In brief
New Zealand's government launched a tourism campaign aimed at Australians, but the slogan "Everyone Must Go!" has drawn criticism for being tone-deaf amid rising emigration and job losses in the country. Authorities defend the initiative as an invitation for travelers while addressing the ongoing economic challenges faced by local residents.
The New Zealand government is under fire for its latest tourism campaign, which features the slogan "Everyone Must Go!" intended to attract Australian visitors. Launched with a NZ$500,000 ($285,000; £227,000) budget, the slogan displays the nation’s stunning landscapes but has been criticized as tone-deaf against the backdrop of increasing emigration and rising unemployment.Prime Minister Christopher Luxon acknowledged the mixed reactions to the campaign, stating, "I appreciate there's lots of chat about whether everyone loves the slogan or not." He added that the discussion it has sparked is a positive sign, though many citizens see it differently. Cushla Tangaere-Manuel, the tourism spokesperson for the opposition Labour Party, likened the messaging to a clearance sale, reflecting the difficulties many New Zealanders are currently facing.Recent figures indicate that nearly 130,000 Kiwis left the country last year, exacerbated by job cuts from the government’s austerity measures. Labour MP Barbara Edmonds commented on social media, "Is their real tourism plan 'Everyone Must Go' - for Kiwis?" The slogan has also been humorously interpreted by some politicians, such as Green Party MP Celia Wade-Brown, who suggested it might refer to the overcrowding and restroom needs at popular tourist sites. Tourism Minister Louise Upston defended the campaign, emphasizing its intent to signal that New Zealand is a "must visit" destination ready to welcome tourists, particularly from Australia, its largest tourist market. Although over 1.2 million Australian visitors arrived last year, numbers still trail behind pre-pandemic figures, and the government is hopeful that the campaign could boost Australian tourism by 5%.As the campaign gears up to launch on Thursday, it remains to be seen how Kiwis will respond, amidst their ongoing struggles.
