Australian Open Confirmed As Biggest Economic Generator In Aussie Sport

Australian Open (photo: Tennis Australia/Luke Hermer)

Tennis Australia Press Release, June 24, 2024

Australian Open 2024 delivered record economic benefits to Victoria, injecting $533.2 million into the state’s economy, according to a new Nielsen Sports report. This cements the Australian Open as the largest economic generator in sport in Australia.

Over the past 10 years the Australian Open has contributed an astounding $3.14 billion in economic benefits to Victoria.

“We are incredibly proud of the immense impact the Australian Open makes to Victoria’s economy every year,” Australian Open Tournament Director Craig Tiley said.

Australian Open 2024 attracted record crowds, with well over one million fans through the gates over three weeks. These extraordinary numbers provide a vital boost to many local industries and small businesses, especially in tourism, hospitality and retail, and create thousands of full-time jobs.

“Beyond the substantial economic benefits, the Australian Open showcases Melbourne and Victoria to billions of people worldwide, inspiring more to visit our vibrant city and state and further fueling our economic growth.” 

The number of full-time jobs generated by the Australian Open increased 23.48 per cent to 2351, the highest on record. The Grand Slam resulted in an extra 754 jobs in the accommodation, hotels and café sector, 342 jobs in trade services, 305 jobs in entertainment, arts and gambling and another 238 jobs in construction.

Visitors to the AO booked 622,491 nights in Victorian hotels, an increase of 8.3 per cent which smashed the previous record set in 2020.

The average daily spend per visitor was also the highest on record at $308, up 6.2 per cent on Australian Open 2023 and up 47.8 per cent on the 2020 pre-pandemic event.

Visitors to Melbourne increased 7.34 per cent in 2024 with 56.32 per cent of all Australian Open attendees being locals, 34.1 per cent from intrastate and interstate, and 9.58 per cent from overseas.

There were 558 million unique global viewers of Australian Open 2024, up 57 per cent on 2023 and more than 2.17 billion cumulative viewers, up 24 per cent.

The new Sunday start contributed to a 42 per cent increase in global viewership for Round 1 over three days, versus the previous five-year Round 1 average over two days.

Minister for Tourism, Sport and Major Events Steve Dimopoulos welcomed the strong figures made possible by the Government’s investment in major events and sporting infrastructure.

“Victoria is the major events and sporting capital – and this data demonstrates the value the Australian Open brings in attracting visitors from far and wide to the heart of Melbourne while showcasing Melbourne to the world.

“The Government’s investment of almost $1 billion in the Melbourne and Olympic Parks Precinct is why this much-loved event continues to grow and smash records, delivering a huge boost for Victoria’s visitor economy.”

Key Economic Benefits

  • In 2024, $533.2 million of Real Gross State Product (GSP) was generated by visitors to Melbourne attending the Australian Open. A further $26.3 million of local economic benefit was generated by Melbournians
  • The Australian Open has generated more than $3.14 billion in Real GSP over the past ten years
  • The number of full-time equivalent jobs generated increased 23.48 per cent to 2351 – the highest on record.

Tourism facts

  • 622,491 bed nights were booked in Victorian hotels – smashing the previous record set in 2020 by 8.3 per cent
  • The 2024 average daily spend per visitor was also the highest on record at $308, up 6.2 per cent on Australian Open 2023 and up 47.8 per cent on the 2020 pre-pandemic event
  • Visitors to Melbourne increased 7.34 per cent in 2024 with 56.32 per cent of all Australian Open attendees being locals, 34.1 per cent from intrastate and interstate and 9.58 per cent from overseas.

Key perception benefits

  • 99 per cent of Victorian residents surveyed say it is important for Victoria to host the Australian Open each year, while 96 per cent agree that the AO is a major highlight in the global sporting calendar and draws the world’s attention to Australia during the event
  • 94 per cent of visitors who attended Australian Open 2024 agree that the AO is a major highlight in the global sporting calendar and 95 per cent that it puts the attention of the world onto Australia during the event
  • The Australian Open evokes the most Victorian pride of any major event with 69 per cent of Victorians surveyed agreeing that ‘hosting the AO makes me proud to be a Victorian’.

Global viewership

  • There were 558 million unique global viewers of Australian Open 2024, up 57 per cent on 2023 and more than 2.17 billion cumulative viewers, up 24 per cent
  • The new Sunday start contributed to a 42 per cent increase in global viewership for Round 1 over three days, versus the previous five-year Round 1 average over two days
  • The share of audience watching via streaming platforms grew 60 per cent compared to the past five-year average
  • Hours viewed in China doubled to 189 million – the highest in the world – with the women’s final between Chinese star Qinwen Zheng and Aryna Sabalenka drawing an average audience of 8.2 million viewers
  • There was a 45 per cent increase in the linear TV hours viewed in the United States, with Coco Gauff’s quarterfinal match the third most watched live sport in the US that day
  • A record 118,198 broadcast coverage hours were produced for Australian Open 2024, up 6.52 per cent on 2023 – equivalent to more than 13.49 years of coverage
  • 804 million hours of coverage was viewed around the globe in 2024 – equivalent to 917 centuries
  • Tennis Australia celebrated ten years as the Australian Open Host Broadcaster in 2024. During that time more than 105 years of AO coverage or 922,686 hours has been produced, with more than 8335 centuries viewed worldwide.

About the study

Tennis Australia commissioned Nielsen Sports to conduct a study of the economic impact of Australian Open 2024. Economic cost benefit analysis using Computable General Equilibrium modelling was provided by the Centre of Policy Studies at Victorian University

  • AO 2023 generated $375.3 million
  • AO 2022 generated $267.3 million
  • AO 2021 generated $138 million
  • AO 2020 generated $387.7 million
  • AO 2019 generated $347.2 million
  • AO 2018 generated $293.2 million
  • AO 2016 generated $278.1 million
  • AO 2014 generated $245.5 million
  • AO 2012 generated $239 million
  • AO 2010 generated $160 million

*Global viewership figures based on Futures Report.

**Domestic viewership figures based on OzTAM ratings.