Tens of thousands of Taylor Swift fans, known as Swifties, descended upon Edinburgh, creating a significant impact on the city’s hospitality and tourism sectors. The excitement surrounding Taylor Swift’s Eras Tour at Murrayfield Stadium led to a surge in business for local cafes, bars, and tourist attractions.
The three-night concert series brought an “unbelievable impact” to Edinburgh’s hospitality industry. Businesses experienced record sales, with many establishments creating special Taylor Swift-themed offerings. The Edinburgh Taylored Taste Trail featured shops, cafes, and restaurants showcasing cocktails, mocktails, afternoon teas, ice creams, desserts, and cupcakes inspired by Swift’s iconic songs. Items like Blank Space chocolates, Shake It Off confetti creations, and Enchanted teas were popular among fans.
Friendship bracelets, a staple of the Taylor Swift experience, were also a hit. Fans exchanged handmade bracelets, often adorned with beads spelling out Swift’s album titles or lyrics. This tradition fostered a sense of community among the Swifties.
Lauren Stenhouse, owner of Coro The Chocolate Cafe, reported selling over 100 Taylor-inspired chocolate fondue boards. The cafe was so busy that they had to turn people away, marking their best weekend since opening. Stenhouse expressed her excitement and gratitude for the positive impact on her small business.
Claire Meikle, general manager of The Alchemist, noted the vibrant atmosphere created by the influx of Swifties. The bar, known for its specialist cocktails and mocktails, gave out handmade friendship bracelets with certain drinks. Despite the high demand, the staff managed to keep up by providing bracelet-making kits to customers.
The Camera Obscura & World of Illusions also saw a significant increase in visitors. Claire Riddoch, the marketing manager, mentioned that their Giant Kaleidosphere of Taylor Swift and a lifesize cardboard cutout of the singer were huge hits. Fans enjoyed taking selfies and interacting with the bespoke animation of Swift, which depicted her wearing a Scottish Jimmy hat and playing bagpipes.
Iain McKechnie, supervisor of Sweet Paradice Desserts, created a 19-piece menu inspired by Taylor Swift. The pink-themed desserts and drinks were named after her songs and albums, adding to the fun and excitement of the weekend.
Ailsa Cameron, a dedicated Swiftie, attended all three shows with her sister Amy. They spent over £750 on tickets and enjoyed the unique experience of seeing different surprise songs each night. Ailsa shared her joy at hearing her dream song, Daylight, and her father’s favorite, Get Away Car, during the concerts.
The influx of Swifties not only boosted the local economy but also created a memorable experience for fans and businesses alike. The sense of community and excitement brought by Taylor Swift’s Eras Tour left a lasting impression on Edinburgh.
