Pandemic affected Australian Open events generated significant economic benefit and record broadcast numbers

The Australian Open tennis tournament generated $405.3 million in economic benefits in 2021 and 2022 according to a new report from Nielsen Sports.

The newly released data shows that the two pandemic-affected tournaments welcomed a total of more than half a million fans with 346,468 attendees in 2022 and a further 130,374 in 2021 while, this year, the event delivered the highest-rating TV program, peaking at 4.261 million viewers in Australia watching Ash Barty’s historic victory. Globally that year, 746 million hours were broadcast in 226 territories via 25 partners in 2022 - a 20% increase on 2021.

The grand slam tournaments created 1650 full time jobs and 270,000 plus hotel room nights, with the average daily spend from visitors to Melbourne up 24% on 2020, which was held before the full impact of COVID-19 was felt in Australia.

Stating that the 2022 results were outstanding considering that interstate borders had just reopened, and international travel had barely restarted, Australian Open Tournament Director, Craig Tiley commented “we are incredibly proud of the significant economic benefit the Australian Open contributes to the state of Victoria, particularly during the past two years which have presented countless challenges and hardship for so many.

“As the biggest sports and entertainment event in the world in January the Australian Open takes Melbourne and Victoria to the world, providing a global platform for exposure, and so importantly over the past two years, gave a major boost to the hard-hit hospitality, events and tourism sector.

“These numbers are even more remarkable considering the conditions at the time. Borders had recently opened, and international travel had barely restarted - leaving no time for planning for large sections of the tourism market. This all augers well for potentially the biggest return on record for AO 2023.”

Key Economic Benefits of the Australian Open

• The Australian Open generated more than $405.3 million in economic benefit to the state of Victoria during the pandemic (AO22 and AO21)

• In 2022, $267.3 million of Real Gross State Product was generated by the Australian Open while in 2021 the event generated $138 million of Real GSP

• The economic benefit of the Australian Open for the past 10 years is equivalent to more than $2.71 billion.

• More than 270,000 bed nights were booked in Victorian hotels with 213,274 bed nights as a result of Australian Open 2022 providing a much-needed boost to the tourism industry

• The 2022 average daily spend per visitor was $259, up 24 percent on Australian Open 2020

• Attendees at Australian Open 2022 were 67.5% local, 30.8% from intrastate and interstate and 1.8% from overseas

• Social activities were the most popular leisure activities with 77% of visitors participating, 42% took part in arts and culture activities, with 36% enjoying outdoor and nature activities and 21% taking an organised tour or visiting an attraction.

• More than half a million fans attended the Australian Open with 346,468 attendees in 2022 and a further 130,374 in 2021. Both tournaments were significantly affected by the pandemic with capacity limits, zoning and a five-day mid-event lockdown

• 373,544 people attended Australian Open and Melbourne Summer Series events in 2022

• More than 6.34 million people have attended the Australian Open over the last 10 years.

Image: The Australian Open broadcast centre. Credit: Australian Open/Tennis Australia.