World-class MONA helps Tassie smash tourism record

TASMANIA’S tourism industry is riding the wave of a MONA-led revo­lution, with visitor numbers smashing previous records.

MONA has been credited with helping boost tourism numbers in Tasmania.

TASMANIA’S tourism industry is riding the wave of a MONA-led revo­lution, with visitor numbers smashing previous records.

Tourism groups were yesterday celebrating results of the latest Tasmanian Visitor Survey, which showed a 14 per cent jump in numbers for the year ending last December. The boost resulted in a 13 per cent increase in visitor spending, to $1.58 billion.

Tourism Industry Council Tasmania chief executive Luke Martin said MONA was the driver, along with an ­increase in flights in the past 18 months.

“It’s the MONA effect,” Mr Martin said.

“It’s more than just the product itself; it’s generated interest and awareness in Tasmania which has made us stand out in the market.”

He said the opening of David Walsh’s Berriedale museum in 2011 had the same impact as the launch of major developments, including Wrest Point in 1973 and the start of regular Bass Strait crossings in the 1980s, and the introduction of the Spirit of Tasmania in 2003.

“The challenge is, how long can we sustain this?” he said.

“MONA is going to keep doing what it does, but we know there are a series of outstanding products on the drawing board that will also have an impact.”

MONA business and development manager Mark Wilsdon said the museum would continue to build on the success, with “dynamic and provocative” arts programs and signature events Mofo and Dark Mofo.

“We’re led by a great visionary and part of our brief as a management team is keeping up with David and making those opportunities work,” Mr Wilsdon said.

“From our perspective, it’s great the Tasmanian tourism industry has benefited [from that success].”

Mr Martin said growth would be dependent on maintaining air services to the state, extending visitation into winter months and luring tourists from China.

Tourism Tasmania chief executive John Fitzgerald said 897,000 visitors from interstate paid a visit last year with a 24 per cent jump in numbers from NSW.

There also was growth in visitors from Victoria and a 9 per cent jump in Queensland tourists.