In brief
The campaign, intended to attract Australian tourists, has been condemned as insensitive to domestic challenges, prompting government defense amidst public criticism.
New Zealand's recent tourism initiative, launched with the slogan "Everyone Must Go!", has drawn significant criticism, sparking discussions about its implications amidst the country's pressing issues. The NZ$500,000 campaign, aimed primarily at drawing in Australian travelers, showcases stunning landscapes but has been perceived by many as tone-deaf, particularly in light of rising emigration and unemployment rates.Prime Minister Christopher Luxon defended the campaign, stating that the attention it garnered may be beneficial, despite mixed reactions to the slogan. Opposition Labour Party's tourism representative, Cushla Tangaere-Manuel, expressed that the tagline made New Zealand seem desperate, likening the country to a "clearance bin at a sale." The sentiment echoed the feelings of many New Zealanders who have faced government austerity measures, leading to significant job losses, especially in the public sector.Furthermore, an alarming trend has been noted in recent statistics, showing nearly 130,000 New Zealanders left the country in the past year, a situation that Labour MP Barbara Edmonds highlighted on social media. She questioned whether the slogan suggests an underlying tourism strategy encouraging New Zealanders to leave.Adding a humorous twist, Green Party MP Celia Wade-Brown commented that the phrase could equally refer to the urgent need for more public toilets in tourist hotspots, addressing long queues faced by visitors.Tourism Minister Louise Upston clarified that the aim of the campaign was to position New Zealand as a top destination, ready to welcome tourists, especially from Australia, its biggest market. Statistics indicate that while over 1.2 million Australian visitors came last year, current numbers still fall short of pre-pandemic levels. Luxon emphasized that attracting more Australian tourists is vital, aiming for a 5% increase in visitors.The campaign is set to officially launch this Thursday, amidst a backdrop of growing tensions surrounding its messaging.
