In February 2025, the New Zealand government launched an ambitious tourism campaign titled “Everyone Must Go!” aimed at attracting Australian tourists. The NZD$500,000 campaign was designed to boost the country’s tourism industry by promoting New Zealand as an open and welcoming destination, featuring special deals and social media promotions targeting Australian travelers.
However, what was meant to be an upbeat tourism initiative quickly became the subject of widespread ridicule and criticism. The slogan—“Everyone Must Go!”—was likened to a clearance sale advertisement and struck a nerve among New Zealanders facing an emigration crisis. With record numbers of citizens leaving the country, some saw the campaign as an unfortunate reflection of reality rather than a call to visit.
Why the Campaign Sparked Controversy
Critics pointed out that the campaign’s slogan was especially ill-timed, given the high rate of New Zealanders moving abroad, particularly to Australia, due to rising living costs, economic uncertainty, and job losses in the public sector. Opposition politicians and social media users were quick to lampoon the campaign, with some suggesting that the government’s real message was encouraging people to leave New Zealand.
Green Party tourism spokesperson Celia Wade-Brown added a humorous take on the campaign, remarking that the slogan might better refer to the lack of public toilets in tourist-heavy areas, where long queues have been a common complaint.
Government’s Response and the Bigger Picture
Despite the backlash, the government defended the campaign. Tourism Minister Louise Upston expressed satisfaction with the initiative, stating that it had received positive feedback from marketing experts and tourism operators. The campaign is part of the government’s broader effort to reinvigorate tourism, which was once New Zealand’s largest export sector, contributing NZD$40.9 billion before the pandemic.
Recent statistics indicate that the industry is bouncing back, with tourism revenue reaching NZD$37.7 billion in 2023. Australia remains New Zealand’s most important tourism market, accounting for nearly 44% of international visitors. The number of Australian tourists visiting New Zealand has increased by 90,000 over the past year, reaching 1.36 million in total.
New Zealand’s Emigration Crisis: The Elephant in the Room
While the government’s focus remains on boosting tourism, it cannot ignore the growing number of New Zealanders leaving the country. More than 1,500 citizens are departing every week, primarily heading to Australia. Between June 2023 and June 2024, approximately 80,200 New Zealanders emigrated—a number nearly double pre-pandemic levels.
This trend has raised concerns about a potential ‘brain drain,’ with skilled workers and young professionals seeking better opportunities abroad. In response, the government has attempted to implement policies to retain talent while simultaneously attracting new visitors and temporary residents.
New Zealand’s Strategy to Attract Tourists and Digital Nomads
To counterbalance the effects of emigration and strengthen the economy, New Zealand has taken several steps to attract international visitors and workers:
- Visa Reforms for Digital Nomads and Influencers:
- In January 2025, the government relaxed visa regulations to allow remote workers to stay for up to 90 days, with potential extensions up to nine months. This move aims to attract digital nomads, particularly in the IT sector, from the US and East Asia.
- Increase in Tourist Tax:
- In September 2024, New Zealand tripled the International Visitor Conservation and Tourism Levy (IVL) from NZD$35 to NZD$100. The additional revenue is intended to fund conservation efforts and public infrastructure improvements to manage the environmental impact of tourism.
- However, the move has been met with resistance from the tourism sector, which fears that the increased fee may discourage visitors at a time when the industry is still recovering from the COVID-19 pandemic.
Frequently Asked Questions
1. What is the ‘Everyone Must Go!’ campaign?
- It’s a tourism marketing initiative launched by New Zealand in February 2025 to attract Australian visitors with promotional deals and advertising.
2. Why is the campaign controversial?
- The slogan was criticized for resembling a clearance sale ad and for its unfortunate timing, as it coincided with high emigration rates and job cuts.
3. How important is Australian tourism to New Zealand?
- Australia is New Zealand’s largest source of international visitors, making up 44% of total arrivals annually.
4. What steps has New Zealand taken to boost tourism?
- The government has relaxed visa rules for digital nomads and influencers, increased tourism marketing efforts, and raised the International Visitor Levy.
5. Why are so many New Zealanders emigrating?
- Economic challenges, high living costs, and better opportunities abroad, particularly in Australia, have led to a sharp increase in emigration.
6. How does the increased tourist tax impact visitors?
- The IVL has risen from NZD$35 to NZD$100, which may affect budget-conscious travelers, but Australians and Pacific Island visitors remain exempt.
Final Thoughts
New Zealand’s tourism industry is at a crossroads, attempting to recover from the pandemic while dealing with economic and demographic challenges. The “Everyone Must Go!” campaign may have missed the mark in its messaging, but it highlights the country’s urgent need to attract visitors and revive its economy.
Sources The Guardian
