New Zealand is famous for its stunning natural scenery. CNN
New Zealand’s latest tourism campaign has stirred controversy. The slogan “Everyone Must Go!” has faced criticism from opposition leaders and the public. Many say it sounds like a clearance sale ad rather than a warm invitation.
The campaign, costing NZ$500,000 ($286,000), aims to attract more Australian tourists. Prime Minister Christopher Luxon announced it on Sunday, hoping to boost the economy. The country went into recession in late 2024, and the government believes tourism can help.
Government’s Goal
Officials say the campaign will bring back pre-pandemic visitor numbers. Louise Upston, Minister for Community and Voluntary Sector, explained the strategy.
“Visitor numbers from Australia are about 88% of 2019 levels. This campaign will encourage more of our neighbors to book now and come over,” she said.
She also reassured Australians that New Zealand is open for business. According to her, there are great travel deals, and the country is ready to welcome visitors.
Public and Political Criticism
Despite the government’s optimism, many disagree with the slogan. Critics argue it sounds like New Zealand is desperate to get rid of people. Some even joked that it refers to the country’s public restrooms.
Labour tourism spokesperson Cushla Tangaere-Manuel raised concerns about the tourism industry’s infrastructure. She warned that increasing visitor numbers without investing in better facilities could cause problems.
The slogan has faced widespread criticism and mockery. CNN
“Without any commitment from the government to improve infrastructure, this is a risk,” she said.
Green Party spokesperson Celia Wade-Brown criticized how the government is spending funds. She believes the tourist tax should protect wildlife rather than finance marketing campaigns.
Unintended Reactions
The slogan also drew attention to New Zealand’s emigration crisis. In 2024, a record number of citizens left the country, according to official data.
This led to jokes on social media, with people comparing “Everyone Must Go!” to the high departure rates of New Zealanders.
Labour lawmaker Barbara Edmonds pointed this out in a post.
“New Zealanders are voting with their feet, leaving in record numbers—just as the government starts marketing to Australians,” she wrote.
Tourism’s Role in the Economy
Tourism has always been a major part of New Zealand’s economy. Before COVID-19, it was the country’s largest export industry. Even in 2023, 7% of the workforce was directly employed in tourism.
But visitor numbers have not recovered as expected since the pandemic. Luxon said the government is trying to reverse this trend.A few weeks before launching the campaign, the government relaxed visa rules. Tourists can now work remotely while visiting if their jobs are based overseas.
