In brief
The latest tourism tagline, "Everyone Must Go!" is stirring mixed reactions as it seeks to draw visitors while locals express concerns over rising emigration and employment issues.
New Zealand has launched a new campaign aimed at enticing Australian tourists, but it's drawing criticism from locals who feel the slogan "Everyone Must Go!" is insensitive given the country’s current socio-economic struggles. Launched by the government as part of a NZ$500,000 marketing effort, the tagline aims to emphasize New Zealand as a must-visit destination, but many critics are interpreting it as a troubling message amidst record emigration and job cuts. Prime Minister Christopher Luxon has defended the campaign, stating that the conversation about the slogan's intent is healthy and necessary. Meanwhile, opposition leaders argue that such messaging feels dismissive of the issues facing New Zealand citizens and likened it to a clearance sale that does not reflect the country’s true state. With nearly 130,000 Kiwis leaving the country last year, concerns are rising that the campaign may inadvertently suggest that locals should leave and make room for tourists.Tourism minister Louise Upston insisted that the tagline is a warm invitation to Australians, hoping to boost visitor numbers back to pre-pandemic levels. The campaign is expected to last a month, starting soon, as New Zealand aims to welcome more visitors from its largest tourist market, Australia.
