Beyond the Baseline: How the Australian Open Became a Multi-Experience Destination

Photo courtesy of Australian Open

As the first Grand Slam of the year kicks off this weekend, the Australian Open has evolved into far more than a tennis tournament. The event now operates as a multi-experience cultural festival built around five pillars: music, gaming, beauty, fashion, and food.

The expanded three-week format and Opening Week reinforce this shift, with the full site open from day one, new elevated viewing spaces, and headline moments like the Million Dollar 1 Point Slam featuring world No. 1 Carlos Alcaraz.

For travelers, the AO now serves as a gateway to Melbourne, encouraging longer stays that blend tennis with the city’s food scene, arts culture, and regional escapes across Victoria. As sports tourism surges, the Australian Open stands out as a model for where global events are headed next.

Sounds like an amazing opportunity to experience Australia!

By CB.

Photo courtesy of Australian Open

Photo courtesy of Australian Open