Australian Open set to generate $600 million as ‘opening week’ numbers surge

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This year’s Australian Open is expected to inject more than $600 million into the Melbourne economy, as attendees turn out in force for the tournament’s increasingly popular opening week.

New analysis from NAB predicts the multimillion-dollar figure, which would be an increase of between 7 and 10 per cent on last year’s expenditure levels.

Australian Open attendees are expected to fork out $600 million at this year’s tournament.

Julie Rynski, business banking and specialised industry executive at NAB, said that the economic value of the tournament was on par with major events like the Australian Grand Prix and the AFL grand final.

“Local businesses, small and large, they really benefit from these sorts of events,” Rynski said.

“It puts us on the map. I love it when people are watching on the [television] … Our city and our country gets highlighted around the world.”

Last year’s tournament brought a surge in accommodation and hospitality spending within the suburbs that neighbour the Melbourne Park precinct, according to the NAB data.

Accommodation turnover grew by 34 per cent in East Melbourne, 50 per cent in South Yarra and 90 per cent in Richmond, when compared with the week before the tournament started.

Overall expenditure from the tournament has been steadily increasing over recent years, according to figures from Tennis Australia, with a three-year dip due to COVID measures.

Dave Makin, founder and director of Axil Coffee, said that the Australian Open generated increased trade during what would otherwise be a quiet time of year.

“The timing of the Australian Open is actually fantastic … If it wasn’t on in January, I imagine January would be so much quieter,” Makin said.

Makin said that his Axil Coffee outlets in the CBD would record an uptick in sales in the weeks leading up to the competition, and another following the first day of the main draw.

“By having people coming in that are from interstate and overseas … it definitely helps with our brand awareness and brand positioning,” he said.

The spending estimations and figures from NAB relate specifically to the two weeks of the main draw – which starts on January 18 this year.

The tournament’s “opening week”, which began on Monday, has faced some public criticism over its marketing tactics.

Fans near Rod Laver Arena during this year’s opening week.

Like every grand slam tournament, the first week is reserved for the pre-event qualifying competition, where lower-ranked athletes play to gain a place in the main draw.

There are also activities, events, practice sessions and charity matches scheduled during the six-day period.

But some social media posts and comments have expressed confusion at the marketing for the week, which has been widely advertised and occasionally ambiguous about the main draw starting date.

Tennis fan Chris Young, who has been attending the Australian Open since 1988, said he could see how ticket holders might have misunderstood the advertisement materials.

“People could possibly misconstrue that [and] think that it’s actually the main draw. I know online I’ve seen a few people put up comments.”

Young said that the “opening week” name reminded him of the AFL’s opening round, which takes place during the league’s official competition.

“Tennis Australia were … being pretty savvy in their advertising and getting numbers through the door. And I think it was a little bit dishonest the way they had that whole opening week slogan,” he said.

More than 63,000 people attended the first two days of opening week this year, an increase of almost 40,000 from the same days in 2025.

Admission to Melbourne Park was traditionally free of charge during the qualifying week, but ticket prices were introduced in 2023. Ground pass tickets this year are $20 for adults, $15 for youths aged 12 to 17, and $10 for kids aged 3 to 11.

A spokesperson from Tennis Australia said that this year’s opening week was the first time that the entire precinct was open to the public, along with added live music events and an opening ceremony on Rod Laver Arena.