New Zealand's Tourism Campaign Faces Backlash Over Tone and Cost

New Zealand has launched a NZD$500,000 (USD$287,000) tourism campaign targeting Australian visitors, featuring the slogan 'Everyone must go!' aimed at increasing tourism numbers, which currently sit at 88% of pre-pandemic levels. While the government promotes the campaign as an invitation for Australians to visit, many locals criticize the slogan as tone-deaf and likening it to a clearance sale, reflecting the country's economic struggles and recent government job cuts. Critics, including Labour MP Cushla Tangaere-Manuel, argue that the messaging feels insensitive given the political and economic climate, with some suggesting that it implies New Zealand is desperate for tourists. The campaign aims to boost visitor numbers to 93% of pre-COVID levels, but some fear it might exacerbate issues related to over-tourism and environmental degradation. Despite the backlash, marketing experts note the slogan's urgency and brevity but caution against promoting low-value tourism. New Zealand's tourism sector is in need of revitalization, and the reception of this campaign highlights the challenges faced in balancing tourism growth with local sentiment.