The Taylor Swift tour has led to a massive weekend for Melbourne, with NAB data showing an estimated $174 million boost in spending.

NAB merchant terminal data for 16-18 February shows a 33% increase in spend when compared to the month prior, with an estimated $86 million poured into the city’s accommodation, hospitality, and tourism sectors.

The data, provided by Australia’s largest business bank, also reveals businesses around the MCG precinct were the big winners:

• Accommodation up 238%
• Bars and pubs up 146%
• Restaurants up 99%
• Clothing stores up 67%

NAB Executive for Business Metro and Specialised Julie Rynski said the superstar’s reputation not only had fans up out of their seats, but Melbourne’s economy was also dancing to a strong beat.

“Taylor was certainly the cheer captain for businesses across the city. From sold-out hotels to bustling restaurants, the economic boost that follows is tangible,” Rynski said.

“The tour has attracted fans from across the world. And it’s not just about the event itself, but the entire experience – dining before a show, shopping for merchandise and exploring the city’s vibrant nightlife.”

Swiftenomics for Aussie hospitality

Sydney is now gearing up for the impact of “Swiftenomics”, with 75,000 people expected to attend each night of her four-concert run at Sydney Olympic Park.

The Australian Hotels Association is expecting a 100 per cent occupancy rate across hotel rooms in Sydney’s CBD and Sydney Olympic Park on Friday and Saturday night, and it is hoping to see 90 per cent of hotels full across Greater Sydney as well.

Venues NSW chief executive Kerrie Mather told RN Breakfast: “An event like Taylor Swift attracts significant interstate and international visitation, which means that people actually come, and they stay at hotels, or Airbnb, they actually go out to dinner, they go to bars and restaurants.”

Business Sydney Executive Director Paul Nicolau told the Daily Telegraph the Swift concerts, combined with Pink’s recent gigs, would have a $130 million impact on NSW alone.

“Together and separately, they are an economic force of nature with hotels, restaurants, pubs, cafes and transport operators benefiting from the increased demand.”

Merivale CEO Justin Hemmes said his hotels were booked out.

“Taylor Swift can boost an economy! Now that’s impressive,” he said.

“We’ve seen huge demand for bookings, most of our CBD venues and hotels have been fully booked for months now. She’s in a league of her own.”

Swift scores global headlines for Surry Hills restaurant

Swift headed out for dinner on Tuesday with fellow singer Sabrina Carpenter. They dined at Pellegrino 2000 in Sydney’s Surry Hills.

The pair sat alongside other guests while enjoying their dinner. They ate focaccia, olives, and an array of small pasta dishes, according to Kyle and Jackie O’s producer “Intern Pete” who happened to be at the venue.

Their meal has since scored headlines around Australia and the world for the restaurant, which was opened in 2022 to great acclaim by hospitality trio Daniel Pepperell, Michael Clift and Andy Tyson.

Swift has also dined at Nobu inside Crown Towers Sydney during her stay, with her party ordering hand-prepared sushi rolls.

Business Sydney executive director Paul Nicolaou told the Daily Telegraph his economists expected the initial prediction of a $130 million boost to the NSW economy by Swift’s tour would be exceeded.

“Hotels are telling us they’re at full capacity or close to it. Crown at Barangaroo has had its biggest month since it opened,” he said. “Restaurants and pubs are packed.”

“Pictures of Taylor Swift eating out at an Italian restaurant in Surry Hills sent a burst of confidence throughout Sydney that the CBD with its restaurants and cafes is there to enjoy.”

Emily Swift from Orange based Printhie Wines was delighted her Swift Sparkling was chosen by Destination NSW to be served to guests heading to the first concert by boat tomorrow.

“It is amazing to think an international star can have such a positive effect on a regional business in Orange,” she said. “The action is happening in Sydney but the impact is being felt here too.”

Swift-themed experiences for Sydney

There are a slew of Swift-themed events taking place at Sydney venues to coincide with the Eras Tour coming to town. Here are just a few …

Crown Sydney is celebrating Swift’s arrival with a high-tea experience that includes the “You Need to Calm Down” teriyaki wagyu slider and sweet treats like “Reputation” (charcoal meringue with burnt vanilla ash and elastic coffee) and “1989” (lavender ganache, yuzu, and almond streusel). 

Surrounded by themed birdcages, the experience features a soundtrack of Swift’s most iconic tunes. 

Harry’s by Giuls is hosting a Swifties Bottomless Brunch with a “Lavender Haze” cocktail on arrival and a 90-minute set menu of arancini balls, olives, burrata, pizza, shoestring fries, and more. 

Drink options include Aperol Spritz, Espresso Martini, Mimosa and house wine or bubbles. A live DJ will play Taylor tunes and there will be a life-size cut-out of the singer for selfies.

Alibi Bar & Dining is celebrating with a range of cocktails inspired by Swift’s greatest hits as well as her personal favourites.

From “Champagne Problems” (prosecco, crème de violette, grapefruit, and midnight shimmer) to “Ms. Americana” (rye whiskey, maple syrup, clarified apple juice, and flowers), there’s a range of flavours to explore.

Taylor Swift’s favourite cocktail goes viral