Economic benefits of the Australian Open
Victoria's major events calendar is recognised internationally as one of the most prestigious and successful calendars in the world.
As the largest annual event in the southern hemisphere – and played at one of the world's premium sporting precincts – the Australian Open provides substantial contributions to Victoria's economy by:
- driving tourism
- generating jobs
- assisting industry development
- creating business linkages
- influencing investment decisions
- providing positive community outcomes.
Read the video transcript.
Every two years, Tennis Australia commissions an independent economic impact study of the Australian Open.
Conducted by Repucom and the Centre of Policy Studies, the 2016 study revealed outstanding results detailing record breaking numbers for the Grand Slam tournament, and proving once again the Australian Open continues to be one of Australia's most popular sporting attractions.
According to the study, the 2016 Australian Open provided Victorians with 1109 full-time equivalent jobs, and injected a record $278.1 million into the state's economy – up from $245.5 million in 2014, and almost a 70 per cent increase on 2008.
Growing Victoria's reputation interstate and overseas
Victoria's sustained focus on in-bound tourism – particularly with our closest neighbours in the Asia Pacific region – is paying dividends by contributing significant economic benefits to Melbourne and across the state.
Victoria's major events position and profile Victoria both locally and on a global scale. Major events generate $1.8 billion for Victoria – largely driven by the spending of almost 300,000 visitors from interstate and overseas who attend events like the Australian Open.
Top-rated tourist attraction
Known as the major events capital of Australia and sporting capital of the world, the 2016 Australian Open attracted a record number of 720,363 attendees – smashing the previous record of 703,899 set in 2015.
Data from the 2017 Australian Open should be available soon.
In 2016, 48 per cent of attendees hailed from outside of Melbourne. This included:
- nine per cent of attendees from regional Victoria
- 26 per cent of attendees from interstate
- 13 per cent of attendees from overseas.
These record numbers helped fill Victorian hotels for a combined total of 513,882 nights during the Grand Slam, with an average stay of 11 nights per visitor, and an average daily spend of $181 each.
Three-quarters of tourists surveyed said they would happily recommend others to visit Victoria as a result of their stay.
Positive community outcomes
The Australian Open continues to provide exciting family oriented events. In 2016:
- A record 15,543 people attended the fourth annual Kids Tennis Day at Rod Laver Arena – where tennis superstars such as Roger Federer, Novak Djokovic, Victoria Azarenka, Caroline Wozniacki, Milos Raonic and Lleyton Hewitt hit it up on centre court.
- The inaugural Australian Open Festival at Birrarung Marr served up a taste of Grand Slam action and excitement right in the heart of Melbourne with 250,374 attendees during the two weeks.
- Kids World at the Australian Open Festival was visited by 30,788 families.
The 2017 Australian Open promises to deliver tangible economic and cultural benefits to the Victorian community and visitor economy.
Page last updated: 31 January 2017