In a striking revelation that overturns traditional sports hierarchies, the Australian Open has emerged as the unrivalled leader in attracting corporate crowds, surpassing iconic Australian events such as the AFL Grand Final, the Melbourne Cup, and the Boxing Day Test. This shift, highlighting the dynamic nature of sports tourism and corporate travel preferences, marks a significant transformation in Melbourne’s event landscape.

A Game-Changing Trend in Corporate Travel

Data from Flight Centre’s Corporate Traveller division paints an illuminating picture: the Australian Open saw a 725% increase in bookings over the Boxing Day Test 2023. This leap is not just a mere statistic; it represents a seismic shift in corporate travel trends, with Melbourne’s renowned tennis event outshining its counterparts in local and international corporate bookings.

The numbers speak volumes about the Australian Open’s escalating allure. In 2023, the event attracted 73% more bookings than the AFL Grand Final and 56% more than the Melbourne Cup. The trend is not a flash in the pan; Corporate Traveller projects an impressive 21% increase in bookings for the 2024 Australian Open.

Dominating the International Arena

The Australian Open’s triumph extends beyond local shores. The tournament recorded 89% more international corporate bookings than the Melbourne Cup, 46% more than the AFL Grand Final, and 9% more than the Boxing Day Test. These figures underscore Melbourne’s rising prominence as a global sports destination, propelled by the universal appeal of tennis.

The Rivalry for Second Place

While the Australian Open basks in its newfound preeminence, a fascinating tussle for the runner-up spot ensues. The 2023 Melbourne Cup edged past the AFL Grand Final with 11% more domestic corporate bookings. However, the AFL Grand Final reclaimed its prestige on the international stage, outperforming the Melbourne Cup with 30% more global bookings.

The 2024 Australian Open: A Rising Star

The 2024 Australian Open is poised for even greater heights. Bookings for the upcoming event have surpassed last year’s figures by 21%. The 2023 Australian Open set a record with 839,192 attendees, and Day Six alone drew a mammoth crowd of 94,854 spectators, a record since 2003. The 2024 edition promises to be even more spectacular, with an extended schedule to accommodate the growing interest.

Diverse Origins of Corporate Travelers

The Australian Open’s magnetic pull has drawn diverse corporate travellers. Sydney leads the pack with 29% of total bookings, followed by Brisbane, Adelaide, Perth, Canberra, and a notable 14% from international locations. Top-origin cities like Auckland, Dubai, Singapore, Los Angeles, Doha, Christchurch, and Wellington further highlight the global allure.

Tom Walley Weighs In

Tom Walley, Global Managing Director of Corporate Traveller, attributes the Australian Open’s success to its timing during the holiday season, Melbourne’s inviting summer climate, and its status as the year’s first Grand Slam event. “Unlike the AFL Grand Final with Australian athletes or the Boxing Day Test featuring limited teams, the Australian Open draws players globally, adding to its international appeal,” Walley explains.

He also notes the strategic travel planning by corporate travellers to avoid holiday fare hikes and the unique blend of business and leisure opportunities these events offer. Melbourne’s rich portfolio of sporting events provides an ideal backdrop for networking, client hosting, and employee incentives.

Melbourne’s Sporting Events: A Magnet for Business and Pleasure

The Australian Open’s ascendancy is a testament to Melbourne’s evolving role as a hub for sports tourism. The city’s ability to attract a diverse, global audience for its sporting events speaks to its allure as a destination that marries business with pleasure. With the Australian Open at the forefront, Melbourne is set to redefine the landscape of corporate travel and sports tourism.

In conclusion, the Australian Open’s staggering growth in corporate bookings is not just a triumph for tennis but a beacon for Melbourne’s sporting prestige. As the city gears up for the 2024 Australian Open, it stands ready to welcome the world, showcasing its capability to blend sports, business, and leisure in an unparalleled symphony of excitement and opportunity.

Written by: Bridget Gomez

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