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More than 240,000 concert-goers are expected to attend Taylor Swift’s “Eras Tour” shows at the Rogers Centre in downtown Toronto this November (with tons of out-of-town visitors), contributing to an estimated $282 million in economic impact and over $152 million in direct spending.
These estimates, released on Tuesday by Destination Toronto, highlight the significant impact that Swift will have on the city (Toronto’s even temporarily renaming a route of streets after the pop star), as well as the benefits of visitors travelling to the city for a major event.
“Whether it’s concerts like Taylor Swift, international meetings and conventions, or signature annual festivals like Pride, TIFF or Caribbean Carnival, events that draw visitors to our city also bring visitor spending that positively impacts our local economy and a wide range of businesses and jobs,” Andrew Weir, CEO & President at Destination Toronto, said in a statement.
Of the $152 million in direct spending, $141 million (or about 93 per cent of the money) is estimated to come from out-of-town visitors and $11 million will come from local Swifties. The direct and indirect tax impacts of Swift’s concerts are expected to generate nearly $40 million in tax revenue across all levels of government!
Toronto hotels, restaurants, and businesses are already ready for the onslaught of tourists and are looking at ingenious ways to cater to Swift super fans. Some hotels are opting for Swift-inspired rooms, like the Bisha Hotel’s Taylor suite — a room filled with Taylor-inspired brandings, like Swift-themed artwork, Swift quotes posted to the wall, album visuals, friendship bracelets, and even a curated Taylor playlist upon arrival. Fans can participate in Swift-inspired cake-decorating classes at the Le Dolci Culinary Classroom and dine on Swift-inspired food at Patois (794 Dundas St W). A Taylor Swift Fan Night will be hosted at the Bata Shoe Museum, the fundraiser TDOT SWIFT 4 CATS will be held at the El Mocambo, and don’t forget ERAS! ERAS! ERAS! presented by Choir! Choir! Choir! at Longboat Hall!
The Swift marketing seems to be working — as of the end of September, downtown Toronto hotel bookings for Eras Tour dates in November are pacing ahead by nearly 83 per cent vs. the same time last year and are ahead by nearly 36 per cent throughout the city overall.
“These economic impact numbers show that Taylor Swift and the Eras Tour will have an enormously positive and significant economic impact on Toronto and our local economy,” Toronto Mayor Olivia Chow said in a statement. “Toronto is excited to welcome another major event this November that will contribute millions of dollars in direct spending and support local businesses and jobs.”
Swift will perform across two weekends at the Rogers Centre in Toronto — from Nov. 14 to 16 and Nov. 21 to 23. If you weren’t lucky enough to grab tickets, you can still participate in the ultimate Taylor Swift fan experience! Prior to Swift’s performances, the North Building of the Metro Toronto Convention Centre will be transformed into Toronto’s Version: Taylgate ’24, which will run daily on her performance dates from 1 p.m. until 11 p.m. Taylgate is expected to draw in over 60,000 fans and will feature live DJ sets, interactive dances, sing-along spaces, and more.
Visit Taylor Swift in Toronto to check out all the ‘Tayronto’ experiences taking place across the city. The site will also soon include a fan scavenger hunt, Toronto (Taylor’s Version), featuring 13 Toronto clues tied to a Taylor Swift song, leading to iconic Toronto locations. You want to look your best throughout all these experiences, so click here for the best Toronto shops to find Taylor Swift Eras-inspired tour outfits.
