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New Zealand’s recent tourism initiative, featuring the slogan “Everyone must go!” has sparked confusion and derision from opposition figures and members of the public, drawing comparisons to a clearance sale advertisement. The campaign, which showcases awe-struck tourists amidst New Zealand’s rugged landscapes, accompanied by the now infamous motto, cost NZ$500,000 ($286,000) and is geared towards attracting potential visitors from Australia, as confirmed by the country’s Prime Minister, Christopher Luxon, on Sunday.
In a bid to revitalize the economy of a nation that entered a recession in the third quarter of 2024, Luxon aims to boost tourism numbers by targeting the Australian market specifically. “Visitor levels from Australia currently stand at approximately 88% of those in 2019 – this campaign aims to incentivize more of our neighbors to make bookings and venture over,” stated Louise Upston, a lawmaker and minister for the community and voluntary sector.
Critics were swift to voice their disdain for the campaign’s slogan, likening it to a clearance sale catchphrase or a reference to the need for improved amenities in high-tourist areas. Labour’s tourism spokesperson, Cushla Tangaere-Manuel, expressed apprehension about the strain increased tourism could place on the country’s fragile infrastructure without adequate government investment.
Additionally, concerns were raised by Green Party tourism spokesperson Celia Wade-Brown regarding the allocation of funds generated from the country’s tourist tax towards marketing endeavors rather than conservation efforts. As the government endeavors to attract visitors, official statistics indicate a rise in the number of New Zealand residents leaving the country in 2024, prompting comparisons between the campaign’s slogan and the surge in emigration.
Tourism serves as a cornerstone of New Zealand’s economy, with the industry being a vital economic driver. Pre-pandemic, tourism stood as the country’s primary export sector, and by 2023, nearly 7% of the workforce was directly employed within this field, according to Tourism New Zealand. Despite its significance, the sector and visitor numbers have not rebounded as expected in the wake of the pandemic, noted Luxon.
The recent campaign follows the recent relaxation of visa requirements by the government, permitting tourists to engage in remote work while visiting New Zealand if their employment is based overseas. For more CNN news and newsletters, sign up at CNN.com.
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