What "The Eras Tour" by Taylor Swift reveals about "passion tourism"

• This summer, Taylor Swift's Eras Tour is attracting many Americans who are willing to pay to attend concerts in various European cities.
• It's part of a trend known as "passion tourism."
• Other recent or upcoming events include the Olympics in Paris, the total solar eclipse in North America, Carnival in Rio de Janeiro, and the Euro Cup in Germany.

Nikita Rao planned her family's annual summer vacation with Taylor Swift's European tour in mind.

Rao, her husband, and two kids, who reside in Bethesda, Maryland, embarked on a trip abroad this weekend for a concert by a popular star in Amsterdam on Thursday.

The family planned a weeklong itinerary around The Eras Tour event, which included spending a few days in London before heading to the Netherlands for the show. They had originally planned to visit both cities at some point in the future, but the Swift concert sped up their timeline, said Rao, 43, who also attended a performance in Cincinnati last year with her daughter.

Rao stated that her opinion was to visit both London and Amsterdam because her friend would be there. She added that obtaining tickets would make the trip even more enjoyable.

Why Taylor Swift is unique to 'passion tourism'

It's not just the Rao family.

Travel experts consider Taylor Swift's recent tour as an example of "passion tourism," which has attracted many Americans abroad.

People's passions drive passion tourism, although place is also significant, experts noted.

The upcoming events include the Carnival festival in Rio de Janeiro, Brazil, the total solar eclipse in North America, the 2024 Paris Olympics, and the ongoing UEFA European Football Championship (Euro Cup) in Germany.

Travel trends are being influenced by memorable events, such as concerts and sporting events, according to Mastercard's recent report.

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Travel agents report that Taylor Swift concerts are popular among Americans who want to travel abroad due to their broad interest and enthusiasm.

Jessica Griscavage, a travel advisor and founder of Runway Travel, stated that she had never witnessed such excitement to travel to see an artist.

She mentioned a Spice Girls concert in the 1990s as the most recent example.

Griscavage, who created the Rao family's travel plan, also organized a separate Paris trip focused on Swift for the daughter, mother, and grandmother.

A Morning Consult poll found that more than half of Americans, 53%, are Taylor Swift fans, with 16% identifying as "avid" fans.

Sofia Markovich, a travel advisor and founder of Sofia's Travel, stated that while Beyoncé is also popular, requests for trips centered around her concerts in Europe are rare.

Two U.S. clients with tickets for Taylor Swift shows in England and Switzerland had their trips planned by her.

"Swifties, like Grateful Dead fans, have made traveling to concerts a unique community experience, often with friends and family in tow, according to Joshua Friedlander, vice president of research at the U.S. Travel Association."

'Inevitable' that Swifties will travel to new places

In the first quarter of 2024, 15.9 million Americans traveled internationally, reaching an all-time high, according to Mastercard's travel report. Additionally, consumers worldwide are spending on travel at unprecedented levels, the report stated.

Passion tourism generally provides an economic boost to host nations, experts said.

During the 2024 Carnival in Rio, tourists spent 156% more at restaurants, bars, and grocery stores compared to normal, according to Mastercard. During the solar eclipse, hotel sales within the U.S. path of totality increased by 71%, Mastercard reported.

This summer, 1.2 million fans will attend Taylor Swift concerts in four cities in the UK (Edinburgh, Liverpool, Cardiff, and London), according to a recent Barclays analysis. Each fan will spend an average of 848 British pounds (about $1,073) on tickets, travel, accommodation, outfits, and other expenses, totaling 997 million British pounds (about $1.3 billion), Barclays estimated.

According to Barclays analysis, travel is the second-largest expense after accommodation.

Recent analysis shows that Airbnb stays in European cities during Taylor Swift's The Eras Tour dates are up about 70% relative to the same period in 2023.

Airbnb's Chris Nulty stated that it is inevitable for Swift fans to visit Edinburgh, a city they may have previously overlooked, despite Rome and Paris traditionally being among Americans' top destinations to visit abroad.

Last year, when tickets were sold for Edinburgh concert dates, American searches for lodging in the city increased by 500%, according to Nulty.

Seeing an artist they love and traveling to an incredible place at the same time is what a concert offers, he stated.

Experts suggest that the household economics of ticket sales may be a factor in the decision of some Swifties to buy a ticket and travel overseas for a concert.

Griscavage, the travel advisor, stated that resale tickets in Europe are more affordable than those in the U.S.

She expressed excitement about seeing her in a non-U.S. city, stating that it's a fun opportunity and people are willing to pay to see her.