Australian Open Delivers More Than $405 Million In Economic Benefits And Record Broadcast Numbers

Australian Open Tournament Director Craig Tiley (photo: Tennis Australia/ Fiona Hamilton)

TA Press Release, August 9, 2022

A massive $405.3 million in economic benefit was generated by the Australian Open during the pandemic affected events in 2021 and 2022, according to a new Nielsen Sports report. 

Over the past 10 years the Australian Open has contributed $2.71 billion to the Victorian economy. 

“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,” Australian Open Tournament Director Craig Tiley said.   

The AO created the equivalent of more than 1650 full time jobs and 270,000 plus hotel room nights, with the average daily spend from visitors to Melbourne up 24 per cent on 2020.  Broadcast, both domestic and global, achieved new heights, with Ash Barty’s historic victory still the highest-rating program of 2022, peaking at 4.261 million viewers in Australia. Globally, the scale and reach of the AO continues to grow and this year a remarkable 746 million hours was broadcast in 226 territories via 25 broadcast partners, a whopping 20 per cent increase on 2021.

“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,” Tiley continued.

“Hosting the Australian Open is a key reason Melbourne is Australia’s sporting capital and it showcases our state to audiences right across the globe,” Minister for Tourism, Sport and Major Events Steve Dimopoulos said.

“These numbers highlight the massive economic benefit our action-packed sports and major events calendar brings to Victoria, and that’s why we’re continuing to invest in the major international sporting events that create more jobs and support businesses across the state.”

Key Economic Benefits  

*      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.

Jobs  

*      More than 1650 full time equivalent jobs were generated with 1109 created in 2022 and a further 547 in 2021

*      Australian Open 2022 resulted in an extra 247 jobs in accommodation, hotels and café sector, 167 jobs in entertainment, arts and gambling, 123 jobs in construction services and another 119 jobs in trade services.

Tourism

*      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 percent local, 30.8 percent from intrastate and interstate and 1.8 percent from overseas

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

Attendance  

*      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.

Global viewership*