The American singer-songwriter's next shows Taylor Swift in Milan, scheduled for the 13th and 14th of July, have already caused a total economic impact of 176,6 million euros in the Italian city.
Data from the so-called “Swiftonomics” were released by the research office of the confederation of traders Confcommercio in Milan, confirming the positive effects caused by the pop diva on the economy of the cities where she performs.
In Italy, the concerts will be held at the San Siro stadium, where at least 128 fans are expected. The biggest expense for the audience will be accommodation, followed by food services, tickets for the shows and transportation.
To date, the city's hotel facilities have recorded a 4% increase in the number of bookings compared to the same weekend last year, while B&B accommodations and holiday homes have seen an increase of 11%.
Furthermore, according to data from Sea, the company that manages Milanese airports, expected traffic at Linate and Malpensa will increase by 8,7%, with more than 540 passengers arriving and departing between the 12th and 15th of July.
“Milan has consolidated itself over time as the capital of major events and an attractive hub for international events.
From Fashion Weeks to the Furniture Show, the city manages to attract and receive thousands of Italian and foreign visitors”, commented the general secretary of Confcommercio in Milan, Marco Barbieri.
According to him, “the summer shows are proof of this and confirm not only the strategic role of places like the San Siro stadium, but also the logistical and organizational capacity” of the city. (HANDLE)
