Wellington, New Zealand: New Zealand’s new tourism campaign, “Everyone must go!” has been met with ridicule and backlash, with many critics labeling it tone-deaf given the country’s current challenges.
The NZD$500,000 campaign, aims to entice Australian visitors to New Zealand with radio and social media ads running between February and March. However, the slogan quickly became a target for mockery, with critics comparing it to a clearance sale or even a marketing campaign for the apocalypse.
Tourism Minister Louise Upston defended the campaign, saying, “What this Tourism New Zealand campaign says to our Aussie mates is that we’re open for business, there are some great deals on, and we’d love to see you soon.”
Yet, the tagline sparked ridicule, with opposition politicians and social media users pointing out its resemblance to a desperate plea, some even humorously suggesting it referred to long queues for public restrooms in popular tourist areas.
The more tourists that visit New Zealand, the more money and growth we get in our economy.
That means more jobs and higher incomes, and better public services for you and your family.
Tourism New Zealand has just launched a campaign saying to our Aussie mates that we’re open…
— Christopher Luxon (@chrisluxonmp) February 15, 2025
The Green Party’s tourism spokesperson, Celia Wade-Brown, joked that the campaign might be referring to the need for more toilets in high-tourist spots. In response to the criticism, a spokesperson for the minister stated that Upston was “very pleased” with the campaign, pointing to positive feedback from tourism operators and marketing experts.
The campaign is part of the government’s ongoing efforts to revive tourism, which was New Zealand’s largest export industry before the pandemic. Tourism contributed NZD$40.9bn to the economy before COVID-19, and in 2023, it generated NZD$37.7bn.
Australia is New Zealand’s largest tourism market, representing roughly 44% of international visitors. Visitor numbers from Australia increased by over 90,000 in the past year, yet the government hopes to boost these numbers further.
Critics argue that the campaign’s tone feels insensitive amid large-scale public service job cuts and New Zealand’s record-high emigration rates.
Labour’s tourism spokesperson, Cushla Tangaere-Manuel, expressed her concern, saying the tagline felt tone-deaf given the context of thousands of public sector job losses. Some critics even suggested that the message seemed to echo the sentiment of urging New Zealanders to leave the country.
New Zealand’s tourism campaigns have long been both praised and criticized. The iconic “100% Pure New Zealand” campaign, despite being one of the world’s longest-running tourism promotions, has faced scrutiny due to environmental concerns and the country’s mixed environmental record.
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