Amid soaring emigration and job losses, New Zealand's new tagline to attract Australian tourists has generated fierce backlash, prompting government defense and calls for sensitivity.
New Zealand's Controversial Tourism Campaign Sparks Debate
New Zealand's Controversial Tourism Campaign Sparks Debate
New advertising tagline "Everyone Must Go!" raises eyebrows amid rising emigration and unemployment
In an effort to bolster its tourism sector, New Zealand recently launched a provocative campaign with the slogan "Everyone Must Go!" emblazoned on posters featuring the country’s stunning landscapes. The NZ$500,000 ($285,000; £227,000) campaign, unveiled by the government, aims to draw in tourists from neighboring Australia but has been met with criticism amid the backdrop of record emigration rates and rising unemployment.
Prime Minister Christopher Luxon defended the slogan, stating, "I appreciate that there's lots of chat about whether everyone loves the slogan or not," adding that the publicity is beneficial. However, the campaign has been labeled tone-deaf by various critics, including Cushla Tangaere-Manuel, a tourism spokesperson for the opposition Labour Party. She stated that it makes New Zealand sound like "we're in a clearance bin at a sale," drawing attention to the hardships faced by many citizens amid government austerity measures that have led to significant job cuts.
The stark reality is reflected in official statistics, which reveal nearly 130,000 departures from New Zealand last year—a rate offset by approximately 160,000 arrivals. Labour MP Barbara Edmonds highlighted the dire situation, asserting that New Zealanders are “voting with their feet.”
In an amusing twist, some have taken the slogan to imply a more lighthearted focus on infrastructure, with Green Party MP Celia Wade-Brown suggesting it might relate to the need for better restroom facilities in busy tourist areas.
Tourism Minister Louise Upston clarified that the campaign's message signals that New Zealand is a "must visit" destination eagerly awaiting visitors. However, New Zealand's tourism figures remain below pre-pandemic levels, with 1.2 million Australian visitors last year, just 88% of the number from 2019. Luxon expressed hopes of increasing Australian visitation by 5% through this campaign, scheduled to roll out on Thursday.
