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Taylor Swift Is not Enjoying Brisbane, So Why Is It Braced For a ‘Swiftie Surge’?



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Skift Take

The exceptional affect of the ‘Swift Raise’ is being seen by journey and tourism corporations all over the world – even when Taylor isn’t visiting town in query.

In case you had been in any doubt about Taylor Swift’s affect on world journey traits, look no additional than Brisbane.


The Australian metropolis is lots of of miles north of Sydney, the place the closest Eras Tour present is being held, however the ‘Swift Raise’ continues to be exceptionally robust. 

New information from Brisbane Airport suggests an additional 64 passenger flights are scheduled over the approaching days to deal with the unbelievable demand. These will shuttle followers from town to Sydney and Melbourne the place the singer-songwriter is performing seven sold-out performances. 

Alongside further point-to-point visitors, the airport is gearing up for a excessive variety of transit passengers from regional facilities akin to Cairns, Mackay and Rockhampton. These vacationers will use Brisbane to connect with onward flights.


Greater than 25,000 extra home passengers are anticipated at Brisbane Airport alone, representing a 5% enhance in comparison with common visitors ranges. The surge can clearly be seen in bookings between February 15 and 19 for the Melbourne dates, and between February 22 and 27 for the Sydney reveals. 

Because the world is aware of by now, Swift herself isn’t any stranger to touring in luxurious. So it’s becoming that the airport has additionally reported a spike in demand for personal jets. 

‘The Eras Tour Impact’

Chatting with Skift, Peter Doherty, spokesperson for Brisbane Airport, stated that whereas the ability is accustomed to large occasions, ‘The Eras Tour impact’ is unmatched: “Taylor Swift’s affect is exclusive by advantage of the very fact she just isn’t taking part in in Brisbane, prompting 1000’s of followers to e-book flights to fly to Melbourne and Sydney for live shows there.”


Providing further perception into journey traits, Doherty stated that almost all of flight bookings had been made as quickly as followers secured present tickets final yr. These early reservations offered priceless visibility to trade stakeholders to assist put together for the frenzy. 

The Eras Tour is a sprawling, five-continent, 150+ present extravaganza. It started in March 2023 and has Swift crisscrossing the globe in 2024.

Researchers estimate that the tour might generate roughly $5 billion for the U.S. economic system alone, with every concert-goer spending about $1,300 per present on accommodations, outfits, and different merchandise. “If Taylor Swift had been an economic system, she’d be greater than 50 international locations,” stated Dan Fleetwood, President of analytics agency QuestionPro.


Native Financial Advantages

It isn’t simply conventional accommodations seeing the uplift both. As Skift has beforehand reported, The Eras Tour is proving profitable for the short-term rental sector. The 20 U.S. cities that hosted earlier present dates noticed income per obtainable room go up by 28% on common and occupancy rise by 12%.

And whereas Swift’s fan base is known, it appears Australia’s love of sport pips the popstar – at the very least in relation to Brisbane Airport passenger numbers. 

Doherty confirmed that the forecast visitors this week is large, nevertheless it gained’t fairly attain the size witnessed throughout Grand Ultimate weekend in 2023. This noticed native groups attain each the Australian Soccer League and Nationwide Rugby League last – a comparatively uncommon double whammy.


“These occasions drew huge crowds, with 1000’s of followers mobilizing to fly to Sydney and Melbourne to help Brisbane groups,” added Doherty.

If Swift’s affect on the U.S. Tremendous Bowl is something to go by, maybe it’s a blessing in disguise that she hasn’t made her mark on Australian sporting calendar simply but.

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