Taylor Swift's Eras Tour was estimated to fuel an AUS$130 million boost in tourism when it called down under earlier this year. Adido CEO Andy Headington believes the tour could have an even greater impact on how travel agents and tour operators approach event tourism moving forward.
Chart-breaking success: Taylor Swift's impact on travel
"Of all the incredible facts and figures surrounding Taylor Swift's ‘Eras’ tour, perhaps one of the most eye-catching is that the Paris leg attracted more than five times as many luxury American travellers to the city as the Olympics is expected to bring.
"I must confess I’m not a Swiftie, but you can’t ignore the ‘Swiftonomics’ phenomena, particularly when it comes to the travel industry. The tour has shone a spotlight on the positive financial impact major events can generate.
"Hotels in cities where the megastar is performing are breaking occupancy records, even with substantial price hikes. Airlines are laying on extra seats to accommodate fans travelling to see their idol and local economies are benefitting wherever Taylor and her legions of admirers shake it off.
"This surge in interest is evident in online search behaviour. For instance, the term ‘flights to Paris’ had a search volume of 57.3k in June 2022. One year later, following the announcement of the Eras tour dates and ticket releases for the Paris Olympics, that search volume had leapt by 67% to 95.8k."
Swiftie potential matched by sports fans
"On this note, sports tourism also represents huge business. Typically, any country hosting a major event is a win for the local economy. Monaco’s GDP expands by around £85 million during the week of the Grand Prix, with thousands of spectators flocking to the principality to witness the racing action. The effect is also felt in neighbouring towns and cities such as Nice, where hotels are frequently booked years in advance by F1 fans.
"The major sporting events this summer are providing a similar boon, with the Olympics, Paralympics and European Football Championships - all being held in multiple cities across their host country - positively impacting a wide range of destinations."
A golden ticket: how can travel agents leverage the value of events?
"For tour operators and travel agents alike, these events offer golden opportunities to get behind these events, not only showcasing your market relevancy but ultimately increasing business. And there are plenty of ways to do so:
- Look to create exclusive event packages, bundling event tickets with travel arrangements, accommodations and local experiences. Promote these as once-in-a-lifetime experiences to attract fans and sports enthusiasts.
- Leverage the social media buzz to engage with new audiences by using event-related hashtags and communities. Share these exclusive packages alongside relevant content, partner with relevant brands or influencers and share insightful travel tips to capture the attention of potential new customers.
- Collaborate with hotels, restaurants and tour operators in the event location to offer added value, such as discounts or special offers, for customers who book through your agency.
"It’s imperative for the industry to stay ahead of the curve by being aware of and anticipating upcoming events and trends. The trade should ideally keep a close eye on the event calendar and plan offerings well in advance. As soon as announcements are made, businesses need to take every opportunity to ensure they are first in line to reap the benefits, offering early-bird discounts and limited-time offers to encourage early bookings.
"By being strategic and responsive to the opportunities presented by major events, travel companies and agents can significantly boost their business alongside the added benefit of contributing to the local economies of host destinations.
"To paraphrase Taylor Swift, the rewards could be beyond their wildest dreams."
Andy Headington is CEO of Adido, a web design and digital marketing agency.
