Whether you see it as a friendly invitation to visit or a warning for locals to leave, New Zealand’s newest tourism slogan, «Everyone Must Go!» has sparked controversy. Unveiled as part of a NZ$500,000 ($285,000; £227,000) campaign, the slogan has been criticized for being insensitive given the country’s high emigration rates and unemployment.
Despite the backlash, Prime Minister Christopher Luxon defended the campaign, emphasizing the importance of the conversation it has sparked. Opposition Labour Party’s tourism spokesperson, Cushla Tangaere-Manuel, likened the slogan to a clearance sale, reflecting the struggles faced by New Zealanders amidst job cuts and a surge in departures.
While some interpreted the slogan as a call for better toilet facilities in tourist spots, Tourism Minister Louise Upston clarified that it was intended to attract Australian visitors and revive New Zealand’s tourism industry post-pandemic. With efforts focused on luring visitors from Australia, New Zealand hopes to see a 5% increase in Australian tourist numbers with the launch of the month-long campaign starting Thursday.
He expressed concern, saying, «It would be totally and utterly tragic if those Australians don’t get here before they do die.»
The month-long tourism campaign is scheduled to commence on Thursday.