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As an eighteen-year-old living in the small Australian island state of Tasmania, moving to the 'mainland' could not happen soon enough. Now, ten years later, I look forward to going home. This is probably because I've grown up, but also perhaps because the cultural landscape of Tasmania has matured. The latest addition to Tasmania's cultural scene is David Walsh's Museum of Old and New Art (MONA), a museum that has established Hobart, the capital city of Tasmania, on the global art circuit.
This building is an example of how art and architecture can have an instant impact on the social and cultural reputation of a place. Andrew Bain of The Sydney Morning Herald wrote, 'In a virtual blink, Hobart's cultural landscape has been transformed, with art, wine, fine food and stylish accommodation becoming integral features of the city … If Hobart's makeover has an origin, it's the opening of MONA – the Museum of Old and New Art.' MONA is said to have been solely instrumental in the reinvention of Hobart as a cultural hub.
MONA made the national press and international blogs before it opened. After that, Tourism Industry Council of Tasmania's chief executive, Luke Martin, claimed that MONA was proving so popular it was underpinning the tourism industry in Tasmania. However, MONA's effect on Hobart has broader ramifications for Tasmania's tourism industry. As reported in Hobart's local paper, The Mercury, there is concern about how long people are staying in Tasmania. Rather than spending a week in the state and hiring a car to experience the beauty of the Tasmanian landscape, people are making short stays in Hobart only to visit the gallery. The next challenge for the state is how to entice holidaymakers to stay longer, and to venture further afield. Tasmania is more than a one-hit wonder.
