Summary

  • Taylor Swift’s Eras Tour in Europe has driven up demand for transatlantic flights.
  • United Airlines has seen a 45% rise in weekend bookings with Swift performances.
  • Swift’s “Swiftonomics” effect draws record-breaking crowds and benefits local economies.



With Memorial Day right around the corner, international travel is ready for its typical summer boom, with more passengers than ever flying between Europe and the United States. One of the major factors driving travel to the European continent is Taylor Swift’s Eras Tour, which sources have reported has significantly lower ticket prices for European shows than those in the United States.

The multi-year tour, which has continued to shatter records, has encouraged more Americans to couple a European vacation with a ticket to see their favorite pop star. With shows in major cities like Lisbon, Stockholm, and Madrid, there is no shortage of places to see Taylor Swift on the continent.

A United Airlines Boeing 777-300ER final approach

Photo: Markus Mainka | Shutterstock


United Airlines, which operates dozens of daily transatlantic flights, is one of the many carriers that has benefited from this Taylor Swift-induced increase in demand. The carrier has noticed that bookings for the weekends Swift is performing have seen demand rise by nearly 45% in some cases.


An exciting summer

Taylor Swift will perform all across Europe this summer on one of the many legs of her 152-show tour, which has run from March 2023 and will not be concluded until the end of 2024. The first European shows took place in early May at Paris’ La Defense Arena, and the final shows will be at London’s Wembley Stadium towards the end of August.


This upcoming weekend, Swift will perform two different shows at Lisbon’s Estadio da Luz. According to CNN, United Airlines noted that flights to Lisbon saw a 25% increase in demand for the city. United operates year-round nonstop flights to Lisbon from its hub at Newark Liberty International Airport (EWR) and seasonal services from Washington Dulles International Airport (IAD).

In the next few weeks, the performer will visit Madrid, Lyon, and Edinburgh, all cities in which United has noticed surges in demand. The carrier noted that two major cities, Milan and Munich, have attracted the most attention, with bookings rising by nearly 4% during the weekends of Eras Tour performances.


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Other airlines, including Atlanta-based legacy carrier Delta Air Lines, have also noticed surges in demand when Swift will be performing. According to a statement, Delta anticipates flying nearly 3 million passengers during the upcoming Memorial Day weekend amid a record-setting international schedule for the 2024 summer travel season.

Precedented fanaticism

One of the world’s most recognizable performers, Taylor Swift, has continued to draw crowds wherever she has performed worldwide. Many in the industry have dubbed her effect “Swiftonomics,” as she can influence microeconomics by drawing such large visitors to her unprecedented tour.

United 787 shutterstock_1685039545

Photo: Carlos Yudica | Shutterstock


Over a million fans are set to attend Taylor Swift shows in the United Kingdom alone in the summer of 2024, with each expected to spend hundreds of dollars on travel and accommodation. This number alone demonstrates a strong contribution to the local economy of individual cities. Swift is not the first artist to have a major influence on global air patterns, with many pointing to the Beatles as the original artist with such an impact.

  • N14106 United Airlines (Her Art Here-California Livery) Boeing 757-224 (1)



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