Travel analysts and websites are reporting a growing trend is sweeping the globe called 'travel tourism'.
A recent survey by Expedia Group found 70 per cent of respondents were more likely than ever to travel to attend a concert while 44 per cent would travel to take in a concert as an excuse to visit a new destination.
Expedia Group Director of Music Partnerships Liseli Sitali said: “In 2024 we expect gig-getaways to boom further. Music lovers will be travelling farther, turning their gig night into a long weekend, and be on the lookout for affordable alternative destinations to go and watch live music.”
Travel and hospitality data analyst RateGain has also reported that during Taylor Swift's US tour, destinations experienced a 'long-tail effect' around concert dates: people planned 'Swiftcations', staying a week or two after the date she played.
Taylor Swift's The Eras Tour is coming to Sydney for four nights from 23-26 February 2024, bringing not only a musical extravaganza but also a significant boost to the NSW visitor economy.
An anticipated influx of more than 100,000 visitors from interstate, intrastate and international markets is expected, with Destination NSW estimating it will generate more than $80 million in visitor expenditure during the concert period.
As the countdown to the singer's arrival begins, the entire city will be immersed in Taylor Swift fever with a series of themed events and activations. Visitors landing at Sydney Airport will also be welcomed with a Taylor Swift takeover on billboards along Joyce Drive.
Sydney hotels are already 84 per cent full for The Eras Tour long weekend according to Accommodation Australia.
Accommodation Australia Chief Executive Michael Johnson said: “2023 was the biggest February hotels have seen in years and Taylor has topped it. Major events like these are a boon for hotels and a huge boost for the visitor economy. Whatever you think of her music, everyone in NSW should be thanking her for coming.”
Ovolo Hotels Australia Marketing Manager Toby Franklin said: “We have never witnessed such a surge in demand at Ovolo Hotels during this period, particularly attributed to a single artist."
The singer made purple cool with her hit song Lavender Haze and Accor Stadium has lit up with purple lights ahead of Taylor Swift's four concerts at the venue.
Venues NSW Chief Executive Kerrie Mather said: “We can’t wait for Taylor Swift’s Eras tour to arrive … it’s the first time we’ll see four back-to back sold-out concerts at Accor Stadium.
“[It] will create significant economic benefit for NSW, support thousands of jobs and attract large numbers of interstate and international visitors.”
The ultimate Swifties guide
Destination NSW consumer website Sydney.com has created The Ultimate Swiftie Guide to Sydney to elevate the visitor experience of concert attendees.
The guide includes tips on where to eat and drink, plus advice on the best ways to enjoy the city, Swiftie-style, during The Eras Tour. View the guide here.