LONDON — Thousands of die-hard Taylor Swift fans who missed her U.S. concert tour last year or didn’t want to pay high prices to see her again discovered an unusual solution: fly to Europe.
The pop artist is ready to begin the 18-city European leg of her record-breaking Eras Tour in Paris on Thursday, and planeloads of Swifties will follow Miss Americana across the water in the coming weeks. The arena where Swift performs reported that Americans purchased 20% of the tickets for her four sold-out gigs. The next leg of the tour, Stockholm, is expected to draw approximately 10,000 concertgoers from the United States.
A concert may seem like a weird reason to visit a distant nation, especially because fans can watch the Eras Tour documentary from home on Disney+. However, Expedia, an online travel website, claims that Swift’s fans’ continent-hopping is part of a bigger trend known as “tour tourism,” after noticing a tendency during Beyoncé’s Renaissance world tour.
Some North American fans who intend to fly overseas for Swift’s Eras Tour said they justified the cost by noting that tighter limitations on ticket costs and resales in Europe made Swift perform abroad no more expensive—aand possibly cheaper — than seeing her closer to home.
Fans Are Following Taylor Swift To Europe After Finding Eras Tour Tickets Less Costly There
“They said, ‘Wait a minute, I can either spend $1,500 to go see my favorite artist in Miami, or I can take that $1,500 and buy a concert ticket, a round-trip plane ticket, and three nights in a hotel room,” Melanie Fish, an Expedia representative and travel specialist, said.
Jennifer Warren, 43, of St. Catharines, a community in Ontario’s Niagara region, has had this experience. She and her 11-year-old son adore Swift but needed help finding reasonably priced tickets in the United States. Undeterred, Warren and her husband decided to arrange a European holiday based on where she could obtain tickets. The location turned out to be Hamburg, Germany.
“You get out, you get to see the world, and you get to see your favorite artist or performer all at once, so there are a lot of benefits,” said Warren, director of research and innovation at a mutual insurance firm.
The three VIP tickets she got near the stage eras tour— “I would call it brute-force dumb luck” — were 600 euros ($646) each. Swift then announced six November tour dates in Toronto, within driving distance of Warren’s house. “Absolute nose-bleed seats” are already selling for 3,000 Canadian dollars ($2,194) on secondary resale sites such as Viagogo, Warren added.
Fans Are Following Taylor Swift To Europe After Finding Eras Tour Tickets Less Costly There
Hardcore fans following their favorite musician or band on tour is not a recent phenomenon. “Groupie” first appeared in the late 1960s as a somewhat pejorative term for devoted rock band fans. Deadheads hit the road in the 1970s to follow the Grateful Dead from city to city.
More recently, according to Fish, music festivals such as Coachella in California and Glastonbury in England, as well as musical residencies in Las Vegas by Elton John, Lady Gaga, and Adele, have drawn visitors to places they might not have visited otherwise.
Since the coronavirus outbreak, travel and entertainment specialists have reported a pent-up consumer demand for “experiences” rather than tangible items. Some believe that music fans’ readiness to widen their fandom horizons is part of a larger societal adjustment.
“It does seem like it’s more than a structural shift, maybe a personality transformation we all went through,” said Natalia Lechmanova, the Mastercard Economics Institute’s top Europe economist.
As Swift travels around Europe, Lechmanova anticipates restaurants and hotels to experience the same increase that Mastercard saw within a 2.5-mile (4-kilometer) radius of performance venues in the cities she visited in 2023. According to the economist, the strong strength of the US dollar against the euro may also boost retail spending on apparel, collectibles, beauty items, and materials for the friendship bracelets fans exchange during the Eras Tour.
Former college roommates Lizzy Hale, 34, of Los Angeles, and Mitch Goulding, 33, of Austin, Texas, already had tickets to see the Eras Tour in L.A. last summer when they decided to try to obtain them for Paris, London, and Edinburgh, Scotland. They saw a concert trip to Europe as a replacement for a trip they planned to celebrate Goulding’s birthday in May 2020 but had to cancel due to the pandemic.
Goulding got VIP seats to one of Swift’s three Stockholm gigs. He, Hale, and two other pals planned a ten-day tour that included stops in Amsterdam and Copenhagen.
