The New Zealand government's latest tourism campaign has sparked debates around its appropriateness as record emigration rates rise. Critics argue the slogan trivializes citizens' struggles, while officials maintain it aims to encourage Australian tourism.
New Zealand's Controversial Tourism Campaign: A Call to Action or a Tone-Deaf Slogan?
New Zealand's Controversial Tourism Campaign: A Call to Action or a Tone-Deaf Slogan?
New Zealand's new tourism tagline "Everyone Must Go!" faces backlash amid rising emigration and economic challenges, forcing the government to defend its intent.
New Zealand's government is under scrutiny for its latest tourism campaign, which aims to attract visitors from Australia but has drawn sharp criticism for its slogan, "Everyone Must Go!" Launched with a budget of NZ$500,000 ($285,000; £227,000), the campaign features picturesque images of the Kiwi landscape, meant to entice Australian tourists. However, the catchphrase's interpretation has sparked a divide, with some viewing it as an invitation and others feeling it implies a need to leave the nation.
Prime Minister Christopher Luxon defended the initiative, emphasizing that discussions around the slogan indicate its effectiveness. "The fact that we're talking about it is a good thing," he stated, attempting to frame the backlash positively. However, the opposition Labour Party’s tourism spokesperson, Cushla Tangaere-Manuel, criticized the campaign for appearing tone-deaf, saying that it reduces New Zealand's identity to a clearance sale, reflecting current societal concerns over job losses and emigration.
The government's austerity measures, which have resulted in thousands of job cuts in the public sector, exacerbate sentiments that the slogan aligns with the experiences of many New Zealanders. Labour MP Barbara Edmonds pointed out that substantial emigration rates signal dissatisfaction, suggesting that the campaign might unintentionally reinforce fears about displacement.
Adding to the debate, Green Party MP Celia Wade-Brown humorously suggested that the slogan could refer to the overcrowding at public toilets in popular tourist destinations, highlighting the sometimes absurd perceptions of tourism in New Zealand.
Tourism Minister Louise Upston reiterated that "Everyone Must Go!" is meant to signal to Australians that New Zealand is eager to welcome them. However, tourism figures show that New Zealand's visitor numbers remain below pre-pandemic levels, with only 88% of the Australian visitors recorded in 2019.
The campaign launches this Thursday, with officials hopeful of a 5% increase in Australian tourists—though community feedback will likely continue to shape the dialogue surrounding this controversial campaign.
