Taylor Swift's record-breaking The Eras Tour, which arrives at Wembley Stadium on Friday night, will cement London's position as a music capital, with visitors to her eight performances contributing £300 million to the economy.
The global music sensation is traveling London more than any other city in the world, boosting our hotel industry, the overall economy, and demonstrating why London's music culture is the best in the world.
With 54% of respondents saying they would have considered visiting London for a music event in the last year - more than New York, Los Angeles, Paris, and other UK cities - new research from Visit London reveals that the capital is the world's leading music destination.
Read More: Why did Travis Kelce carry Taylor Swift?
According to the polls, 76% of respondents would continue their travel after attending a music event here; 77% think that London hosts a variety of musical events; and 72% believe the city attracts the best international performers.
Taylor Swift will perform at Wembley Stadium on Friday, the first of eight events that will gather over 700,000 fans.
There are various other unique celebrations and festivities in London to celebrate the performances:
Two new public artworks are on show at Wembley Park: a large mural on the Spanish Steps, which has been called the "Swiftie Steps." The steps connecting the OVO Arena Wembley and Wembley Stadium will have "Auras" by Frank Styles, which was constructed digitally from more than thirty distinct physical paintings. The "...Ready For It" mural by MurWalls & HUMOR, which shows a portrait with lyrics interlaced across the artwork, will be located beneath the steps.
TfL has redesigned the Tube map in her honour, according to an exclusive pull-out in Friday's Evening Standard. London (Taylor's interpretation) includes stations named after songs, jewels to represent key Taylor-related venues that fans may visit, each line named after a different album, and sequin-colored designs to match.
With venues displaying new vinyl stickers in their windows to greet Swifties and discuss other points of interest, a Taylor trail (#LDNTaylorsVersion) was launched on Friday to recognize locations throughout the capital that are mentioned in her music. These areas include the West End, Soho, Bond Street, Camden Market, Highgate, Hampstead Heath, Vauxhall, Shoreditch, Hackney, Brixton, and Kentish Town. Starting Friday, the trail will be accessible via QR codes at key sites and the Visit London website.
Visit London, London's official visitor guide, has created an online guide for Swifties to make the most of the city, complete with brunches, singalongs, and quizzes held at various places throughout the capital.
Must Read : What are Taylor Swift's tour dates for 2024?
With stadiums sold out and fans driving long distances to watch or be close to the shows, Taylor Swift | The Eras Tour has become the highest-grossing music tour of all time.
Her performances in London are the highlight of a fantastic summer of international and homegrown music in the capital, which includes the Foo Fighters and Burna Boy at the London Stadium, Nicki Minaj, 21 Savage, J Hus, and Doja Cat at the Wireless Festival in Finsbury Park, Kylie, SZA, and Stray Kids at BST Hyde Park, and Bruce Springsteen at Wembley Stadium.
All attendees at these major events are encouraged to take use of the capital's diverse cultural and hospitality offerings, including the amazing grassroots music venues. The rising cost of living and doing business has created a slew of challenges for London's hotel industry; the Mayor is urging Londoners and visitors to support the city's culture and nightlife.
"The Eras Tour has broken records and created huge excitement so I'm delighted that Taylor Swift has chosen to perform more nights in London than anywhere else in the world," said Sadiq Khan, London's mayor. Her eight gigs will draw about 700,000 people from throughout the country and beyond to Wembley Stadium, boosting our hospitality industry and confirming once again that London is the best city in the world to experience live music.
"We are delighted to welcome Taylor and her followers to London as she prepares for Friday's opening performance, with celebrations around the capital featuring a one-of-a-kind Tube map, trail, and murals in her honour. Swifties should take advantage of all that London has to offer, in addition to enjoying the wonderful events. Hopefully, more people will be inspired to explore our city's incredible live music scene.
Kate Nicholls, Chief Executive of UKHospitality, said: "The allure of Taylor Swift's gigs in London has been phenomenal, and hospitality establishments across the capital are ready to welcome fans from all over the UK and beyond." With Swifties touring The Eras Tour, which is expected to impact the capital's economy by £300 million, I'm confident we'll see a love story grow between fans and the exceptional hospitality we have here in London.
