How Taylor Swift juggernaut became a Melbourne Love Story

Adoring fans have helped Taylor Swift set a new MCG concert record with three sold-out shows — but the megastar has also brought astounding numbers to the city’s business, major event and hospitality industries.

Taylor Swift’s record-breaking run of MCG shows has been a Love Story for Melbourne’s business, major event and hospitality industries, as well as a cultural phenomenon.

Not only did the US megastar set a new MCG concert record with three sold-out concerts of 96,000 adoring fans, “Swifties” also pushed Melbourne’s hotel, hospitality, public transport and airport to the brink.

Crowds totalling about 288,000 packed the MCG over three nights, breaking Ed Sheeran’s 2023 Australian concert record of 218,000 fans across two nights at Australia’s greatest stadium.

Crowds totalling about 288,000 packed the MCG over three nights. Picture: Mariko Nissen

More than 56,000 V/Line passengers packed trains into Southern Cross and Flinders St stations. Picture: Mark Stewart

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STR bookings data shows Melbourne’s 34,941 CBD hotels and motels were at 88 per cent capacity on the Friday night of her first show, 87 per cent Saturday night and 74 per cent sold out for her final Victorian gig on Sunday night.

Accommodation Australia general manager Dougal Hollis said the numbers were astounding given 54 new Melbourne hotels had opened and 27 per cent more rooms added to the city in the past four years.

“Occupancies really are unprecedented given significant new hotel supply,” he said.

Swifties descending on the MCG produced public transport numbers usually only seen when a multitude of major events are staged at the same time.

Swifties show off their friendship bracelets outside the MCG. Picture: Valeriu Campan

Taylor Swift fans gather at the MCG for her third Melbourne concert. Picture: Valeriu Campan

On Friday night alone, at least 17,517 travelled to the MCG by tram, with the free travel zone extended to the MCG just for Swift’s shows.

More than 568,000 touched on Myki’s, the highest patronage since a March weekend last year when both the Melbourne Grand Prix and round three of the AFL season brought the city to life.

More than 56,000 V/Line passengers packed trains into Southern Cross and Flinders St stations, peaking in the hours before and after the US singer took to the stage for The Eras concerts.

Metro trains reported its highest patronage levels since 2018 on Saturday, with 144,776 of 407,550 commuters touching off at Flinders St, Jolimont and Richmond stations.

And Qantas and Jetstar carried more than 100,000 passengers into Melbourne from across its domestic and trans-Tasman network over the concert period, adding 64 additional flights to meet demand.

It’s a weekend Melbourne will ‘never forget’. Picture: Valeriu Campan

Major Events Minister Steve Dimopoulos said it would make a “significant economic boost” to the Victorian economy.

“We know that when people travel to Melbourne for a major event, they also spend their money in our hotels, restaurants, retail shops and experiences – boosting local businesses and jobs,” he said.

He said the screaming masses singing their hearts out at Swift’s Melbourne concerts had helped make them instant MCG classics.

“At her first Australian shows, in front of her biggest crowds ever, Taylor Swift was overwhelmed by the love at the ‘G’,” he said.

“The crowd fell in love with her, and it’s a weekend Melbourne will never forget.”

With record crowds flocking to last month’s Australian Open and next month’s Formula One also expected to attract huge attendances, Mr Dimopolous said Swift’s Melbourne tour turned the spotlight on Victoria.

Swifties pushed Melbourne’s hotel, hospitality, public transport and airport to the brink. Picture: Brendan Beckett

On Friday night alone, at least 17,517 travelled to the MCG by tram, with the free travel zone extended to the MCG just for Swift’s shows. Picture: Mark Stewart

“These concerts build on Victoria’s international reputation as the major events capital of Australia, as Swift joins a bumper line-up of music events in February including the St Kilda Festival and Pink,” he said.

But while some have estimated the boost to our economy could be as high as $1.2bn, KPMG cautioned the real economic impact of the tour would likely be much less.

KPMG chief economist Brendan Rynne predicted Swift’s Melbourne and Sydney shows were likely to inject $140m into the economy combined.

Aussies plan to attend two live events this year and more than a quarter would be prepared to take a sickie to see them. Picture: Valeriu Campan

“For those claiming the tour will make a huge boost to the economy, I would say: ‘You need to calm down’,” Dr Rynne said.

“It seems that Tay Tay is going to help grow the Australian economy, but only around $10m (or 0.002%!) in the March quarter.”

It comes as new research suggests Aussies plan to attend two live events this year and more than a quarter would be prepared to take a sickie to see them.

The data, commissioned by Afterpay, found the average Aussie would spend about $330 on concerts, up 14 per cent from 2023.

One in four would be willing to forego takeaway coffee, beauty therapies and cancel gym memberships to see live music.