Taylor Swift's "Eras Tour" sparks tour tourism wave across Europe

Thousands of Taylor Swift fans are embracing a novel solution to sky-high concert ticket prices in the US: catching her perform in Europe. 

This phenomenon, identified by Expedia as "tour tourism," is becoming increasingly popular among those who either missed Swift’s US concerts or are seeking a more affordable way to see her again. 

Following her sensational four-night stint in Paris, Swift is now set to dazzle fans at Stockholm’s Friends Arena with three consecutive shows from May 17-19.

With ticket prices surprisingly reasonable—at just $171 USD before fees, as discovered by our team on Vivid Seats—fans are now looking at over $140 in savings compared to prices just a few weeks prior. 

In addition to the savings, attendees will experience the debut of Swift’s Tortured Poets section in the ‘Eras Tour,’ a segment she’s thrilled to perform, as stated in her recent Instagram post: “I’m SO fired up to play this for every crowd on the tour.”

The trend isn't new, with roots tracing back to the 1960s groupie culture, but today's Swifties are transforming concert-going into a travel experience, aligning with a broader shift towards valuing experiences over material goods.

According to Natalia Lechmanova, chief European economist for the Mastercard Economics Institute, Swift’s tour is expected to boost local economies significantly, echoing the “Swiftonomics” trend seen in the US last year.

The exclusive arrangement by Singapore’s government to make the city-state the only Southeast Asian stop earlier this year not only boosted regional spending but also sparked envy among neighboring countries, highlighting the potent “Swift lift” effect on tourism and commerce.

For North American fans considering the trek, Melanie Fish of Expedia notes, "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."

Opening for Swift from May through August is the Hayley Williams-fronted Paramore, an exciting addition given their own headline-worthy reunion tour last year.