New Zealand has launched a new tourism campaign to rejuvenate its economy, which has been hit hard by the pandemic and subsequent recession. The government's slogan, "Everyone must go!" aims to attract Australian tourists, who constitute a significant portion of international visitors. However, locals have criticized the timing and tone of the campaign, finding it insensitive given the current economic challenges and mass emigration.

Controversial Slogan Sparks Debate Among Residents

The government's latest tourism initiative seeks to entice Australians with a catchy yet controversial tagline. The campaign emphasizes New Zealand as an essential travel destination, highlighting deals and readiness to welcome visitors. Despite these efforts, residents feel the slogan is poorly timed and lacks sensitivity to ongoing issues such as job cuts and economic downturns.

Residents have expressed dissatisfaction with the slogan "Everyone must go!" Many perceive it as tone-deaf and even humorous in an unintended way, likening it to bathroom humor. Green Party spokesperson Celia Wade-Brown commented on the need for better infrastructure, especially in high-tourist areas where facilities are strained. Labour's tourism spokesperson Cushla Tangaere-Manuel echoed concerns about the lack of a long-term strategy, suggesting that the campaign trivializes the country's economic struggles. This sentiment reflects a broader frustration among New Zealanders who feel neglected amidst government cutbacks and policy changes.

Economic Context Shapes Local Reaction

The campaign's reception highlights the disconnect between the government's promotional efforts and the lived experiences of New Zealanders. The country's economy weakened significantly in 2024, leading to a recession and rising unemployment. In this context, the tourism push seems out of touch with the realities faced by many citizens.

Despite the government's attempts to boost tourism through visa relaxations for digital nomads and investors, the "Everyone must go!" campaign has not resonated well. Critics argue that it portrays New Zealand as a bargain-bin destination, undermining its value and appeal. The campaign also fails to address deeper structural issues within the tourism sector, such as infrastructure development and sustainable growth. Ultimately, the controversy underscores the need for more thoughtful and inclusive strategies that align with both economic goals and public sentiment.