Controversial NZ Tourism Campaign Sparks Outrage

The government's new tourism campaign aimed at attracting Australian tourists has been criticized as insensitive, prompting a defense from Prime Minister Luxon amid high emigration rates in New Zealand.

The New Zealand government is under scrutiny for its freshly launched tourism campaign designed to draw in Australian visitors, which some perceive as profoundly insensitive. The campaign, showcasing the slogan "Everyone Must Go!" against picturesque backdrops, was introduced as part of a NZ$500,000 initiative intended to rejuvenate the struggling tourism sector.

However, the tagline has drawn sharp criticism in a time when New Zealanders are grappling with escalating emigration and job insecurity. Prime Minister Christopher Luxon acknowledged the mixed reception of the slogan, asserting that "fact that we're talking about it is a good thing," in an effort to mitigate the fallout.

Critics such as Cushla Tangaere-Manuel, the opposition Labour Party's tourism spokesperson, have condemned the campaign for diminishing the country's image, likening it to a "clearance bin at a sale." Tangaere-Manuel highlighted the discontent among New Zealanders, mentioning the steep job cuts impacting thousands amid a governmental austerity initiative.

Amid these dismal reports, record outflows of citizens have been observed, with nearly 130,000 New Zealanders leaving last year, although this was countered by the arrival of approximately 160,000 immigrants. Labour MP Barbara Edmonds remarked, "New Zealanders are voting with their feet," questioning whether the slogan represents an unintentional tourism strategy for Kiwis.

Further humor was injected into the debate when Green Party MP Celia Wade-Brown suggested the tagline was a nod towards the lack of toilet facilities at popular tourist sites, remarking, "They don't go kayaking, they don't go diving, but, my goodness, they queue at the toilets."

Tourism Minister Louise Upston defended the message, stating that "Everyone must go" was meant to signal to Australians that New Zealand is an essential destination, already poised to welcome visitors following pandemic-induced restrictions. With New Zealand's tourist numbers remaining below pre-COVID levels, the government is eager to elevate visitors from Australia, which accounted for over 1.2 million arrivals last year. Despite optimism for a 5% increase in Australian tourists, Luxon’s comments hinted at a pressing urgency, stating, "It would be totally and utterly tragic if those Australians don't get here before they do die."

This month-long campaign is set to roll out on Thursday, seeking to overturn current tourism trends marked by an uncertain global environment.