Expedia says continent-hopping by Swift’s devotees is part of a larger trend it dubbed ‘tour tourism’ while observing a pattern that emerged during Beyonce’s Renaissance world tour
Fans of Taylor Swift queue to get merchandise, a day prior to the start of the pop star's concerts at the Paris La Defense Arena as part of her The Eras Tour, in Nanterre, north-western France, on May 8.fans who missed out on her U.S. concert tour last year or didn’t want to buy exorbitantly priced tickets to see her again found an out-of-the-way solution: Fly to Europe.
“They said, ‘Wait a minute, I can either spend $1,500 to go see my favorite artist in Miami, or I can take that $1,500 and buy a concert ticket, a round-trip plane ticket, and three nights in a hotel room,” Melanie Fish, an Expedia spokesperson and travel expert, said. More recently, music festivals like California’s Coachella and England’s Glastonbury, and concert residencies in Las Vegas by the likes of Elton John, Lady Gaga and Adele, have attracted travelers to places they wouldn’t otherwise visit, Fish noted.
Former college roommates Lizzy Hale, 34, who lives in Los Angeles, and Mitch Goulding, 33, who lives in Austin, Texas, already had tickets to see the Eras Tour in L.A. last summer when they decided to try to get ones for Paris, London or Edinburgh, Scotland, too. They saw a Europe concert trip as a makeup for travel plans they had in May 2020 to celebrate Goulding’s birthday but had to cancel due to the pandemic.
Airbnb reported Tuesday that searches on its platform for the U.K. cities where Swift is performing in June and August – Edinburgh, Liverpool, Cardiff and London – increased an average of 337% when tickets went on sale last summer. “So this is going to be huge for the tourism sector in Sweden and Stockholm in particular,” Bergqvist said.
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