K-pop supergroup BTS is preparing for a massive North American tour that economists predict could generate tens of billions of dollars in economic activity, potentially surpassing the impact of Taylor Swift's Eras tour. The tour, which begins on 15 April in Tampa, Florida, spans 34 regions across five continents and marks the group's return after a nearly four-year hiatus due to mandatory military service.
Timothy Calkins, a marketing professor at Northwestern University, said: 'The BTS tour will be the event of the year. Every stop is going to see a boost in tourism, hotel occupancy, and economic activity to an extraordinary degree that might be even bigger than Taylor Swift.' Swift's Eras tour sparked an estimated $5bn in direct consumer spending across the US.
BTS fans, known as Army, are noted for their intense loyalty and willingness to travel. Leslie Huynh, 28, a film equipment rentals associate from New York, plans to attend 11 cities and 22 shows, spending at least $6,000. 'I consider BTS to be a very expensive hobby of mine,' she said. Economists highlight that BTS fans are more likely than Western artists' fans to attend concerts in multiple countries.
The group's 2021 Permission to Dance tour, with only 12 shows in three cities, generated over $100m for Los Angeles and $160m for Las Vegas. The upcoming 79-show tour is expected to multiply those figures. Nearly three in five Gen Z and millennials are willing to travel over 50 miles for concerts, and non-local attendees spend about 3.4 times their ticket cost on travel and tourism.
Michael Mariano, head of economic development at Tourism Economics, said: 'These average figures aren't applicable to BTS. They will well surpass these numbers, and I honestly don't think it's possible to understand how big this tour can be.' The combination of a massive following, high demand, and willingness to travel creates perfect conditions for an unprecedented economic impact.
Fans like Cailey Merulla, 25, a content strategist from New Jersey, plan to build vacations around concerts and connect with fellow fans. 'Not only are the boys born performers and the whole show is spectacle, but I often meet friends I would've never met had it not been for a concert,' she said. Richie Karaburun, a hospitality professor, noted the tour brings 'much needed good news for the US in a time where US tourism is declining.'
