Taylor Swift in Toronto website launched to support visitor wayfinding
TORONTO, Oct. 15, 2024 – An estimated economic impact of over $282 million, with over $152 million in direct spending, is expected during Taylor Swift | The Eras Tour presented by Rogers in Toronto from November 14 to November 23. These figures, released today by Destination Toronto, highlight the substantial economic benefits that come from visitors attending concerts or any major events in the city.
“The Eras Tour exemplifies the impact major events have on our destination,” said Andrew Weir, CEO & President at Destination Toronto. “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.”
Out of the estimated $152 million in direct spending, nearly 93 per cent, or $141 million, is projected to come from visitors outside of Toronto, while local fans, known as Swifties, are expected to contribute $11 million. The direct and indirect tax implications of these six concerts are expected to generate nearly 40 million in tax revenue across all levels of government.
Toronto is Ready For It—Swiftmania will be sweeping Toronto at a critical time of year, when business travel is starting to wind down and holiday leisure travel has not quite picked up. The economic impact of the Eras Tour is expected to be felt throughout the city. As of September 29th, hotel bookings for Eras Tour dates in November are pacing ahead by nearly 83% per cent vs the same time last year in downtown Toronto. The increased demand is not isolated to the downtown core with hotels in the city overall also seeing demand pacing ahead by nearly 36 per cent.
“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,” said Olivia Chow, Mayor of Toronto. “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.”
“We’re thrilled to help bring significant economic benefit to Toronto as the presenting sponsor of The Eras Tour,” said Tony Staffieri, President and CEO, Rogers. “It’s part of our larger commitment to reinvest 90% of our profits back into Canada – driving economic growth, connecting communities, and bringing Canadians the best entertainment and experiences.”
Approximately 240,000 concert-goers are expected to attend the Eras Tour shows and over 60,000 are expected to attend , the pre-concert event at the Metro Toronto Convention Centre. In addition to Taylgate, several Taylor Swift events and activities are planned across the city contributing to a citywide effect, like at the Bata Shoe Museum, a at Patois, fundraiser at the El Mocambo, at Longboat Hall and more.
To encourage fans and visitors to explore deeper throughout the city, Destination Toronto has created a website: . The site includes a variety of Toronto and ‘Tayronto’ experiences to help Swifties become Enchanted with the city’s diverse food and arts scene, shop in Style, and check out Taylor-themed events for a Fortnight. 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. Players will be eligible to win prizes, with a grand prize of a weekend stay in Toronto. QR codes placed in the vicinity of the Rogers Centre, along Taylor Swift Way and in other high-traffic areas throughout the city will link directly to the website.
Calculating the Impact
Concert ticket prices and airfare are not included in economic estimates, as these revenues are largely not retained in the local economy, while hotels, dining, shopping, entertainment, local transportation and Taylgate ticket prices are included. The estimates assume each attendee attends one concert date.
About Destination Toronto
Toronto’s visitor economy is a vital economic engine for the city, generating $8.4 billion in visitor spending in 2023. Destination Toronto’s mandate is to reflect the breadth and diversity of Toronto’s people, places and culture to inspire residents and visitors to meet, visit and explore our city. Operating in partnership with the City of Toronto and the Greater Toronto Hotel Association, Destination Toronto markets and promotes the city to attract visitors and major meetings and events and supports local businesses to maximize the opportunities of the visitor economy. For more information, please visit .
SOURCE Destination Toronto