In brief
The New Zealand government is defending its new NZ$500,000 tourism campaign aimed at Australians, which features the slogan "Everyone Must Go!" While intended to attract visitors, many view it as insensitive given record emigration and job cuts among Kiwis.
---The New Zealand government is currently navigating a wave of criticism following the launch of its latest tourism initiative aimed at drawing Australian visitors. The centerpiece of this campaign is the tagline "Everyone Must Go!" prominently displayed alongside images of New Zealand's stunning landscapes. The campaign, which carries a budget of NZ$500,000 (approximately $285,000 or £227,000), has ignited a heated debate over its appropriateness given the current socio-economic climate in the country.Prime Minister Christopher Luxon defended the slogan during a recent statement, highlighting the importance of public discussion around it. "I appreciate there's lots of chat about whether everyone loves the slogan or not," he remarked, suggesting that the attention it has garnered is a positive outcome. However, many critics, including Cushla Tangaere-Manuel, spokesperson for the opposition Labour Party, argue that the slogan trivializes the serious issues facing many New Zealanders today, claiming it makes the nation "sound like we're in a clearance bin at a sale." With thousands of Kiwis experiencing job losses in the public sector due to government austerity measures, the sentiment resonates deeply. Official statistics reveal that nearly 130,000 people left the country last year, surpassing immigration numbers. Labour MP Barbara Edmonds highlighted the irony of the campaign, suggesting that the tourism strategy may be a signal for New Zealanders to leave rather than invite tourists in. Adding to the humor surrounding the campaign, Green Party MP Celia Wade-Brown jokingly speculated that "Everyone Must Go" could also refer to the urgent demand for more toilets in popular tourist areas, pointing out the long queues that are often seen.Tourism Minister Louise Upston, however, asserted that the tagline is meant to signify that New Zealand is a must-visit destination that is open and ready to welcome tourists. Despite the aim to revitalize tourism numbers post-pandemic, current figures indicate that New Zealand is still not attracting visitors at levels seen in 2019. Recent data reveals that for the previous year, over 1.2 million Australians visited the country, but that figure remains at only 88% of pre-COVID levels. As the month-long campaign gears up to launch on Thursday, officials hope to achieve a 5% boost in visitor numbers, but the question remains if the slogan will indeed resonate positively with Australian tourists—or if it will further alienate those at home.
