In brief
"New Zealand's new tourism campaign, aimed at inviting Australian visitors, faces criticism for its insensitivity regarding the country's growing emigration and unemployment issues. The government defends the slogan while acknowledging public concerns."
New Zealand's government is facing scrutiny over a newly launched tourism campaign designed to woo Australian tourists. The campaign features the slogan "Everyone Must Go!" and includes striking visuals of the country's picturesque landscapes, backed by a budget of NZ$500,000 (approximately $285,000). While the intent was to promote a message of hospitality, critics perceive it as a poorly timed joke, especially amid current challenges such as record emigration and rising unemployment in New Zealand.Prime Minister Christopher Luxon acknowledged the mixed reactions to the slogan, emphasizing that the dialogue it has sparked is valuable. “I appreciate there’s lots of discussion about whether everyone loves the slogan or not,” Luxon explained, underscoring that conversations about the campaign are beneficial for New Zealand.Opposition spokesman Cushla Tangaere-Manuel of the Labour Party characterized the slogan as derogatory, suggesting it portrays New Zealand as if it were on sale. She highlighted the feelings of despair among citizens who have faced public sector job losses during recent austerity measures. Labour MP Barbara Edmonds also raised concerns, noting that citizens are "voting with their feet" in record numbers, with nearly 130,000 Kiwis leaving the country last year, despite a high influx of immigrants.Adding to the criticism, Green Party MP Celia Wade-Brown humorously suggested that the slogan might refer to inadequate toilet facilities in tourist areas rather than an invitation for Australians to visit. Tourism Minister Louise Upston defended the slogan, stating it conveys to Australia that New Zealand remains an unmissable travel destination and that the country is eager to welcome visitors. However, New Zealand's tourism statistics reveal that visitor numbers have not yet reached pre-pandemic levels, with only about 88% of visitors recorded in 2019. As part of efforts to revitalize its tourism sector, the month-long campaign is set to commence on Thursday, with hopes of increasing Australian visitor numbers by 5%. Luxon emphasized the urgency, saying, "It would be totally and utterly tragic if those Australians don't get here before they do die."
