Most of the winning is happening off the court

MELBOURNE - There were a lot more disappointed Chinese fans watching the Australian Open this year.

That's mostly because there've been a lot more Chinese fans watching in the first place.

Even as none of the country's four players made it past the round of 16, the event is enjoying a higher profile in China and throughout Asia.

Li Na's loss to Kim Clijsters in the final last year remains one of the most-watched matches in the event's history, with almost 18 million tuning in for the clash.

It also accelerated a boom in interest from fans in Asia. Though Li lost to Clijsters again this year - this time in the fourth round - the event drew higher expectations and more spectators from the region.

The tournament's ticket sales through six operators in China increased by 30 percent, and Tennis Australia signed a groundbreaking deal with a Chinese partner to sell its merchandise through 8,000 outlets.

The sport's higher profile in the Asia Pacific region has also provided a boost to local tourism.

According to figures released by the organizers, 16 percent of international fans last year were from the Asia Pacific region, up sharply from 7 percent in 2004.

Meanwhile, the total number of Asian visitors was four times what it was in 2004.

More interest means more cash, convincing organizers of a more lucrative future encouraging them to stick to their long-term strategy in the market.

"We position our tournament as (the Grand Slam of the Asia Pacific). That is our key market that we want to serve - China especially is the major part of the market that we want to serve and part of the strategies of the Open," said Steve Woods, CEO of Tennis Australia.

The organization's commercial director, Steve Ayles, echoed Woods' sentiment, stressing the cultivation of the fan base.

"We feel the Australian Open will get a lot of growth from the bigger region," Ayles said. "We can do more in that area and hopefully have more people play tennis, more people get interested and watching on TV and finally come to the Open.

"That will be an interesting circle - more exposure gets more people interested in tennis and then brings them to our event. That's what we want to achieve."

The media are on board.

Applications for media accreditations from China increased from 15 in 2011 to 38 representatives from 17 organizations this year.

Renewing a broadcasting deal with CCTV and Shanghai Media Group that includes access to 65 million homes in China, the Open also launched a site on the nation's largest micro-blogging service.

More than half the event's global media value is now generated in the Asia Pacific area, according to the organizing committee.

The two singles trophies went on tour to three cities in China in October, and the tournament recruits ball kids from Asian countries and runs coaching and umpiring programs throughout the continent.

"We are the happy slam, the fun slam," Ayles said. "We are the most watched slam in China by a long stretch. We certainly appeal to this region with the time zone being similar. People in China can travel a reasonably short distance to watch what is the biggest tennis event in the southern hemisphere."

Li's 2011 final berth at Melbourne aside, she also made the semifinals in 2010, as did China's Zheng Jie. Li returned to the Sydney International final earlier this month after claiming the title last year.

"I think the Chinese players really feel comfortable here," Woods said. "They don't have trouble with jet lag, and they can feel the great support from the local Chinese community. The comfortable environment helps them have on-court success."

Organizers believe the talent pool will only improve.

"I think what's happening in tennis in this region is it generates a lot more top players than before. If we look forward ten years, Asia Pacific will be where a lot of good players come from. Li Na no doubt has popularized our game in the region, but it's not just her - there are other players and they will bring more in the future," said Ayles.