Taylor Swift Travel Effect is setting trends across the industry as fans follow the Eras Tour


The Taylor Swift Travel Effect is a thing.

Since Taylor Swift started her Eras Tour in the US in March 2023, significant “consumer behavior” shifts have been seen and tracked by the travel industry.

Online searches have surged for concert destinations around the world.

Online agency Opodo has looked into searches to cities over the dates of Taylor Swift events in 2024 and compared these to searches to the same cities over the same dates last year.

An insider says searches on their website for Stockholm increased 473 per cent year-on-year for May 17 to 19 (the concert dates).

Camera IconSwift has been captivating audiences with her international Eras Tour. Credit: Emma McIntyre/Getty Images

Warsaw searches increased 339 per cent over Swift’s August dates.

Edinburgh grew 176 per cent and Liverpool 133 per cent respectively.

And coinciding with May tour dates for Paris, searches were up 108 per cent.

An Opodo spokesperson says: “US travellers lead the board globally for the most searches over concert dates to Paris, Madrid, Dublin, Amsterdam, Zurich, Hamburg and London.

“In the UK, Brits take the leaderboard for the most searches for travel to Lisbon, Warsaw, Edinburgh and Cardiff over her tour dates.

“Australians willing to make a long-haul Taylor Swift pilgrimage, on the other hand, are heading to London over any other Swift-tour destination.

“Aussies rank second for searches to travel to London over her dates there (June 21 to 23), behind first-place interest from Americans.”



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