New Zealand’s new tourism slogan, “Everyone Must Go,” has drawn international attention and criticism.
Prime Minister Christopher Luxon and Tourism Minister Louise Upston launched the campaign in Australia, spending $500,000 on the promotion. However, many people, including opposition politicians and social media users, have mocked the slogan, with some saying it sounds like an order for New Zealanders to leave the country.
The campaign has been widely discussed in global media, including CNN, BBC, and SkyNews. Critics argue the phrase is insensitive, especially as New Zealand faces record-high emigration rates and economic struggles. Labour’s tourism spokesperson, Cushla Tangaere-Manuel, expressed concerns that an increase in tourists could put pressure on New Zealand’s fragile tourism infrastructure.
Despite the backlash, the government defended the campaign. Luxon acknowledged the mixed reactions but said the attention it received was beneficial. Upston’s office also stated that the announcement had attracted positive feedback.
New Zealand has a history of bold tourism campaigns, such as the successful 100% Pure New Zealand promotion. However, this latest slogan has sparked debate, with some calling it catchy while others find it inappropriate given the country’s current challenges.
