New Zealand’s Controversial Tourism Campaign Sparks Debate About Emigration and Public Sentiment

New Zealand's latest tourism initiative aimed at attracting Australian visitors has raised eyebrows for its slogan "Everyone Must Go!", which some interpret as insensitive during a time of high emigration and public sector job cuts. Both government representatives and critics weigh in on the implications of the campaign amidst concerns about the sentiment of Kiwis facing economic challenges.

New Zealand's government has found itself on the defensive over a new tourism campaign targeting Australian travelers, sparked by the tagline "Everyone Must Go!" featured prominently on posters showcasing the country's stunning landscapes. Launched with a funding of NZ$500,000 (approximately $285,000), the initiative aims to woo international tourists but has drawn criticism for being tone-deaf in the context of the country’s rising emigration and unemployment rates.

Prime Minister Christopher Luxon addressed the mixed reactions, expressing understanding of the concerns while framing the discussions as positive publicity for New Zealand tourism. He emphasized that the conversation surrounding the slogan highlighted the nation’s desirability as a travel destination.

Critics, however, see the messaging as poorly timed, particularly given the challenges residents face, including public sector job cuts that have left many struggling. Cushla Tangaere-Manuel, tourism spokesperson for the opposition Labour Party, described the slogan as akin to suggesting that New Zealanders are "in a clearance bin at a sale", reflecting the sentiments of locals who feel the impact of recent austerity measures.

The statistics back up these sentiments, with nearly 130,000 people leaving New Zealand last year, a trend that Labour MP Barbara Edmonds connected to the notion that the tourism strategy implies Kiwis should also "go". Furthermore, some critics noted humorously that the phrase could reference the significant crowding and need for toilets in tourist areas, further distorting its intended message about welcoming travelers.

Tourism Minister Louise Upston defended the campaign, suggesting it communicates to Australians that New Zealand is ready to be explored and emphasizes its status as a must-visit destination. Despite welcoming over 1.2 million visitors from Australia last year, NZ’s tourism recovery post-COVID-19 is still faltering, with visitor numbers at 88% of pre-pandemic levels in 2019. Luxon stated that he hoped this campaign would increase Australian tourist arrivals by 5%, citing urgency for Australians to visit soon.

The month-long campaign is scheduled to launch on Thursday, remaining to be seen whether it can shift public perception or enhance New Zealand's tourism outlets without alienating its own citizens.