Taylor Swift’s Eras Tour has not only set records but also sparked a new trend among her fans—tour tourism. As the pop icon kicks off her 18-city European leg, American Swifties are flying out in droves to catch her live, turning concert-going into a vacation opportunity.
The Swiftie Pilgrimage
For many fans, missing out on Swift’s U.S. tour was not an option. With 20% of tickets for her Paris shows sold to Americans and 10,000 expected in Stockholm, it’s clear that Swift’s appeal transcends borders. Fans are choosing to experience her performances in Europe, where ticket restrictions make it a financially viable alternative to expensive U.S. shows.
Expedia Notes a Shift in Concert Travel
Expedia has observed a significant increase in fans traveling for concerts, a trend they’ve named “tour tourism.” This pattern became apparent during Beyoncé’s Renaissance world tour and has continued with Swift’s Eras Tour. Fans are finding value in combining their love for music with the allure of international travel.
A Cost-Effective Concert Experience
North American fans have rationalized the expense of traveling to Europe by comparing it to the high costs of attending concerts at home. For some, like Jennifer Warren from Ontario, securing VIP tickets in Hamburg proved to be more cost-effective than attending a show in the U.S., even when factoring in travel and accommodation.
The Evolution of Fan Dedication
Following one’s favorite artist around the globe is not a novel concept. From the groupies of the ’60s to the Deadheads of the ’70s, dedicated fans have always found ways to support their musical idols. Today’s “tour tourism” is simply the latest iteration of this enduring trend.
Cultural Shift Post-Pandemic
Analysts suggest that the pandemic has shifted consumer preferences towards experiences over material possessions. This cultural correction is evident in the willingness of music enthusiasts to expand their horizons and travel for unique experiences, such as Swift’s Eras Tour.