I was traveling in Spain and Italy last year when Roland Garros was on, which included major highlights like Nadal’s (likely) last ever match there and strong performances from European players like Alcaraz, Sinner, Tsitsipas and Zverev (indeed almost all of the current top ten men are European).
But it was only on the pay channel EuroSport, which many homes (and thus Airbnbs) don’t seem to have, and was only available for us in one upmarket hotel in Spain we stayed in for an indulgence for one night.
So the tournament promoters may be making the calculation that if the current TV rights holders aren’t ultimately getting many eyeballs watching their events, they need to do other things to build/maintain the profile of the sport with a view to one day offering it only via the internet (particularly if broadcast TV continues to decline and the networks can no longer afford large rights deals).