The American pop icon filled a blank space the world didn’t know it had with her soulful music. And although her songs are impactful, Swift is an economic tour de force, too.
Her Eras Tour, which kicked off last year on the heels of a global pandemic, shattered records as the highest-grossing tour in history. Every city she performed at saw a boost in business, whether from retail, food and beverage, or hotel room sales.
Swift’s influence is so profound that the Eras Tour generated $5 billion in consumer spending in the U.S. in just six months, Nomura estimates suggest.
The singer is now applying her economic clout in Europe for this cruel summer—and experts think its benefits might exceed the U.S. leg of her tour.
What makes Europe different for Swift?
Swift is doing over 50 shows, including in the U.K., Switzerland and Poland.
While the timing…
