The Eras Effect: How Taylor Swift’s Tour is Leaving Its Mark on Toronto

The Eras tour has officially made it to Toronto.

Whether you’re a fan of her music or not, there’s no denying the massive impact Taylor Swift has had on the city—and every city she’s visited. It’s impossible to walk around downtown right now and not feel her influence. From special pop-ups to the thousands of tourists flooding the streets, the city is embracing the Eras effect in full force. Local businesses are jumping on the Taylor train, with everything from themed events and limited-edition merchandise to storefronts decked out in glittery décor. Even Toronto’s police horses are sporting their own friendship bracelets!

But the impact isn’t just about the flashy décor. Economically, the tour is a powerhouse. The Toronto leg of the "Eras" Tour is set to generate a massive $282 million in economic impact and bring in $152 million in direct spending, according to estimates from Destination Toronto. With 500,000 visitors expected over just two weeks, the influx is already making waves in the local economy. Downtown hotels are seeing a staggering 83% increase in bookings for November compared to last year, as they work hard to provide fans with the ultimate experience. The Bisha Hotel, for example, has seen record-breaking rates, with Taylor-themed rooms, including the "Folklore Floor," completely sold out.

Restaurants and cafes are also capitalizing on the Swift wave. Craig’s Cookies at Union Station is offering an "Eras Box" featuring six cookies inspired by Swift’s iconic albums. Over at Waterworks Food Hall, fans can enjoy the "Tortured Poet’s Lounge"—a cozy space dedicated to bracelet swaps, Taylor-inspired drinks like the "Lavender Haze" and "Red Scarf Spritz," and a full fan experience that captures the spirit of the tour.

Rogers Communications, the presenting sponsor of the "Eras" Tour in Canada, has already seen over a million entries to Swift-related contests. They've also given away more than $560,000 worth of concert tickets to customers and donated hundreds of tickets to local charities.

There’s no denying the "Eras" Tour has given Toronto a boost, and with the excitement starting all over again for this weekend’s shows, it’s clear the tour is making a mark that extends far beyond the stage.