In brief
New Zealand's latest tourism initiative, aiming to draw in Australian visitors, has sparked criticism for its seemingly insensitive tagline at a time when citizens are leaving the country in record numbers, prompting a government defense.
New Zealand's latest tourism initiative is facing significant backlash following the launch of its campaign aimed at attracting Australian tourists. The slogan "Everyone Must Go!" has been interpreted by many as a call for tourists, while others see it as an alarming message reflecting the nation's current socio-economic challenges.Unveiled with a budget of NZ$500,000 ($285,000; £227,000), the campaign features breathtaking imagery of New Zealand’s landscapes accompanied by the controversial tagline. However, critics argue that the slogan appears tone-deaf, particularly in light of the country's rising emigration rates and job losses, with New Zealand experiencing near-record numbers of residents leaving.Prime Minister Christopher Luxon defended the campaign amid growing debate, acknowledging the mixed reactions the slogan has received. “The fact that we’re discussing it is a positive thing,” he remarked, maintaining that dialogue is an essential outcome.Opposition Labour Party spokesperson Cushla Tangaere-Manuel labeled the tagline as belittling, suggesting it gives the impression that New Zealand is desperate for tourists at a time when locals are struggling. She highlighted the ongoing public sector job cuts that have negatively impacted thousands of Kiwis.An almost unparalleled exodus of New Zealanders, with 130,000 departures recorded last year, has led to concerns regarding the nation's ability to retain its residents. Labour MP Barbara Edmonds echoed similar sentiments online, asking if the campaign inadvertently suggests Kiwis should leave the country.In a humorous yet pointed remark, Green Party MP Celia Wade-Brown offered a different interpretation, hinting that the tagline could be referencing the pressing need for more public restrooms in popular tourist areas.Tourism Minister Louise Upston clarified that the campaign’s purpose is to assert New Zealand as a leading holiday destination, particularly for Australians who have historically made up a significant portion of the country's tourist influx. While New Zealand proudly welcomed over 1.2 million Australian visitors last year, this figure still falls short of pre-pandemic levels.Luxon optimistically stated that he anticipates the campaign will boost Australian visitor numbers by 5%. “It would be utterly tragic if Australians don’t visit before they do die,” he quipped, underscoring the importance of attracting foreign tourism as part of the nation’s economic recovery strategy.The month-long campaign is set to commence later this week, but its success remains to be seen in light of growing social concerns domestically.
