London, UK – Thousands of dedicated Taylor Swift fans from the US who missed out on her concert tour last year or didn’t want to pay high ticket prices for a repeat experience found a solution by traveling to Europe. Swift is set to start the European leg of her record-breaking Eras Tour in Paris, with a significant number of American fans planning to attend the upcoming shows. This trend of fans traveling to see their favorite artists perform has been referred to as “tour tourism” by online travel company Expedia, following a similar pattern observed during Beyoncé’s world tour.
Some North American fans have justified the expense of traveling overseas for the Eras Tour due to the more affordable ticket prices and fewer restrictions in Europe compared to the US. For example, Jennifer Warren from Ontario, Canada, had difficulty finding reasonably priced tickets in the US and decided to plan a European vacation around Swift’s concert in Hamburg, Germany. This trend reflects a larger shift towards valuing experiences over material possessions, a sentiment that has been amplified by the pandemic, according to travel and entertainment analysts.
The impact of this “tour tourism” is not limited to individual fans but extends to the economies of the cities where Swift is performing. In Stockholm, 120,000 fans from 130 countries, including 10,000 from the US, are expected to attend her shows, providing a significant economic boost to the city. Local businesses are capitalizing on this influx of fans by organizing Taylor Swift-themed events, such as karaoke nights and after-concert parties.
As the trend of traveling for concerts gains momentum, questions arise regarding its long-term sustainability. While some believe that more big-name artists touring Europe will continue to attract fans from around the world, others are skeptical about the practicality and appeal of regularly planning trips around concerts. Despite differing opinions on the lasting impact of music tourism, it is evident that artists like Taylor Swift have a unique ability to draw fans from diverse backgrounds and locations, creating a sense of unity and excitement among concert-goers.
Whether this trend of “tour tourism” will endure after the Eras Tour remains uncertain, with some industry experts viewing it as a temporary anomaly rather than a lasting shift in travel behavior. Nonetheless, the phenomenon of fans traveling across borders to attend concerts highlights the powerful connection between music, travel, and shared experiences that transcend cultural boundaries.