New Zealand's tourism campaign backfires with "Everyone Must Go!" slogan

New Zealand's latest tourism campaign, aimed at attracting Australian visitors, has sparked controversy for its tone-deaf slogan, "Everyone must go!" 

A New Zealand tourism campaign aimed at Australian visitors has faced criticism for coming across as a clearance sale slogan and for being out of touch, especially amid significant public service job cuts and record numbers of New Zealanders moving abroad, according to an article by The Guardian.

Launched on February 16, the “Everyone must go!” campaign seeks to encourage Australian tourists to visit New Zealand. The NZD$500,000 campaign will run across Australian radio and social media from February to March.

Louise Upston, the tourism minister, explained, “What this Tourism New Zealand campaign says to our Aussie mates is that we’re open for business, there are some great deals on, and we’d love to see you soon.”

However, the slogan, accompanied by images of people sightseeing, quickly became the target of ridicule in New Zealand. Opposition politicians and social media users compared it to a clearance sale ad, a marketing stunt for an impending apocalypse, or a desperate plea for bathroom access.

The Green Party’s tourism spokesperson, Celia Wade-Brown, commented to national broadcaster RNZ that the tagline “might refer to the need for toilets in some of our high-tourist spots. I mean, the queues are ridiculous.”

In response to the criticism, a spokesperson for the minister told the Guardian that Upston was “very pleased” with the campaign and highlighted that it had received positive feedback from tourism operators and a marketing expert.

The tourism campaign is part of the government’s broader efforts to attract tourists, digital nomads, and overseas investors to New Zealand to stimulate the economy. Before the pandemic, tourism was New Zealand’s largest export industry, contributing $40.9 billion to the country’s economy. Recent figures indicate that tourism is bouncing back, with $37.7 billion generated in 2023.

Australia remains New Zealand's largest tourism market, accounting for about 44 per cent of international visitors each year. Visitor numbers are currently at approximately 88 per cent of pre-pandemic levels.

“The number of Australian arrivals in New Zealand increased by more than 90,000, up from 1.27 million to 1.36 million over the past year, but we know there’s more room to grow,” Upston said in a release.

New Zealand’s overseas tourism campaigns have long been a mix of praise and criticism. The award-winning “100% Pure New Zealand” promotion, which is now one of the world’s longest-running tourism campaigns, is admired for its catchy appeal but often criticized for not aligning with New Zealand’s inconsistent environmental practices.

By Naila Huseynova