On December 8 of this year, one of the most popular tours of the 21st century came to an end. On this date, Taylor Swift not only marked the end of a tour but closed a cycle, once again making history in the music industry.

Regardless of the various opinions surrounding the singer, the Eras Tour has been a cultural phenomenon that has had an impact globally beyond what one might think.

$2 billion in tickets sold.

According to the New York Times (2024), after 21 months, the Eras Tour doubled the amount of its closest competitor. This newspaper confirmed with the singer's production company, Taylor Swift Touring, that by the 149th and last show, the artist had sold a total of 2,077,618,725 tickets with all dates sold out.

According to Ben Sisario in his article “Taylor Swift‘s Eras Tour Grand Total: A Record $2 Billion” (The New York Times, 2024): “just a few months ago, Billboard reported that Coldplay set a record in the industry with $1 billion in ticket sales for the 156th date of Music of the Spheres World Tour, a figure that is only half of Swift's total for a similar number of shows in stadiums and arenas.”

Additionally, Taylor Swift Touring revealed that the stated figure does not include merchandise sales or resale of tickets by third parties.

Boosted local economies

The arrival of Taylor Swift in various countries and cities not only represented profit for her but also for the local economies where the Eras Tour took place.

The mobilization of people both from the place where the concert was held and visitors who traveled just to go there was massive.

The magazine Forbes in its article“These Cities Reported The Biggest Economic Boost from Taylor Swift‘s Eras Tour - As Tour Wraps Up In Vancouver” made a list highlighting various places where Swift's visit contributed to economic growth. For this, Forbes relies on various sources such as The California Center for Jobs & the Economy, which revealed that during her 6 shows in August 2023 in Los Angeles, $320 million was generated for the local economy. The magazine also references the Economic Impact Research Laboratory located in Japan, which estimated that the 4 dates in Tokyo in February would generate¥34.1 billion ($228 million) for Japan and ¥24.37 billion yen (around $163 million USD) just for Tokyo.

On November 09, 2023, days before her performance in the country, the magazine Forbes Argentina reported that approximately 65,000 tickets were sold per concert and that, supported by the Association of Tourism Hotels of theRepublic Argentina (AHT), it was revealed that hotel occupancy in the city (Buenos Aires) was nearly 100%, something unusual for the month of November, where such figures are not typically seen.

According to the Argentine magazine, the economic impact is reflected in various industries, from hospitality and transportation to retail and gastronomy.

A cultural symbol.

The Eras Tour has taken Taylor Swift to a new level due to its economic, social, and cultural impact. According to New York Times reporter Ben Sisario (specializing in the music realm), the artist has reached the level of The Beatles in the 60s and Michael Jackson during his peak in the 80s.

The 2020s will be marked by this musical phenomenon known as The Eras Tour which brought with it friendship bracelets, surprise songs, outfits specifically created or bought to attend the concert, camping out to buy tickets or secure spots as well as becoming a reference for understanding life in this era as a collective experience and a global memory.

Taylor Swift doesn’t stop.

Although the artist was on tour for over a year around the world, during her tour she also released a film of the Eras Tour, a new album, two re-recordings, various music videos, and the release dates for the “Taylor’s Version” of her albums Reputation and Taylor Swift (also known as ‘Debut’).

It is still unknown what her next step will be, but the world, and especially the “Swifties”, are eager to find out.