Home » Europe » Taylor Swift’s ERAS Tour Fueling Growth of European Travel, Tourism and Hospitality Boom
Tuesday, May 14, 2024
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The Taylor Swift Erasu Tour is boosting Europe’s travel, tourism and hospitality industries with record-breaking performances, driving unstoppable growth and recovery.
Taylor Swift’s Erasu Tour is not only a musical spectacle, but also a catalyst for the European travel, tourism and hospitality industry. The American singer-songwriter’s sixth concert tour, currently underway, consists of 152 shows across five continents. It kicked off in Glendale, Arizona on March 17, 2023 and is scheduled to end in Vancouver, Canada on December 8, 2024. The tour has already made history as the highest-grossing tour of all time, becoming the first tour to surpass $1 billion in revenue.
Announced following the release of Swift’s tenth studio album, Midnights (2022), the tour will be her second full-stadium tour, following her Reputation Stadium Tour in 2018. Each show will last over three and a half hours and feature 10 bands performing 44 songs, conceptually showcasing Swift’s studio albums. Critics have praised the innovative concept, production, aesthetics and immersive atmosphere, highlighting Swift’s musicality, vocals, stage presence and versatility.
The Eras tour is expected to generate unprecedented demand, with record-breaking ticket sales and venue attendance. These factors have led to price restrictions and anti-scalping laws, and official ticketing partner Ticketmaster has faced criticism for its handling of ticket sales and alleged monopoly in the concert industry. Despite these challenges, the tour has been a significant boost to economies, businesses and tourism around the world, dominated the news cycle and social media, and received praise and accolades from governments and organizations.
Eras Tour’s impact will be especially pronounced in Europe: According to Statista, the European travel and tourism market is expected to reach $288 billion in revenue by 2024, growing at a compound annual growth rate (CAGR 2024-2028) of 1.68% to reach $307.8 billion by 2028.
The European tourism industry is experiencing a strong recovery in the first months of 2024. Based on reported data, international arrivals (+7.2%) and overnight stays (+6.5%) in the first quarter of the year exceeded the 2019 figures. This continues the upward trend seen in 2023, when international arrivals were 1.2% below 2019 levels and overnight stays were only 0.2% below. The recovery is mainly driven by the strength of intra-regional travel by Germany, France, Italy and the Netherlands. This is coupled with demand from the United States, which remains Europe’s most important long-haul source market, according to the latest edition of European Tourism Trends and Outlook.
The European hotel market is also expected to benefit, with revenues forecast to reach $113.4 billion by 2024. The market is expected to grow at a compound annual growth rate (CAGR 2024-2028) of 1.76% to reach $121.6 billion by 2028. According to Statista, the number of users in the hotel market is expected to increase to 293.1 million by 2028, with user penetration expected to increase from 33.0% in 2024 to 34.8% in 2028.
There’s no doubt that the Hellas Tour has played a key role in this positive trend, drawing fans from all over the world to Europe and boosting the region’s travel, tourism and hospitality industries. As the tour continues, its economic and cultural impact will grow, further solidifying Taylor Swift’s influence on the global stage.
Upcoming international dates:
Stockholm, Sweden: May 17, 18, 19, 2024 with Paramore at the Friends Arena Lisbon, Portugal: May 24, 25, 2024 with Paramore at the Estadio da Luz Madrid, Spain: May 29, 30, 2024 with Paramore at the Estadio Santiago Bernabeu Lyon, France: June 2, 3, 2024 with Paramore at the Groupama Stadium Edinburgh, UK: June 7, 8, 9, 2024 with Paramore at the Scottish Gas Murrayfield Stadium Liverpool, UK: June 13, 14, 15, 2024 with Paramore at Anfield Stadium Cardiff, UK: June 18, 2024 with Paramore at the Principality Stadium London, UK: June21, 22, 23, 15, 16, 17, 19 June 2024 with Paramore at Wembley Stadium Dublin, Ireland: 28, 29, 30 June 2024 with Paramore at Aviva Stadium Amsterdam, Netherlands: 4, 5, 6 July 2024 with Paramore at Johan Cruyff Arena Zurich, Switzerland: 9 July 2024 with Paramore at Letzigrund Stadium Milan, Italy: 2024 July 13th & 14th with Paramore at San Siro Stadium Gelsenkirchen, Germany: July 17th, 18th & 19th with Paramore at Veltins-Arena Hamburg, Germany: July 23rd & 24th with Paramore at Volksparkstadion Munich, Germany: July 27th & 28th with Paramore at Olympiastadion Warsaw, Poland: August 20241, 2, 3, 2024 with Paramore at PGE Narodowy Vienna, Austria: August 8, 9, 10, 2024 with Paramore at Ernst Happel Stadion London, UK: August 15, 2024 with Paramore at Wembley Stadium London, UK: August 16, 2024 with Paramore at Wembley Stadium London, UK: August 17, 2024 with Paramore at Wembley Stadium London, UK: August 19, 2024 with Paramore at Wembley Stadium London, UK: August 20, 2024 with Paramore at Wembley Stadium
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