Taylor Swift lovers have been able to live out their “Wildest Dreams” this summer, as the global megastar brought her Eras Tour to major cities across Europe.  

Fans from across Europe have been arriving at London Luton Airport (LLA) over the past few days for the singer's eight-night run of London dates.

Nineteen-year old Manon, who travelled from The Netherlands to see Taylor Swift perform in London commented: "I flew from Amsterdam on Friday 16th August to London Luton Airport as it's so close to Wembley! I've seen many other people with merch in the airport and a lot of friendship bracelets left on magazines in the stores. I had an amazing time and I will never forget it!"

Travelling fans have spotted fellow Swifties in the airport exchanging the famous friendship bracelets, with some also leaving bracelets in LLA's shops and restaurants for other fans to collect.

LLA predicted ‘Swiftie Stays’ as a key trend for 2024 travel, with nearly half*** of people surveyed confirming they would schedule a trip to an overseas destination to avoid missing a concert.  

And many UK fans wanting a glimpse of the American singer on her three-month European leg chose not to "Stay Stay Stay” in the UK, opting instead to hop across the continent in “Style”. 

LLA data for seven routes* serving European locations hosting Eras Tour concerts showed an average passenger number increase of 5% in comparison to flights one week prior to the concert and the day of the concert**. Week-on-week passenger numbers also dipped 2% following Taylor Swift's performances in the seven cities. 

Notably, LLA data showed that passenger numbers to Paris from Sunday 5th May to Sunday 12th May, ending Swift’s first weekend of the European leg, jumped over 35%. 

Paris, Lisbon, Zurich and Milan were also sought-after destinations on the days the singer was performing in those cities.  

Amsterdam, Warsaw and Dublin were equally popular on pre-Eras Tour concert days and on gig days; all three cities featured in the top 10 destinations by passenger numbers for July 2024. 

Clare Armstrong, Head of Guest Experience at London Luton Airport, commented: “With the trend for more and more music fans to now follow their favourite artists overseas and embrace new cultures, we are delighted that London Luton Airport was the chosen starting point for so many Swifties heading to her European tour destinations during this summer. It's been so exciting to see them both arriving and departing from LLA and, as ever, our aim was to play our part by ensuring a simple, friendly passenger experience to everyone travelling through the airport.” 

Notes to Editors

*Applies to passenger numbers for Paris, Lisbon, Dublin, Amsterdam, Zurich, Milan and Warsaw 
** Destination dates: Paris (3rd – 5th May, 10th – 12th May, 17th – 19th May), Lisbon (17th – 18th May, 24th – 25th May, 31st May – 1st June), Dublin (21st – 23rd June, 28th – 30th June, 5th – 7th July), Amsterdam (27th June – 29th June, 4th – 6th July, 11th – 13th July), Zurich (2nd – 3rd July, 9th – 10th July, 16th- 17th July), Milan (6th – 7th July, 13th – 14th July, 20th – 21st July), Warsaw (25th – 27th July, 1st – 3rd August, provisional passenger numbers from 8th – 10th August)
*** Survey of 2,000 nationally representative UK based adults (18+), carried out by 3Gem between 19th - 22nd January 2024

About London Luton Airport
London Luton Airport (LLA) is one of the UK’s busiest airports, carrying over 16.2 million passengers in 2023. The airport is operated by a consortium, of which the majority shareholder is AENA, the world’s largest airport operator, and InfraBridge, a leading infrastructure investment manager. Airlines include easyJet, Wizz Air, Ryanair, Tui, FlyOne, Sun Express and El Al.

The Luton Airport Express is a new dedicated train service that allows passengers to travel from central London to the LLA terminal in around 30 minutes. The Luton Airport Express runs from St Pancras International to Luton Airport Parkway station and connects seamlessly with the DART, an electrically powered people mover that connects to the airport terminal in less than four minutes.

In 2024, LLA was named European Airport of the Year (10-25 million passengers) by ACI EUROPE. This followed being named as the UK’s best airport by readers of the prestigious Condé Nast Traveller magazine in 2023. 

Last year, LLA also became only the third major UK airport to achieve Level 4 of the globally recognised Airport Carbon Accreditation scheme, demonstrating that it is ‘transforming its operations to achieve carbon reductions in line with global climate goals’. With a maximum score of 100 and a five-star rating, LLA has been ranked as a sector leader for two consecutive years in the Global Real Estate Sustainability Benchmark (GRESB) benchmark of sustainability governance management and performance of major infrastructure assets worldwide.

To learn about the progress London Luton Airport is making across its sustainability programme please click here. Further information on London Luton Airport can be found here: https://www.london-luton.co.uk/

Contact Details:

London Luton Airport Press Office
T: 01582 395333
E: pressoffice@ltn.aero

London Luton Airport – PR agency:
E: LLA@tinmancomms.com

URL: https://mediahub.london-luton.co.uk/news/21082024/swiftie-stays-fans-choose-lla-for-taylor-swift