Beyoncé breaks records, fuels economies as fans 'bring it' in Atlanta, other tour stops

USA Today

25-07-2025

Beyoncé Knowles-Carter is headed to the final stop on her "Cowboy Carter" tour after leaving her mark on cities along the way. Her most recent stops are prime examples.
The megastar will perform her final two shows on her Cowboy Carter and the Rodeo Chitlin' Circuit Tour in Las Vegas. She is poised to take the stage at Allegiant Stadium for two nights on July 25 and 26. But before her Vegas finale, Beyoncé lit up Mercedes-Benz Stadium in Atlanta with four shows.
More than just unforgettable performances, her ATL shows left an impression on the city and its local economy.
Vice President for Communications for Metro Atlanta Chamber Abby Turano says the impact reached beyond the stadium, fueling Atlanta's economy and culture.
'Few events have the kind of impact that Beyoncé's performances brought to Atlanta last week," she said. "Whether you're looking through a creative and cultural lens or an economic one, hosting tens of thousands of fans — many wearing new cowboy hats and boots — and filling Mercedes-Benz Stadium four nights in a row is extraordinary."
Emory UniversityGoizueta Business School economics professor Tom Smith added that the impact of Beyoncé's shows is felt by local businesses and venues, particularly because of how fans show up.
"I think that most of the impact is really like a grassroots element because I did hear from a lot of folks that when she comes to town and especially with the 'Cowboy Carter' tour is that there is a reason to just bring it," Smith said. "So folks get dressed to the nines, put on my boots and a white hat, go out and buy white boots and a white coat, get their nails and hair done and things of that nature. People say, 'I'm going to make this a full-on event.'"
That energy, he says, sets Beyoncé apart from other major tours. And the the local impact sticks around after the shows are over.
"If you're running to a hair salon or you're selling boots and Beyoncé comes to town on this tour, it's going to make your month," he said. "It's going to make your year, perhaps."
Prior to her Atlanta shows, Beyoncé's two nights in her hometown of Houston on June 28 and 29 generated $50 million in local spending, according to an analysis by Houston First Corporation.
The concerts boosted hotel occupancy near NRG Stadium and downtown to nearly 80%, significantly higher than last year's rates in the low 60s. Local restaurants saw a 43% increase in reservations over the same weekend.
Another study done by Vivid Seats found the hometown show was the most in-demand venue when looking at average ticket price — $516.
The numbers may not be all that surprising. The tour debuted in Los Angeles with a record-breaking $55 million gross — the biggest reported single-venue engagement in Boxscore history by a woman.
Overseas in Paris and London, Beyoncé also left her economic footprint. According to LiveNation, her three shows in Paris grossed over $39.7 million in revenue. They became the most profitable concert series in the stadium's history.
The Grammy-winning singer first debuted her Cowboy Carter and Rodeo Chitlin' Circurt Tour at SoFi Stadium in Los Angeles on April 28 with 39 songs on the set list. The concerts have been revolutionary shows filled with family, fashion, different music genres, and most notably country music and cultural commentary.
As fans know, Beyoncé first released the 27-track project in March 2024. It has since made history and broken multiple records. As Beyoncé's first country album, she deliberately featured country legends and emerging Black country artists alike.
According to VividSeats, Beyoncé fans traveled farther than for any of her previous tours averaging 260 miles for the "Cowboy Carter" tour. The same report found fans travelled an average of 257 miles for her Renaissance World Tour. That tour spanned 39 cities across Europe and North America. Meanwhile, the "Cowboy Carter" tour hit nine.
Follow Caché McClay, the USA TODAY Network's Beyoncé Knowles-Carter reporter, on Instagram, TikTok and X as @cachemcclay.