Toronto, grappling with a decline in its tourism industry, is eagerly anticipating a significant boost thanks to the pop sensation Taylor Swift, whose six eagerly awaited performances at Rogers Centre kick off this week. These concerts are projected to attract hundreds of thousands of enthusiastic fans, who are expected to collectively inject over $150 million into the local economy through expenditures on hotels, dining, and the ever-popular friendship bracelets.
Despite the immediate excitement, the long-term implications of this economic phenomenon, often referred to as Swiftonomics, remain uncertain. The six highly anticipated concerts—which will establish Toronto as the North American city hosting the most shows, exceeding Los Angeles—will begin this Thursday, providing a much-needed wave of visitors during a traditionally quieter season.
According to Destination Toronto, the city’s tourism agency, these concerts are expected to generate a remarkable overall economic impact of approximately $282 million, encompassing both direct and indirect spending. However, questions linger about whether Swift’s arrival, alongside her throngs of dedicated Swifties, will lead to a lasting increase in tourism, particularly as the city faces challenges in regaining its pre-pandemic visitor levels.
Currently, Toronto is only attracting about 85 percent of the U.S. tourists it welcomed in 2019. Even more concerning, the influx of visitors from China and other Asian regions continues to dwindle, hindered by ongoing geopolitical tensions and the residual effects of the COVID-19 pandemic.
Andrew Weir, the president and CEO of Destination Toronto, is optimistic about Ms. Swift’s potential to rejuvenate the city’s tourism landscape. “There’s a very important ‘destination lift’ that happens when you host major events like this,” Mr. Weir shared in an interview. He believes that Swifties traveling from the U.S. or international locales who have yet to experience Toronto may develop a lasting affection for the city after their first visit, triggered by this concert series.
However, Ed Mansfield, a consultant with extensive experience studying the impacts of major events in cities like Vancouver—home to the 2010 Winter Olympics—argues that concerts, even featuring a star of Swift’s magnitude, may not necessarily lead to long-term increases in visitor numbers. This upcoming series of shows will culminate in Vancouver next month, where Ms. Swift will conclude her Eras Tour with three performances.
“In 25 years, I can’t recall a single concert that resulted in any appreciable post-event visitation,” Dr. Mansfield remarked during an interview. He pointed out that while there are often anecdotes of select concertgoers returning to a destination, there is a lack of statistically significant evidence to support a broader tourism influx following such events.
“I think, when people come for a musical event, a concert, they are coming for the event. And once the event is finished, they are on to other things,” he explained, noting that even significant sporting events tend to only provide short-term surges in tourism visibility.
Regardless of the skeptics, Mr. Weir emphasizes that Toronto is making concerted efforts to ensure that the Swiftie influx translates into widespread economic benefit. With ticket prices reportedly ranging from $1,265 to a staggering $9,212 on resale platforms like StubHub, there’s a strong likelihood that attendees will splurge on local hotels, shopping venues, and restaurants during their stay.
Moreover, the city is setting up “Taylgate” parties at the nearby Toronto Convention Centre, with $55 tickets and an expected turnout of around 12,000 dedicated fans. Additionally, Destination Toronto has organized an engaging scavenger hunt that invites participants to decipher clues inspired by Swift’s songs, guiding them to various city landmarks. Exciting prizes include Swift-themed gift boxes and exclusive stays at the Fairmont Royal York, along with dining experiences atop the iconic CN Tower.
In an intriguing twist, the Toronto Zoo, situated at the eastern periphery of the city, is also getting involved by offering discounted admission in exchange for a Swift concert ticket, a friendship bracelet, or a non-perishable food item from November 12 to 24. The zoo’s promotional website features zoo-themed friendship bracelets alongside Taylor Swift merchandise, including T-shirts. Fans will even be able to tour the zoo’s big cats, with friendship bracelet “trading posts” scattered along the route, honoring Ms. Swift’s well-documented affection for cats, as referenced in her 2023 hit Karma: “Karma is a cat purring in my lap ‘cause it loves me.”
For those wanting a premium experience, the zoo is also offering a luxurious VIP big-cat tour dubbed “Tayronto Zoo,” which includes exclusive behind-the-scenes access, personalized service, and a catered lunch—all for an upscale price of $450 per person.