Laura Citron OBE, CEO of Visit London, said: "We're very proud that London is hosting more Taylor Swift | The Eras Tour shows than any other city, which is a true testament to her love for London." The tour is likely to have a huge impact on tourism, with flight bookings to London increasing by up to 34% compared to 2023 and hotel searches increasing fourfold in the week leading up to the second leg in August. Because of the quality and variety of music events available here, our Visit London poll ranks London as the most popular city to visit for live music. Music and entertainment are the primary draws for visitors to London. Beyond The Eras Tour will feature world-renowned musicians such as the Foo Fighters, Tom Jones, and SZA, ushering in another hectic summer of music. We're happy to see Swifties from all over enjoying the summer in London, with three-quarters of tourists saying they'd prolong their vacation after visiting a music event in London.
Rough Trade UK's Managing Director, Shoreditch Lawrence Montgomery, stated: "Taylor Swift has been synonymous with the rise in popularity of vinyl in recent years. With limited Record Store Day releases and limited vinyl copies, she has assisted independent record stores like ours. Along with the variety of amazing live music events available in London this summer, we are excited to welcome Swifties.
"After a long wait, Taylor Swift fans have taken to the streets of London, bursting with excitement for the Eras Tour," said Nur Kanmaz of Soul Look at Camden Market. Taylor, as all Swifties know, is no stranger to London and has left a trail of must-see destinations. In her song "London Boy," she says things like, "I enjoy walking Camden Market in the afternoon." It only takes a trip across the market to see that it has become one of these well-known destinations. I am really excited to meet many more Swifties in the coming weeks.
Wembley Park's Chief Executive, James Saunders, stated, "In our 20+ year history, we are proud to have created a globally renowned entertainment district, which hosts a variety of world-class venues, including Wembley Stadium, and to have combined it with a 365-day neighbourhood where people choose to live. With Taylor Swift | The Eras Tour and our packed retail and events calendar across the estate, we currently receive over 16 million visitors every year and anticipate over four million from the UK and beyond this summer alone. London is a global music hub, and I'm pleased that Wembley Park plays an important role in maintaining this reputation.
Emma Strain, TfL's Customer Director, stated: "The London (Taylor's version) Tube map combines two icons, paying tribute to Swift's love of London and displaying her eclectic record as diverse as the city itself. London is fortunate to host eight dates for The Eras Tour; we encourage people to take public transportation to see the various local landmarks mentioned in Swift's songs, as well as to experience the wonderful assortment of live music events taking place throughout the city this summer.
Anonymous 
Taylor Swift's record-breaking The Eras Tour, which arrives at Wembley Stadium on Friday night, will cement London's position as a music capital, with visitors to her eight performances contributing £300 million to the economy.
The global music sensation is traveling London more than any other city in the world, boosting our hotel industry, the overall economy, and demonstrating why London's music culture is the best in the world.
With 54% of respondents saying they would have considered visiting London for a music event in the last year - more than New York, Los Angeles, Paris, and other UK cities - new research from Visit London reveals that the capital is the world's leading music destination.
Read More: Why did Travis Kelce carry Taylor Swift?
According to the polls, 76% of respondents would continue their travel after attending a music event here; 77% think that London hosts a variety of musical events; and 72% believe the city attracts the best international performers.
Taylor Swift will perform at Wembley Stadium on Friday, the first of eight events that will gather over 700,000 fans.
There are various other unique celebrations and festivities in London to celebrate the performances:
Two new public artworks are on show at Wembley Park: a large mural on the Spanish Steps, which has been called the "Swiftie Steps." The steps connecting the OVO Arena Wembley and Wembley Stadium will have "Auras" by Frank Styles, which was constructed digitally from more than thirty distinct physical paintings. The "...Ready For It" mural by MurWalls & HUMOR, which shows a portrait with lyrics interlaced across the artwork, will be located beneath the steps.
TfL has redesigned the Tube map in her honour, according to an exclusive pull-out in Friday's Evening Standard. London (Taylor's interpretation) includes stations named after songs, jewels to represent key Taylor-related venues that fans may visit, each line named after a different album, and sequin-colored designs to match.
With venues displaying new vinyl stickers in their windows to greet Swifties and discuss other points of interest, a Taylor trail (#LDNTaylorsVersion) was launched on Friday to recognize locations throughout the capital that are mentioned in her music. These areas include the West End, Soho, Bond Street, Camden Market, Highgate, Hampstead Heath, Vauxhall, Shoreditch, Hackney, Brixton, and Kentish Town. Starting Friday, the trail will be accessible via QR codes at key sites and the Visit London website.
Visit London, London's official visitor guide, has created an online guide for Swifties to make the most of the city, complete with brunches, singalongs, and quizzes held at various places throughout the capital.
