Zurich prepares to welcome Taylor Swift and her fans

(MENAFN- Swissinfo) Zurich is preparing for the big event of the summer: Taylor Swift will perform on July 9 and 10 at the Letzigrund stadium as part of her Eras tour. It will be the pop star’s first trip to Switzerland.

This content was published on July 4, 2024 – 10:53 4 minutes Keystone-SDA

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The Pennsylvania-born star will perform more than forty songs over three hours, from soul ballads to pop hits.

Swift’s Eras tour kicked off in Arizona in March 2023 and is scheduled to end in Vancouver on December 8. More than 150 concerts are planned worldwide, including 51 in Europe and two in Zurich. With a capacity of 50,000, the Letzigrund is the largest concert hall in Switzerland.

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Some 100,000 people are expected to attend the concerts alone, a significant number of them from abroad. And these are just the fans who managed to get their hands on one of the coveted tickets.

Swifties with money to spend

As early as mid-June, news broke in Zurich that the campsite in Zurich’s Wollishofen district was completely full and that the hotels were almost fully booked. The catering industry is also smiling. Taylor Swift’s fans, mostly women – the “Swifties”, as they call themselves – are on average over thirty years old and have money to spend.

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Taylor Swift’s positive impact on the economy is well documented under the term Swiftonomics. In an analysis, online broker Freedom24 highlights a positive influence especially on smaller economies, such as those of Switzerland, Ireland and the Netherlands, where there could “certainly be local effects”.

Visitors from neighbouring countries are likely to come to Zurich. “In addition, the number of people who have not managed to get concert tickets but still want to be close to their idol in Zurich should not be underestimated,” says Freedom24. In addition to tourism providers, retailers, local attractions and merchandise suppliers also benefit from this.

In Edinburgh, for example, where Taylor Swift has performed three times, the revenue for the city’s economy is estimated at several tens of thousands of pounds, according to the newspaper “The Scotsman”.

Taylor Swift’s Business Genius

This phenomenon was possible thanks to Taylor Swift herself. She has always made sure to keep control of her company in her own hands.

She won the power game against streaming providers Spotify and Apple Music. After the music rights to her first six albums were sold to a media entrepreneur and then to a private equity firm, she re-recorded them as “Taylor’s Versions” and thus secured the rights.

The profits from filming her Eras Tour will also go to her, as she produced the film herself and negotiated directly with the American cinema chain AMC instead of hiring a producer and film distributor.

It also propelled her to the top of the financial world, at least on par with stars like Beyoncé or Bruce Springsteen.

Translated from German by DeepL/jdp

This article was carefully written and checked by an external editorial team. At SWI swissinfo, we select the most relevant information for an international audience and use machine translation tools such as DeepL to translate it into French. By providing you with machine-translated information, we have time to write more in-depth articles.

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