CNN
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New Zealand’s latest tourism initiative, sporting the slogan “Everyone must go!”, has sparked mockery from opposition leaders and segments of the public, who likened it to an advertisement for a clearance sale.

This promotional campaign, showcasing images of awestruck tourists against New Zealand’s breathtaking backdrops along with the controversial tagline, required an investment of NZ$500,000 (approximately $286,000). Prime Minister Christopher Luxon announced that it will primarily target prospective travelers from Australia.

By focusing on this audience to attract more travelers, Luxon aims to stimulate economic growth in a nation that entered a recession in the third quarter of 2024.

“Visitor arrivals from Australia are currently about 88 percent of the levels seen in 2019—this initiative will motivate more of our neighbors to book and visit soon,” commented Louise Upston, Minister for the Community and Voluntary Sector, in a statement.

Upston added, “This campaign sends a message to our Australian friends that we’re open for business, there are excellent offers available, and we would love to have you visit us shortly.”

However, shortly after the launch, critics from the opposition expressed discontent with the tagline, describing it as reminiscent of “being in a clearance bin during a sale” or implying a lack of facilities in popular tourist areas.

Furthermore, some lawmakers raised concerns regarding the feasibility of this initiative, with Labour’s tourism spokesperson Cushla Tangaere-Manuel expressing fears that an influx of tourists could overwhelm the country’s fragile tourist infrastructure.

“Without a tangible commitment from the government to enhance infrastructure to accommodate the anticipated increase in visitors… that presents a potential hazard,” she told RNZ, New Zealand’s public broadcaster.

Additionally, Green Party tourism spokesperson Celia Wade-Brown criticized the decision to allocate funds raised from New Zealand’s tourist tax for marketing instead of for the conservation of the unique wildlife that draws visitors.

As the government makes concerted efforts to draw tourists, record numbers of New Zealanders have left the country in 2024. This has led some social media users to remark that the slogan “Everyone must go!” resonates with the concerning rise in emigration.

Labour MP Barbara Edmonds shared her thoughts on social media, stating, “New Zealanders are choosing to leave in unprecedented numbers—just as the government focuses on attracting Australians.”

The tourism sector plays a crucial role in New Zealand’s economy.

Prior to the COVID-19 pandemic, tourism stood as the largest export industry, with nearly 7% of the workforce directly engaged in this sector in 2023, as reported by the government’s Tourism New Zealand agency.

However, since the pandemic, the industry and visitor figures have not rebounded to the expected levels, according to Luxon.

This new promotional effort arrives shortly after the government eased its visa regulations, allowing visitors with overseas jobs the option to work remotely while exploring New Zealand.