New Zealand government defends tourism campaign slogan
The New Zealand government is defending its tourism campaign slogan "Everyone Must Go" amid criticisms about its implications and the current state of the country, including significant job cuts and record departures.
The government has defended the campaign, with Prime Minister Christopher Luxon stating on Tuesday that he "appreciates there's lots of chat about whether everyone loves the slogan or not".
However, he adds, "the fact that we're talking about it is a good thing. It's a great thing."
Cushla Tangaere-Manuel, tourism spokesperson for the opposition Labour Party, expressed to local news outlet RNZ that the new slogan "makes New Zealand sound like we're in a clearance bin at a sale".
The irony of that messaging, she said, is how Aotearoa New Zealanders are feeling right now, pointing to the "many cuts" that residents have experienced.
Job cuts in the public sector over the past year, as part of the government's austerity push, have affected thousands.
At the same time, record numbers of people are leaving the country. Official figures indicate nearly 130,000 departures last year, although this was offset by the arrival of almost 160,000 immigrants.
Labour MP Barbara Edmonds noted on X on Monday, "New Zealanders are voting with their feet, leaving in record high numbers. Is their real tourism plan 'Everyone Must Go' - for Kiwis?"
Some associated the slogan with the demand for lavatories. Green Party MP Celia Wade-Brown remarked, "I think 'Everyone Must Go' might refer to the need for toilets in some of our high-tourist spots. The queues are ridiculous." She added, "They don't go kayaking, they don't go diving, but, my goodness, they queue at the toilets."
Tourism Minister Louise Upston stated on Sunday that "the campaign tagline of 'Everyone must go' lets Australia know that New Zealand is a 'must visit' destination, and that we're ready and waiting to welcome them now".
New Zealand's tourism numbers have not yet returned to pre-pandemic levels, and efforts are being focused on attracting visitors from neighbouring Australia, the largest source of tourists.
Last year, New Zealand welcomed more than 1.2 million visitors from Australia, but Upston revealed that visitor numbers were only 88% of those in 2019.
Luxon expressed his hope that the latest campaign would increase Australian visitor numbers by 5%, stating, "It would be totally and utterly tragic if those Australians don't get here before they do die."
The month-long tourism campaign is set to commence this Thursday.
