New Zealand's Controversial Tourism Campaign Sparks Debate

New Zealand's latest tourism campaign, featuring the slogan "Everyone Must Go," has stirred controversy and ignited discussions regarding its sensitivity amidst rising emigration and unemployment rates.

New Zealand has ambitious plans to revitalize its tourism sector, but the launch of its latest campaign has drawn significant backlash. The tagline "Everyone Must Go!" is prominently displayed across various promotional materials showcasing the country's stunning landscapes. This NZ$500,000 initiative, which is aimed primarily at attracting Australian tourists, has sparked accusations of insensitivity given the current economic landscape characterized by record emigration rates and public sector job losses.

Prime Minister Christopher Luxon defended the slogan, expressing that the buzz surrounding the campaign is a positive development. He stated, "I appreciate there's lots of chat about whether everyone loves the slogan or not" and emphasized the importance of the dialogue it has generated.

Critics, including Cushla Tangaere-Manuel from the opposition Labour Party, see the slogan as a dismissive commentary on the feelings of New Zealanders, remarking that it positions the nation as akin to "a clearance bin at a sale." She highlighted the negative impact of recent cuts affecting local jobs and services. Labour MP Barbara Edmonds expressed concerns on social media, suggesting that the slogan could be an indication of the government's disregard for Kiwis, who are reportedly leaving the country in increasing numbers.

Adding to the discourse, Green Party MP Celia Wade-Brown humorously suggested that the slogan could be linked to the growing demand for public restroom facilities in tourist hotspots, pointing out the lengthy queues often faced by visitors.

Tourism Minister Louise Upston clarified that the intention behind the slogan was to make it clear to Australians that New Zealand remains a prime travel destination, with the country eager for visitors. Last year, the nation saw over 1.2 million visitors from Australia, although this figure fell short of pre-pandemic levels.

With hopes of a 5% increase in visitor numbers, Luxon succinctly captured the urgency behind the campaign, stating it would be "totally and utterly tragic" if Australians didn't seize the opportunity to visit soon. As the campaign is set to launch this Thursday, discussions are likely to continue regarding its implications for both tourism and local sentiments.