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Taylor Swift’s record-breaking concerts at the MCG underscore Melbourne’s status as a live music capital, drawing 300,000 fans and boosting the local economy, according to Visit Victoria CEO Brendan McClements.
This past weekend, Melbourne lived up to its reputation as the live music capital of Australia, hosting Taylor Swift’s largest concerts to date. With each of her three headline shows at the Melbourne Cricket Ground (MCG) drawing in 96,000 Swifties, plus thousands more gathering outside the venue, approximately 300,000 fans experienced what has been dubbed a defining ‘Melbourne Moment’.
Brendan McClements, CEO of Visit Victoria, highlighted the city’s enduring appeal to global music icons and their fans. “Taylor Swift’s monumental performances at the MCG underscore Melbourne’s position as a premier destination for live music,” McClements remarked. Swift’s achievement places her among a select group of artists who have played to their largest crowds in Melbourne, a list that includes Ed Sheeran in 2023 and Billy Joel in 2022.
These concerts not only celebrate musical milestones but also significantly benefit Melbourne’s economy. The Eras Tour brought an influx of visitors, boosting local hotels, restaurants, and other businesses. Melbourne Airport also reported a post-pandemic record, with over 117,000 passengers arriving in anticipation of Swift’s shows.
According to Visit Victoria’s research, Melbourne is Australia’s top domestic overnight destination for theatre, concerts, and performing arts enthusiasts. The city’s accommodation sector enjoyed robust bookings during the concert weekend, with occupancy rates peaking at 88%, 87%, and 71% across the three nights.
To welcome Swift and her fans, Visit Victoria orchestrated a series of promotional activities that put Melbourne’s major event and tourism credentials on the global stage. This included lighting up Flinders Street Station with a welcoming message for Swifties and playing Swift’s music at tram stops, creating a unique atmosphere that was both local and global in its appeal.
McClements emphasized the significance of such events for Melbourne’s visitor economy, stating, “Hosting Taylor Swift was not just a win for her fans but a testament to Melbourne’s capacity to host world-class events, further cementing our city’s status on the international map.”
The successful coordination and widespread enthusiasm for Swift’s concerts illustrate Melbourne’s readiness and enthusiasm for major events, promising more unforgettable moments in the future.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
