Taylor Swift’s highly anticipated Eras Tour is projected to create an economic impact of $282 million for Toronto during her six sold-out concerts next month, according to a non-profit organization that represents the city’s tourism industry.
Destination Toronto estimates that over $152 million will be spent directly during the event, which takes place at the Rogers Centre on November 14, 15, 16, 21, 22, and 23.
Out-of-town attendees are expected to account for the majority of that spending—approximately $141 million—on local businesses such as hotels, restaurants, shops, entertainment venues, and Swift-themed events.
The agency also predicts that the government will generate around $40 million in tax revenue.
These estimates do not factor in concert ticket prices or airfare, and they assume that each of the 240,000 expected fans will attend just one concert. The calculations include spending on local accommodations, dining, shopping, entertainment, transportation, and event tickets.
“There’s plenty of reasons to be excited about Taylor Swift coming to town—282 million reasons,” said Andrew Weir, CEO of Destination Toronto, at a separate event. “This represents new spending in our city. It’s money that didn’t start the day in Toronto but will end the day here and continue to circulate, generating wages and taxes.”
Since launching in Arizona in March 2023, the 149-show international tour has become the highest-grossing tour ever, surpassing $1 billion in revenue, according to the live music trade publication Pollstar. A film featuring the concert, which was shown in theaters, also achieved significant success.
Cities that host concerts have experienced economic boosts, thanks in large part to Swift’s dedicated fan base, affectionately known as “Swifties.” Research firm QuestionPro estimates that her tour could bring in $4.6 billion for the U.S. economy alone.
The Toronto shows are one of only two Canadian stops on this record-setting tour, which will conclude in Vancouver in December.
Approximately 240,000 fans are anticipated to attend the concerts in Toronto, with about 60,000 expected at Toronto’s Version
Taylgate ’24, a pre-concert event taking place at the Metro Toronto Convention Centre, according to Destination Toronto.
Emma Logan, who works at the Lucky Clover Irish Sports Pub near the Rogers Centre, mentioned that she attempted to get concert tickets but was unsuccessful. Nevertheless, she expressed her enthusiasm for the influx of Swift fans to the nearby bars and restaurants.
“I’m hoping we’ll see a lot of foot traffic from concert-goers, and I know many will be outside, enjoying the music even if they didn’t secure tickets,” Logan said. “Fingers crossed, we can play some Taylor Swift hits.”
Logan mentioned that she plans to create friendship bracelets to exchange with fellow Swift fans, a trend that began during her first Fearless Tour in 2009-10.
These bracelets will also be traded at the Taylgate event, which is open to both concert attendees and those without tickets.
Bram Goldstein, the event’s producer, noted that craft store Michaels has donated five million beads for bracelet-making.
“I know everyone enjoys making their own bracelets,” Goldstein said. “There will also be a glam bar for makeup touch-ups. It’s all about providing fun activities before attending what could be one of the best nights of your life.”
The Taylgate event will take place daily on concert dates from 1 p.m. to 11 p.m. and will feature sing-along areas, a large space for building and exchanging friendship bracelets, and a live DJ playing Swift’s songs, according to a press release.
Additional local events surrounding the concert include Taylor Swift Fan Night at the Bata Shoe Museum, a Taylor Swift Brunch at Patois, the fundraiser TDOT SWIFT 4 CATS at the El Mocambo, and ERAS! ERAS! ERAS! presented by Choir! Choir! Choir! at Longboat Hall, among others.