Taylor
Swift’s
highly
anticipated
Asia
Pacific
tour
has
caused
a
sensation
among
music
fans,
and
the
impact
is
not
limited
to
the
entertainment
industry.
Recent
data
analysis
by
Amadeus,
the
leading
travel
technology
company,
reveals
that
the
cities
hosting
significant
concerts
are
experiencing
noteworthy
surges
in
travel
search.
Amadeus
data
researchers
examined
travel
search
data
and
identified
an
extraordinary
increase
in
interest
for
the
cities
featured
on
the
tour
itinerary.
With
the
return
of
live
concerts
approaching
pre-pandemic
levels,
Australia,
Singapore,
and
Japan
are
gearing
up
for
a
tourism
boom.
Australia
–
June
2023
(weeks
24
to
26)
The
volume
of
searches
to
Australia
(Melbourne
and
Sydney)
peaked
in
week
26,
shortly
after
tickets
for
Taylor
Swift
went
on
public
sale
during
the
same
week
on
June
30.
It
resulted
in
an
average
week-over-week
spike
of
44%
between
weeks
24
and
26.
Looking
at
the
search
volume
from
New
Zealand
to
Melbourne
and
Sydney,
an
impressive
240%
week-over-week
surge
was
seen
during
the
same
period.
The
growth
reflects
the
excitement
of
such
concerts
taking
place
within
the
countries’
proximity
due
to
a
lack
of
such
concerts
occurring
frequently.
Most
of
the
travelers
searched
for
shorter
trips
for
a
few
days
rather
than
longer
stays
of
more
than
a
week.
This
indicates
that
the
concert
significantly
impacted
leisure
travel
booking
over
business
travel
during
the
same
period.
Singapore
–
June
to
July
2023
(weeks
23
to
27)
Travel
search
spikes
occurred
in
week
24
and
week
27
with
the
first
spike
in
week
24
correlating
with
the
concert
announcements
of
Coldplay
and
the
second
spike
in
week
27
correlating
with
Taylor
Swift
concert
ticket
sales.
The
total
searches
to
Singapore
grew
by
18%
on
average
week-over-week
between
weeks
23
and
27,
covering
both
Taylor
Swift
and
Coldplay
concert
announcements.
Trips
within
a
week
and
weekend
trips
were
preferred
over
long
trips,
with
searches
for
trips
within
a
week
growing
by
20%
in
the
same
time
frame.
The
data
suggests
that
the
concerts
are
the
main
drivers
for
this
increase
in
comparison
to
the
previous
weeks.
Japan
–
July
2023
(weeks
28
to
30)
The
announcement
of
lottery
results
on
July
25,
2023,
for
Taylor
Swift’s
concert
in
Japan
sparked
an
average
uptick
of
15%
in
domestic
searches
between
weeks
28
and
30
and
10%
in
international
searches
to
Tokyo
between
weeks
29
and
30.
Subsequently,
international
searches
from
neighboring
countries
to
Tokyo
spiked
by
32%
week-over-week
from
weeks
29
to
30.
Inbound
travelers
from
APAC
countries;
Australia,
Indonesia,
South
Korea,
Malaysia,
Thailand
were
primarily
interested
in
both
shorter
and
longer
trips,
indicating
that
they
travel
with
the
aim
of
attending
the
concert
while
simultaneously
extending
their
stay
for
leisure
purposes.
Karun
Budhraja,
Senior
Vice
President,
Travel
unit
Marketing,
Asia
Pacific,
Amadeus,
“Our
data
researchers
are
always
watching
the
latest
trends
in
travel
and
were
delighted
to
see
such
strong
demand
for
these
special
events
in
Asia
Pacific.
The
lineup
of
world-class
musicians
for
multiple
concerts
in
Australia,
Singapore,
and
Japan
shows
that
fans
worldwide
are
willing
to
travel
long
distances
to
watch
their
favorite
stars
perform
live.
It
is
a
positive
sign
for
the
APAC
economy,
serving
as
a
boost
for
the
entire
tourism
industry.”
