From Taylor Swift’s record-breaking concert tours to Mega-Sports events and the surge of screen tourism inspired by hit shows like HBO’s The White Lotus, these phenomena are transforming travel patterns worldwide. The allure of mega-events and on-screen destinations can generate substantial short-term economic boosts, yet they also bring challenges. Dr. Isabella Blengini, Associate Professor of Economics at EHL Hospitality Business School, delves into the complex and multi-dimensional impacts of event tourism and pop culture tourism.

As the tourism industry rebounds from recent downturns, event- and pop culture-driven travel is playing a central role in reinvigorating global destinations, particularly city tourism. Mega-events like sports championships, high-profile concerts, and screen tourism—where fans flock to destinations featured in films and TV shows—are influencing where people travel and how local economies adapt to this influx. These trends offer immense economic benefits but also raise concerns about long-term sustainability and impacts on local communities, especially in areas where tourism is not a structurally strong economic contributor.

Mega-Events: Short-Term Surge, Long-Term Planning

The summer of 2024 has been a prime example and a culmination point of mass-event tourism, from international football championships and the Olympics to high-profile concert tours like Taylor Swift’s Eras Tour. Event tourism (sports, culture, music) has been a high-growth tourism segment in recent years and highly important economic value creator to established destinations. New York’s entertainment industry contributes directly with 10 percent to the economy. London had over 750 events (on top of Soho theater productions) between 2017 and 20, creating 2.5 Bn GBP in economic value. So for good reasons, mega-events like these are highly sought after by countries looking to boost visibility and attract tourists. According to Dr. Blengini, they can stimulate local economies in the short term, but their long-term impact depends on careful planning.

“Mega-events offer developing countries an excuse to invest in infrastructure, like highways and public transportation, while more developed nations use these opportunities to refresh their image,” says Dr. Blengini. However, she warns that these events are often not as profitable as they seem.

Nevertheless, event-driven tourism can bring impressive economic results. For example, data shows that major concerts bring a 25% boost to hotel performance, with luxury hotels seeing the largest occupancy increases. The average daily rate (ADR) for upscale hotels also surges, driven by demand. During Adele’s ten-concert residency in Munich, more than 730,000 fans attended, contributing significantly to the city’s tourism economy. Munich's economic department noted that one Adele concertgoer is economically worth about two regular holiday tourists.

Beyond direct spending, these events generate indirect benefits through the so-called “Halo Effect”, where the marketing visibility of a destination leads to longer-term tourism inflows. According to research on film-induced tourism, destinations can experience up to a 50% increase in visitation within five years after being featured in a film or TV show . This lasting effect is often fueled by word-of-mouth recommendations, which remain a crucial inspiration for new travelers.

The Taylor Swift Effect: Dynamic Pricing and Local Economies

A notable phenomenon in recent years is the economic surge caused by blockbuster entertainment events like Taylor Swift’s tours, known as "Swiftonomics". U.S. economists estimated that Swift's U.S. tour in 2023 generated 4.6 billion US-Dollar in consumer spending, more than the economic output of several U.S. states. Local economies can see major shifts in hospitality demand, retail spending, and even inflation. For instance, Beyoncé’s concerts in Stockholm were calculated to have contributed to Sweden’s inflation rate increase by 0,3 percentage points due to rising prices.

Dr. Blengini explains that the rise in prices is driven by a combination of intertemporal price discrimination and surge pricing, similar to how platforms like Uber adjust their prices based on demand. Hotels and Airbnb hosts respond to the influx of tourists by raising prices. This dynamic was clearly seen in Zurich, where accommodation prices soared during Taylor Swift's concert stops. Also, an analysis from MasterCard shows how immensely her concerts have impacted accommodation sales in major U.S. cities.

— Source: MasterCard Institute
— Source: MasterCard Institute

Screen Tourism: Fame, Sustainability and Risk

Alongside mega-events, screen tourism—where fans visit locations featured in films and TV shows—continues to grow. From Game of Thrones to Emily in Paris and The White Lotus, destinations featured on-screen often see increased tourist traffic. Research shows that film-induced tourism can lead to sustained increases in visitation, with some places seeing a 50% rise in tourist numbers up to five years after a show or movie is released.

Visibility through screen tourism is valuable, but it also comes with risk. Popular cities like Paris may not gain additional long-term visibility from shows like Emily in Paris—it’s already a famous destination. The challenge lies in smaller, lesser-known locations, which may struggle with overtourism and environmental degradation.Dr. Isabella Blengini, Associate Professor of Economics at EHL Hospitality Business School

Also, Thailand is currently experiencing even more touristic attention due to the filming of the third season of “The White Lotus”. While the country is a seasoned tourist destination, the influx of new tourists may present certain environmental risks. A prime example is the iconic Maya Bay in Thailand, made famous by the film “The Beach”. The stunning location saw a massive influx of tourists after the movie's release and until this day, leading to severe ecological damage to the coral reefs and marine life. As a result, Thai authorities periodically close the bay to allow for environmental recovery.

Countries should balance the desire to capitalize on screen tourism with long-term strategies to protect natural environmentsDr. Isabella Blengini, Associate Professor of Economics at EHL Hospitality Business School

In general, Thailand serves as a strong example of the long-lasting impact of screen tourism. With an example like The Beach drawing attention to Maya Bay, many tourists extend their stay in the country, often spending up to two weeks or more exploring other attractions in addition to visiting the movie location. Maya Bay becomes just one of many reasons to travel to Thailand. This shows both the immediate appeal and the broader, more sustained tourism impact that film locations can generate.

The Ripple Effect of Event and Pop-Culture Tourism

While the economic impact of mega-events and pop culture tourism can be enormous, the benefits often depend on how well destinations are prepared for the influx. Events like Taylor Swift’s tours bring a surge in spending across sectors, but without careful planning, these short-term boosts can leave local economies vulnerable once the event is over.

The “Halo Effect” however, shows that events can have far-reaching, long-term marketing effects, helping to build a destination’s brand beyond the event itself. Whether it’s sports championships, blockbuster concerts, or film tourism, the key to long-term success lies in strategic, sustainable planning that respects both the local community and the environment.