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Opodo Reveals Top Destinations

& how the “Taylor Swift Effect” is Shaping Travel in 2024


London, 16th January 2024 – To welcome the new year, leading online travel agent, Opodo, reveals its top 10 destinations booked for 2024, three new emerging destinations, and how Taylor Swift’s 2024 Eras Tour across Asia and Europe is shifting consumer travel behaviour.

Trending destinations in 2024 reflect travellers’ desires to explore vibrant cities. For the year ahead, AmsterdamDublin and Barcelona make up the top three globally, revealing consumer preferences for city breaks to kick off a new year of travel.

2024 bookings to date reveal three emerging destinations: FrankfurtNew Delhi and Munich (none of which made it into the top 20 destinations in 2023).

2024 top destinations

1. Amsterdam
2. Dublin
3. Barcelona
4. Paris
5. Malága
6. Rome
7. Alicante
8. Istanbul
9. Belfast
10. Lisbon

The Taylor Swift Effect

Since the launch of Taylor Swift: The Eras Tour in the USA 17th March 2023, the travel industry is seeing a significant shift in consumer behaviour for searches to concert destinations around the world. Opodo reveals how “The Taylor Effect” continues to take root with her shows for 2024.

Opodo has looked at searches to cities over the dates of Taylor Swift events in 2024 and compared these to searches to the same cities over the same dates last year. This data reveals that searches for Stockholm have increased almost five-fold (+473%) year on year for 17-19 May. Searches for Warsaw increased +339% over her August tour dates in 2024 compared to the same period in 2023. Searches for Edinburgh and Liverpool over the 7th-15th June have grown +176% and +133% respectively. Finally, searches for Paris over Swift’s May tour dates show a bounce year on year of  +108%.

Beyond these top five cities, others  enjoying ‘the Taylor Swift effect’ include  Zurich (+76%), Lyon (+67%), Milan (+57%), Amsterdam (+50%) and Vienna (+46%). Notably, it continues to drive Americans abroad: US travellers lead the board globally for  the most searches over concert dates to Paris, Madrid, Dublin, Amsterdam, Zurich, Hamburg and London.

How does the Swift effect reveal itself in the UK? Brits take the leaderboard for the most searches for travel to Lisbon, Warsaw, Edinburgh and Cardiff over her tour dates.

Australians willing to make a long-haul Taylor Swift pilgrimage, on the other hand, are heading to London over any other Swift-tour destination. Aussies rank 2nd for searches to travel to London over her dates there (21- 23 June), behind first-place interest from Americans.

Which other artists might replicate ‘the Swift effect’? Bad Bunny with his latest North American tour? Or perhaps Lauryn Hill’s 25th anniversary tour of her wildly successful album, The Miseducation of Lauryn Hill.


 For more information contact the Opodo press team at Grifco PR:

Notes for Editors:

*Data scope: Increase in searches, dates 1st June 2023 – 13th December 2023 vs 1st June 2022 – 13th December 2022

*2024 destination trends methodology: bookings made in 2023 t0 travel in 2024 

*Free images provided via Unsplash featuring artists: Ross Parmly and Rosa Rafael

About eDreams ODIGEO

eDreams ODIGEO is the world’s leading travel subscription platform and one of the largest e-commerce businesses in Europe. Under its four renowned online travel agency brands – eDreams, GO Voyages, Opodo, Travellink, and the metasearch engine Liligo – it serves more than 20 million customers per year across 44 markets. Listed on the Spanish Stock Market, eDreams ODIGEO works with nearly 700 airlines. The business conceptualised Prime, the first subscription product in the travel sector which has topped 5.2 million members since launching in 2017. The brand offers the best quality products in regular flights, low-cost airlines, hotels, dynamic packages, car rental and travel insurance to make travel easier, more accessible, and better value for consumers across the globe.

About Opodo

Opodo is one of the leading online travel agents in Europe and offers customers tailor-made travel deals focusing on individual flight + hotel combinations. Customers benefit from easy and convenient booking processes, excellent value for money and an extensive international list of airlines and hotel partners, car rental companies and access to innovative services such as Opodo Prime, the very first subscription programme ever created in travel. Opodo is part of the eDreams ODIGEO Group, one of the world’s largest online travel companies, serving 20 million customers globally.