In brief
The New Zealand government is under fire for its latest tourism campaign, featuring the slogan "Everyone Must Go!" Intended to attract Australian tourists, the slogan has been deemed insensitive in light of record emigration and job losses in the country. Critics, including opposition MPs, argue that it trivializes the serious challenges facing New Zealanders today, while the government maintains its commitment to boosting tourism.
The New Zealand government is grappling with backlash over its latest initiative to boost tourism, which features the slogan "Everyone Must Go!" This campaign was unveiled recently and aims to entice Australian tourists to visit the country's stunning landscapes. However, the slogan has been interpreted by some as a distressing commentary on the current state of affairs in New Zealand, where emigration rates are at an all-time high and job losses have affected thousands. Prime Minister Christopher Luxon acknowledged the controversy surrounding the slogan, stating that it has generated necessary dialogue, despite being polarizing. Critics, such as Cushla Tangaere-Manuel from the opposition Labour Party, criticized the slogan as reminiscent of a clearance sale, highlighting the struggles faced by many citizens. The opposition argues that the slogan's implications are particularly ironic, given the austerity measures that have led to public sector job cuts and record levels of New Zealanders exiting the country.Official statistics reveal that nearly 130,000 New Zealanders left in the previous year, a situation that Labour MP Barbara Edmonds highlighted on social media. She questioned whether the real intent of the tourism campaign was to indicate that Kiwis should leave. Some have even humorously suggested the slogan relates to a pressing need for more public toilets in busy tourist spots due to long queues.In response, Tourism Minister Louise Upston emphasized that the campaign is designed to market New Zealand as a "must visit" for Australians, aiming to bounce back from a decline in tourism numbers exacerbated by the pandemic. Australia's contribution to New Zealand's tourism is significant, as it accounts for a substantial portion of visitors. In the past year, New Zealand welcomed over 1.2 million visitors from Australia, although numbers have not yet returned to pre-pandemic levels.As the campaign prepares for launch, the government hopes to see an increase of 5% in Australian tourist arrivals. Luxon remarked on the urgency of inviting Australians to experience New Zealand, playfully adding that it would be tragic if they missed out on the visit altogether. The month-long campaign is set to commence this Thursday.
