New Zealand has launched a bold new tourism campaign that has sparked both controversy and curiosity among the public. The campaign’s tagline, “Everyone Must Go!”, has ignited mixed reactions, with some viewing it as a compelling invitation to visit the country’s stunning landscapes, while others interpret it as a stark warning to Kiwis to vacate the premises.
The campaign, which comes with a price tag of NZ$500,000, features posters showcasing individuals against the backdrop of New Zealand’s breathtaking scenery. Despite its intention to attract Australian tourists, the slogan has been met with criticism for its apparent insensitivity amidst the nation’s struggles with high emigration rates and rising unemployment.
Prime Minister Christopher Luxon has stood by the campaign, acknowledging the ongoing debate surrounding its slogan. Luxon expressed optimism, stating, “The fact that we’re talking about it is a good thing. It’s a great thing.”
However, opposition figures, such as Cushla Tangaere-Manuel, tourism spokesperson for the Labour Party, have raised concerns about the messaging. Tangaere-Manuel likened the slogan to portraying New Zealand as a bargain bin, a sentiment that resonates with the challenges faced by many residents due to job cuts and economic hardships.
The government’s austerity measures have resulted in significant reductions in the public sector workforce, while a surge in emigration has led to a mass exodus of New Zealanders seeking opportunities abroad. Labour MP Barbara Edmonds questioned whether the campaign’s directive of ‘Everyone Must Go’ was truly aimed at encouraging tourism or if it hinted at a deeper issue concerning Kiwis feeling compelled to leave their homeland.
Notably, Green Party MP Celia Wade-Brown humorously tied the slogan to the urgent need for more restroom facilities at popular tourist sites, emphasizing the overwhelming queues faced by visitors in search of relief.
Tourism minister Louise Upston defended the campaign as a means to signal New Zealand’s readiness to welcome visitors from Australia, a crucial market for the tourism industry. With travel numbers still below pre-pandemic levels, the campaign’s objective is to boost tourism from Australia, which historically has been a significant source of visitors for the country.
While New Zealand saw over 1.2 million Australian visitors last year, the figures have yet to reach the pre-pandemic levels of 2019. Luxon expressed hope that the new campaign would drive a 5% increase in Australian visitor numbers, emphasizing the importance of revitalizing the tourism sector.
The month-long campaign is scheduled to kick off this Thursday, setting the stage for a renewed push to attract visitors to explore the wonders of New Zealand’s landscapes and culture.
In a bid to reignite interest and spark wanderlust among potential travelers, New Zealand’s enigmatic tourism campaign stands as a thought-provoking invitation that beckons visitors to embark on an adventure like no other. As the nation navigates through economic challenges and societal changes, the campaign’s
