New Zealand’s latest tourism campaign, featuring the slogan “Everyone Must Go!”, has sparked debate over its interpretation. Launched with a budget of NZ$500,000 ($285,000; £227,000), the campaign aims to attract Australian tourists but has been criticized as tone-deaf amid record emigration and job cuts.
Prime Minister Christopher Luxon defended the campaign, emphasizing that the widespread discussion around it is positive. However, opposition leaders argue the slogan unintentionally reflects the reality of many New Zealanders leaving due to economic challenges. Labour MP Barbara Edmonds even questioned if the slogan applies more to Kiwis than tourists.
Others have humorously linked the tagline to a lack of public restrooms at tourist sites. Despite the controversy, Tourism Minister Louise Upston insists the campaign reinforces New Zealand as a “must-visit” destination. With tourism still below pre-pandemic levels, the government hopes to boost Australian visitor numbers by 5% when the campaign launches on Thursday.
