New Zealand‘s latest tourism tagline presents a dual interpretation: it can be seen as a heartfelt invitation for visitors or a stark warning that locals may be displaced.
A bold slogan, “Everyone Must Go!” dominates posters featuring individuals amidst New Zealand’s breathtaking scenery. This initiative is part of a NZ$500,000 ($285,000; £227,000) campaign launched on Sunday.
What was intended as an engaging appeal to Australian tourists has faced criticism for being insensitive as New Zealand grapples with unprecedented emigration rates and rising unemployment.
The government has stood by its campaign, with Prime Minister Christopher Luxon acknowledging the ongoing discussions surrounding the slogan’s popularity. He said he “[appreciates] there’s lots of chat about whether everyone loves the slogan”.
Discussing the issue is a positive development. “It’s a great thing,” he remarked.
Cushla Tangaere-Manuel, a representative for the opposition Labour Party, expressed her concerns to Radio New Zealand (RNZ) regarding the new slogan, stating that it gives the impression that New Zealand is akin to items in a clearance bin during a sale.
“The irony of that messaging reflects the current sentiments of Aotearoa New Zealanders,” she stated, highlighting the “many cuts” that residents have endured.
In the past year, the government’s austerity measures have led to significant job cuts in the public sector, impacting thousands of individuals.
A notable trend is that individuals are departing the country in unprecedented quantities. Official statistics indicate that nearly 130,000 individuals left the country last year, a figure counterbalanced by the influx of almost 160,000 immigrants.
Labour MP Barbara Edmonds highlighted on X Monday that New Zealanders are departing in unprecedented numbers. “Is the actual tourism strategy ‘Everyone Must Go’ aimed at New Zealanders?”
Some individuals linked the slogan to a call for lavatory facilities.
There is a suggestion that ‘Everyone Must Go’ is a commentary on the necessity for lavatory facilities in popular tourist destinations. “The queues are absurd,” stated Green Party MP Celia Wade-Brown during an interview with RNZ.
“While they may not engage in kayaking or diving, it is evident that they do not hesitate to form long lines at the restrooms.”
In a statement released on Sunday, Tourism Minister Louise Upston emphasised that the campaign tagline “Everyone must go” signals to Australia that New Zealand is an essential destination, highlighting the country’s readiness to welcome visitors at this time.
New Zealand’s tourism figures remain below pre-pandemic levels, prompting authorities to focus their efforts on drawing visitors from Australia, the country’s largest source of tourists.
In the previous year, New Zealand saw an influx of over 1.2 million travellers from Australia. However, Upston reported that visitor numbers reached only 88% of the figures recorded in 2019.
Luxon expressed optimism that the recent campaign would increase the number of Australian visitors by 5%.
“It would be a profound tragedy if those Australians do not arrive here before they pass away,” he stated.
A month-long tourism campaign is scheduled to launch this Thursday.
