(CNN) — Over the last decade, Taylor Swift has had a transformative effect on the music and entertainment industries. But the megastar, who is currently in the South American leg of her blockbuster The Eras Tour – a multi-continent extravaganza that could end up as the highest-grossing tour of all time – is also drastically shaping the world of travel.

It’s difficult to overstate “the Taylor Swift effect,” a term that generally describes the powerful impact of the 33-year-old musician on consumer behavior, on an industry that in many ways is still recalibrating from the effects of the pandemic.