Melbourne, Australia – The Australian Open 2024 is set to kick off with a bang, bringing not only world-class tennis but also a significant boost to local jobs and the Victoria economy. For the first time in the tournament’s history, the Australian Open will open on a Sunday, extending the event to 15 days. The Allan Labor Government is providing support to make this grand slam even more spectacular.
Acting Premier Ben Carroll and Minister for Tourism, Sports, and Major Events Steve Dimopoulos welcomed visitors to the highly anticipated event, showcasing the excitement surrounding one of the biggest sporting spectacles in the world.
With top tennis stars from around the globe, including Australian sensation Alex de Minaur, set to take the court at Melbourne Park, the Australian Open aims to surpass last year’s record attendance of over 839,000 visitors.
The tournament’s lasting appeal draws families and friends from all corners of the country to Melbourne Park for three weeks of entertainment. Off the court, attendees can enjoy live music performances by renowned artists like Tash Sultana, Groove Armada, and DMAs, as well as indulge in the finest local cuisine and partake in kids’ activities.
The Australian Open captivates millions of viewers each year, with around 10 million people tuning in to the television broadcast in Australia alone in 2023. This year’s event is set to capture the attention of both the nation and the world, putting Victoria in the global spotlight.
Victoria’s new tourism campaign, Every Bit Different, will be launched on various platforms, including TV, print, digital, and culturally diverse channels, to showcase the state’s diversity, passion, and creativity. The campaign aims to encourage Victorians and visitors from interstate to explore the incredible offerings in every corner of Victoria.
The Australian Open is just one highlight on Victoria’s event calendar for 2024. Other thrilling events in the first quarter of the year include the NGV Triennial, Groundhog Day the Musical, the Cadel Evans Great Ocean Road Race, the Matildas Olympic Qualifier, and the Formula 1 Australian Grand Prix.
A recent study commissioned by Visit Victoria highlights the significant economic impact of major events, with the major events calendar contributing $3.3 billion in value to the economy annually and generating over 15,500 jobs in Victoria.
Acting Premier Ben Carroll expressed his excitement about the Australian Open, stating, The Australian Open is a crown jewel in Victoria’s major events calendar, with the event expected to support up to 1,700 full-time jobs and contributing more than $387 million to Victoria’s economy.
Minister for Tourism, Sports, and Major Events Steve Dimopoulos encouraged everyone to experience the special atmosphere of the Australian Open, saying, Something special happens when the Australian Open hits. The excitement from Melbourne Park spreads throughout the city’s hospitality, tourism, and arts and culture sectors, and I encourage as many people as possible to experience it this January.
Visit Victoria Chief Executive Brendan McClements emphasized the significance of the Australian Open as an iconic summer event that showcases the best of what Victoria has to offer. McClements also highlighted the launch of the Every Bit Different campaign, which aims to highlight Victoria’s dynamic, unique, and exciting aspects.
The Australian Open promises to be a thrilling two weeks of world-class tennis, alongside a range of entertainment options for attendees of all ages. With its substantial contribution to the local economy and job creation, this prestigious event continues to elevate Victoria’s status as a premier sporting and cultural destination.
For more information on the 2024 Australian Open, visit ausopen.com. To learn more about the Every Bit Different campaign, go to visitvictoria.com.