Even as the city awaits the impact of the Swift effect, it is clear that Toronto’s significant profile and infrastructure remain poised to attract a host of future mega-events beyond the current concerts. Next summer, for instance, the city is set to welcome one of the few North American shows by the legendary British rock band Oasis and four performances by the world-renowned band Coldplay.
Ontario’s Tourism Minister Stan Cho, who is planning to attend one of the Swift concerts with his wife—an avid fan—believes that Ms. Swift’s performances serve as a unique “economic driver” for Toronto: “Taylor Swift is going to be a great entry point for people who have never been to the city before.”
However, reports indicate that, despite the excitement surrounding these shows, the overall economic impact may still remain limited. Tourism currently constitutes merely 1 percent of Toronto’s gross domestic product, while accounting for about 4 percent in Vancouver. Furthermore, the anticipated boost in government tax revenue remains modest: while Toronto estimates that the Swiftian economic uplift could generate around $40 million for federal and provincial coffers, Morningstar DBRS calculates the municipal government’s share in hotel tax, parking, and transit fares could yield only between $5 million and $7.5 million in addition to its $17 billion annual budget.
“The absolute value of the Eras Tour’s impact on Toronto and Vancouver’s economies is expected to be extraordinary relative to any other concert event,” the report articulates. “However, the overall impact will provide little more than a modest short-term boost to these cities as they would not be able to capture much of this economic activity within their revenue mix, resulting in minimal fiscal benefit and no credit impact.”
Fans of Taylor Swift have brought enthusiasm not only for her music but also for the adorable trend of creating and trading friendship bracelets at her concerts and events throughout the Eras Tour. This surge in popularity has led to a noticeable spike in bead sales at local supply stores.
The Canadian Press
**Interview with Andrew Weir, President and CEO of Destination Toronto**
**Editor:** Thank you for joining us today, Andrew. This week marks the beginning of Taylor Swift’s much-anticipated concert series in Toronto. Can you tell us how you expect these events to impact the local economy?
**Andrew Weir:** Absolutely! We are thrilled about Taylor Swift’s concerts at Rogers Centre. We anticipate these six shows will attract hundreds of thousands of fans, bringing an estimated $150 million into our local economy through various expenditures—hotels, dining, and of course, those famous friendship bracelets. This is truly a ‘destination lift’ for Toronto during a traditionally quieter tourism season.
**Editor:** That sounds promising! However, there are concerns about whether this spike in tourism will have lasting effects. What is your take on that?
**Andrew Weir:** It’s a valid concern. While major events can bring a temporary surge in visitors, we believe these concerts might inspire many Swifties from the U.S. and around the world to explore Toronto further, leading to a greater affection for our city. If they enjoy their stay, they may return in the future.
**Editor:** Ed Mansfield has expressed skepticism regarding long-term increases in tourism after concerts. What would you say to that?
**Andrew Weir:** I respect Dr. Mansfield’s expertise. However, we are focusing on creating memorable experiences that can foster lasting connections to our city. We’re hosting activities like “Taylgate” parties and scavenger hunts to engage visitors. We believe that if they have a great time, they’ll think fondly of Toronto when planning future travels.
**Editor:** That’s a proactive approach! What other activities is Destination Toronto organizing to maximize this opportunity?
**Andrew Weir:** Besides the parties and scavenger hunt, we’ve partnered with the Toronto Zoo, where concertgoers can get discounted admission by presenting concert tickets. The zoo is even offering themed friendship bracelets and special tours tied to Taylor Swift’s beloved cats. It’s all about connecting with fans in unique ways!
**Editor:** It seems like Toronto is gearing up for an exciting time! Looking ahead, what prospects do you see for the city’s tourism as it continues to recover post-pandemic?
**Andrew Weir:** We’re optimistic! Beyond Taylor Swift, Toronto is poised to host several other major events, including performances by Oasis and Coldplay next summer. As we improve our tourism offerings and continue to market the city as a vibrant destination, we hope to recapture our pre-pandemic tourism levels and create new opportunities for visitors.
**Editor:** Thank you, Andrew! It will be interesting to see how this week unfolds and how it shapes Toronto’s tourism landscape in the months to come.
