Music Tourism Soars as Taylor Swift Fans Follow Eras Tour Across Europe
Thousands of Taylor Swift Fans Seek Concert Experience Overseas
LONDON (AP) — Taylor Swift fans who missed out on her U.S. concert tour last year or found the ticket prices exorbitant have found a unique solution: flying to Europe. The pop star is set to begin the European leg of her record-breaking Eras Tour in Paris, attracting a large number of Swifties from the U.S.
European Tour More Cost-Effective for American Fans
American fans have found that the cost of attending Swift’s European tour is comparable, or in some cases cheaper, than seeing her closer to home due to tighter ticket fees and resales. The online travel company Expedia has observed a trend referred to as “tour tourism,” which was also evident during Beyoncé’s Renaissance world tour.
Individual Fan Experiences and a Shift in Tourism
For Jennifer Warren, from St. Catharines in Ontario, the inability to secure reasonably priced tickets in the U.S. motivated her European vacation planning centered around attending a Swift concert. Warren and her husband ended up in Hamburg, Germany, with a thrilling concert experience. This trend reflects a growing shift in the tourism industry toward experiential travel rather than material possessions.
Swift’s European Tour Boosts Local Economies
The impact of Swift’s European tour is not confined to the obsession of fans in the Swift community. Cities like Stockholm, the only Scandinavian stop on the Eras Tour, are expecting approximately 120,000 international fans, including 10,000 visitors from the U.S. The local economy, particularly hotels, shops, and entertainment establishments, benefits greatly from this influx of tourism.
An Unprecedented Phenomenon or Sustainable Trend?
The question remains whether music tourism, exemplified by Swift’s and Beyoncé’s endeavors, will continue with other artists such as Billie Eilish and Usher. Some industry experts, like Expedia spokesperson Melanie Fish, anticipate that this trend will persist and impact other major artists touring Europe. Others, like travel consultant Kat Morga, believe this may be an isolated occurrence owing to the complexities of international ticket purchases and travel logistics.
The Future of Music Tourism
While the impact of Swift’s and other artists’ tours on the travel industry may not be significant on a global scale, it undoubtedly leaves a lasting impression on fans who are willing to travel around the world to see their favorite artists. As music festivals and concert residencies continue to attract travelers to venues they wouldn’t typically visit, the rise of music tourism seems poised to redefine travel experiences.
