“Everyone Must Go” Campaign Criticised Amidst Emigration Concerns
New Zealand’s latest tourism campaign, designed to attract Australian visitors, has sparked debate and criticism due to its provocative slogan, “Everyone Must Go!” Launched as part of a NZ$500,000 ($285,000; £227,000) initiative, the marketing strategy features stunning imagery of New Zealand’s iconic landscapes. However, the slogan’s dual meaning has led to mixed reactions, with some interpreting it as an insensitive message amidst the country’s rising emigration rates and economic challenges.
Controversial Messaging
The slogan, intended as a playful call to action for Australian tourists, has been accused of being poorly timed and tone-deaf, as New Zealand faces record levels of emigration and unemployment. Critics argue that the phrase unintentionally echoes sentiments felt by locals struggling with job losses and economic uncertainty.
Cushla Tangaere-Manuel, spokesperson for tourism for the opposition Labour Party, criticised the campaign, suggesting that it makes New Zealand seem like a product on clearance. “The irony is that many New Zealanders already feel like they’re being pushed out due to economic pressures,” she remarked.
Government’s Defence
Prime Minister Christopher Luxon defended the campaign, arguing that the debate generated by the slogan is evidence of its effectiveness. “The fact that people are talking about it means it’s making an impact, and that’s a good thing,” he stated. Tourism Minister Louise Upston echoed this sentiment, explaining that the slogan was designed to position New Zealand as a “must-visit” destination, especially for Australian travellers.
The campaign comes as New Zealand attempts to revitalise its tourism industry, which has struggled to recover to pre-pandemic visitor levels. Last year, over 1.2 million Australians visited New Zealand, but this was only 88% of the 2019 numbers. The government hopes the new campaign will boost these figures by at least 5%.
Public Reactions and Political Backlash
The campaign has sparked political criticism and social media debates, with some opposition MPs arguing that the slogan reflects the economic reality many New Zealanders are facing. Labour MP Barbara Edmonds questioned whether the slogan unintentionally alluded to New Zealand’s high emigration rates, stating, “New Zealanders are voting with their feet, leaving in record numbers. Is the real plan ‘Everyone Must Go’ – even for Kiwis?”
Others have taken a more humorous approach, linking the slogan to New Zealand’s infrastructure challenges at tourist hotspots. Green Party MP Celia Wade-Brown jokingly suggested that it could be interpreted as a comment on the lack of public toilets at popular tourist destinations, noting, “They don’t go kayaking, they don’t go diving, but they sure queue at the toilets.”
Economic Context and Future Prospects
New Zealand is currently grappling with economic challenges, including public sector job cuts and rising living costs, which have contributed to an increase in emigration. Official figures reveal that nearly 130,000 people left New Zealand last year, although this was partially balanced by the arrival of almost 160,000 immigrants.
Despite the controversy, the government remains optimistic about the campaign’s potential to attract more Australian visitors. The month-long campaign is scheduled to begin on Thursday, aiming to revitalise New Zealand’s tourism industry and boost economic growth.
As debate continues, the government is standing by its message, hopeful that the bold and unconventional approach will ultimately bring positive results for New Zealand’s tourism sector.
