New Zealand Launches Controversial $500,000 Tourism Campaign

New Zealand's new tourism campaign, aimed at attracting Australian tourists, has faced significant backlash for its slogan 'Everyone Must Go,' which critics have likened to a clearance sale advertisement. Launched by Prime Minister Christopher Luxon and Tourism Minister Louise Upston, the campaign is backed by a NZ$500,000 budget and aims to boost visitor numbers, currently at 88% of pre-pandemic levels. While government officials assert the campaign encourages Australians to explore New Zealand's offerings, opposition figures argue that it lacks a long-term vision and fails to address potential strains on tourism infrastructure. Critics are calling for more thoughtful initiatives rather than what they perceive as a knee-jerk response to economic challenges. Tourism leaders have welcomed the campaign but emphasize the need for further investment to fully recover the tourism sector. As New Zealand navigates economic difficulties, this campaign represents a crucial effort to reinvigorate a key component of its economy.