The UK hospitality sector has seen an estimated £78.4 million (US$101.8m) revenue boost this summer thanks to Taylor Swift’s The Eras Tour.
The European leg of the pop megastar’s global tour brought concerts to Edinburgh, Liverpool, Cardiff and London throughout June and August.
According to The Eras Tour Spending Report by discount site VoucherCodes.co.uk, Taylor Swift fans, known as Swifties, are expected to have ordered an average of five drinks each either before or during the 15 concerts in the UK, generating an approximate total spend of £52.7m (US$68.4m), which equates to an average spend of £44.45 (US$57.70) per person.
With London hosting eight tour dates, hospitality venues in the capital are estimated to have seen a sales boost of £55.7m (US$72.3m), with £38.6m (US$50.1m) generated from drinks sales.
The Mayor of London, Sadiq Khan, said: “The Eras Tour has broken records and created huge excitement, so I’m delighted that Taylor Swift has chosen to perform more nights in London than anywhere else in the world.
“Her eight performances will bring nearly 700,000 fans from across the country and beyond to Wembley Stadium, providing a huge boost to our hospitality industry and further proof that London is the greatest city in the world to watch live music.”
Kate Nicholls, chief executive of UKHospitality, added: “The pull of Taylor Swift’s shows in London has been exceptional. With Swifties attending The Eras Tour set to boost the capital’s economy by £300m, I’m certain we’ll see a love story flourish between fans and the world-leading hospitality we have here in London.”
Meanwhile Edinburgh’s on-trade venues have enjoyed an approximate £7.6m (US$9.86m) uptick from drinks sales, and Liverpool an additional £4.3m (US$5.58m) in drinks revenue. Both cities hosted three tour dates.
Hosting just one tour date, Cardiff saw the smallest bump in hospitality sales at £4m (US$5.2m), £2.3m (US$3m) of which was from drinks income.
Across the 15 tour dates, it is estimated that 647,699 pints of beer and cider have been consumed, and 1.3m glasses of Champagne and Prosecco have been poured.
In addition, more than 1.2m soft drinks, 1.15m glasses of spirits, and 95,627 other drinks are expected to have been consumed by fans.
However, wine has been the drink of choice for Swifties, with more than 1.5m glasses bought over the 15 nights.
It is estimated that London has the thirstiest audience, with fans sipping on 511,764 drinks each night of the tour. Meanwhile Liverpool is more modest, buying 192,437 beverages a night.
Hospitality businesses inside the stadiums have seen the bulk of sales, with an approximate £31.7m (US$41.15m) worth of drinks bought by fans inside each of the concert venues.
Earlier this summer, the Euro 2024 football tournament gave bars in London a revenue boost of £30m.
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