New Zealand’s 'Everyone Must Go' tourism campaign faces ridicule amid record emigration

New Zealand's new tourism campaign, titled 'Everyone Must Go!', has faced significant backlash as locals criticize it as tone-deaf given the country's ongoing emigration crisis and job cuts. Launched with a budget of NZD$500,000, the campaign aims to attract Australian tourists, who make up a large portion of New Zealand's international visitors. Critics have mocked the slogan, equating it to a clearance sale, while some politicians have suggested it highlights a need for better public facilities for tourists. Despite the criticisms, the government argues that this initiative is vital for the recovery of the tourism sector, which suffered during the COVID-19 pandemic. Tourism Minister Louise Upston emphasized the campaign's intent to showcase New Zealand as a welcoming destination with great deals for travelers from Australia. The campaign is expected to run across Australian radio and social media platforms in the coming weeks.