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Forever Edinburgh Launches ‘Taylored Taste Trail’ for Taylor Swift’s Concerts


Scotland’s capital is excited to welcome US superstar Taylor Swift for her first-ever performance, with Forever Edinburgh launching a series of activities to help visitors, residents, and businesses make the most of the concert.

Over 200,000 Swifties will descend on the city next month for the three Taylor Swift | The Eras Tour shows at the Scottish Gas Murrayfield Stadium on 7th, 8th and 9th June.

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.

Launching on Thursday, 6th June, more than 50 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 Taylor themed sweet treats from Babyfaced Baker, Cuckoo’s Bakery and the Little Bakery. Bonnie and Wild, Cold Town House, Hard Rock Café, Brewhemia, Mackays on the Mile, Mimi’s Bakehouse, and Edinburgh Street Food are offering dedicated menus including themed dishes, Taylor-themed brunches and afternoon teas.

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

Elsewhere, Camera Obscura 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 & drink scenes, encouraging fans and their friends to explore the city’s diverse neighbourhoods by foot, tram, bus, or other modes of transport.

Featured prominently on Forever Edinburgh’s dedicated Swift Fan Hub, the 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 Swifties.

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.”

The fan hub can be accessed here: https://edinburgh.org/taylor-swift/

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