Audit tax and consulting firm RSM UK found one budget hotel in the city was increasing its nightly room rate by an average of 169% on performance nights (7-9 June) compared to the week before, while a high end hotel is charging an average of 122% more per night.

Stuart McCallum, partner and head of consumer markets in Scotland RSM UK, said: “Taylor Swift has enormous power to pull in audiences of all ages, and it’s clear her forthcoming Eras Tour is having a massive uplift on demand for hotel rooms in the city, bringing a huge boost to the hospitality sector.

“Taylor’s performances demonstrate that Edinburgh is ideally placed to host large high-profile events such as this, with a good mix of hotels and amenities across the city.

“With many Edinburgh hotels already fully booked, it’s likely to create a halo effect for Glasgow hotels and businesses too. Some more price-sensitive fans may opt to stay further afield and travel into Edinburgh on the train, rather than pay high room rates.”

Stuart McCallum

With an average gross per show of $17.3 million (around £13.7m) the tour is the first in history to gross over $1 billion (around £800m) Taylor Swift can trace her own distant roots back to the House of Dunkeld and Scottish King William the Lion  so it may even be considered these Edinburgh dates represent her homecoming tour.

Mr McCallum continued: “With numbers like these, Tay-Tay and her entourage are likely to receive a warm welcome from local businesses eager to profit from her popularity.

“As Edinburgh has so much to offer visitors in terms of its rich heritage, outstanding natural beauty and vibrant nighttime economy, we anticipate many ‘Swifties’ will stay longer to explore, bringing a significant boost to Scotland’s economy.”