Taylor Swift recently began the UK leg of her Eras Tour and her with her upcoming visit to the capital, experts expect she'll bring in almost £1 billion to the UK economy.
On June 7, Taylor Swift performed her first show in the UK, in Edinburgh, marking the beginning of the UK leg of her tour, whereby she will have eight shows at Wembley stadium, more than any other artist has performed there.
Visit London CEO, Laura Citron, has revealed the substantial impact Swift will have on the UK during her performances in the country.
Laura told the Mirror: "We expect that Taylor Swift's London shows will bring in almost £1 billion in additional spending."
With over 670,000 people expected to watch the artist perform at Wembley, Laura shared that fans will travel not just from the UK to see Taylor in London, and that thousands more people, who don't have a ticket to a show, will be joining in celebrations across the UK.
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With such a large amount of fans travelling to the capital to get a sneak peak of the 'Shake it Off' icon, Laura predicts "the benefits will be wide spread". She continued: "We estimate that each fan will spend £848 on tickets, travel, eating out, hair, their outfit, merch, etc."
This additional spending will also see small businesses benefit as fans may explore further into London to make their visit an even more memorable trip.
In addition, according to Laura, flight bookings are up 14% for the week prior to the first London show, compared to the same period last year. For the August show dates, flight bookings are up 34%. Whilst this may not solely be due to Taylor coming to the capital, she has definitely contributed to the rise.
TripAdvisor also found that hotel searches for London doubled around the June performance dates, compared to 2023, and the August dates were even more popular with traffic over four times higher than last year.
Not only will the capital benefit from fan spending, but Taylor's arrival in London will also identify the capital as a major city for international music performances. "Whilst big crowds at Wembley is nothing new for us... [It is a] massive moment for London as a global event city," added Laura.
For fans who were unable to secure a ticket, there is no need to feel out as the capital has many 'Swiftomania' events planned throughout the summer. Laura said: "There is a London Boy Tour, which takes fans to locations Taylor has mentioned in her songs... And Wembley Park will become a fan park, with glitter, parties and activities."
"The city is coming together to celebrate this tour", she added.
"London has more capacity than anywhere else, it is incredibly well connected internationally and it gives people a reason to go on holiday to London", Laura said.
For Londoners hoping to enjoy some of the atmosphere but steer away from crowds at Wembley, across the UK there will be Swift themed events to get involved in such as Swift-themed quiz nights, brunches and parties.
Taylor's decision to hold several dates in London seems to be a decision reflected by Billie Eilish, as the artist is set to perform five times in London — more than anywhere else on her European tour.
Swift set off on her Eras Tour in March 2023 and will continuing performing until the final date in Vancouver, Canada on December 8 2024. Taylor will be performing in London, UK from June 21-23 and then again from August 15-20.
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