The Swift Effect Continues: International Music Artists Flock to Australia
Australia is turning up the volume on live music, and it might just be thanks to Taylor Swift. Her record-breaking Eras Tour in February 2024 didn’t just dazzle fans - it kickstarted a live music resurgence that’s set to redefine summer entertainment in 2025.
Swift’s seven sell-out shows saw 600,000 tickets snapped up and pumped an incredible $559 million into the economy. Now, global superstars like Billie Eilish, Kylie Minogue, and Drake are lining up to capture the magic for themselves.
Our own data – which compared international music acts at 14 of Australia’s biggest arenas and stadiums across the main capitals for the first quarters of 2024 and 2025 - has revealed a remarkable shift in live music bookings. During the first quarter of 2024, only a few international acts like Pink, Blink-182, and the Jonas Brothers graced Australia’s stages.
Fast-forward to early 2025, and that number has jumped to 14 major artists performing at arenas and stadiums across Sydney, Melbourne, Brisbane, Adelaide, and Perth. February is shaping up as the ultimate month for music fans, featuring shows from Bryan Adams, Billie Eilish, Chris Stapleton, Drake, Kylie Minogue, Keshi, and The Prodigy pencilled in for the same month that Swift took Australia by storm.
Taylor Swift Concert Bracelets
Her Eras Tour highlighted just how much Aussies love their live music. A survey of young Australians found that nearly a third (31%) prefer standalone headline concerts in city stadiums over regional festivals. And who can blame them? Stadium shows offer big vibes, epic production, and a chance to see global stars up close without worrying about muddy fields or long drives.
Swift’s impact wasn’t limited to ticket sales; it created a travel boom too. Flight bookings to Sydney during her concert dates surged by 88%, while Melbourne saw an 89% increase. This influx didn’t just benefit music fans - it filled hotels, restaurants, and shops, giving local economies a significant boost.
The findings are encouraging for an industry that has been challenged by huge increases in production and touring costs, streaming platforms and changes in the way audiences prefer to experience music.
The latest available report on Australia’s live performance industry showed total ticket sales of $3.1 billion in 2023 with contemporary music and music festivals accounting for 58.7 per cent of revenue and 46.7 per cent of attendance. NSW and Victoria were the biggest markets for live performance, contributing 64.7 per cent of revenue and 61.2 per cent of attendance in 2023.
Our General Manager Adam Moon says:
“There is enormous demand for live music concerts in Australia, as demonstrated by the hype around Taylor Swift’s tour. She played to 96,000 people at her opening concert at Melbourne’s MCG, the biggest crowd of her career. That’s extremely encouraging for other tour companies and international artists who might have been toying with the idea of coming to Australia but were unsure of the market for ticket sales.”
"Major concerts like Taylor Swift's Eras Tour are a catalyst for travel and a significant boost to the local economy of the host city. We've observed a surge in travel bookings surrounding these events. This influx fills hotels, restaurants, and shops, providing a substantial economic uplift to local businesses.
“Given our distance from the rest of the world, Australians have fewer opportunities to see major artists perform here, so the appetite for it and excitement when artists do come is huge. There is also a fear of missing out among Australian fans because they know it's unlikely that their favourite artist will return any time soon.
“The increase in shows for the first quarter of 2025 is a good sign and I expect that upward trend to continue. I certainly encourage tour companies and international artists to put Australia on their tour list.”
So, if 2025 isn’t already circled on your calendar, it’s time to grab your tickets, pack your bags, and get ready for a year where music takes centre stage.
