other big-name artists and tours in the future, others are cautious about the logistical challenges and limited appeal of concert getaways. Despite differing opinions on the long-term impact of concert tourism, the excitement and enthusiasm of fans planning trips to Europe to see Taylor Swift perform highlight the unique blend of travel and music experiences that such tours can provide.
