Unless you’ve been living under a rock for the past year, you will have no doubt heard of Taylor Swift ’s Eras Tour. Already the highest-grossing music tour of all time, Swifties attending the record-breaking shows are expected to contribute over $ 10 billion (around £7.8billion) to local economies by the time the tour ends in December – spending an average of $1,300 (£1,023) each on things like hotels, food and drink and travel.
Even before she stepped foot on British soil this summer, the so-called “ Taylor Swift effect” took its grip on the capital with her eleventh studio album, The Tortured Poets Department , namechecking spots like Hampstead Heath and the Black Dog pub in Vauxhall. So strong is her influence that, at the time, fans flocked there in their droves just to say they had sipped a French Blonde (her favourite tipple) in the place where Taylor had once sat. Of course, it isn't the first time London has featured in her songs – she did famously claim to have sauntered from Highgate to Brixton to Shoreditch and Hackney, all in the same day (phew!).
And so naturally, responding to this cultural phenomenon and capitalising on the ever-popular force that is Taylor Swift, various operators have launched themed walking tours, showcasing the spots from her songs and beyond. One such tour is hosted by 73-year-old David Burton*, who focuses on the locations Swift mentioned in her 2019 hit London Boy . Driving groups of up to six in his taxi, David says there’s one spot in particular where he likes taking fans.
“My favourite is a pub where she and Joe Alwyn first dated. I also include other London spots where the couple have been sighted, as these create great photo opportunities for my guests, who are mostly American. Another great location is the property that Taylor and Joe had reportedly intended to buy before their split.
” When it comes to memorable moments, David recalls the time a café owner revealed he had no idea who Taylor Swift was when she came into his store to shield herself from the paparazzi. “The owner of this particular café had explained to me that there was 'this little girl' sitting on her own with her back to the door having her coffee, and he had asked her if ‘these people had anything to do with you?’” But, of course, it isn’t just Taylor Swift that is attracting music fans to good old Blighty. Earlier this year, in fact, the small Cheshire village of Holmes Chapel put out a blast asking for Harry Styles experts to lead a guided tour of the area to help raise its profile and push forward its campaign to get wider footpaths and safer crossing for pedestrians.
Now, 11 recruits have taken up positions , showing fellow “Harries” (the endearing term for the former One Direction star’s fanbase) the delights of the Twemlow Viaduct, W Mandeville bakery and more. And just up the way from Harry’s former haunts is the town of Macclesfield, which was where Joy Division’s Ian Curtis was born and raised – not in Manchester , as tour guide Trevor Stokes is keen to impress on visitors. When it comes to this “hobby” of his, the 57-year-old semi-retiree explains that it’s deeply personal.
“When I was a boy, Ian lived about 10 doors down from my granddad,” he tells CNT. “I’d often see him and say ‘hello’ or throw a ball for his dog in the park opposite.” The decision to turn his passion into action was prompted by an Italian tourist visiting Manchester last year.
“He asked me to tell him Ian Curtis' story in Macclesfield, so I did. From there it snowballed by word of mouth. People kept getting in touch from all over the world, and I got to love showing them the story.
” The private tours, which last between 2-3 hours and consist of about 12 sites, are organised through a Joy Division fan page on Facebook. People can also book directly by emailing Trevor . “The people who come on the tour make it for me.
They are so passionate and dedicated, and they want to learn. They come not knowing Macclesfield and leave loving it. I believe they also leave feeling a little closer to Ian.
This is my passion, and it means so much to help keep his story in the minds and hearts of the fans,” he says. Back down south, in the rock and roll centre of Camden, there are other tours focused on legendary singer Amy Winehouse – who is synonymous with the north London borough. Former journalist Adam Scott-Goulding, 55, was inspired to become a guide thanks to his love of arts.
Having written about music for 10 years, Adam was all too keen to share his passion with visitors from both the UK and further afield. When it comes to the guests who partake in his tours, Adam notes that many are “devotees” of Amy Winehouse – to whom a large section is dedicated. “They already know all the stories about Amy and so on, but they want them to be told properly.
It’s like telling a bedtime story to a child, in a way, because even if they’ve heard the facts and anecdotes, it’s the delivery that brings it to life and adds colour.” Some of her regular haunts included the Hawley Arms, Camden Square and the Stables. Following Amy’s untimely death in 2011 at the age of 27, various tributes – including statues and murals – have cropped up around the area.
Likewise, those attending the David Bowie walking tour also get to visit Ziggy Stardust’s old stomping ground. Lewis Swan, director of Brit Movie Tours , explains: “We focus on Brixton, where Bowie was born and cover some of the early years of his life before taking guests to Soho, which is where his career really took off.” When asked why his company chose Bowie, Lewis replied: “It’s really important for us to preserve the history and the heritage.
Bowie was – and still is – an icon of this country and a global star. His cultural influence has permeated across the world over several decades, and still today, there’s a huge amount of interest in him and his life. “Our guests enjoy it because they are fans.
It feels like a shared, communal experience for them. They all talk to one another and the guide, sharing their stories, anecdotes and favourite moments.” It’s no secret that the UK has produced some of the best bands and artists the world has ever seen.
From the Beatles and the Rolling Stones to Sex Pistols, Elton John and Queen, the British music scene has always been a global contender – and still very much is. So it stands to reason that our homegrown talent attracts many visitors and fans, who want to carry out this sort of pilgrimage to pay homage to their favourite artists. Only time will tell what the full effect of tour-ism will have – as a result of Taylor and many more – but one thing’s for certain: it isn’t going anywhere.
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