Seven months, 152 performances, five continents, and more than $1 billion in revenue.
When 34-year-old American pop singer Taylor Swift kicked off her ERAS tour on March 17, 2023, no one in the music industry was… “ready.”
Now, the Eraser tour is the highest-grossing tour of all time, making Taylor a billionaire. Experts have coined a new term to describe the phenomenon: “Taylornomics” or “Swiftonomics,” which suggests that Swift’s tours have boosted the global economy by about $5 billion.
But let’s be honest, not everyone is a Swift fan (sorry, Swifties, it’s the truth) or can afford to go to her concerts (tickets can cost as much as Rs 100,000 per person).
But the tour is causing confusion for people wanting to travel to the cities where Taylor is performing. Here’s why.
It’s going to be a cruel summer for you.
Many people are planning their travels around Taylor Swift’s tours, but the opposite is also true: the tours are disrupting the travel plans of many others.
Either way, Europe is packed with tourists during the summer, and this year’s visitor numbers are expected to surpass 2019’s record, according to a recent Associated Press report.
Similarly, Europe faced tourism challenges last year, with travellers from around the world flocking to Europe for its warm weather, sandy beaches, vibrant atmosphere and iconic landmarks.
If you travel to a city where Taylor performs, prepare for more than just friendship bracelets: tourist crowds, expensive flights and soaring hotel prices.
But before we go into the details, let’s take a look at some of the next places where she will be performing concerts. Taylor Swift’s Ella’s Tour Dates, Venues, Stadium Names. Table: Author
Her first show of her European tour was on Saturday, June 29th in Dublin, Ireland, and ticket prices soared as thousands of tourists flocked to the venue just to see the concert.
Similar price increases were seen at hotels in cities such as Amsterdam, Hamburg and Milan over the two-three days the tour was running.
For example, EasyHotel, which describes itself as a “modern, affordable hotel” 1.8km from Amsterdam’s Johan Cruyff Stadium, increased its prices specially for the Hellas Tour weekend.
The hotel, which was fully booked on July 4, has set the rate for a superior double room on July 5 and 6 at Rs 37,665, while on other weekends the same room usually costs as little as Rs 7,850.
That’s more than double the regular rate. East Hotel rates for July 30 and 31. Photo: EasyHotel EasyHotel rates for July 5 and 6. Photo: EasyHotel
Now, let’s do the same in Milan, where Taylor will perform on July 13th and 14th at the stadium called San Siro.
In Milan, we chose the Radisson Blu Hotel, about 3 miles away, with a 14-minute drive to the stadium.
On the days of the concert, i.e. 13th and 14th July, a superior room will cost around 20,000 rupees, while in the coming weeks the same room will be available for 14,400 rupees or 12,000 rupees (if paid in advance). Regular weekend rates at the Radisson Blu Milano. Photo: Radisson Blu
In Hamburg, Taylor chose the Mercure Hotel Hamburg am Volkspark, located 2.4 kilometers from the Volksparkstadion, the stadium where she will perform on July 23rd and 24th.
The Mercure Hotel Hamburg am Volkspark is a 4-star hotel and has no availability for these dates. Not on the weekend, by the way. Interestingly, they had availability the following week. No availability on the day of Swift’s concert. Photo: Mercure Hotel
“The magic of a Taylor Swift concert will undoubtedly create a surge in tourists, boosting the demand for flights, accommodation and local services. As the concert date approaches, hotel rates are expected to rise by 20-50 per cent and flight fares will also skyrocket. The ripple effect will be felt in neighbouring cities as well, as fans look for nearby alternatives,” says Komal Seth, founder and director, Linkin Reps, who has been in the travel industry for nearly 15 years.
Komal added that she recently went to a Coldplay concert in Singapore and personally witnessed a significant increase in travellers both before and after the concert.
“Hotels were booked up for months and prices skyrocketed by nearly 50 percent. Demand for flights was similarly high, making early bookings essential. The surge in demand was even greater after the concert, as many attendees flew in for the event and then traveled around the region afterwards,” she says.
According to Komal, “The top three cities that will see the biggest price hikes this summer due to Erastour are London, Amsterdam and Milan. Not only do these cities host Taylor Swift concerts, they are also major tourist destinations during the summer months. This could result in significant increases in hotel and airfare prices.”
Taylor will be performing in 10 European cities over the next two months.
Ticket prices are high
In addition to soaring hotel rates and crowded tourist destinations with thousands of fans from around the world flocking to see the shows, airfares have also increased significantly. United Airlines, a major American airline, reported that airfares from the United States to Lisbon, Portugal and Madrid, Spain have increased by about 25% compared to last year. Airfares have also increased significantly. Photo: Unsplash United Airlines also said that it expects the surge to continue through the summer as fans flock to European cities where concert tickets are significantly cheaper than for tour dates in the United States. Milan has seen United’s largest number of passengers this summer, with demand for Swift’s show in July up 45% compared to last year.
How is music tourism driving travel in India this year?
Rajeev Kale, managing director and country head, holidays, MICE and visas, travel agency Thomas Cook, India, said travel and music have always been powerful forces connecting people across the world.
“Our data shows that music tourism is a huge opportunity, with demand surging by 20-25% since the pandemic. Demand is driven by music lovers across different segments, including millennials, Gen Z, DINKs (dual income, no children), friend groups and corporate b-leisure groups.”
He further noted that Taylor Swift’s recent tour has only accelerated demand, with music tourism demand up 20-25% since the pandemic. Photo: Getty Images
But why? Daniel DeSouza, president of SOTC Travel and head of Country Holidays, attributes the price increase to a burgeoning middle class and “a growing desire for unique experiences”.
“The young Indian traveller demographic – millennials, Gen Z and working professionals – are now willing to shell out money to travel across the globe just to see their favourite artistes live, and we expect this trend to continue in the coming years,” he says.
How are you planning your travels this summer?
If you are planning to travel to enjoy the European summer in the coming months, be aware that in addition to the Schengen visa, Eras Tour may also pose a challenge.
To survive this exciting but expensive travel season, Komal says you can avoid the crowds by booking your flights and accommodation early. Try to use third-party apps that scan your flights and get the cheapest possible rates, and book at less crowded times. You can also think outside the box by staying in a charming nearby town and taking a day trip to a concert. It’s a more economical and scenic option. Tickets for the Eras tour can cost as much as US$11,000. Photo: Unsplash Rohit Khattar, founder of IKIGAI (Your Travel Genie), advises not to plan your trip during this season, if possible, to save money. “Plan your trip during the off-season,” he says. He also says to plan small towns and villages instead of big cities “if you don’t want too many crowds around.” For example, if you’re planning to visit Amsterdam in the Netherlands, choose nearby cities like Rotterdam, Utrecht, and The Hague. Similarly, instead of Zurich in Switzerland, choose places like Lucerne, Basel, and Winterthur. If you’re in Milan, Italy, consider nearby cities like Bergamo, Como, and Turin.
“Plan to stay away from the central city, but choose a place with good public transport links for easy commute,” says Rohit.
Issuer:
Drishti Sharma
release date:
July 1, 2024
