Look what she made them do: The Swiftie influence on European travel

Key Takeaways

• Searches for stays on Airbnb by Americans during European dates of the tour have surged nearly 70 percent.
• American guests account for nearly a third of European Airbnb bookings during the tour, and over two-thirds of nights booked are by women.
• In 2023, travel on Airbnb during the tour dates helped generate over $77 million in estimated economic impact.
• The remaining North American dates for the tour are seeing over a 1,300 percent surge in searches on the platform.

This summer is anything but cruel for Swifties as Taylor’s highly-anticipated tour continues to captivate audiences across Europe. New insights reveal that searches for stays on Airbnb by Americans during European dates of the tour have surged nearly 70 percent compared to the same period last year.¹

More than two thirds of nights booked by Americans self-identify as female over Taylor’s tour dates across Europe. What’s more is that American guests account for nearly a third of all nights booked in European destinations during her tour.

Out of the woods and into Europe, Swifties are leading passion tourism. This wave of “event-cations” is a major trend driving travel this summer, showcasing the powerful connection between cultural moments and building travel plans around big events. It also highlights the potential power of Taylornomics before the tour returns to North America later this year. Last year alone, more than a quarter of a million guests checked in to Airbnb listings during her US tour concert dates.

Trending Taylor Hotspots: Out of the woods and into Europe

Taylor continues to tour in Europe throughout the summer before returning to North America this fall to close out the tour. Here are some of the highlights for destinations for Taylor’s tour dates for all global travelers.

• London, UK: Forget, So long London. Despite already being a top tourist destination, London has seen a remarkable increase in searches. When tickets for Tay’s performances went on sale, searches for Airbnbs tripled compared to the previous month.³
• Edinburgh, UK: This Scottish capital city saw more than a 500 percent increase in searches when tickets went on sale in July 2023.⁴
• Paris, France: Over the May weekend when Taylor was in Paris, bookings by US travelers alone, increased over 60 percent compared to the year prior, indicating that many Americans are flying overseas to catch her shows.⁵

Fans from around the world are also eagerly anticipating Miss Americana’s big return to North America. Stops closing out the tour are seeing a massive surge in interest. The remaining North American dates for the tour are seeing over a 1,300 percent surge in searches on the platform.⁶

• Miami, US: Miami is gearing up for Taylor’s return as fans prepare for three highly anticipated shows in October, seeing over a 500 percent surge in searches for her concert dates.
• Indianapolis, US: Indianapolis is having a record-year, welcoming a surge in major, one-off events and driving demand to historic heights; seeing nearly a 7,000 percent surge in searches over concert dates this year.
• Toronto, Canada: One of only two Canadian stops for the tour Canada’s biggest city has become a hotspot for Swifties with a six show run, seeing an over 1,200 percent surge in searches during her concert dates.
• Vancouver, Canada: Taylor is closing out her tour with a three show run in Vancouver, with an over 3,000 percent surge in searches in the destination during the concert dates.

Top Swiftie cities across the US

So who are the potential Swifties packing their friendship bracelets and sparking a love story with Europe this summer? Below are some of the top US cities with the highest share of guests booking travel in Europe during the same time as Taylor’s tour:⁷

• Crozet, Virginia
• Yuba City, California
• Quincy, Massachusetts
• Montclair, New Jersey
• West Hollywood, California
• Charlottesville, Virginia
• Arlington, Virginia
• Chapel Hill, North Carolina
• Ann Arbor, Michigan
• Baton Rouge, Louisiana

The economic impact of Swiftonomics

Taylor’s influence extends beyond filling concert venues; it significantly boosts local economies. The US Travel Association estimates that the US tour has likely generated an economic impact surpassing $10 billion from fans’ expenditures on accommodation, dining, travel, and merchandise.⁸ In 2023, travel on Airbnb during the tour dates helped generate over $77 million in estimated economic impact.⁹

Supporting local businesses and communities

Hosts on Airbnb are helping cities accommodate the influx of guests during big events, providing flexible and affordable lodging options while benefiting local hosts and businesses. For Swifties, their impact on concert tour tourism isn’t limited to the host cities alone. There is a notable halo effect on surrounding areas, as guests spill over into neighboring towns, boosting economic activity in regions that might not typically see such high tourist traffic. In 2023, Airbnb guests traveled to more than 100,000 cities and towns around the world making it the most dispersed year of travel ever on the platform. In the US, nearly 600 cities and towns welcomed their first guest, demonstrating that travel on Airbnb continues to be a popular way for people to experience new places.

As Taylor’s tour continues throughout the summer and into the fall, hosts will help welcome guests from across the globe. Check out these ultimate Swiftie stays, inspired by albums on her tour.

^{1. Searches for tour dates made in June 20, 2023 – March 31, 2024 versus June 20, 2022 – March 31, 2023.}

^{2. Internal Airbnb Data: Total guest check-ins during Taylor’s tour weekend concert dates in the US over 2023 including: Atlanta, Boston, Central Florida Gulf Coast, Chicago, Cincinnati, Dallas, Detroit, Houston, Jersey City, Las Vegas, Minneapolis, Nashville, Philadelphia, Phoenix, Pittsburgh, Tarrant County}

^{3. Internal Airbnb Data: July 2023 searches for stays in London on 21-23 June 2024 and 15-20 August 2024 compared with searches in the previous month for the same dates.}

^{4. Internal Airbnb Data: July 2023 searches for stays in Edinburgh on 8-9 June 2024 compared with searches in previous month for the same dates.}

^{5. The increase in nights stayed by US guests in the Paris region on May 9-12, 2024 compared with the same time period last year May 11-14, 2023}

^{6. Internal Airbnb data: Searches from June 20, 2023 to to March 31, 2024 in Indianapolis, Miami, New Orleans, Toronto and Vancouver during their respective tour dates compared to the same time period the previous year.}

^{7. US cities with the highest proportion of nights booked from June 20, 2023 to March 31, 2024 for Taylor’s Tour EU concert dates.}

^{8. U.S. Travel Association: The Taylor Swift Impact – 5 Months and $5+ Billion, 19th September 2023.}

^{9. Estimated economic impact based on an internal analysis using the IMPLAN economic impact model which assesses direct, indirect and induced economic activity for Taylor’s US tour dates in 2023.}

About Airbnb

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About Airbnb.org

Airbnb.org is a nonprofit organization dedicated to facilitating temporary stays for people in times of crisis around the world. Airbnb.org operates independently and leverages Airbnb, Inc.'s technology, services, and other resources at no charge to carry out Airbnb.org's charitable purpose. The inspiration for Airbnb.org began in 2012 with a single host named Shell who opened up her home to people impacted by Hurricane Sandy. This sparked a movement and marked the beginning of a program that allows hosts on Airbnb to provide stays for people in times of need. Since then, the program has evolved to focus on emergency response and to help provide stays to evacuees, relief workers, refugees, asylum seekers, and frontline workers fighting the spread of COVID-19. Since then, hosts have offered to open up their homes and helped provide accommodations to 100,000 people in times of need. Airbnb.org is a separate and independent entity from Airbnb, Inc. Airbnb, Inc. does not charge service fees for Airbnb.org supported stays on its platform.

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