What Taylor Swift’s The Eras Tour says about ‘passion tourism’

by | Jul 2, 2024 | Financial

Taylor Swift performs on stage during The Eras Tour on June 28, 2024 in Dublin, Ireland. Charles Mcquillan/tas24 | Getty Images Entertainment | Getty ImagesTaylor Swift’s European tour was top of mind for Nikita Rao when planning where to go for her family’s annual summer vacation.Rao, her husband and two kids, who live in Bethesda, Maryland, headed overseas this past weekend: They have tickets to the pop star’s concert in Amsterdam on Thursday.The family built a weeklong itinerary around The Eras Tour event, spending a few days in London before making their way to the Netherlands for the show. They would have likely visited the two cities at some point in the future, but the Swift concert accelerated their timeline, said Rao, 43, who also saw a performance in Cincinnati last year with her daughter.”My view on it was, we should do this — London and Amsterdam — because she’ll be there,” Rao said. “If I can get tickets, that’ll just make the whole vacation amazing,” she said of her thought process.Why Taylor Swift is unique to ‘passion tourism’Taylor Swift fans gather outside Santiago Bernabéu Stadium for a concert in Madrid, Spain, on May 29, 2024. David Benito | Getty Images Entertainment | Getty ImagesIt’s not just the Rao family.Americans are flocking overseas to see Taylor Swift, perhaps the most prominent recent example of so-called “passion tourism,” according to travel experts.Passion tourism revolves (unsurprisingly) around people’s passions. While place is also generally important, these trips are generally guided by personal interest, hobby or a cultural event, experts said.This isn’t a new concept. In fact, there are many recent and upcoming examples: February’s annual Carnival festival in Rio de Janeiro, Brazil; April’s total solar eclipse in North America; the 2024 Paris Olympics that start this month; and the ongoing UEFA European Football Championship (known as the Euro Cup) in Germany.”Memorable events are driving travel trends, whether it is for concerts or sporting events,” Mastercard wrote recently in its annual travel trends report.More from Personal Finance:Flying is cheaper in 2024. But not for some destinationsVacationers expect to carry summer travel debt5 ways to maximize your vac …

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[mwai_chat context=”Let’s have a discussion about this article:nnTaylor Swift performs on stage during The Eras Tour on June 28, 2024 in Dublin, Ireland. Charles Mcquillan/tas24 | Getty Images Entertainment | Getty ImagesTaylor Swift’s European tour was top of mind for Nikita Rao when planning where to go for her family’s annual summer vacation.Rao, her husband and two kids, who live in Bethesda, Maryland, headed overseas this past weekend: They have tickets to the pop star’s concert in Amsterdam on Thursday.The family built a weeklong itinerary around The Eras Tour event, spending a few days in London before making their way to the Netherlands for the show. They would have likely visited the two cities at some point in the future, but the Swift concert accelerated their timeline, said Rao, 43, who also saw a performance in Cincinnati last year with her daughter.”My view on it was, we should do this — London and Amsterdam — because she’ll be there,” Rao said. “If I can get tickets, that’ll just make the whole vacation amazing,” she said of her thought process.Why Taylor Swift is unique to ‘passion tourism’Taylor Swift fans gather outside Santiago Bernabéu Stadium for a concert in Madrid, Spain, on May 29, 2024. David Benito | Getty Images Entertainment | Getty ImagesIt’s not just the Rao family.Americans are flocking overseas to see Taylor Swift, perhaps the most prominent recent example of so-called “passion tourism,” according to travel experts.Passion tourism revolves (unsurprisingly) around people’s passions. While place is also generally important, these trips are generally guided by personal interest, hobby or a cultural event, experts said.This isn’t a new concept. In fact, there are many recent and upcoming examples: February’s annual Carnival festival in Rio de Janeiro, Brazil; April’s total solar eclipse in North America; the 2024 Paris Olympics that start this month; and the ongoing UEFA European Football Championship (known as the Euro Cup) in Germany.”Memorable events are driving travel trends, whether it is for concerts or sporting events,” Mastercard wrote recently in its annual travel trends report.More from Personal Finance:Flying is cheaper in 2024. But not for some destinationsVacationers expect to carry summer travel debt5 ways to maximize your vac …nnDiscussion:nn” ai_name=”RocketNews AI: ” start_sentence=”Can I tell you more about this article?” text_input_placeholder=”Type ‘Yes'”]
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