In brief
New Zealand's latest tourism campaign, featuring the slogan "Everyone Must Go!", has drawn significant backlash from locals as the country grapples with high emigration rates and job losses. Launched with a budget of NZ$500,000, the tagline was intended to entice Australian visitors but instead has been perceived as tone-deaf by critics. Prime Minister Christopher Luxon acknowledged the mixed reactions, stating that the conversation itself is beneficial. Opposition parties have characterized the slogan as dismissive of current challenges, particularly with many citizens leaving the country. Tourism Minister Louise Upston defended the campaign as a clear invitation to Australian tourists. With New Zealand aiming to boost tourism numbers, the campaign begins amid ongoing debates on its relevance and sensitivity.
The New Zealand government is under fire for its recent tourism initiative that promotes the slogan “Everyone Must Go!” aimed at encouraging Australian tourists to visit. While the NZ$500,000 campaign is meant to showcase the country's stunning landscapes, critics argue the phrase is harshly ironic given the context of rising emigration and job losses. Prime Minister Christopher Luxon noted the uproar has sparked a productive dialogue, but opposing politicians like Cushla Tangaere-Manuel have found the messaging dismissive and likened it to a clearance sale. Reports indicate nearly 130,000 New Zealanders left the country last year, with immigration figures balancing the numbers somewhat. The controversy has triggered concerns about whether the slogan undermines the very people it is meant to attract. Despite the uproar, Tourism Minister Louise Upston asserts that the campaign targets Australia, a crucial market for New Zealand's tourism sector, aiming for a 5% increase in visitors. The campaign is set to kick off soon as officials seek to revitalize tourism recovery efforts post-pandemic, yet the mixed reception reflects deeper issues facing the local populace.
