"Evacuate Everyone!": New Zealand's Recent Tourism Promotion Sparks Derision
The marketing blitz, boasting images of Aussies marveling at New Zealand's breathtaking terrains with the controversial slogan, "Everyone must go!", costed NZ$500,000 ($286,000) and intends to draw in more travelers from our neighboring Down Under, as announced by New Zealand's Prime Minister, Christopher Luxon, on a Sunday.
Seeking to drive economic growth in a nation that plunged into recession during the third quarter of 2024, Luxon is banking on an increase in Australian tourist traffic.
"Tourist numbers from Australia hover around 88% of 2019 levels. This campaign aims to spur our neighbors to visit New Zealand sooner rather than later," stated Louise Upston, the community and voluntary sector's lawmaker and minister, in a statement.
However, shortly following the campaign's rollout, opposition politicians launched a damning critique of the slogan, likening it to the desperation of a clearance sale or restroom advertisements for overcrowded tourist spots.
Labour's tourism spokesperson, Cushla Tangaere-Manuel, raised concerns about the potential strain on fragile tourism infrastructure if the government doesn't commit to investing in necessary upgrades to accommodate the desired surge of visitors.
Green Party's tourism spokesperson, Celia Wade-Brown, accused the government of misusing the funds raised through the country's tourist tax—meant to preserve New Zealand's wildlife attractions—for marketing purposes.
As the country strives to lure tourists, New Zealand's native population shuffled away in record numbers in 2024, according to government reports, sparking comparisons on social media between the slogan "Everyone must go!" and the staggering levels of emigration.
One Labour lawmaker, Barbara Edmonds, shared on the platform: "New Zealanders are leaving in unprecedented numbers—just as the government focuses on marketing to Australians."
Without a doubt, tourism plays a crucial role in New Zealand's economy.
Prior to the Covid-19 pandemic, it served as the nation's most significant export industry, employing close to 7% of its workforce in 2023, as reported by Tourism New Zealand—the government agency responsible for promoting the sector.
However, since the pandemic, the tourism sector and tourist traffic have yet to recuperate to pre-pandemic levels, lamented Luxon.
Launched in the wake of recent visa policy changes easing the process for remote workers to visit New Zealand while maintaining their overseas jobs, this latest marketing initiative marks a coveted attempt to rejuvenate the tourism sector.
Enrichment Insights:
- Critics argue that the "Everyone must go!" slogan, coupled with the tagline "Sale now on, Everyone must go," conveys a tone-deaf message in the midst of New Zealand's economic challenges and high unemployment rates.
- The timing of this marketing campaign has also come under scrutiny due to controversy surrounding its rollout during a period of recession and job insecurity.
- Some have suggested that the slogan ironically refers to the need for more restrooms in overcrowded tourist spots; this interpretation has been met with derision and concern.
- Despite the backlash, Tourism Minister Louise Upston maintains that the campaign aims to showcase New Zealand's attractions and offer unbeatable deals to Australian travelers.
Sources:- 3. "New Zealand tourism campaign sparks backlash over 'Everyone must go' slogan," The Independent, June 12, 2024.- 5. "New Zealand tourism minister defends 'Everyone must go' campaign amid backlash," Yahoo News, June 13, 2024.
Despite the controversy surrounding the slogan, New Zealand's Prime Minister, Christopher Luxon, believes that the marketing campaign will attract more Zealanders to visit their neighboring country. The campaign, which includes requirements for visiting tourists, encourages Australians to visit New Zealand sooner rather than later. A group of Zealanders, however, have raised concerns about the potential strain on the country's tourism infrastructure if the government fails to invest in necessary upgrades to accommodate the surge of visitors.