Must Read : What are Taylor Swift's tour dates for 2024?
With stadiums sold out and fans driving long distances to watch or be close to the shows, Taylor Swift | The Eras Tour has become the highest-grossing music tour of all time.
Her performances in London are the highlight of a fantastic summer of international and homegrown music in the capital, which includes the Foo Fighters and Burna Boy at the London Stadium, Nicki Minaj, 21 Savage, J Hus, and Doja Cat at the Wireless Festival in Finsbury Park, Kylie, SZA, and Stray Kids at BST Hyde Park, and Bruce Springsteen at Wembley Stadium.
All attendees at these major events are encouraged to take use of the capital's diverse cultural and hospitality offerings, including the amazing grassroots music venues. The rising cost of living and doing business has created a slew of challenges for London's hotel industry; the Mayor is urging Londoners and visitors to support the city's culture and nightlife.
"The Eras Tour has broken records and created huge excitement so I'm delighted that Taylor Swift has chosen to perform more nights in London than anywhere else in the world," said Sadiq Khan, London's mayor. Her eight gigs will draw about 700,000 people from throughout the country and beyond to Wembley Stadium, boosting our hospitality industry and confirming once again that London is the best city in the world to experience live music.
"We are delighted to welcome Taylor and her followers to London as she prepares for Friday's opening performance, with celebrations around the capital featuring a one-of-a-kind Tube map, trail, and murals in her honour. Swifties should take advantage of all that London has to offer, in addition to enjoying the wonderful events. Hopefully, more people will be inspired to explore our city's incredible live music scene.
Kate Nicholls, Chief Executive of UKHospitality, said: "The allure of Taylor Swift's gigs in London has been phenomenal, and hospitality establishments across the capital are ready to welcome fans from all over the UK and beyond." With Swifties touring The Eras Tour, which is expected to impact the capital's economy by £300 million, I'm confident we'll see a love story grow between fans and the exceptional hospitality we have here in London.
Laura Citron OBE, CEO of Visit London, said: "We're very proud that London is hosting more Taylor Swift | The Eras Tour shows than any other city, which is a true testament to her love for London." The tour is likely to have a huge impact on tourism, with flight bookings to London increasing by up to 34% compared to 2023 and hotel searches increasing fourfold in the week leading up to the second leg in August. Because of the quality and variety of music events available here, our Visit London poll ranks London as the most popular city to visit for live music. Music and entertainment are the primary draws for visitors to London. Beyond The Eras Tour will feature world-renowned musicians such as the Foo Fighters, Tom Jones, and SZA, ushering in another hectic summer of music. We're happy to see Swifties from all over enjoying the summer in London, with three-quarters of tourists saying they'd prolong their vacation after visiting a music event in London.
Rough Trade UK's Managing Director, Shoreditch Lawrence Montgomery, stated: "Taylor Swift has been synonymous with the rise in popularity of vinyl in recent years. With limited Record Store Day releases and limited vinyl copies, she has assisted independent record stores like ours. Along with the variety of amazing live music events available in London this summer, we are excited to welcome Swifties.
"After a long wait, Taylor Swift fans have taken to the streets of London, bursting with excitement for the Eras Tour," said Nur Kanmaz of Soul Look at Camden Market. Taylor, as all Swifties know, is no stranger to London and has left a trail of must-see destinations. In her song "London Boy," she says things like, "I enjoy walking Camden Market in the afternoon." It only takes a trip across the market to see that it has become one of these well-known destinations. I am really excited to meet many more Swifties in the coming weeks.
Wembley Park's Chief Executive, James Saunders, stated, "In our 20+ year history, we are proud to have created a globally renowned entertainment district, which hosts a variety of world-class venues, including Wembley Stadium, and to have combined it with a 365-day neighbourhood where people choose to live. With Taylor Swift | The Eras Tour and our packed retail and events calendar across the estate, we currently receive over 16 million visitors every year and anticipate over four million from the UK and beyond this summer alone. London is a global music hub, and I'm pleased that Wembley Park plays an important role in maintaining this reputation.
Emma Strain, TfL's Customer Director, stated: "The London (Taylor's version) Tube map combines two icons, paying tribute to Swift's love of London and displaying her eclectic record as diverse as the city itself. London is fortunate to host eight dates for The Eras Tour; we encourage people to take public transportation to see the various local landmarks mentioned in Swift's songs, as well as to experience the wonderful assortment of live music events taking place throughout the city this summer.