New Zealand’s latest tourism campaign has drawn criticism over its slogan, “Everyone Must Go!”—a phrase that can be interpreted as both an invitation for visitors and an unintended suggestion that locals should leave.
Unveiled on Sunday, the NZ$500,000 ($285,000; £227,000) campaign features promotional posters showcasing New Zealand’s breathtaking landscapes, targeting Australian tourists. However, the slogan has been met with backlash, with critics calling it tone-deaf amid rising emigration and job losses.
Prime Minister Christopher Luxon defended the campaign, acknowledging the mixed reactions. “I appreciate there’s a lot of discussion about whether people love the slogan or not. The fact that we’re talking about it is a good thing,” he said.
Opposition Labour Party tourism spokesperson Cushla Tangaere-Manuel likened the slogan to a clearance sale, stating that it reflected the hardships many New Zealanders are currently facing. “The irony is, that’s exactly how Aotearoa New Zealanders feel right now,” she said, pointing to widespread job losses and government austerity measures.
Over the past year, significant public sector cuts have impacted thousands, while record numbers of New Zealanders are leaving the country. Official figures show that nearly 130,000 people departed last year, though this was offset by the arrival of around 160,000 immigrants. Labour MP Barbara Edmonds criticized the government’s messaging, writing on X: “New Zealanders are voting with their feet, leaving in record high numbers. Is the real tourism plan ‘Everyone Must Go’—for Kiwis?”
Others found humor in the slogan’s unintended meanings. Green Party MP Celia Wade-Brown quipped that it could refer to the need for better restroom facilities at tourist hotspots. “They don’t go kayaking, they don’t go diving—but, my goodness, they queue at the toilets,” she told RNZ.
Tourism Minister Louise Upston defended the campaign, explaining that the tagline was meant to convey that New Zealand is a must-visit destination and ready to welcome Australian tourists. Despite efforts to revive the sector, visitor numbers have yet to return to pre-pandemic levels. Last year, over 1.2 million Australians visited New Zealand, but this was only 88% of 2019 levels. The government hopes the new campaign will boost Australian tourism by 5%.
“The real tragedy,” Luxon added, “would be if Australians don’t make it here before they die.”
The month-long tourism campaign is set to launch on Thursday.
