TORONTO | For the city of Toronto, six Taylor Swift concerts in the middle of November, at a time of year when tourism normally experiences a slump, is a Christmas present six weeks before New Year’s Eve.
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“The dates are perfect,” says Kathy Motton, senior communications manager for Destination Toronto, the local tourism office.
Kathy Motton, de Destination Toronto.
Photo Cédric Bélanger
According to his organization, the hundreds of thousands of visitors expected over the next ten days (some put the figure at 500,000) will inject $152 million into Toronto’s economy (hotels, restaurants, tourist attractions).
If we add the indirect benefits linked to what businesses must invest to meet strong demand, the total economic impact of the tour Eras, excluding the money spent by the Swifties on tickets, is valued at $282 million.
“This money comes here and it doesn’t leave. It continues to circulate. The economic impact is calculated in the long term,” submits Mme Moton.
Verra-t-on Taylor?
We can easily imagine the joy of business people when Taylor Swift finally announced, in the summer of 2023, after the start of the tour, that Toronto was being added to her itinerary.
“We were very excited. Not only did she choose Toronto, but it was six dates. We are one of the few cities to have so many. It increases our reputation. Maybe someone who has never been to Toronto will be curious and want to come here,” believes Kathy Motton.
It remains to be seen whether Taylor Swift will be visible during her stay in Toronto. “If she decides to enjoy the city, that will be a bonus. If we see her going out, sightseeing, going to restaurants, it will be even more profitable for us.
