Forever Edinburgh launches Taylor Swift fan hub

For immediate release: 29 May 2024
Forever Edinburgh partners with local businesses to capitalise on the ‘Swift lift’

Scotland’s capital is gearing up to welcome US superstar Taylor Swift for the first time, with Forever Edinburgh announcing a programme of activity to help visitors, residents and businesses enjoy the benefits of the concert.  

Over 200,000 Swifties will descend on the city next month for three Taylor Swift | The Eras Tour shows at Scottish Gas Murrayfield Stadium on 07, 08 and 09 June 2024.

The pop icon is set to bring entertainment and economic value, coined the ‘Swift lift’, with shows in the UK expected to gross a combined £1 billion according to Barclays. This includes an average of £121 on accommodation, £111 on travel and £56 on a pre-concert meal.

That impact is already being seen in Edinburgh, with hotels reporting increased demand.  

Forever Edinburgh, the city’s destination marketing and promotions brand, which is run by The City of Edinburgh Council is looking to capitalise on this by announcing a series of experiences for those living, visiting and working in the city.

Taylor Swift Fan with a cocktail looking at the Taylor Swift Taste Trail on her mobile phone

Launching on Thursday 06 June 2024 more than 40 local hospitality and tourism businesses have come together to create the Edinburgh Taylored Taste Trail, which was established by Forever Edinburgh.

Across the city, fans can enjoy dedicated menus including themed dishes, brunches and afternoon teas from Babyfaced Baker, Bonnie and Wild, Cold Town House, Hard Rock Café, Brewhemia, Mackays on the Mile, Mimi’s Bakehouse, Edinburgh Street Food and many more.

Themed cocktails and mocktails will be available at many of the city’s best bars including Elio’s, Copper Still, Angel’s Share, YOTEL Edinburgh – Revolve Bar, Holyrood Distillery, and the Alchemist.

Elsewhere, Camera Obscura & World of Illusions will be hosting a giant kaleidosphere dedicated to the Eras musician and in Gorgie, Tynecastle Park is hosting an interactive Swiftie Bingo, open to all ages.

This unique Taylored experience will showcase the best of Edinburgh’s retail, hospitality, and food and drink scenes, encouraging fans and their friends to explore the city’s diverse neighbourhoods by foot, tram or bus.

Featured prominently on Forever Edinburgh’s dedicated Taylor Swift fan hub, the Edinburgh Taylored Taste Trail will be accompanied with a Taste Trail map, a list of top tips to help fans plan ahead and make responsible choices, plus a guide to Edinburgh for Taylor Swift fans.

Through The Swift Fan Hub, fans can seamlessly create the ultimate Edinburgh experience and fully immerse themselves in all the city has to offer, with a Taylor twist. City leaders have also organised a welcome gift for Swift, collaborating with a selection of Edinburgh businesses to build a hamper full of Scottish goodies. Participants include Eateaket, Edinburgh Gin and kiltmakers Kinloch Anderson, who have made three unique gifts for Taylor from a newly created Edinburgh 900 Tartan. A personalised itinerary is also enclosed with the must-dos for Swift to visit during her stay, which was personally crafted and gifted to the star as part of the wider city gesture. This is based on her favourite things such as a visit to cat café Maison de Moggy and experiencing Edinburgh’s music scene.

Culture and Communities Convener, Councillor Val Walker said: “We’re enchanted to be welcoming Taylor to the city and to be able to bring all these businesses together to provide a fun weekend for residents and visitors alike. We aim to ignite curiosity among fans to venture across the city, spreading foot traffic and benefits throughout.”

“Our goal is to cultivate a positive fan experience, fostering lasting advocacy for Edinburgh among our visitors while ensuring a positive impact on residents. It’s a great opportunity to support Edinburgh businesses and the local economy, so her visit will give a ‘Swift lift’ to the city.”

Neil Christison, VisitScotland’s Regional Director said: “Taylor Swift is a phenomenon, and her shows have created a real buzz in the city. We know gig tourism is a growing global trend, with fans seeking to turn their live music experience into a bigger exploration of the destination. The Edinburgh Taylored Taste Trail is an excellent way to engage with the fanbase and encourage them to explore businesses across the city.”

Explore the Taylor Swift fan hub.

Taylor Swift Fan in front of the Ross Fountain with Edinburgh Castle in the background


Contact Information

Issued by BIG Partnership on behalf of Forever Edinburgh.

For further information please contact Rachel Watson. Email:

Notes to editors

Forever Edinburgh is part of the City of Edinburgh Council.

Key travel tips for the city for the weekend of the concerts can be found on the City of Edinburgh Council’s website.

#EdinburghGetsTaylored #ForeverEdinburgh

List of businesses participating:

  • Creel Caught by Gary Maclean
  • El Perro Negro
  • Gordon Ramsay Street Burger
  • Salt & Chilli Oriental
  • Stack & Still
  • Brewhemia
  • Eve
  • Cold Town House
  • Coro the Chocolate Café
  • Hard Rock Cafe Edinburgh
  • Mimi’s Bakehouse
  • Mackays on the Mile
  • Mara’s Picklery
  • The Prahna Indian Grill
  • MILK Café
  • Babyfaced Baker
  • Sweet Paradice Desserts
  • The Little Parlour
  • Waldorf Astoria Edinburgh – The Caledonian
  • Bonnie and Wild
  • Duck & Waffle Edinburgh
  • Ka Pao Edinburgh
  • The Alchemist
  • Edinburgh Street Food
  • George IV Bar
  • McGonagall’s Gin and Whisky Emporium
  • Whiski Rooms
  • Copper Still
  • Amber Restaurant
  • Edinburgh Castle
  • Fazenda
  • Angels Share
  • Elio’s
  • YOTEL Edinburgh – Revolve Bar
  • Le Petit Beefbar
  • One Square Bar
  • Fingal
  • Hendersons
  • Holyrood Distillery
  • Tynecastle Park – 1874 Bar and Georgie Suite
  • Camera Obscura & World of Illusions
  • The Scotch Whisky Experience
  • Le Creuset 

Through the Resident Rewards programme, Edinburgh residents can enjoy high-value monthly rewards, special resident prices at key attractions, 12 months’ validity on entry tickets, special previews to upcoming events, and a mixture of half-price and free days at specific times in the month.

Through the Experience the Beauty campaign, Forever Edinburgh is encouraging people from across the UK to visit Edinburgh and to see it as an ideal holiday destination, with so much to do in the city.

Forever Edinburgh works with Edinburgh businesses like Camera Obscura & World of Illusions, Surgeons Quarter, Mercat Tours, the Royal Yacht Britannia and the Port of Leith Distillery to help residents and visitors see a different side of the city and explore their city for less.