**New Zealand's Controversial Tourism Slogan Sparks Debate**

**Focusing on the campaign's effectiveness and the surrounding criticisms, this article outlines the tensions in New Zealand regarding tourism and domestic issues, emphasized by a new government slogan.**

New Zealand's new tourism initiative has stirred a significant amount of debate, particularly regarding its messaging amid rising emigration and unemployment rates. The campaign, unveiled recently with the slogan "Everyone Must Go!" was intended as an invitation to Australian tourists but has been criticized for its insensitivity to current local struggles.

Launched with a budget of NZ$500,000 (approximately $285,000), the campaign comes at a time when New Zealanders are feeling the impact of job cuts and economic shifts. Prime Minister Christopher Luxon acknowledged the discussion surrounding the slogan, stating, “I appreciate there's lots of chat about whether everyone loves the slogan or not.” His comments highlighted the irony of a marketing push that appears to coincide with record emigration rates, where nearly 130,000 Kiwis left the country last year.

Cushla Tangaere-Manuel, a representative from the opposing Labour Party, characterized the campaign as an unfortunate reflection of how citizens feel, suggesting it made New Zealand sound as if it is on sale amid "many cuts." The cuts in question have led to significant job losses in the public sector due to the government’s austerity measures.

Moreover, statistics show that while many New Zealanders are leaving, there was also an influx of nearly 160,000 immigrants last year, indicating an uncertain balance in the nation’s demographic trends. Labour MP Barbara Edmonds expressed her concerns on social media, questioning if the government’s real tourism strategy was about prompting Kiwis to leave.

Comments about the slogan have ranged from critiques of its overall tone to humorous observations about the need for improved public facilities in tourist hotspots. Green Party MP Celia Wade-Brown even humorously suggested the tagline could allude to toilet shortages in busy tourist areas.

Despite the backlash, Tourism Minister Louise Upston defended the campaign, aiming to portray New Zealand as a "must-visit" destination. With visitor numbers from Australia still below pre-pandemic levels, the government hopes the campaign will lift Australian tourism by about 5%. As the month-long campaign is set to launch, concerns continue over its impact on local sentiment amidst calls for treasure and service improvements in the country.