Back to today’s briefing

Story perspectives

New Zealand's Controversial Tourism Campaign Sparks Backlash

2/18/2025

48 7

Summary

Story summary

New Zealand's tourism campaign, "Everyone Must Go," has sparked controversy for its insensitivity during a time of rising emigration and job losses. Critics liken the slogan to a clearance sale, while others make light of its implications. Nonetheless, officials insist the campaign is designed to draw Australian tourists and revitalize the ailing tourism industry.

History

Historical Context

New Zealand's tourism campaign, "Everyone Must Go," has drawn criticism for appearing insensitive amid rising emigration and job losses. This echoes past tourism recovery efforts, like those after the 9/11 attacks, where campaigns faced backlash for seeming tone-deaf during economic distress. Both instances highlight the delicate balance between promoting tourism and acknowledging local hardships.

1 of 2

Story summary

New Zealand's tourism campaign, "Everyone Must Go," has sparked controversy for its insensitivity during a time of rising emigration and job losses. Critics liken the slogan to a clearance sale, while others make light of its implications. Nonetheless, officials insist the campaign is designed to draw Australian tourists and revitalize the ailing tourism industry.

1 / 2