New Zealand’s Controversial Tourism Campaign: “Everyone Must Go!”
New Zealand has recently launched a bold tourism campaign that has sparked significant debate. The slogan “Everyone Must Go!” is prominently displayed on posters featuring the country’s stunning landscapes. This campaign, which comes with a budget of NZ$500,000 (approximately $285,000 or £227,000), aims to attract tourists, particularly from neighboring Australia. However, the tagline has been met with mixed reactions, with some interpreting it as a desperate plea for visitors, while others view it as a tone-deaf message amid rising emigration and unemployment rates in the country.
A Call for Tourists Amid Economic Challenges
The New Zealand government hopes that this campaign will encourage more Australians to visit. Prime Minister Christopher Luxon defended the slogan, stating that the discussions surrounding it are beneficial. He emphasized that the attention the campaign has garnered is a positive sign. However, the timing of the campaign raises questions. New Zealand is currently facing record emigration rates, with nearly 130,000 citizens leaving the country last year. This mass departure has led to concerns about the state of the economy and the job market.
Cushla Tangaere-Manuel, a tourism spokesperson for the opposition Labour Party, criticized the slogan, suggesting it makes New Zealand sound like a discount destination. She pointed out that many residents feel the impact of recent government cuts, which have affected thousands in the public sector. The irony of the campaign’s message is not lost on those who are struggling to find stable employment while the government seeks to attract tourists.
Mixed Reactions from the Public and Politicians
The slogan has drawn a variety of responses from the public and political figures alike. Labour MP Barbara Edmonds expressed concern that the campaign might be interpreted as a plan to encourage Kiwis to leave the country. She noted that New Zealanders are “voting with their feet” and leaving in record numbers. This sentiment reflects a broader anxiety about the state of the nation and the government’s ability to retain its citizens.
Some have even humorously suggested that the slogan could refer to the need for more public restrooms in tourist-heavy areas. Green Party MP Celia Wade-Brown remarked that the phrase might highlight the long queues for toilets rather than the natural beauty of New Zealand. Such comments illustrate the disconnect between the government’s messaging and the realities faced by many residents.
The Importance of Tourism for New Zealand’s Economy
Despite the controversy, the New Zealand government is determined to boost tourism, especially from Australia, which is the largest source of international visitors. Last year, the country welcomed over 1.2 million Australian tourists, but numbers have not yet returned to pre-pandemic levels. Tourism Minister Louise Upston stated that the campaign aims to convey that New Zealand is a “must-visit” destination and that the country is ready to welcome tourists.
The government hopes to increase Australian visitor numbers by 5% through this campaign. Luxon emphasized the urgency of attracting tourists, stating that it would be “totally and utterly tragic” if Australians did not visit New Zealand. The month-long campaign is set to launch soon, and the government is optimistic about its potential impact on the tourism sector.
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