Indeed, it’s not overstating things to say MONA helped redefine Tasmania’s place in Australia’s highly competitive tourism mix.
"We can’t rest on our laurels if we’re to keep building Tasmania’s visitor economy."
Chris Sparks, Regional Executive, Regional Business Banking Tasmania at ANZ
Yet, for everything it’s brought to Hobart, we can’t rest on our laurels if we’re to keep building Tasmania’s visitor economy, driven by investment in and a growing reputation for the highest-quality tourist attractions and experiences.
Central to this push will be the continued diversification of our tourism offerings, such as world-class projects like the proposed Mount Wellington Cable Company and a joint proposal from the Cradle Coast Authority, the Tourism Industry Council Tasmania (TICT) and the Parks and Wildlife Service for a similar attraction across Cradle Mountain.
We are on the right track. According to the Tasmanian Visitor Survey Year Ending December 2016 update, in the 2016 calendar year Tasmania attracted 1.24 million visitors, 7 per cent more than the previous year.
For the first time visitor spending reached $A2.14 billion, up 10 per cent (was $A1.75 billion year ending 2014) with total nights spent by visitors in the state up 6 per cent to 10.66 million, up 6 per cent.
This level of growth is exciting for us all and when we consider the host of new, premium-end hotels, accommodation and attractions coming online in coming years, the path to reaching the Tasmanian government’s T21 Strategy’s goal of 1.5 million visitors come 2020 becomes clear.
Tasmania too needs to better market its offerings – it’s not just MONA. Or Cradle Mountain. Or Port Arthur. It’s diverse. And it has, in Launceston, a vibrant second city. Take the JAC Group proposal for the Cataract Gorge Skylift, linking Launceston and the Cataract Gorge Basin, and the state’s ability to attract new visitors for longer stays and greater spending becomes stronger.