New Zealand's latest tourism initiative, "100% Pure New Zealand," has sparked diverse reactions with its bold tagline, "Everyone must go." The campaign aims to attract tourists, digital nomads, and overseas investors to the country. While some ridicule the slogan for resembling a clearance sale, others see it as a bold move to revive New Zealand's economy post-pandemic. Spearheaded by Tourism Minister Louise Upston, the campaign is set to run on Australian radios and social media between February and March, backed by a budget of NZD$500,000.
Tourism has historically been New Zealand's largest export industry, contributing $40.9 billion annually before the pandemic. Although visitor numbers have rebounded to approximately 88% of pre-pandemic levels, tourism revenue reached $37.7 billion in 2023. The campaign targets Australia, New Zealand's largest tourism market, which accounts for about 44% of international visitors each year. Upston expressed satisfaction with the initiative, citing positive feedback from tourism operators and marketing experts.
“What this Tourism New Zealand campaign says to our Aussie mates is that we’re open for business, there are some great deals on, and we’d love to see you soon,” Louise Upston stated.
“The number of Australian arrivals in New Zealand increased by more than 90,000, up from 1.27 million to 1.36 million over the past year, but we know there’s more room to grow,” she added.
However, not all feedback has been favorable. The Green Party's tourism spokesperson, Celia Wade-Brown, humorously suggested that the tagline might emphasize the necessity for public restrooms in high-tourist areas. Labour's tourism spokesperson, Cushla Tangaere-Manuel, criticized the campaign as tone-deaf amidst public service job cuts and record emigration levels.
“The irony of that messaging is: that’s how Aotearoa New Zealanders are feeling right now – there have been so many cuts,” Cushla Tangaere-Manuel remarked.
On social media, users have echoed these sentiments, questioning the choice of slogan given the current economic climate.
“If I was in a [government] seeing record emigration I simply would not pick ‘everyone must go’ as a slogan,” commented a social media user.
Despite the mixed opinions, the campaign represents a strategic government effort to rejuvenate New Zealand's economy through increased tourism and investment. By positioning itself as a welcoming destination, the country aims to capitalize on its unique appeal and geographic proximity to Australia.