New Zealand’s latest tourism initiative has ignited a wave of criticism and debate, with its tagline “Everyone Must Go!” featured prominently on posters showcasing the country’s stunning landscapes. Launched as part of a NZ$500,000 (approximately $285,000; £227,000) advertising campaign on Sunday, the slogan was intended as an invitation for Australian tourists. However, it has been perceived by some as insensitive amid the backdrop of increasing emigration and unemployment rates in New Zealand.
Prime Minister Christopher Luxon has come to the campaign’s defense, acknowledging the mixed feedback surrounding the slogan. He remarked, “The fact that we’re talking about it is a good thing. It’s a great thing.”
Political backlash and public sentiment
Cushla Tangaere-Manuel, the tourism spokesperson for the opposition Labour Party, criticized the messaging, suggesting it makes the nation sound desperate. She expressed concern for the feelings of New Zealanders, stating, “The irony of that messaging is, that’s how Aotearoa New Zealanders are feeling right now,” reflecting on the severe budget cuts affecting public services and employment.
Job losses in the public sector have impacted thousands over the past year due to government austerity measures. Meanwhile, the country continues to face unprecedented emigration, with nearly 130,000 residents departing last year, although this was slightly balanced by the arrival of about 160,000 immigrants.
“New Zealanders are voting with their feet, leaving in record high numbers,” Labour MP Barbara Edmonds commented on social media.
Public reactions and government response
Some commentators have humorously interpreted the slogan in a different light. Green Party MP Celia Wade-Brown suggested the phrase might pertain to the dire need for public restroom facilities in tourist-heavy areas, quipping, “I mean, the queues are ridiculous.”
Tourism Minister Louise Upston defended the campaign, emphasizing that the tagline signals to Australians that New Zealand is a premier travel destination, ready to welcome visitors. Despite the current struggles, New Zealand’s tourism sector is still recovering, with visitor numbers not yet reaching pre-pandemic figures.
In 2022, more than 1.2 million Australian tourists visited New Zealand, but current figures show that only 88% of that volume from 2019 has been achieved. Luxon expressed hope that the campaign would increase Australian visitor numbers by 5%, remarking, “It would be totally and utterly tragic if those Australians don’t get here before they do die.”
The month-long tourism campaign is scheduled to commence on Thursday, aiming to revitalize interest in New Zealand as a travel destination amidst ongoing economic challenges.