The 2026 Australian Open has once again proven to be a major economic catalyst for Victoria, reinforcing its status not just as a grand slam sporting event, but as a significant driver of business activity, tourism growth and international exposure for the state. Held annually in Melbourne over the Australian summer, the tournament attracts hundreds of thousands of visitors- and in 2026 it set new attendance records that underpin its economic significance.

According to official figures, the 2026 tournament welcomed 1.3+ million fans to Melbourne Park across the three weeks of competition, comfortably exceeding the 1.2 million mark achieved in 2025. The expansion of “Opening Week” qualifying sessions drew nearly 218,000 spectators- almost doubling pre-main draw early attendance- and helped boost overall engagement across the city.

Record Crowds Fuel Business Activity

While the official economic impact report for 2026 is still being compiled, independent economic forecasts and analysis estimate the event will have injected more than $600 million into the Melbourne and Victorian economy. This projection reflects expected spending by visitors on accommodation, hospitality, retail, transport, entertainment and associated services, providing a major early-year uplift for local businesses.

Hospitality precincts across the city typically experience substantial boosts during the tournament period. Earlier NAB data from the 2025 event, for instance, showed accommodation turnover surging by up to 90% in Richmond and restaurant spending rising by almost 18% in surrounding precincts during the tournament fortnight. With hotel occupancy at near-maximum levels (often above 95%) across premium venues and increased room night sales, accommodation providers in Melbourne’s CBD and inner suburbs benefit significantly from the influx of visitors.

Tourism and Jobs Across the State

The Australian Open is a key part of Victoria’s broader visitor economy strategy; one that supports thousands of jobs and business opportunities during the traditionally quieter summer period. The state government notes that major events like the Open are central to supporting around 288,000 tourism-related jobs across Victoria, highlighting the event’s role in sustaining employment in hospitality, transport, events and tourism sectors.

In addition to direct spending by attendees, the Open generates global media exposure, enhancing Melbourne’s reputation as a world-class destination and helping attract future international visitors. While comprehensive broadcast audience figures for 2026 are still being released, past tournaments reached billions of viewers worldwide, significantly amplifying Victoria’s global profile and tourism appeal.

Broader Business Benefits and Sponsorship Value

Beyond visitor spend, major sponsorship and branding partnerships associated with the Australian Open deliver commercial value for businesses and corporate partners. Companies such as automotive manufacturers, financial institutions and luxury brands leverage the event’s global reach to enhance market exposure, engage affluent audiences and strengthen long-term strategic positioning.

Event organisers also continue to expand the precinct’s entertainment offerings broadening the appeal of the tournament beyond traditional tennis fans and driving ancillary spending on food, beverages, merchandise and festival-style attractions.

Outlook: Sustained Growth and Strategic Value

With the Australian Open secured in Victoria until at least 2046 and ongoing investment in Melbourne Park infrastructure, this major sporting event remains a cornerstone of the state’s events calendar and economic strategy. As international travel rebounds and global interest continues to rise, the 2026 Australian Open’s economic impact underscores the enduring value of world-class events in supporting local businesses, tourism growth and Victoria’s broader economic resilience.

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