New Zealand has launched a new tourism campaign titled "Everyone Must Go!", a NZ$500,000 ($285,000; £227,000) initiative aimed at attracting visitors from neighboring Australia. As Australia remains New Zealand's largest source of tourists, the government hopes to increase Australian visitor numbers by 5% with this effort. Unveiled on Sunday, the campaign sets to begin on Thursday and will run for a month. However, the slogan has sparked criticism, with some labeling it as tone-deaf amidst New Zealand's current emigration rates and unemployment challenges.
The campaign seeks to rejuvenate New Zealand's tourism industry, which has yet to recover to its pre-pandemic levels. Last year, the nation welcomed more than 1.2 million visitors from Australia, despite nearly 130,000 departures from the country. The government's goal is to capitalize on this trend while offsetting emigration with the arrival of approximately 160,000 immigrants.
Critics have expressed concern over the slogan's implications. Cushla Tangaere-Manuel remarked that the slogan "makes New Zealand sound like we're in a clearance bin at a sale." She further added, "The irony of that messaging is, that's how Aotearoa New Zealanders are feeling right now." Additionally, Celia Wade-Brown humorously commented on the unintended interpretation of the slogan: "I think 'Everyone Must Go' might refer to the need for toilets in some of our high-tourist spots. I mean, the queues are ridiculous."
Despite the backlash, the government stands by its decision. Prime Minister Christopher Luxon acknowledged the feedback but emphasized the importance of dialogue surrounding the campaign.
"The fact that we're talking about it is a good thing. It's a great thing." – Christopher Luxon
He also humorously noted the urgency for Australian tourists to visit, stating, "It would be totally and utterly tragic if those Australians don't get here before they do die."
The government maintains that the tagline effectively communicates New Zealand's readiness to welcome Australian tourists.
"The campaign tagline of 'Everyone must go' lets Australia know that New Zealand is a 'must visit' destination, and that we're ready and waiting to welcome them now." – Louise Upston
New Zealand's tourism industry plays a crucial role in the nation's economy. Therefore, efforts to attract more visitors are vital as the country strives to recover from pandemic-induced setbacks.