'Everyone Must Go' tagline for NZ Tourism slammed

The first creatives from a new NZ$500,00 ($286,000) New Zealand Tourism campaign has generated backlash from multiple quarters. Aimed at Australian travellers, the campaign with ‘Everyone Must Go’ as a slogan was launched this Sunday by New Zealand prime minister Christopher Luxon and tourism minister Louise Upston.

Facing a tourism slump due to post-Covid hesitancy and a recession that began in the third quarter of 2024, this campaign aims to revitalise New Zealand's struggling tourism sector, a crucial component of the national economy.

Luxon said, “Our job is to make sure that we are at the top of people’s list of places that they want to visit.” Upston added that visitor numbers from Australia were currently 88% of what they were in 2019 and said, "This campaign is all about encouraging them to come on over. The tagline of the campaign—Everyone Must Go—lets Australia know that New Zealand is a must-visit destination and that we are waiting to welcome them right now."

However, the campaign picked up several detractors—many of them within New Zealand. Speaking to Radio New Zealand (RNZ), Labour's tourism spokesperson Cushla Tangaere-Manuel said, "It makes New Zealand sound like we're in a clearance bin at a sale... the irony of that messaging is, that's how Aotearoa New Zealanders are feeling right now. There's been so many cuts, so people feel like 'well, what's not on the list of cuts'." She added that the focus on tourism without infrastructure improvements could lead to a poor experience and that the visitors "would take that message back to whichever part of the world they are from”.

Green Party Tourism spokesperson also Celia Wade-Brown spoke to RNZ, "I think 'Everyone Must Go' might refer to the need for toilets in some of our high-tourist spots. I mean, the queues are ridiculous."

Posting on X, Labour MP Barbara Edmonds connected it to outbound immigration which saw a reported 47,100 citizens leave the five million-strong nation in search of better opportunities, and said, "New Zealanders are voting with their feet, leaving in record high numbers—just as the govt begins focussing on marketing to Australians. Is their real tourism plan ‘Everyone Must Go’—for Kiwis?"

New Zealanders are voting with their feet, leaving in record high numbers—just as the Govt begins focussing on marketing to Australians. Is their real tourism plan ‘Everyone Must Go’ — for Kiwis? ����

— Barbara Edmonds (@BarbEdmondsMana) February 16, 2025

Several critics of the slogan can be found across social media platforms including X (formerly Twitter), Threads, and BlueSky.

$500,000 dollars and all you could come up with is that shit. Everyone Must Go.

“Welcome, Nau mai Haere mai ki Aotearoa New Zealand”

That costs nothing.

Aotearoa New Zealand #Tourism

— WestSide 8345 (@tauhenare) February 17, 2025

This is what Luxon meant by “Everyone must go,” pic.twitter.com/b8WjrN3MwH

— Mindy C (@mindycmindy) February 16, 2025

How do we feel about “Everyone must go”? It feels like it’s telling everyone to leave the country.

— Corey (@ThisIsCorey) February 16, 2025

According to Stuff NZ, Luxon doubled down on the slogan and said, "I appreciate there’s lots of chat about whether everyone loves the slogan or not. The fact that we’re talking about it is a good thing, it’s a great thing."

Tourism New Zealand has run several less-controversial campaigns in the past including a campaign highlighting its hidden gems from 2019; a crusade against lazy selfies from 2021; and secret agents convincing Australians to visit from 2022.