New Zealand’s latest tourism tagline, “Everyone Must Go!”, has sparked a mixed reaction, interpreted by some as a heartfelt invitation for tourists to explore the country’s breathtaking landscapes, while others perceive it as a concerning statement amid rising emigration rates and unemployment in the nation.
This catchy slogan is prominently featured on a series of vibrant posters that showcase the stunning natural beauty of New Zealand, including its iconic mountains, pristine beaches, and lush forests. Launched as part of a significant NZ$500,000 (approximately $285,000; £227,000) marketing campaign on Sunday, the initiative aims particularly to attract Australian travelers, leveraging the close geographical and cultural ties between the two nations.
However, the phrase has drawn criticism for its insensitivity, given the current socio-economic climate in New Zealand, where record levels of emigration have affected the population dynamics. Many Kiwis are leaving for opportunities abroad, leading to concerns about the future of the workforce and the overall economy.
In response to the backlash, the New Zealand government has stood by the campaign. Prime Minister Christopher Luxon acknowledged the mixed feelings surrounding the slogan, stating that he “[appreciates] there’s lots of chat about whether everyone loves the slogan or not,” indicating an awareness of the public sentiment while reinforcing the message of welcoming visitors to the country. The campaign’s underlying goal remains to boost tourism and support local businesses that have struggled during recent economic challenges.
