In brief
Prime Minister Christopher Luxon supports the campaign, arguing it sparks necessary discussion, while critics point to high emigration and widespread public sector job cuts as reasons for concern.
New Zealand's government recently launched a tourism campaign designed to attract Australian travelers, but the slogan "Everyone Must Go!" has drawn significant criticism from various quarters. With an investment of NZ$500,000 (approximately $285,000), the campaign features vivid imagery of New Zealand’s stunning landscapes and aims to entice Australians, who represent the largest cohort of international tourists to the country.However, the tagline has been interpreted by some as insensitive, reflecting the difficult circumstances many Kiwis are currently facing. As New Zealand grapples with high rates of emigration and unemployment, the message struck a nerve. Critics, including Cushla Tangaere-Manuel of the opposition Labour Party, argue that the slogan feels belittling, suggesting Kiwis are somehow on sale amidst ongoing government austerity measures and significant job losses.Figures indicate that nearly 130,000 New Zealanders left the country last year, compounding feelings of uncertainty among residents who are witnessing cuts affecting thousands in the public sector. Labour MP Barbara Edmonds expressed her outrage on social media, questioning whether the tourism initiative is more about encouraging Kiwis to leave rather than inviting Australians to visit.In a more lighthearted critique, Green Party MP Celia Wade-Brown pointed out that the phrase could humorously imply that the country is in desperate need of public facilities for tourists, such as toilets, given the long lines seen at popular destinations. Tourism Minister Louise Upston defended the campaign, stating that the slogan indicates to prospective visitors that New Zealand is a priority travel destination that warmly welcomes Australians. The Minister noted that visitor numbers from Australia have yet to reach pre-pandemic levels, and the campaign aims to uplift numbers that currently stand at only 88% of those recorded in 2019.The campaign, which will last for a month, is set to launch on Thursday, with Prime Minister Luxon expressing hope that it could increase Australian tourist arrivals by 5%. He emphasized the urgency of visiting New Zealand, suggesting time is limited and there is much to explore. Despite disagreements over the messaging, the aspiration to reinvigorate the tourism sector remains a central focus for the government as it continues to navigate the post-pandemic landscape and its effects on local communities.
