A recent tourism campaign launched by the New Zealand government aimed at attracting Australian visitors, has stirred up significant backlash for its tone and timing. The NZD$500,000 campaign, titled “Everyone Must Go!”, is set to run in Australia across radio and social media platforms from February to March.
Tourism Minister Louise Upston framed the initiative as a welcoming message, stating it communicates that New Zealand is “open for business” and offering “great deals” to potential Australian holiday-makers. However, the campaign’s tagline has quickly drawn ridicule, with critics comparing it to a clearance sale slogan, a plea for access to a toilet, or even a marketing campaign for the end of the world.
The Green Party’s tourism spokesperson, Celia Wade-Brown, humorously suggested that the slogan might be referring to the long queues for toilets in New Zealand’s high-tourist areas, highlighting the growing issue of overcrowded facilities. The tagline also drew criticism for being out of touch with the public’s sentiment, especially in light of recent job cuts and record emigration numbers.
Some social media users seized on the irony of the slogan, given the record numbers of New Zealanders leaving the country. One user quipped that the government should avoid a slogan like “Everyone Must Go!” when the country is experiencing a rise in emigration. Others suggested that the slogan could be used in protest signs or election posters, turning it into a critique of the current political climate.
Despite the criticisms, a spokesperson for Minister Upston responded that she was “very pleased” with the campaign, claiming it had garnered positive feedback from tourism operators and marketing experts. The government remains committed to revitalising the tourism industry, which, before the pandemic, was New Zealand’s largest export industry, contributing $40.9 billion to the economy. In 2023, tourism brought in $37.7 billion, showing a recovery from the pandemic’s impact.
Australia is a major source of tourism for New Zealand, accounting for 44% of international visitors annually. Last year, the number of Australian arrivals grew by 90,000, signalling potential for further growth. However, critics argue that the tone of the campaign may not resonate well given the current socio-economic challenges within New Zealand, such as large-scale public sector job cuts and high emigration rates.
New Zealand’s tourism campaigns have historically sparked mixed reactions. While the long-running “100% Pure New Zealand” campaign received global acclaim, it also faced scrutiny over the country’s environmental practices. The latest campaign, however, has encountered more immediate criticism, with many questioning whether its timing and messaging are in sync with the current public mood.
