Taylor Swift’s four sellout Sydney concerts to deliver 320,000 fans and $130m economic impact

Superstar Taylor Swift will help Sydney shake off a cruel summer with her four sellout concerts pumping up to $130 million into the NSW economy, writes Matthew Benns.

Superstar Taylor Swift will help Sydney shake off a cruel summer with her four sellout concerts pumping up to $130 million into the NSW economy.

The economic boost from the Grammy award-winning artist’s Era’s Tour will bring in more revenue to accommodation and restaurants than an entire summer of Ashes cricket which economists have estimated to be worth $100 million.

It will be the first time there have been four consecutive sold-out events at Accor Stadium since the Sydney Olympics.

Business Sydney Executive Director Paul Nicolaou said Sydney hotels are already close to capacity this month with touring favourite Pink also kicking off her national tour in Sydney this week.

“In a year when major events will be a bit thin on the ground, Sydney is very fortunate to have two superstar performers such as Taylor Swift and Pink performing in our city,” said Mr Nicolaou, who estimated their combined economic impact at $130 million.

Taylor Swift, who has sold out Accor Stadium for four consecutive nights for the first time since the Sydney Olympics in 2000. Picture: Getty Images

“Together and separately, they are an economic force of nature with hotels, restaurants, pubs, cafes and transport operators benefiting from increased demand,” he said.

The economic impact of Swift’s 151 sold out shows on The Eras Tour has been noted around the world with the US Federal Reserve officially noting its positive impact on the economy of Philadelphia.

More than 80,000 fans are expected to attend each of the four Sydney shows with an average spend of almost $300 per person. Across the seven shows in Sydney and Melbourne they are expected to blow $60 million on merchandise alone.

More than 100,000 fans and their families will travel interstate for the seven shows with 10,000 jetting in from overseas.

Qantas has added 60 extra flights to meet a one third increase in demand for flights with thousands of Swifties flying across the Tasman from New Zealand.

A Qantas spokeswoman said there was a 1500 per cent jump in bookings when tickets went on sale compared with the same time last year with 10,000 fans also booking with Jetstar.

NSW Tourism Minister John Graham said the 100,000 visitors to Sydney were expected to spend $80 million in a “swift and welcome boost to the city’s economy”.

“Let’s not forget Pink’s two shows this weekend and it is a huge month for live music,” he said.

Taylor Swift performs onstage during The Eras Tour. Picture: Getty Images

Accor Stadium chief executive Kerrie Mather said Swift’s arrival was “arguably the biggest concert series in Sydney ever” and the most consecutive sold out events since the 2000 Sydney Olympic Games.

“We’re expecting to welcome over 320,000 fans through the gates at Accor Stadium across four nights, including many interstate and international visitors attending the venue for the first time,” she said.

The flow on effect will be felt right across the city with Merivale boss Justin Hemmes saying his hotels including The Establishment are booked out.

“Taylor Swift can boost an economy! Now that’s impressive! We’ve seen huge demand for bookings, most of our CBD venues and hotels have been fully booked for months now. She’s in a league of her own,” he said.

Accommodation Australia chief executive Michael Johnson said hotel occupancy was at 84 per cent on Saturday February 24 which was the highest in more than a decade.

“Hotel occupancy is up five per cent on the same time last year, which doesn’t seem like a lot, until you realise that this time last year Sydney was in the middle of hosting World Pride,” he said.

World Pride drew in tens of thousands of visitors over 17 days and pumped millions into the NSW economy.

“2023 was the biggest February hotels have had in ten years, but Taylor and her Swifties are something on another level,” said Mr Johnson.

“These concerts are a boon for hotels and a huge boost for the visitor economy, so whatever you think of her music, everyone in NSW should be giving her a round of applause,” he said.

The concert’s presenting partner, Crown Sydney, has jumped onto the Swift bandwagon with themed drinks and canapes in its Teahouse, which has seen an almost 200 per cent increase in bookings as a result, and has a giant clock counting down the minutes until the first concert kicks off.

The giant countdown clock outside Crown Sydney counting down for Taylor Swift in Sydney. Picture: Supplied

Crown Sydney Culinary Director, Sarah Briegel said the themed Teahouse was a “vibrant celebration curated especially for Swifties”.

“We’ll have music playing in the venue and guests will even have the chance to win tickets through our dine to win promotion,” she said.

Smirnoff has created a pink lemonade inspired from her song Lavender Haze on the Midnights album that will be available from February 13.

Fans are also jumping on eBay with searches for Swift shirts up 190 per cent, posters by 105 per cent and vinyl records by 61 per cent. Sales of Midnights related items are up by 180 per cent.

The economic impact is so great Reserve Bank governor Michele Bullock went on the record press to dismiss fears that the boom in economic activity from Swift’s arrival would drive up inflation.

“On Taylor Swift tickets, I’d say that from my own experiences that my kids put money away to do it,” she said.

Ms Bullock said spending on Swift tickets and merchandise was being done at the cost of spending on other things. “People are deciding what’s really important to them and what’s not as important to them. Clearly, for a lot of people, Taylor Swift is very important,” she said.

MISSED OUT ON TIX? JOIN THE TAY TAY CRUISE

By Tileah Dobson

Taylor Swift fans who missed out on securing tickets to her shows in Sydney and Melbourne can still party it up on a special Tay Tay themed cruise around the Harbour.

The Eras Cruise is a Swifties next best chance to celebrate Taylor Swift’s Eras tour aside from camping out at Accor Stadium. The three hour cruise assures Swifties the chance to fulfil an annual bracelet swap seen at all Taylor Swift concerts, as well as prizes for trivia and best dressed, and a delicious cocktail or mocktail on arrival.

Seeing how many fans were left without a ticket, event organiser Monique Annetts saw an opportunity to give them the next best thing.

Tay Tay impersonator Teegan Bishop. Picture: Max Mason-Hubers

“I just saw this gap where there’s so many people that were unable to get any tickets or even more so many groups of people where a friendship group that maybe half of them got tickets and the other half didn’t,” she said.

“So I thought why not do an event where they can attend together whether they’re going to the show or not.

“Grab your tickets and dress up. Make sure you dress as Taylor as much as you can cause there’s a lot of competition on board.”

Along with a DJ playing not stop Tay Tay, those aboard the cruise can dance and sing along with Taylor Swift impersonator, Teegan Bishop who was thrilled to take the job.

“I got asked to do a Taylor Swift gig and I really, really wanted to give it a go,” she said.

“She is incredible, like there’s her performance, her song writing, the way she conducts herself … she’s just an admirable human being.”

Originally published as Taylor Swift’s four sellout Sydney concerts to deliver 320,000 fans and $130m economic impact