A New Zealand government tourism campaign titled “Everyone Must Go” has drawn criticism and mockery from residents for being tone-deaf during a time when many New Zealanders are leaving the country. The campaign, aimed at attracting visitors from neighboring Australia, has been criticized for sounding like a clearance sale advertisement and inviting bathroom jokes.
Tourism Minister Louise Upston defended the campaign, saying it was meant to convey that New Zealand is open for business and welcoming visitors. However, critics, including opposition lawmakers, have raised concerns about the impact of increased tourism on the environment and whether the country’s infrastructure can support it.
Last year, New Zealand experienced a net migration loss of 47,100 citizens, with more than half migrating to Australia. Despite the challenges, New Zealand saw a 12% increase in visitor arrivals in 2023, with the United States, China, and Australia being the top sources of visitors.
The government has implemented measures like easing visa rules for digital nomads to work in New Zealand while visiting on holiday in an effort to boost tourism and the economy. However, concerns about sustainability and infrastructure remain, prompting the government to increase the entry fee for international tourists.
Overall, the “Everyone Must Go” campaign has sparked controversy and divided opinions, with some social media users suggesting it could be used against the government in the next election.
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