“As someone who enjoys both traveling and music, finding a way to combine the two is really special,” said Hale, expecting her first child.
The local economic impact of what the zeitgeist has dubbed “Swiftonomics” and the “Swift lift” can be significant. It’s no surprise that Singapore’s government signed an exclusive deal with Swift to make the city-state her lone tour stop in Southeast Asia earlier this year, sparking regional envy.
European governments have yet to acknowledge that their countries were not among the 12 chosen for the Eras Tour’s Europe leg, while some fans are surprised that Gelsenkirchen, a city with a population of around 264,000, is one of three German places that made the list
Airbnb announced Tuesday that searches on its site for the U.K. cities where Swift will perform in June and August — Edinburgh, Liverpool, Cardiff, and London — jumped by an average of 337% since tickets went on sale last summer.
Not to be outdone in identifying trends, the property rentals firm identified the demand as an example of “passion tourism,” or travel “driven by concerts, sports, and other cultural events.”
According to Stockholm Chamber of Commerce Chief Economist Carl Bergqvist, 120,000 visitors from 130 countries, including 10,000 from the United States, are scheduled to visit Sweden’s capital this month. Stockholm is the only Scandinavian destination on Swift’s tour, and airlines have increased flights from nearby Denmark, Finland, and Norway to bring fans to the May 17-19 gigs, he said.
Even though rates for the tour dates have soared, the city’s 40,000 hotel rooms are all booked, according to Bergqvist. He said that concertgoers are likely to spend roughly 500 million Swedish kroner, or more than $46 million, on the local economy during their stay, excluding the cost of Swift tickets and travel to Sweden.
“So this is going to be huge for the tourism sector in Sweden and Stockholm in particular,” said Bergqvist.
Nightclubs, restaurants, and bars are taking advantage of the opportunity to pander to fans by hosting Taylor Swift-themed activities such as karaoke, quizzes, and after-concert dance parties.
Caroline Matlock, 29, of Houston, saw Swift more than a year ago on the Eras Tour in Texas. She’s now making additional friendship bracelets and trying to learn a few Swedish words in preparation for the three-and-a-half-hour presentation in Stockholm. Swift’s friend proposed seeing her in Europe, and Matlock initially needed convincing.
“I said, ‘I only want to travel if it’s a nation I’ve never been to. “I’ve seen Taylor Swift,” she explained.
Their itinerary includes visits to Scandinavian destinations such as Oslo and Gothenburg. The event is the trip’s final night, and Matlock looks forward to meeting Swifties from other countries. “Americans tend to have a very obsessive culture, especially Taylor Swift-related, so I’m curious if the crowd will be more toned-down.”
It remains to be seen whether the music tourism trend will last as long and as strong as Swift’s and Beyoncé’s and whether it will spread to Billie Eilish, Usher, and other artists who have world tours planned for next year. Expedia’s Fish believes that other well-known singers performing in Europe this summer will demonstrate that planning a foreign trip around a concert is becoming popular.
Fans Are Following Taylor Swift To Europe After Finding Eras Tour Tickets Less Costly There
Kat Morga, a travel consultant in Nashville, is still determining. Morga watched Swift perform in Nashville last year and assisted two clients with school-aged children in booking European family holidays this summer, which included seeing Swift in concert. However, she believes that the complexity of navigating ticket purchases through language hurdles, currency conversions, international banking restrictions, and the danger of cancellations will limit the popularity of regular gig vacations.
“I think this is an anomaly,” Morga stated. “People aren’t going to spend $20,000 on a lavish family trip just because Taylor Swift is there. She’s a unique individual. “She’s unique.”
Glenn Fogel, CEO of Booking Holdings, owns Booking.com, Priceline.com, agoda.com, Kayak, and OpenTable, is even less excited about concert tours as a tourist promoter. The Swift Effect creates a “little blip” when the superstar visits smaller destinations, but for the global travel sector, “one star touring around does not make a difference,” he explained.
“It may only shift it somewhat. A person planned a week-long vacation in the Caribbean. Instead, that individual says, ‘Let’s go to the Taylor Swift thing,'” Fogel explained. “It does not increase it. “It just moves it from here to there.”
SOURCE – (AP)
