An increased travel demand to Europe has been evident, with the American singer and performer Taylor Swift being the main reason behind this surge.
According to Amadeus’ flight search data show that international searches for trips to Paris, France, have increased by 21 per cent, especially during the seven days or more that correspond with the dates of the Eras tours in 2024.
The same trend of flight surge corresponding with the Taylor Swift concert dates was noticed in Austria, Belgium, Switzerland, Germany, Denmark, Finland, Ireland, The Netherlands, Norway, and the USA.
Trips of seven or more days were the most popular with international visitors to Madrid. Flight search volumes for a trip of this duration increased by an average of 23 per cent. While domestic travellers in Spain preferred shorter trips, which rose by 18 per cent over the same period.
According to eDreams, the demand for flights to Stockholm during May 17 and 19, which correspond with Taylor Swift’s performance dates, has increased by six times compared to the same period last year. Similarly, the demand for flights to Warsaw, Edinburgh, Liverpool, and Paris during the days when Swift’s concerts are scheduled has surged by 339 per cent, 176 per cent, 133 per cent, and 108 per cent, respectively.
The Barcelona-based travel firm pointed out that transatlantic demand is increasing substantially, showing strong interest from American fans of Taylor Swift, who are willing to come to Europe to attend their idol’s performances. In addition to the top five cities, there has been notable growth in travel demand for Zurich, Lyon, Milan, Amsterdam, Vienna, and Madrid, where Taylor is scheduled to perform.
Amadeus Travel Trends 2024 reveals that a new trend noticed among travellers who are increasingly combining concert and festival attendance with travelling.
A new research project, carried out by YouGov for Amadeus across four European markets, reveals that almost half (49 per cent) of Spaniards have previously travelled to attend a concert or festival, spending at least one night away from home, along with 48 per cent of Brits, 44 per cent of Germans and 34 per cent of French travellers.
Germans were considered the most adventurous travellers when it comes to international travel, as 18 per cent went abroad to watch a show, compared to 11 per cent of Spaniards, nine per cent of Brits, and seven per cent of French music fans.
As per spending, Brits spent the least, as 58 per cent of them said they would look to spend less than €380 in the future, compared to 40 per cent of French and Spanish travellers and 39 per cent of Germans.
On the other hand, 15 per cent of German and 13 per cent of Spanish and French music fans who had previously travelled for a music event such as a concert would be willing to spend over €600 for a similar experience, compared to only nine per cent of Brits.
And what better experience can there be than sharing a music festival or concert with friends, family or like-minded fans? With artists including Taylor Swift and Coldplay performing in 2024, we are seeing strong demand across Europe for travel, both domestic and international with music fans planning to enjoy a range of performances across the continent.
Around 79 per cent of Spaniard travellers said they plan to explore the destination when travelling to see a live music event compared to 67 per cent of French travellers,64 per cent of British travellers, and 58 per cent of Germans.
In addition, 43 per cent of all Spanish respondents said they would travel to a musical event with friends, compared to 38 per cent of French, 37 per cent of Brits and 32 per cent of Germans.
