Paris officials have spent years preparing for the nearly 2 million international tourists planned for the 2024 Summer Olympics,
but they may have ignored a far greater phenomenon that is now heading to the city: Taylor Swift.
This week, the millionaire superstar will play four shows at La Défense Arena, just outside the city
to kick off the European part of her "Eras Tour." With a total seating capacity of 40,000 each show, the music festival is only a quarter of the magnitude
the Olympic Games. Nonetheless, the concerts are attracting five times as many Americans as the Paris Olympics, according to data from New York-based luxury travel operator Embark Beyond.
Trips to both events are typically scheduled months in advance."I would never have expected it," says Embark co-founder Jack Ezon. "Look at what Taylor did with the Super Bowl
She has even overshadowed the Olympics."Of course, Ezon is referring to Swift's ability to increase football viewing just by accompanying her boyfriend
Kansas City Chiefs tight end Travis Kelce, to multiple games. According to former Paramount Global CEO Bob Bakish,
her appearance was one of the elements that contributed to this year's Super Bowl becoming the most viewed broadcast in US history.