Kiwis express resentment as government reassures that the slogan signifies a warm welcome for Australian tourists.
**New Zealand's "Everyone Must Go" Campaign Sparks Controversy Amid Emigration Crisis**
**New Zealand's "Everyone Must Go" Campaign Sparks Controversy Amid Emigration Crisis**
New tourism tagline promotes visits, but stirs backlash in light of rising emigration and job loss.
With an ambitious campaign rolled out on Sunday, New Zealand's government is facing criticism over its slogan "Everyone Must Go!" which has been branded both as an invitation for Australian tourists and a poignant reminder of the challenges faced by locals amid high emigration rates. The NZ$500,000 initiative aims to entice visitors from Australia, but many Kiwis feel it is a poorly timed and insensitive message at a time when record numbers are leaving the country due to rising job cuts and economic hardships.
Tourism Minister Louise Upston defended the slogan, stating it is meant to express that New Zealand is eager to welcome Australian travelers, noting that tourism numbers have not yet rebounded to pre-pandemic levels. Despite this, opposition member Cushla Tangaere-Manuel criticized the phrasing as demeaning. “It makes New Zealand sound like we're in a clearance bin at a sale,” she remarked, reflecting the sentiment among many residents affected by ongoing austerity measures.
Recent statistics reveal that almost 130,000 people departed New Zealand last year, while the influx of approximately 160,000 immigrants has created a complicated dynamic. Labour MP Barbara Edmonds expressed concern about the implications of such a campaign, suggesting it inherently signals a desire for Kiwis to leave. Some humorous takes on the slogan question whether it indicates a greater need for better restroom facilities in popular tourist areas, as queues become increasingly burdensome.
Prime Minister Christopher Luxon acknowledged the heated discussions surrounding the slogan, emphasizing that the dialogue itself has merit. He hinted at aspirations for a 5% increase in Australian visitor numbers through this campaign, insisting that it would be tragic for potential visitors not to experience the beauty of New Zealand.
The campaign is set to launch officially on Thursday, signaling a critical phase for New Zealand's tourism sector as it seeks to recapture its previous international appeal.
Tourism Minister Louise Upston defended the slogan, stating it is meant to express that New Zealand is eager to welcome Australian travelers, noting that tourism numbers have not yet rebounded to pre-pandemic levels. Despite this, opposition member Cushla Tangaere-Manuel criticized the phrasing as demeaning. “It makes New Zealand sound like we're in a clearance bin at a sale,” she remarked, reflecting the sentiment among many residents affected by ongoing austerity measures.
Recent statistics reveal that almost 130,000 people departed New Zealand last year, while the influx of approximately 160,000 immigrants has created a complicated dynamic. Labour MP Barbara Edmonds expressed concern about the implications of such a campaign, suggesting it inherently signals a desire for Kiwis to leave. Some humorous takes on the slogan question whether it indicates a greater need for better restroom facilities in popular tourist areas, as queues become increasingly burdensome.
Prime Minister Christopher Luxon acknowledged the heated discussions surrounding the slogan, emphasizing that the dialogue itself has merit. He hinted at aspirations for a 5% increase in Australian visitor numbers through this campaign, insisting that it would be tragic for potential visitors not to experience the beauty of New Zealand.
The campaign is set to launch officially on Thursday, signaling a critical phase for New Zealand's tourism sector as it seeks to recapture its previous international appeal.
