The pop icon is set to bring entertainment and economic value, coined the ‘Swift lift’, with shows across the UK expected to gross a combined £1 billion according to Barclays.
Launching on Thursday, June 6, more than 50 local hospitality and tourism businesses have come together to create the Edinburgh Taylored Taste Trail. Elsewhere, Camera Obscura will be hosting a Giant Kaleidosphere dedicated to the Eras musician and in Gorgie. Featured prominently on Forever Edinburgh’s dedicated Swift Fan Hub, the Taylored Taste Trail will be accompanied with a Taste Trail map, a list of top tips to help fans plan ahead and make responsible choices, plus a guide to Edinburgh for Swifties.
A personalised itinerary is also enclosed with the must-dos for Swift to visit during her stay, which was personally crafted and gifted to the star as part of the wider city gesture. “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.”