New Zealand tourism backlash, New Zealand’s new tourism slogan—“Everyone Must Go!”—aims to lure Australians to its scenic landscapes. Instead, it’s sparking outrage among locals facing job cuts and record emigration. Here’s why a $285,000 ad campaign is deepening tensions.
The Slogan That Missed the Mark
Launched on Sunday, the campaign targets Australians with posters showing adventurers in iconic NZ settings. The tagline, meant to signal urgency, instead echoes the frustrations of citizens.
Key criticisms:
- Tone-deaf timing: NZ hit record emigration in 2023 (130,000 departures) amid public sector layoffs.
- Mockery of struggles: “It sounds like we’re on clearance,” says Labour Party’s Cushla Tangaere-Manuel.
- Toilet humor: Green Party MP Celia Wade-Brown quipped, “They queue at the toilets more than a kayak.”
Prime Minister Christopher Luxon defends it: “The fact we’re talking about it is good.”
Why Kiwis Are Angry
The slogan taps into deeper economic pain:
- Job cuts: 3,000+ public sector roles axed since 2023.
- Cost of living: Inflation hit 6% in 2023, squeezing households.
- Emigration surge: Net loss of 52,500 citizens in 2023—the highest since 2012.
“Kiwis are going—just not on vacation,” says Labour MP Barbara Edmonds.
Tourism’s Rocky Recovery
Pre-pandemic, tourism contributed 9% to NZ’s GDP. Numbers remain shaky:
- 2023 visitors: 1.2 million Australians (down 12% from 2019).
- Global recovery: NZ ranks 25th globally in tourism rebound, per WTTC.
The campaign targets a 5% boost in Australian visitors. But critics argue it ignores infrastructure gaps:
- Overcrowded trails and toilets in hotspots like Tongariro National Park.
- Limited affordable accommodations.
Government vs. Opposition: Clashing Priorities
Government stance:
- Tourism Minister Louise Upston: “We’re ready to welcome Australians.”
- Focus on quick revenue: Aussies spend $1.3 billion yearly in NZ.
Opposition rebuttal:
- “Invest in locals first,” says Tangaere-Manuel. “Cutting conservation jobs hurts tourism long-term.”
- 71% of NZers say public services have worsened under current policies (1News poll).
Can NZ Fix Its Image?
Immediate steps:
- Address overcrowding: Add restrooms, and expand parking at 10+ key sites.
- Retrain laid-off workers for tourism roles (e.g., guides, hospitality).
Long-term risks:
- Over-reliance on Australia (48% of int’l visitors).
- Rising competition: Fiji and Bali offer cheaper packages.
What Tourists Say
Australian feedback on the campaign:
- “The slogan feels desperate,” says Sydney traveler Mark Ellis.
- 42% of Aussies cite NZ’s high costs as a barrier (Tourism NZ survey).
Final Thought
“Everyone Must Go!” might work as a joke—if Kiwis weren’t already leaving. For NZ, balancing tourism drives with domestic woes will require more than a catchy slogan.
