Will Hodgman

Premier of Tasmania

29 January 2016

Will Hodgman, Premier
Minister for Tourism, Hospitality and Events

Dark Mofo to light up winter in 2016

Dark Mofo has been a cultural beacon in Tasmania’s winter since 2013 and the Tasmanian Government is proud to again partner with the Museum of Old and New Art to deliver the event in 2016.

Winter had long been a time of hibernation for many locals and a tourism black-spot until Dark Mofo. Now, Dark Mofo is the state’s most popular annual event, even exceeding the Taste Festival, more than doubling its attendance in the past three years from 128,000 to 280,000 in 2015.

Its appeal to national and interstate travellers has also doubled since its inception to attract almost 8,000 visitors to Tasmania, on par with the V8 Super Cars at Symmons Plains.

This is a huge windfall for our tourism and hospitality operators, with the average visitor staying seven nights and spending $200 a night at restaurants, shops and on experiences.

The exposure Mona and Dark Mofo creates for our state is massive too, with the Advertising Value Equivalent growing to $74 million over the three years, with a massive thirteen-fold increase from 2014 to 2015 alone. That’s well above the Hawthorn deal, which generates $12 million in one year.

Dark Mofo is without doubt a vital part of our cultural landscape. The Tasmanian Government has supported the event since its inception in 2013, providing $3 million over three years to 2015.

To secure the 2016 event, the Tasmanian Government is again partnering with Mona and will provide $2.1 million through Events Tasmania. This is a one year deal, and we will continue to work closely with Mona to ensure the long-term future of the event.

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