Edinburgh is poised for an economic boost as Taylor Swift’s highly anticipated Era’s tour makes its debut in Scotland. With 210,000 fans, affectionately known as Swifties, set to flood the capital next month, the city is bracing for an influx that promises both entertainment and significant financial benefits. This phenomenon, dubbed the “Swift lift,” is expected to generate £100 million in economic impact for Scotland.

The global superstar will perform at Murrayfield Stadium on June 7, 8, and 9, bringing not only her musical prowess but also a substantial economic impact. According to Barclays, Taylor Swift’s shows across the UK are projected to gross a combined £1 billion. Edinburgh alone is witnessing a surge in demand for accommodation, travel, and dining, with concertgoers expected to spend an average of £121 on hotels, £111 on travel, and £56 on pre-concert meals.

Hotels in Edinburgh are already reporting increased bookings, reflecting the heightened demand driven by the tour. Forever Edinburgh, the city’s destination marketing and promotions brand managed by The City of Edinburgh Council, is leveraging this opportunity by launching a series of experiences designed to enhance the visit for fans, residents, and local businesses alike.

Starting Thursday, June 6, over 50 local hospitality and tourism businesses will participate in the Edinburgh Taylored Taste Trail. This initiative offers fans a chance to indulge in Taylor-themed culinary delights from establishments like Babyfaced Baker, Cuckoo’s Bakery, and The Little Bakery. Popular venues such as Bonnie and Wild, Cold Town House, Hard Rock Café, and Brewhemia will feature themed menus, including specialty dishes, brunches, and afternoon teas.

Themed cocktails and mocktails will be available at top bars including Elio’s, Copper Still, Angel’s Share, Revolve Bar, Holyrood Distillery, and The Alchemist. Additionally, Camera Obscura will host a Giant Kaleidosphere dedicated to the Eras tour, while Tynecastle Park, home to one of Scotland’s largest football clubs, will offer an interactive Swiftie Bingo suitable for all ages.

The Taylored Taste Trail aims to highlight Edinburgh’s vibrant retail, hospitality, and culinary scenes, encouraging fans to explore the city’s diverse neighborhoods via various modes of transport. Forever Edinburgh’s Swift Fan Hub will feature a Taste Trail map, tips for responsible exploration, and a comprehensive guide to the city for Swifties.

City leaders have also prepared a special welcome for Taylor Swift, collaborating with local businesses to create a hamper filled with Scottish treats. Contributors include Eateaket, Edinburgh Gin, and kiltmakers Kinloch Anderson, who have crafted unique gifts from the newly created Edinburgh 900 Tartan. The hamper also contains a personalized itinerary of must-visit spots based on Taylor’s interests, such as the cat café Maison de Moggy and highlights of Edinburgh’s music scene.

Councillor Val Walker, Culture and Communities Convener, expressed enthusiasm for Taylor’s visit: “We’re enchanted to be welcoming Taylor to the city and to be able to bring all these businesses together to provide a fun weekend for residents and visitors alike. We aim to ignite curiosity among fans to venture across the city, spreading foot traffic and benefits throughout. Our goal is to cultivate a positive fan experience, fostering lasting advocacy for Edinburgh among our visitors while ensuring a positive impact on residents. It’s a great opportunity to support Edinburgh businesses and the local economy, so her visit will give a ‘Swift lift’ to the city.”

Neil Christison, VisitScotland’s Regional Director, highlighted the significance of the tour: “Taylor Swift is a phenomenon, and her shows have created a real buzz in the city. We know gig tourism is a growing global trend, with fans seeking to turn their live music experience into a bigger exploration of the destination. The Edinburgh Taylored Taste Trail is an excellent way to engage with the fanbase and encourage them to explore businesses across the city.”

As Edinburgh prepares to welcome Taylor Swift and her legion of fans, the city is set to experience a remarkable blend of cultural celebration and economic prosperity. The collaborative efforts of local businesses, city leaders, and tourism organizations aim to ensure that the Swift lift leaves a lasting positive impact, fostering a deeper connection between the city and the global Swiftie community.