In brief
The New Zealand government has unveiled a NZ$500,000 tourism campaign featuring the slogan "Everyone Must Go," which aims to attract Australian visitors but has drawn criticism for being tone-deaf to local issues such as record emigration and unemployment. The Prime Minister defends the campaign as a conversation starter, while opposition voices express concern about its insensitivity.
The New Zealand government is under fire for its new tourism campaign designed to attract Australian visitors, featuring the eye-catching but controversial slogan, “Everyone Must Go!” Launched with a budget of NZ$500,000 (approximately $285,000), the campaign showcases stunning landscapes and is meant to encourage Australians to explore New Zealand. However, it has elicited accusations of insensitivity as the nation grapples with record emigration and high unemployment rates.Prime Minister Christopher Luxon defended the campaign, acknowledging the varied responses to the tagline. "[I appreciate] there’s lots of chat about whether everyone loves the slogan or not," he remarked. He emphasized that discussions surrounding it are a positive sign of public engagement.Critics, including opposition Labour Party spokesperson Cushla Tangaere-Manuel, argue that the slogan makes New Zealand feel like a "clearance bin at a sale." Tangaere-Manuel highlighted the current feelings of many New Zealanders who are reeling from recent austerity measures resulting in significant job losses in the public sector.The emigration crisis is stark, with nearly 130,000 New Zealanders leaving in the last year alone, despite a net increase in immigration. Labour MP Barbara Edmonds pointedly noted, “New Zealanders are voting with their feet, leaving in record high numbers." The campaign's slogan has even been quipped about in political circles, with Green Party MP Celia Wade-Brown humorously suggesting it could pertain to the need for more public toilets in tourist areas.Tourism Minister Louise Upston defended the campaign, stating that the tagline aims to signal to Australians that New Zealand is a premier travel destination eager for visitors. Last year, New Zealand welcomed over 1.2 million Australians, yet current visitor numbers remain at only 88% of the pre-pandemic figures from 2019. Prime Minister Luxon expressed hopes that the campaign would increase Australian tourist numbers by 5%, fearing it would be tragic for those who do not experience New Zealand.With the month-long campaign set to launch this Thursday, it has ignited a lively debate around tourism, national pride, and the ongoing socio-economic difficulties faced by the Kiwi population.
