New Zealand’s latest tourism slogan, “Everyone Must Go!” has sparked mixed reactions, with some seeing it as a friendly invitation for tourists while others interpret it as a harsh message suggesting Kiwis should leave.
Unveiled on Sunday as part of a NZ$500,000 ($285,000; £227,000) campaign, the slogan appears on posters showcasing New Zealand’s stunning landscapes. Designed to attract Australian visitors, the tagline has been criticized as tone-deaf amid record emigration and rising unemployment in New Zealand.
Prime Minister Christopher Luxon defended the campaign, acknowledging the debate but arguing that the attention itself was beneficial. “The fact that we’re talking about it is a good thing. It’s a great thing,” he said.
Opposition Labour Party tourism spokesperson Cushla Tangaere-Manuel compared the slogan to a clearance sale, saying, “The irony is that many New Zealanders feel like they’re being pushed out.” Labour MP Barbara Edmonds echoed this sentiment, pointing to public sector job cuts and high emigration rates, with nearly 130,000 people leaving the country last year.
Others took a more humorous approach. Green Party MP Celia Wade-Brown joked that the phrase might reference the lack of public toilets at tourist hotspots. “They don’t go kayaking or diving, but they sure do queue at the toilets,” she said.
Tourism Minister Louise Upston explained that the slogan was meant to emphasize New Zealand as a must-visit destination, particularly for Australians, the country’s largest source of tourists. While New Zealand received over 1.2 million Australian visitors last year, the numbers remain at only 88% of pre-pandemic levels.
Luxon hopes the campaign will boost Australian tourism by 5%, adding, “It would be utterly tragic if those Australians don’t get here before they do die.”
The month-long campaign is set to launch on Thursday.
