New Zealand’s Prime Minister Christopher Luxon. Credit: Instagram @christopherluxon
New Zealand’s latest tourism campaign, titled ‘Everyone Must Go!’, has sparked backlash.
Critics are likening it to a clearance sale slogan rather than a warm invitation for visitors. The NZ$500,000 (€286,000) campaign, launched on Sunday, February 16, is aimed at attracting Australian tourists to New Zealand between February and March, promoting the country as a must-visit destination. However, the campaign’s timing – amid record-breaking emigration rates and widespread public sector job cuts – has drawn widespread criticism.
New Zealand’s government defends the ‘Everyone Must Go!’ campaign slogan
Tourism Minister Louise Upston defended the campaign, stating, “What this Tourism New Zealand campaign says to our Aussie mates is that we’re open for business, there are some great deals on, and we’d love to see you soon.” She also highlighted that Australian visitors make up 44 per cent of international tourists and that numbers are recovering post-pandemic, reaching 88 per cent of 2019 levels.
Prime Minister Christopher Luxon also defended the campaign, stating, “The fact that we’re talking about it is a good thing. It’s a great thing.” He added, “It would be totally and utterly tragic if those Australians don’t get here before they do die.” (Cited by BBC News.) The government hopes the campaign will increase Australian visitor numbers, though no specific percentage target has been confirmed.
New Zealand’s tourism campaign faces social media backlash
Despite government optimism, critics have ridiculed the slogan, with some suggesting it sounds like a government directive for New Zealanders to leave during record emigration. Labour MP Barbara Edmonds commented on X, “New Zealanders are voting with their feet, leaving in record high numbers – just as the government focuses on marketing to Australians.”
Opposition Labour’s Cushla Tangaere-Manuel told RNZ, “The irony of that messaging is that’s how Aotearoa New Zealanders are feeling right now – there have been so many cuts.”
Green Party MP Celia Wade-Brown also mocked the slogan, suggesting it “might refer to the need for toilets in some of our high-tourist spots. I mean, the queues are ridiculous.”
New Zealand’s tourism
New Zealand’s tourism sector was its largest export industry before the pandemic, generating NZ$40.9 billion (€22.3 billion) in revenue. In 2023, this figure reached NZ$37.7 billion (€20.6 billion), showing strong recovery, according to a report by The Guardian.
The ‘Everyone Must Go!’ campaign is set to run throughout February and March, but whether it will successfully bring in more tourists or simply remain a social media discussion is yet to be seen.
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