Taylor Swift’s Eras Tour has taken the world by storm, becoming the highest-grossing tour in history and making Taylor a billionaire. Over seven months, she performed 152 shows across five continents, generating over a billion dollars. This tour’s massive success has even led to the coining of new terms like “Taylornomics” or “Swiftonomics,” highlighting its significant economic impact, estimated to boost the global economy by about $5 billion.
However, not everyone is a Taylor Swift fan or can afford the high ticket prices, which can reach up to Rs 1 lakh per person. The tour has also created travel chaos for those heading to cities where Taylor’s concerts are held. Here’s how:
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A ‘Cruel Summer’ for Travelers
Many people are planning their travels around Taylor Swift’s tour, but this has also disrupted the travel plans of many others. Europe is already packed with tourists during the summer. According to a recent Associated Press report, tourism this year is expected to exceed 2019 records.
Last year, Europe saw a surge in tourism, with travelers flocking to enjoy the warm weather, beaches, lively atmospheres, and iconic landmarks. Now, cities hosting Taylor Swift concerts are even more crowded, with expensive flights and skyrocketing hotel prices.
Concert Cities and Price Surges
Taylor Swift kicked off the European phase of her tour on July 29th 2023 in Dublin Ireland. 10 out of the 13 fans interviewed) indicated that what was available during the concert was very costly, this they said because thousands of tourists flocked to the city specifically for the concert. Comparable rises in prices observed were in Amsterdam, Hamburg, Milan and other such places where Penguins were scheduled to perform during those days.
For instance, Easy Hotel in the city center of Amsterdam, specific to a particular city, 1. Which is located 8 kilometers from the Johan Cruijff stadium, increasing its rates for the Eras Tour weekend. A Superior Double Room which is usually priced at Rs 7,850, was billed at Rs 37,665 on July 5 and 6.
Taylor Swift was in Milan and sang on the 13th and 14th of July at the San Siro stadium. The case is the Radisson Blu Hotel about 4. About 7 kilometers from the concert venue, it asked for around Rs 20,000 for a Superior Room on days of a concert while it charged Rs 14,400 for the same or Rs 12,000 if paid in advance a few weeks later.
In Hamburg, the Mercure Hotel Hamburg am Volkspark with a distance of 2. The hotel, located 4 kilometers from Volksparkstadion where Taylor performed on July 23 and 24 said that they do not have any room for the dates in question. Curiously enough, while I am speaking there were rooms offered the next week.
Komal Seth, the founder and director of Linkin Reps, who has been working in the travel business for around one and a half decade pointed out that Taylor Swift concerts increase tourist arrivals and subsequently increases the flight, hotel, and general service demand among tourists. Hotel prices might increase to a 20-50 percent more and the flight might be 20-50 percent more expensive closer to concert dates, even affecting nearby cities.
Komal went to the concert of Coldplay in Singapore and noted a boost in tourists’ flow before and after the concert. Business associated with hotels meant that rooms were booked for months and the cost had risen by nearly fifty percent. Flights are just as popular. Therefore, the availability of tickets ought to be booked in advance. The numbers themselves, however, were notably higher after the concert because many people arrive especially for it and then go to other places in the region.
Impact on Travel Costs
Besides the rise in hotel prices and crowded tourist spots, flight tickets are also significantly more expensive. United Airlines reported that prices of flight tickets to Lisbon, Portugal, and Madrid, Spain from America have increased by about 25 percent compared to last year. This trend is expected to continue as fans travel to European cities, where concert tickets are cheaper than in the U.S. Milan has seen a 45 percent increase in demand for United flights this summer, compared to last year, due to Taylor’s show.
Music Tourism in India
Rajeev Kale, president and country head of holidays, MICE, and Visa at Thomas Cook, an Indian travel agency, noted that travel and music have always connected people worldwide. Music tourism has seen a 20-25 percent increase in demand since the pandemic. Taylor Swift’s recent tours have further accelerated this demand.
Daniel D’Souza, president and country head of holidays at SOTC Travel, attributed this rise to a growing middle class and an increasing desire for unique experiences. Younger Indian travelers—millennials, Gen Z, and working professionals—are now willing to spend and travel globally to watch their favorite artists perform live. This trend is expected to continue for the next few years.
Navigating Travel Plans
If you’re visiting Europe in the next few months for summer, be aware that the Eras Tour might complicate your plans. Komal suggests securing flights and accommodations early to avoid the rush. Use third-party apps to find the cheapest flight tickets and book at odd hours to get better deals.
Consider staying in charming neighboring towns and making a day trip to the concert for a more economical and scenic option. Rohit Khattar, founder of IKIGAI, Your Travel Genie, advises avoiding planning trips during this season if possible to save money. Plan trips during shoulder seasons or choose smaller towns or villages instead of bigger cities. For example, if visiting Amsterdam, consider staying in Rotterdam, Utrecht, or The Hague. In Switzerland, opt for Lucerne, Basel, or Winterthur instead of Zurich. For Milan, think of nearby cities like Bergamo, Como, or Turin. Ensure your stay is well-connected by public transport for convenience.
