It’s estimated the 2026 Australian Open (AO) injected more than $600 million into Melbourne’s economy, up from $566 million in 2025.

Hospitality, retail and accommodation operators were the big winners, with hundreds of thousands of fans descend on the city, alongside tournament drinks partners including Aperol, Altos Tequila, Asahi, Balter, Brookvale Union, Canadian Club, Grey Goose, Jacob’s Creek, Guojiao 1573 baijiu and Piper-Heidsieck.

More than 1.35 million people passed through the gates of Melbourne Park during the three-week event, surpassing last year’s record-breaking crowd numbers and attracting the most sponsors in history.

The signature drink of the Australia Open, the Grey Goose Lemon Ace, selling out ahead of finals weekend in its second year on court. Sales surged by 670% year on year during opening week alone and 90% over the first two weeks. 

Melbourne’s hotel industry posted its highest January average daily rate (ADR) and revenue per available room (RevPAR) on record, according preliminary data from CoStar.

Each of the market’s key performance indicators peaked on Saturday, 24 January: occupancy (93.2%), ADR ($380.74) and RevPAR ($354.94). Each metric easily surpassed last year’s tournament peak on 18 January. 

The market’s ADR remained above $200 throughout the tournament, except for the first three nights (12-14 January).

“The most pleasing performance factor was demand,” said Matthew Burke, regional director at STR. “The metric was up 4.9% for the month, more than doubling the year-over-year growth in new supply.”

Jason Nuell, Marriott International’s regional vice president for Australia and New Zealand, told the Australian Financial Review the company’s average daily rate and revenue per available room were up 20% each compared with the same time last year.

Occupancy rates have exceeded 95% at the Ritz-Carlton and W hotels, which attract $2000 and $651 a room per night respectively.

HQ Group, which operates Afloat, Arbory and Her Bar, said its venues have been heaving with patrons during the tournament, with its pop-up Le Club Lacoste Melbourne club featuring a floating tennis court.

“We’re selling cocktails by the carafe and champagne by the bottle,” said Head of Operations Tom Byrne.

NAB merchant terminal data from the 2025 tournament shows just how powerful the AO effect is. 

In the first two weeks of last year’s event, Richmond recorded a 90% surge in accommodation turnover and an 18% jump in restaurant spend. In South Yarra, accommodation grew by more than 50%, restaurant spend lifted 17% and retail surged 25%. East Melbourne also posted strong gains, with accommodation up 34% and restaurant turnover rising 25%.

NAB Executive Business Metro & Specialised Julie Rynski said: “The Australian Open has truly become the ‘Happy Slam’ and is no longer just purely a tennis tournament – it’s a full-blown summer festival.

“From world-class matches to kids’ zones, immersive activations, a huge live music program and the city’s hottest restaurants setting up at Melbourne Park, the AO now attracts fans who want the full experience and that’s brilliant news for Melbourne businesses.”

Rynski said the expanding entertainment program and family-friendly precincts meant the AO now drew a much broader audience.

“Families come for the kids’ activities, music lovers come for the nightly entertainment, and foodies come because some of Melbourne’s most-loved venues are serving up meals right beside the courts,” she said.

“That mix means more visitors, more spend and a bigger boost across retail, hospitality and accommodation.

The Happy Slam energy doesn’t stop at Melbourne Park – it spills across the entire city.”