In brief
New Zealand's recent tourism initiative aims to attract Australians but has faced criticism for insensitivity amidst rising emigration and unemployment rates.
New Zealand's government is encountering significant scrutiny over its latest tourism campaign intended to attract Australian visitors. The campaign, which features the slogan “Everyone Must Go!” prominently on promotional materials showcasing the country’s breathtaking landscapes, has been interpreted by some as an invitation or a challenge for locals to vacate.Launched with a budget of NZ$500,000 (approximately $285,000), the campaign was rolled out on Sunday, igniting a debate that quickly spiraled beyond mere marketing. Critics argue that the tagline is particularly inappropriate given the context of record emigration rates and rising unemployment in the nation. Prime Minister Christopher Luxon has been forced to respond to the backlash, acknowledging the mixed reactions while framing the discussion as beneficial. “The fact that we’re talking about it is a good thing. It’s a great thing,” he asserted.Cushla Tangaere-Manuel, a representative from the opposition Labour Party, criticized the slogan’s tone, likening it to a clearance sale, highlighting the despondent sentiment prevailing among Kiwis as they face numerous government-implemented cuts. The austerity measures taken over the preceding year have adversely impacted many public sector jobs, leading to widespread discontent about job security.Statistical data indicates that New Zealand has experienced an unparalleled wave of emigration, with nearly 130,000 residents departing last year. Although immigration efforts have seen about 160,000 people arriving, the atmosphere of discontent persists. Labour MP Barbara Edmonds aptly remarked on social media, “New Zealanders are voting with their feet, leaving in record high numbers,” suggesting that the slogan may unintentionally reflect the spiraling local sentiment.Adding a humorous twist to the discourse, Green Party MP Celia Wade-Brown posited that the slogan may inadvertently highlight infrastructural challenges, especially the lack of public toilets amid high tourist traffic. In defense of the initiative, Tourism Minister Louise Upston remarked that the campaign aims to portray New Zealand as a “must visit” destination for Australians, who comprise the largest segment of international visitors. The goal is to recapture and increase tourism numbers, which are still lagging behind pre-pandemic levels. In 2022, New Zealand welcomed over 1.2 million Australian visitors, but numbers are still only at 88% of what they were in 2019. Accordingly, Luxon expressed hopes that the new campaign could successfully elevate Australian visitations by 5%.The one-month tourism campaign is scheduled to officially kick off this Thursday, amid expectations that the public dialogue around it will continue to grow.
