The Eras Tour's six November concerts in Toronto will drive increased spending and citywide activities
The economic impact of Taylor Swift’s The Eras Tour, presented by Rogers in Toronto, is expected to exceed $282m, with over $152m in direct spending.
The tour will take place over six dates in November—14, 15, 16, 21, 22, and 23—according to estimates released by Destination Toronto.
These figures highlight the substantial benefits brought by visitors attending major events like concerts, conventions, and festivals in the city.
Andrew Weir, CEO and president of Destination Toronto, emphasized the value of such events, saying, “The Eras Tour is a great example of the impact major events have on our destination.”
He added that events like concerts, conventions, and festivals bring visitor spending that positively impacts the local economy and supports various businesses and jobs.
Out-of-town visitors are projected to contribute the bulk of the direct spending, with $141m—nearly 93 percent—coming from them, while local attendees, or Swifties, are expected to spend around $11m.
The tax revenues from these six concerts are estimated to reach nearly $40m across all levels of government.
The timing of the tour is expected to have a significant impact, as it comes at a period when business travel is slowing down, and holiday leisure travel has not yet picked up.
Hotel bookings for the Eras Tour dates are pacing ahead by nearly 83 percent compared to the same period last year in downtown Toronto, and demand citywide is up by 36 percent.
“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.”
Tony Staffieri, president and CEO of Rogers, expressed enthusiasm about the partnership, stating, “We’re thrilled to help bring significant economic benefit to Toronto as the presenting sponsor of The Eras Tour.”
He also noted that this aligns with Rogers' commitment to reinvest 90 percent of its profits back into Canada, driving economic growth and connecting communities.
The Eras Tour is expected to attract approximately 240,000 concertgoers, with an additional 60,000 attending Taylgate '24, a pre-concert event at the Metro Toronto Convention Centre.
Alongside Taylgate, several other Taylor Swift-themed events and activities are scheduled across the city, such as Taylor Swift Fan Night at the Bata Shoe Museum, a Taylor Swift Brunch at Patois, and more. These events will add to the citywide effect of the tour.
To encourage fans to explore the city further, Destination Toronto has launched a website, Taylor Swift in Toronto, which offers fans a variety of Taylor-themed experiences, including shopping, dining, and cultural events.
The site will also host a fan scavenger hunt, Toronto (Taylor’s Version), featuring clues tied to Taylor Swift songs and leading to notable Toronto locations. Participants will have a chance to win prizes, including a weekend stay in the city.
It’s important to note that concert ticket prices and airfare are not included in the economic impact estimates, as these revenues largely go outside the local economy.
However, spending on hotels, dining, shopping, entertainment, local transportation, and Taylgate ticket prices are factored into the overall impact. The estimates assume that each attendee attends one concert date.
