TORONTO — Taylor Swift fans headed to Toronto for a run of six concerts next month are expected to bring with them hundreds of millions of dollars in local economic activity, according to new modelling from a tourism organization.
Destination Toronto CEO Andrew Weir said the non-profit is predicting $152 million in direct spending associated with Swift's Eras Tour during the 10 days it's in town, which the organization anticipates will grow into a $282-million economic impact as the money continues to circulate.
Of the $152 million in direct spending, Destination Toronto said $141 million is estimated to come from out-of-town visitors and $11 million is estimated to come from local fans. In Toronto, Swift is set to perform six nights at the Rogers Centre, for a combined audience of roughly 240,000, Destination Toronto said. More than 60,000 people are also expected to attend Toronto’s Version: Taylgate ‘24, a pre-concert event at the nearby Metro Toronto Convention Centre.
"The economic impact, to me, it sounds like revenue," she said."And companies always talk about revenue. You want your revenue to be growing. But if you're not making a profit, you'll be out of business pretty quickly."
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