Taylor Swift, the queen of pop, kicked off her European tour in Paris and, after sold out shows in Spain and England, continues her tour with concerts in the main European capitals, including Milan, where she approaches the double date at San Siro on 13 and 14 July. The singer’s legions of fans certainly don’t hesitate to follow her to her concerts and, in view of the Milan stop, her train confirms itself as one of her favorite means of transport.
According to the study conducted by Trainline, the leading app in Europe for purchasing train and coach tickets, the railway routes to Milan recorded general increases in the number of passengers compared to the week before the concert.
The most emblematic examples are given by the routes connecting Milan with Naples and Rome, which have almost doubled, with an increase of 117% and 92% respectively, the number of passengers during the week of the concert, compared to the previous week. Another route with a more than significant increase is Milan-Florence, which has increased the number of passengers by 69%.
According to a recent study by YouGov for Trainline, 50% of those interviewed choose the train as their preferred means of transport to attend music events. A trend which, based on the data collected by Trainline on the occasion of Swift’s European tour, is becoming increasingly consolidated, qualifying the train as the preferred means of transport to reach concert destinations. With the liberalization and globalization of the rail industry, concert and festival enthusiasts enjoy a greater variety of options for rail travel, both domestically and internationally. The Zurich-Milan route, in particular, has seen an increase in passengers wanting to reach the singer’s concert in the Milanese city, with a number of passengers growing by 360% in this period. The Swiss route also surpassed the record performance of +242% bookings on the international route.
The singer’s millions of fans have generated a real global economic movement, known as ‘Swiftonomics’, which refers to Taylor Swift’s economic influence and her ability to generate significant economic activity with her tours. The economic impact of the Eras Tour, therefore, becomes increasingly evident. In addition to the number of people who travel internationally to attend her concerts and buy tickets, there is the cost of transportation, accommodation, food and other tourist services, which generate an even greater economic impact on the cities where she performs.
Swifties’ devotion knows no boundaries, and their willingness to travel long distances highlights the global reach of Swiftonomics. The numbers leave no room for interpretation about the extent of Taylor Swift’s economic impact. Its viewers in the United States are estimated to have spent an average of $1,300 per show. This gives an idea of ​​the economic impact the tour is having in Europe. To predict the impact of Taylor Swift concerts, they can be compared to major global sporting events. With an average seating capacity of more than 72,000 and more than four million tickets sold during her American tour, Swift’s concerts demonstrate the scale of this phenomenon and surpass other major international events in terms of mobilizing people and resources economical.