Increased travel demand to Europe has been sparked by the popularity of American singer Taylor Swift, according to Amadeus’ flight search data. The surge in flights is particularly noticeable during the dates of Swift’s 2024 concert tour. Searches for flights to Paris, France have increased by 21%, with Austria, Belgium, Switzerland, Germany, Denmark, Finland, Ireland, The Netherlands, Norway, and the USA experiencing similar trends.
Madrid has seen an increase in flight search volumes for trips of seven days or more, while domestic travel within Spain has also risen. eDreams reports that the demand for flights to cities where Taylor Swift is performing has surged significantly – for example, demand for flights to Stockholm during Swift’s performance dates increased by six times compared to the previous year.
American fans of Taylor Swift are also showing strong interest in attending her European performances, with notable growth in travel demand for cities where she is scheduled to perform. Amadeus Travel Trends 2024 states that concert and festival attendance is becoming increasingly popular among travelers.
Germans are considered the most adventurous international travelers when it comes to attending music events, compared to Spaniards, Brits, and French travelers. Brits tend to spend the least amount on such trips, with 58% reporting they would spend less than €380, compared to 40% of French and Spanish travelers and 39% of Germans.
Daniel Batchelor, Vice President of Global Corporate Marketing & Communications at Amadeus, spoke about the demand across Europe for travel and live performances, emphasizing the appeal of sharing such experiences with friends, family, or like-minded fans.
When traveling to a live music event, Spaniard travelers are more likely to explore the destination and travel with friends compared to travelers from other countries. This suggests that the trend of combining travel with concert and festival attendance is likely to continue growing in the future.
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