Taylor Swift closes largest grossing music tour ever, providing huge global tourism boost

Taylor Swift closes largest grossing music tour ever, providing huge global tourism boost
Sofia Geraghty
By Sofia Geraghty


Taylor Swift’s Eras Tour has finally come to a close with the singer closing things off in Vancouver, Canada.

Playing 152 shows in 52 countries, the tour is estimated to have grossed a huge US $2.2 billion (AU$3.5 billion), making it the highest-grossing tour of all time.

But that’s just for the tickets. Described as a “hospitality phenomenon”, what was the impact on the travel and tourism industry?

Australia 

NAB has estimated that the shows played across Sydney and Melbourne generated a huge $300 million for the Australian economy. 

NAB’s executive for Business Metro and Specialised, Julie Rynski, is quotes as saying  “Swift’s Sydney shows created a buzz in the city not seen since before the pandemic”.

“There’s no doubt businesses and consumers have had a difficult last 12 months or so, but despite this, it’s clear people are continuing to carefully evaluate and prioritise their spending on the things or experiences they truly value.”

RMIT University put the amount much higher at $500 million, whilst KPMG’s chief economist Brendan Rynne said the number was closer to $10 million. 

Vancouver 

Destination Vancouver and BC Pavillion Corporation (PavCo) estimate that the total economic impact in Vancouver of those three shows will be CA $157 million (AU$173 million).

Of that, CA $97 million ( AU$ 107 million) is direct spending on such things as accommodation, food and beverage, retail and transportation—more than 70 per cent of which will be spent by out-of-town visitors. That infusion into local businesses translates into more than CA $27 million (AU $ 30 million) in total tax revenue for all three levels of government.

“The announcement last November that Taylor Swift would play three nights in Vancouver and close out The Eras Tour in our city in December, was exactly the announcement we were hoping for. It’s such good news for fans and for our tourism and hospitality sector, particularly since early December is generally a slower time for major events,” said Royce Chwin, Destination Vancouver’s President & CEO. “We were thrilled for the city and the province, and especially for her masses of local fans.”

London

Swift performed eight shows at Wembley Stadium in London – with tourists attending her eight performances reportedly boosting the capital’s economy by £300 million (AU$ 600 million), according to London & Partners. 

Swift more times in London that any other city across the globe – boosting the hospitality industry and the wider economy.

Singapore 

Maybank estimated that Swift’s six Singapore dates generated US $260 million (AU $407 million) and US $375 million (AU $ 587 million) for the economy due to people from other countries in Southeast Asia travelling to the show.

Los Angeles 

In Los Angeles Swift is estimated to have added US $320 million ($501 million) to the economy after playing six shows un August 2023.

This was described as providing a “critical” boost to the tourism industry which was impacted by the pandemic.

Looks like there’s no ‘bad blood’ between Swift and the travel industry!

 

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