Swift lessons, swift revenue: How operators can take advantage of big events
Major events or tours coming to your city? It's a Love Story
When a global superstar like Taylor Swift comes to town, the economic impact extends far beyond the concert venue. Hotels sell out, restaurants see record reservations, and local businesses experience a surge in customers.
The Eras Tour generated billions in economic impact for cities worldwide, so much so that American University opened a Swiftonomics course.
This phenomenon isn’t limited to music. Major sporting events like the World Cup or the Olympics create similar tourism booms, drawing in visitors eager to explore, dine, and experience everything a destination has to offer.
As the U.S. Travel Association puts it, “Travel is an economic engine, which supports businesses and communities each and every day.”
But while cities reap the benefits, how can tour operators make sure they don’t miss out on this influx of travelers?
The power of mega tours on local tourism
As mentioned, major concert tours don’t just fill stadiums — they transform entire cities into tourism hotspots. When artists like Taylor Swift or Beyoncé bring their tours to town, the economic impact is staggering. Fans travel from all over, spending heavily on hotels, transportation, dining, and local experiences.
These mega-events don’t only rival the Super Bowl in terms of visitor spending, but offer a longer-lasting economic boost.
A 2024 report from CNN highlights that U.S. Taylor Swift concert goers spent an average of $1,300 per person on travel, lodging, food, and merchandise — on par with Super Bowl attendees. The key difference? While the Super Bowl is a one-night event, Swift’s Eras Tour spanned 51 global cities over 152 nights, amplifying its economic reach astronomically.
Cities transformed by the Eras Tour
Here’s a look at exactly what an economic boom looked like when Taylor rolled through, according to the U.S. Travel Association’s report.
Pittsburgh
- Two concerts generated $46 million in direct spending.
- 83% of attendees traveled from outside Allegheny County.
- Hotel occupancy hit 95%, the highest post-pandemic weekend rate.
- Average daily hotel rates surged 106%, reaching $309 per night.
Los Angeles
- Hosted six Eras Tour shows, driving a $320 million economic impact.
- Created 3,300 jobs.
- Brought in $20 million in sales tax revenue and $9 million in hotel taxes.
Denver
- Two concerts contributed an estimated $140 million to Colorado’s GDP.
Cincinnati
- Total impact: $48 million—$20 million from out-of-town visitors alone.
While Taylor Swift’s tour made headlines, Beyoncé’s Renaissance Tour also set records, emphasizing that this can happen beyond the Eras Tour. Question Pro found that Beyoncé fans outspent Swifties by $300 per person, with average spending exceeding $1,800. This translates to an economic impact in the billions.
Beyond the concert venue
These massive events do more than sell out hotels — they create city-wide demand for unique experiences. Visitors, many of whom travel long distances, aren’t just coming for the concert. They’re looking for ways to make the most of their trip — from sightseeing tours and food experiences to themed events and local excursions.
How tour & activity operators can benefit
The surge in tourism surrounding major concerts presents a prime opportunity for tour and activity operators to attract new customers, increase bookings, and maximize revenue.
1. Curate special packages
Create bundled experiences to enhance the concert experience and encourage higher spending. Pre- or post-concert packages, such as dinner cruises featuring artist-themed playlists, city sightseeing tours that highlight music history, or bar crawls with themed cocktails, can appeal to concertgoers looking for a full entertainment experience.
2. Craft a themed tour
Themed experiences cater to superfans by offering artist-inspired tours tailored to their interests. A “Swiftie City Tour” could take fans to local landmarks with ties to music and pop culture, while a Beyoncé Experience Tour might showcase iconic locations that align with her brand. VIP fan experiences, including exclusive merchandise, themed activities, and photo stops, create memorable moments that drive engagement.
3. Hop on social-media trends for increased exposure
Leveraging viral content by using trending songs, memes, and video formats to generate buzz around upcoming events. Post countdowns, fan reactions, and behind-the-scenes content on platforms like Instagram, TikTok, and Threads.
Set up Instagrammable moments with photo ops that match the concert’s vibe, such as neon signs, themed backdrops, and fun props. Encourage visitors to tag the business in their posts to increase visibility and attract more customers.
4. Use Affiliate Rules & promos to maximize revenue
Promote early bookings to manage high demand during concert weekends. Encourage guests to secure spots in advance through limited-time early-bird discounts or VIP packages to fill tours and maximize revenue. These incentives create urgency and encourage customers to commit early.
Optimize affiliate rules during peak demand to increase direct bookings and reduce commission fees. Adjusting these rules to limit availability for third-party affiliates ensures that you retain more control over pricing and maximize profitability. This approach helps manage capacity while prioritizing higher-margin sales channels.
5. Partner with local businesses
Cross-promoting with hotels and restaurants can expand reach and enhance customer experiences. Partnering with local businesses to offer exclusive deals—such as a “Stay & Tour” package that includes a hotel night and a city tour—adds convenience and value for visitors. Referral incentives for hotels and venues that send guests your way can further strengthen partnerships and drive additional bookings.
6. Prepare for increased demand
Plan your calendar well in advance to ensure availability for early planners and align offerings with major concert events. Updating booking schedules months ahead and highlighting special tour dates before and after concerts can help capture demand from travelers extending their stays.
Scaling up operations is crucial for handling larger crowds during peak periods. Hiring additional staff, extending operating hours, and ensuring seamless customer service with extra guides, drivers, or support staff enhances the guest experience. Proper preparation ensures that businesses can accommodate increased demand without compromising quality.
Applying this strategy to big events
While concerts like Taylor Swift’s Eras Tour generate massive tourism booms, the same principles apply to major sporting events, festivals, and global tours. These large-scale gatherings attract thousands of visitors and their tourism dollars.
Sporting events such as the 2026 World Cup across North America and the upcoming Olympics in Milan (2026) and Los Angeles (2028) bring international travelers seeking cultural experiences and adventure activities. Game-day experiences, sports-themed city tours, and pre-game tailgate packages offer unique ways to engage these visitors and drive bookings.
Music festivals like Coachella, Lollapalooza, SXSW, and When We Were Young draw massive crowds who stay for multiple days. With downtime between performances, festival-goers are prime customers for day trips, food tours, and outdoor excursions that enhance their travel experience.
Global concert tours featuring superstars like Beyoncé, Metallica, Billie Eilish, and Sabrina Carpenter attract dedicated fans willing to travel across cities or even countries for a show. VIP fan experiences, themed nightlife events, and behind-the-scenes city tours can transform a single concert night into a multi-day travel experience, maximizing revenue potential.
Staying Ahead of the Event Calendar
To maximize opportunities, tour operators should:
- Monitor major event schedules in advance and adjust offerings accordingly
- Work with local tourism boards, hotels, and venues to anticipate visitor demand
- Advertise early to capture bookings from travelers planning their trips around the event
- Leverage SEO by creating content around upcoming events (e.g., “Best Things to Do in [City] During the 2026 World Cup”)
By proactively aligning tour offerings with major events, operators can capitalize on high visitor demand, increase bookings, and establish their business as a must-visit experience for event travelers.
