The 2025 Australian Open has officially gone down as the biggest ever, drawing more than 1.2 million tennis fans who spent hundreds of millions in Melbourne’s pubs, bars, hotels and restaurants.

Among the drinks partners who worked on their serves during the tournament were Canadian Club, Piper-Heidsieck, Grey Goose, Luzhou Laojiao Jiaoling Baijiu, Aperol Spritz, Peroni, Somersby and Squealing Pig.

In addition to hosting pop-up bars at Melbourne Park, many brands worked with bars, pubs and hotels throughout the city on special activations and deals.

Flour Child Richmond, for example, was transformed into a bespoke GREY GOOSE cocktail haven, taking over the venue’s iconic rooftop balcony with an Australian Open-inspired bar and the highly anticipated ‘Grey Goose Lemon Ace’ cocktail.

Transaction data from NAB reveals a grand slam in consumer spending over the fortnight:

• More than $275 million was spent at Melbourne’s pubs, bars and restaurants over the fortnight.
• Melbourne’s bars experienced a 3% uplift in spending compared to the 2024 Australian Open.
• Businesses immediately surrounding the Melbourne Park precinct experienced a $74 million spending injection, up 2% on last year.

NAB Business Banking Executive Julie Rynski said: “Visitors from interstate and overseas flock to Melbourne for the tennis and take the opportunity to enjoy the best of the city’s vibrant culinary and cultural scene over the fortnight.

“We’re seeing crowd records broken and consumer spending growing year-on-year, cementing the event’s status as an all-important launchpad for businesses into the year ahead.

“The continued growth in spending translates to a real vibe which you can see and feel with booked out eateries and hotels, packed pubs and bars, lines for take away coffee and busier taxis and public transport.”

Victorian Minister for Tourism, Sport and Major Events Steve Dimopoulos said: “This year’s Australian Open has broken records with over a million tennis fans flocking to Melbourne Par to witness the world’s best tennis players, and many millions more watching at home as we showcase Victoria to the world.

“We’re the major events capital of Australia because of world class events like the Australian Open, they bring thousands of visitors to Melbourne, filling hotels and boosting businesses across the state.”

Tennis Australia CEO Craig Tiley said: “Our team is proud to have delivered another record-breaking Australian Open, with more than a million fans once again enjoying world-class tennis. The AO continues to bring people together in a celebration of sport, food, family fun and entertainment.”

Major boost for hotels

The huge influx of interstate and overseas visitors has been a boon for accommodation across Melbourne, with STR confirming 93% of all hotel rooms were booked on Saturday 18 January, the midway point of the tournament.

Managing Director, Ascott Australasia and Chair of Accommodation Australia David Mansfield said Ascott’s Melbourne properties, which include Quest Apartment Hotels, Citadines on Bourke, Oakwood Premier and lyf Collingwood, experienced a significant 16% increase in demand during this year’s tournament.

Additionally, revenue per available room (RevPAR) saw a 13% increase compared to 2024, underscoring the event’s growing significance in driving revenue for the accommodation sector.

“The Australian Open doesn’t just fill hotels; it powers the entire tourism ecosystem,” he said.

“Every visitor who arrives in Melbourne spends on local bars, restaurants, attractions and small businesses. “For the accommodation industry specifically, the event has highlighted the vital role our sector plays in supporting large-scale tourism and economic growth.”

“As Chair of Accommodation Australia, I am thrilled to see how events like the Australian Open highlight the resilience, importance, and potential of the hospitality and tourism sectors.

“With each passing year, the Australian Open continues to grow in scale and influence. Its success reminds us of the importance of ongoing investment destination marketing, infrastructure, workforce development, and collaborative efforts between industry and government to ensure the tourism and accommodation sectors thrive well into the future.”

American visitors boost hospitality scene

Marriott said its Melbourne revenue per available room during the Australian Open fortnight was more than 10% higher compared to last year, driven by 10% more Americans staying at its hotels due to the favourable exchange rate.

Its hotels had occupancy rates of between 90-95% throughout the tournament.

“The Australian dollar has been a big a motivator with how it sits against the US dollar. This time of the year, when Australia is nice and sunny, is another factor,” Marriott International Oceanic vice president Jason Nuell told the Australian Financial Review.

“Many of those US guests are staying for the whole competition, especially since they’re travelling this far. We’re seeing them stay in the hotel much longer.”