Opposition politicians have labeled the slogan as tone-deaf, raising concerns about its implications for the local populace.
"New Zealand's Controversial Tourism Slogan Sparks Public Debate"
"New Zealand's Controversial Tourism Slogan Sparks Public Debate"
The country's latest campaign aims to attract Australian tourists, but faces criticism amid rising emigration and job losses.
New Zealand is currently in the spotlight for its new tourism campaign aimed at boosting interest from Australian travelers. Launched with a budget of NZ$500,000 (approximately $285,000 USD), the centerpiece slogan, "Everyone Must Go!" has incited considerable backlash. While the intention of the campaign is to attract visitors to the country's stunning landscapes, critics argue that it epitomizes a troubling state of affairs – one marked by escalating emigration rates and increasing unemployment.
Prime Minister Christopher Luxon addressed the controversy, noting the broad conversations around the slogan. His remark that "it's a good thing" that people are talking about it could be interpreted as both an attempt to deflect criticism and to emphasize the need for tourism revitalization in New Zealand.
Opposition spokesperson Cushla Tangaere-Manuel suggested that the phrase sounds like a "clearance sale," which resonates with many Kiwis who have lost jobs in recent public sector cuts. Data indicates that last year alone, nearly 130,000 people left New Zealand, even as the influx of nearly 160,000 immigrants offered a slight offset.
Local politicians from the Labour Party noted that the slogan may not only come off as insensitive but may also indirectly acknowledge the issues residents are grappling with. Meanwhile, Green Party MP Celia Wade-Brown humorously suggested that the phrase might reflect the need for more public restrooms in tourist-heavy regions due to the overwhelming queues.
Tourism Minister Louise Upston defended the campaign during its unveiling, asserting that the phrase communicates to Australians that New Zealand stands ready to welcome them as a prime travel destination. The government aims to recuperate tourism rates that have yet to fully recover to pre-COVID levels – with visitor numbers from Australia down to 88% of what they were in 2019.
Hoping to bolster numbers, Luxon expressed a desire to increase Australian visitors by 5%. He emphasized the necessity for Australians to visit New Zealand, stating, “It would be totally and utterly tragic if those Australians don’t get here before they do die.” The month-long campaign is slated to launch on Thursday.
Prime Minister Christopher Luxon addressed the controversy, noting the broad conversations around the slogan. His remark that "it's a good thing" that people are talking about it could be interpreted as both an attempt to deflect criticism and to emphasize the need for tourism revitalization in New Zealand.
Opposition spokesperson Cushla Tangaere-Manuel suggested that the phrase sounds like a "clearance sale," which resonates with many Kiwis who have lost jobs in recent public sector cuts. Data indicates that last year alone, nearly 130,000 people left New Zealand, even as the influx of nearly 160,000 immigrants offered a slight offset.
Local politicians from the Labour Party noted that the slogan may not only come off as insensitive but may also indirectly acknowledge the issues residents are grappling with. Meanwhile, Green Party MP Celia Wade-Brown humorously suggested that the phrase might reflect the need for more public restrooms in tourist-heavy regions due to the overwhelming queues.
Tourism Minister Louise Upston defended the campaign during its unveiling, asserting that the phrase communicates to Australians that New Zealand stands ready to welcome them as a prime travel destination. The government aims to recuperate tourism rates that have yet to fully recover to pre-COVID levels – with visitor numbers from Australia down to 88% of what they were in 2019.
Hoping to bolster numbers, Luxon expressed a desire to increase Australian visitors by 5%. He emphasized the necessity for Australians to visit New Zealand, stating, “It would be totally and utterly tragic if those Australians don’t get here before they do die.” The month-long campaign is slated to launch on Thursday.
