John Hawk Insunrated – New Zealand’s new tourism campaign, featuring the slogan “Everyone must go!” has sparked widespread ridicule from opposition politicians and sections of the public. The controversial slogan has drawn comparisons to a clearance sale advert, and critics argue that it lacks substance while failing to address deeper issues within the country’s tourism infrastructure. Despite the backlash, the government stands by the campaign, which it hopes will bolster the nation’s tourism sector, especially in light of New Zealand’s economic challenges.
The campaign, which carries a price tag of NZ$500,000 ($286,000), will primarily target potential tourists from Australia. The New Zealand government, led by Prime Minister Christopher Luxon, sees this as an opportunity to drive economic recovery by attracting more visitors to the country. Tourism numbers from Australia currently sit at about 88% of pre-pandemic levels, and the government hopes this campaign will push these figures higher.
Luxon stated, “Visitor numbers from Australia are currently at about 88% of 2019 levels — this campaign will encourage more of our neighbours to book now and come on over.” The government is targeting Australia as a primary source of visitors due to its proximity and historically strong tourism ties with New Zealand. In addition, Tourism Minister Louise Upston noted, “What this Tourism New Zealand campaign says to our Aussie mates is that we’re open for business, there are some great deals on, and we’d love to see you soon.”
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However, the slogan and overall messaging of the campaign have not been universally embraced. Opposition politicians have immediately criticized the slogan as being too crass and superficial. Labour’s tourism spokesperson, Cushla Tangaere-Manuel, expressed concern that increasing tourism numbers without proper planning could lead to further strain on New Zealand’s already fragile tourism infrastructure. She said, “Without any commitment from the government to invest in improving infrastructure to support the influx and numbers that they want to attract… that’s a risk.”
Critics also point out that the campaign’s focus on promoting tourism could divert attention from more pressing issues, such as the preservation of New Zealand’s unique wildlife and natural resources. Green Party tourism spokesperson Celia Wade-Brown criticized the government for using funds raised from the country’s tourist tax for marketing purposes, rather than for conservation efforts that protect the very wildlife that draws tourists to New Zealand in the first place.
The campaign’s slogan quickly became a subject of ridicule online, with many comparing it to a retail sale advertisement, where products are being “cleared out.” The phrase “Everyone must go!” struck a chord with critics who argued that it trivialized New Zealand’s natural beauty and cultural appeal. Several users on social media platforms, including X (formerly Twitter), also used the slogan to draw comparisons between the government’s focus on attracting tourists and the rising number of New Zealand residents emigrating abroad.
One Labour lawmaker, Barbara Edmonds, remarked on X, “New Zealanders are voting with their feet, leaving in record high numbers — just as the Govt begins focussing on marketing to Australians.” This comment reflects growing concerns over the emigration trend, with many New Zealanders leaving the country in search of better opportunities abroad.
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Tourism remains one of New Zealand’s most vital industries, both in terms of employment and revenue generation. Before the COVID-19 pandemic, it was the country’s largest export sector, contributing significantly to the national economy. According to government agency Tourism New Zealand, nearly 7% of the country’s workforce was employed directly by the tourism industry as of 2023. However, since the pandemic, the sector has struggled to recover fully.
Prime Minister Luxon acknowledged that the tourism industry has not bounced back “as it should,” which is why the government has been exploring various strategies, including relaxed visa policies and this marketing campaign. Recently, the government also introduced new visa regulations that allow tourists to work remotely while visiting the country, aiming to make New Zealand a more attractive destination for international professionals.
Despite the controversy surrounding the campaign, the government remains determined to continue its tourism promotion efforts. The goal is to increase tourist arrivals and, in turn, stimulate economic growth, which has been sluggish following the country’s slide into recession in the third quarter of 2024.
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