New Zealand’s Tourism Slogan Criticized for Poor Timing and Messaging

The $500,000 campaign targeting Australian visitors faces backlash for its slogan, 'Everyone Must Go,' as emigration and economic struggles dominate headlines.

New Zealand's new tourism campaign, costing NZ$500,000, aims to attract Australian tourists, who make up 44% of the nation’s international visitors.
The slogan 'Everyone Must Go' has been ridiculed for sounding like a clearance sale or bathroom reference, drawing criticism from opposition politicians and locals.
Critics argue the campaign is tone-deaf given record emigration numbers, public sector job cuts, and ongoing economic challenges in the country.
The government defends the campaign as a way to boost tourism, which has not fully recovered post-pandemic, with Australian visitor numbers still at 88% of 2019 levels.
Concerns have been raised about the lack of investment in tourism infrastructure and the environmental impact of increasing visitor numbers.

South China Morning Post