CANCELLATION – TAYLOR SWIFT CONCERTS VIENNA

A short summary of a press release from the Vienna Tourist Board and the Vienna Visitor Economy:

The cancellation of Taylor Swift’s concerts due to a planned terrorist attack was initially a shock, but Vienna showed impressively how a world metropolis deals with extraordinary circumstances. After the cancellation of the concerts and the disappointment of numerous national and international fans, Vienna’s touristic companies were also put to the test – unfortunately in anticipation of major cancellations and losses.

But things turned out differently: the “Swifties” enthusiastically conquered our city and triggered a hype about Vienna in the digital world. Singing people on St Stephen’s Square, marriage proposals, open museums and free offers from various Viennese tourism companies for disappointed fans – the whole world witnessed how Vienna presented itself as a cosmopolitan, modern and fun city for its young audience.

Vienna quickly went from crisis mode to the ‘charm offensive’ with countless replacement campaigns for the fans and the grateful Swifties subsequently filled the international channels with positive messages. The so-called ‘Swift effect’ attracted worldwide attention and Vienna once again proved that it rightly has the reputation of being one of the most hospitable cities in the world.