Taylor Swift and the global tourism effects seen from her billion-dollar tour

Taylor Swift and her tour “The Eras Tour” are the focus of the tourism and aviation industry in 2023, as statistics show the singer’s strong influence on global tourism.

Taylor Swift is considered a “soft power” symbol of the American entertainment industry. The 33-year-old female singer has just been chosen by Time as person of the year, with brilliant achievements in her music career. And Taylor Swift’s influence does not stop at music, but also spreads to the global economy, especially the tourism industry that is recovering after COVID-19.

“The economic impact that Swift creates is incredible,” shares Julie Calvert, president and CEO of Visit Cincy. Fans come from far and wide to attend her concerts, filling hotels, restaurants and attractions across the city. Taylor’s impact on tourism is a clear testament to her ability to captivate audiences and drive economic growth.”

Every city that the “country music princess” has chosen as a “stop” on The Eras Tour since its launch in March has seen a clear increase in tourism and travel industry revenue. distinct, according to Condé Nást Traveler.

According to data from investment firm Bernstein, The Eras Tour has boosted revenue for hotels in cities across the US. During Taylor’s tour, hotel revenue was about 4% higher than the national average and 7% higher than revenue in the same period last year.

In addition, Air New Zealand also announced that the number of tourists booking flights to Australia to attend Taylor Swift’s upcoming February concert has “increased dramatically”. The airline even had to add 14 flights and sell 2,000 more seats to meet the needs of tourists.

Recently, market research company QuestionPro announced survey results showing that fans attending The Eras Tour not only come to see the show but also combine it with travel, even on a weekly vacation. honeymoon.

The Wall Street Journal also added that locals and fans alike were willing to spend a lot of money to see Taylor’s show. In addition to buying concert tickets, each tourist also spends an average of 1,300 USD (about 31.6 million VND) on hotel, food, travel and shopping costs. In addition, 71% of the audience thought it was worth the money spent and 91% said they would definitely come back to see the “country music princess” perform again.

“The Taylor Swift Effect”

Below are typical destinations that experience the “Taylor Swift effect” from this powerful female singer’s concerts.

Taylor Swift performs on May 26, 2023 at MetLife Stadium in East Rutherford, New Jersey. Photo: NJ Advance Medi

Nashville, USA

Taylor Swift’s hometown recorded a more than 30% increase in hotel occupancy and a more than 50% increase in room rates on concert nights.

Philadelphia, USA

The Federal Reserve Bank of Philadelphia said Taylor’s tour helped boost tourism and travel in the city.

The strongest revenue period for Philadelphia’s hospitality industry since the pandemic began was May, with occupancy 11% higher on show nights and hotel room revenue up an average of 59%.

Chicago, USA

After three sold-out shows in Chicago, the tourism marketing agency said the city has set a new record for the total number of hotel rooms booked. They also saw an unprecedented surge in demand with an average of 44,383 hotel rooms filled Friday and Saturday nights. The average occupancy rate reached 96.8% as visitors flocked from around the world to attend the diva’s concert.

Las Vegas, USA

In March, Taylor Swift had a two-night concert in “sin city”, attracting fans from all over to attend.

According to the Las Vegas Convention and Visitors Authority, the singer’s two nights of concerts helped boost the city’s sluggish tourism back to pre-COVID-19 levels with hotel occupancy reaching 94.5% in March, the highest since the 94.8% level reached in February 2020, before the city had to shut down tourism because of the pandemic.

Cincinnati, USA

The city’s tourism office said tourists spent about $48 million on The Eras Tour. Restaurant revenue also increased dramatically, some even earned unprecedented profits.

Singapore

Omri Morgenshtern, chief executive officer of online travel platform Agoda, said: “We saw a surge in booking demand in Singapore when tickets to Taylor Swift’s concert went on sale. The number of searches has increased 160 times, mainly coming from Southeast Asia such as the Philippines, Indonesia, Thailand, Malaysia and Vietnam.”

A spokesperson for Singapore’s largest hotel group, Accor Asia, said: “In the economy segment, there was a spike in hotel bookings in March 2024, with a number of guests The hotel is fully booked on the days of Taylor Swift’s concert.

Australia

Hotel searches also spiked similarly in Sydney and Melbourne, coinciding with Taylor Swift’s concert dates in Australia next February. Advance bookings in Sydney are up 180%, while bookings in Melbourne are up tenfold compared to last year.

The Eras Tour is predicted to become the highest-grossing tour of all time, helping to boost the tourism industry’s rapid growth. Photo: Taylor Swift

Taylor Swift’s The Eras Tour is predicted to become the highest-grossing tour of all time, helping to boost the global tourism industry’s rapid growth.

The tour of the “country music princess” is estimated to have brought an additional $5.7 billion to the US economy. In fact, the American Travel Association believes that the total revenue of the tour has reached more than 10 billion USD.