Taking the “Swift Lift” Overseas

U.S. Travel Association | May 24, 2024

By Joshua Friedlander This summer, millions of Americans will travel to Europe, many to visit historical cities and one-of-a-kind beaches like Sitges, Biarritz, Tropea and Mykonos. But in Europe this year there is another one-of-a-kind attraction drawing travelers from the States in record numbers—the European leg of Taylor Swift’s “Eras” tour. Taylor's record-setting concerts across the U.S. in 2023 made fans and economists alike rethink the impact an artist can have on a city or region. With ticket prices regularly reaching 4-digit levels, and fans traveling distances reminiscent of festivals like Coachella, the economic impac...