New Zealand’s latest tourism campaign aimed at attracting Australian visitors has faced backlash from opposition politicians. The campaign, launched under the slogan “Everyone must go!” features picturesque images of the country’s natural beauty, including its iconic lakes and mountains. Critics argue that the NZ$500,000 ($450,000) advertising effort is misaligned with New Zealand’s struggling economy and rising out-migration, particularly of younger individuals.
Despite recent statistics showing a growth in Australian tourist arrivals—up from 1.27 million to 1.36 million—opponents claim the government has not adequately addressed concerns about visitor infrastructure. Labour’s tourism spokesperson, Cushla Tangaere-Manuel, expressed that without significant investment in infrastructure to accommodate increased visitor numbers, the campaign poses risks.
Prime Minister Brian Luxon and Tourism Minister Louise Upston defended the initiative, stating it promotes New Zealand’s readiness for Australian visitors, encouraging them to explore available travel deals and plan their trips. However, the opposition reportedly believes the campaign’s messaging resembles a clearance sale, prompting scepticism regarding its effectiveness in attracting more tourists. Tourism is a crucial component of New Zealand’s economy, yet the sector has yet to fully recover to pre-pandemic visitor levels.