Everyone must go": A day ago, New Zealand's tourism campaign sparked outrage Ewe

"Everyone must go": A day ago, New Zealand's tourism campaign sparked outrage.

 The new push to attract Australian tourists has compelled the government of New Zealand to defend it. 

New Zealand's current tourism slogan can be interpreted as either a threat to expel Kiwis or as a well-intentioned appeal for tourists. Posters portraying people in New Zealand's breathtaking scenery have the message "Everyone Must Go!" as part of a NZ$500,000 ($285,000; £227,000) campaign that was presented on Sunday. However, what was intended to be a memorable call to action for Australian travellers has been criticized for being tone-deaf, as New Zealand deals with record emigration rates and unemployment.

The government has defended the campaign, with Prime Minister Christopher Luxon saying he "[appreciates] there's lots of chat about whether everyone loves the slogan or not".


Tourism NZ A poster shows three people in colourful windbreakers and backpacks at a waterfall in Mount Ruapehu, Tongariro National Park, with the words: 'Sale now on. Everyone must go. Even you. Don't miss out. 100% New Zealand.'Tourism NZ
Some view New Zealand's new tourism campaign as insensitive to the issues facing citizens
"The fact that we're talking about it is a good thing. It's a great thing," he added.

Cushla Tangaere-Manuel, tourism spokesperson for the opposition Labour Party, told local news outlet Radio New Zealand (RNZ) that the new slogan "makes New Zealand sound like we're in a clearance bin at a sale".

"The irony of that messaging is, that's how Aotearoa New Zealanders are feeling right now," she said, pointing to the "many cuts" that residents have experienced.

Job cuts to the public sector over the past year, as part of the government's austerity push, have affected thousands of people.

Meanwhile, people are moving out of the country in record numbers. Official figures show that there were nearly 130,000 departures last year - though that was offset by the arrival of nearly 160,000 immigrants.

"New Zealanders are voting with their feet, leaving in record high numbers," Labour MP Barbara Edmonds wrote on X on Monday. "Is their real tourism plan 'Everyone Must Go' - for Kiwis?"

Others associated the slogan with demand for lavatories.

"I think 'Everyone Must Go' might refer to the need for toilets in some of our high-tourist spots. I mean, the queues are ridiculous," Green Party MP Celia Wade-Brown told RNZ.

"They don't go kayaking, they don't go diving, but, my goodness, they queue at the toilets."

Tourism minister Louise Upston said in a statement on Sunday that "the campaign tagline of 'Everyone must go' lets Australia know that New Zealand is a 'must visit' destination, and that we're ready and waiting to welcome them now".


Authorities are focusing their efforts on luring travellers from adjacent Australia, which is New Zealand's biggest supplier of tourists, as the country's tourism numbers have not yet recovered to pre-pandemic levels.Over 1.2 million Australian tourists visited New Zealand last year. However, according to Upston, the number of visitors in 2019 was only 88% of that.Luxon expressed his optimism that the most recent campaign will result in a 5% increase in Australian tourists."It would be totally and utterly tragic if those Australians don't get here before they do die," he stated.Thursday marks the beginning of the month-long tourist campaign.