New Zealand's 'Everyone must go!' tourism campaign faces backlash
What's the story
New Zealand's latest tourism campaign, "Everyone must go!," has been widely ridiculed amid widespread job cuts and record numbers of New Zealanders moving abroad.
The campaign, launched on Sunday with a budget of NZD$500,000 (₹2.6 crore), is primarily targeted at Australian tourists to influence them to visit New Zealand.
It will be promoted on Australian radio and social media between February and March.
Criticism details
Campaign's slogan likened to clearance sale, apocalyptic message
The campaign's tagline has been criticized and mocked within New Zealand, with many likening it to a clearance sale, an apocalyptic message, or even an urgent plea for access to the lavatory.
Critics include opposition politicians and social media users.
Green Party tourism spokesperson Celia Wade-Brown humorously suggested that the slogan could refer to the need for more toilets at tourist spots due to long queues.
Economic impact
Campaign part of broader efforts to boost economy
Despite the backlash, a spokesperson for Tourism Minister Louise Upston claimed she was "very pleased" with the campaign's reception among tourism operators and marketing experts.
The initiative is part of broader efforts to attract tourists, digital nomads, and investors to boost New Zealand's economy.
Prior to the pandemic, tourism was New Zealand's largest export industry, contributing $40.9 billion annually.
Figures are gradually reaching that mark with tourism revenue raking in $37.7 billion in 2023.
Tourism statistics
Australia remains New Zealand's largest tourism market
Australia remains New Zealand's largest tourism market, contributing 44% of international visitors every year.
Visitor numbers have returned to 88% of pre-pandemic levels. Australian arrivals grew by over 90,000 in the last year to 1.36 million.
The number of Australian arrivals in New Zealand increased by more than 90,000, up from 1.27 million to 1.36 million over the past year, but we know there's more room to grow," Upston said.
Campaign history
New Zealand's tourism campaigns often receive mixed reactions
New Zealand's overseas tourism campaigns have long been a source of both praise and criticism.
The award-winning "100% Pure New Zealand" promotion is praised for its catchiness but often criticized in light of New Zealand's inconsistent environmental credentials.
Labour's tourism spokesperson Cushla Tangaere-Manuel slammed the new tagline as tone-deaf amid public sector job cuts by the coalition government.
"The irony of that messaging is: that's how Aotearoa New Zealanders are feeling right now—there have been so many cuts," Tangaere-Manuel said.