“Tour tourism” — when people book trips and travel just to see their favourite artists perform — isn’t new, but Expedia Canada spokesperson Sarah Marcucci says there has been a sharp increase in the activity, and they’re blaming Taylor Swift.

Since three Vancouver December 2024 Taylor Swift shows were announced on Nov. 2, Expedia says there’s been a 5,000 per cent increase in searches to Vancouver.

Marcucci says the travel company did a study for the annual Unpack ’24 report, which examines travel trends as reported by Expedia, Hotels.com, and Vrbo.

“We actually found that 40 per cent of people were more likely to travel in the upcoming year for a concert than ever before,” she told CityNews. “So these big-time tours are really causing that interest to travel.”

She says she believes it’s because Gen Z is choosing to spend their money on experiences rather than belongings.

According to Expedia, Beyonce’s Renaissance Tour also caused a huge uptick in tour tourism.