New Zealand’s Tourism Push Sparks Controversy: Mandatory Visitation Policies Face Criticism

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The New Zealand government has found itself at the center of a debate over its latest tourism marketing strategy aimed at attracting Australian tourists, with critics accusing it of being insensitive given the nation’s own economic challenges.

A NZ$500,000 campaign featuring billboards adorned with images of people in picturesque New Zealand landscapes includes the slogan “Everyone Must Go!” This tagline was designed to entice Aussies and other potential visitors. However, its reception has been mixed, sparking discussions about its appropriateness.

Prime Minister Christopher Luxon expressed understanding towards public debate surrounding the campaign, emphasizing that discussing it is a positive sign of engagement. Yet, some have viewed the slogan negatively. Cushla Tangaere-Manuel from Labour Party Tourism said: “The irony in this messaging is clear. It’s like Aotearoa New Zealanders are at clearance sale items,” she added.

New Zealand has been grappling with high unemployment rates and a significant number of citizens choosing to emigrate, driven by austerity measures that include public sector job cuts affecting thousands. Despite these internal issues, the government is focusing on increasing visitor numbers from Australia, its largest source market for tourists. Last year saw over 1.2 million Aussies visiting New Zealand; however, this figure dropped to just 88% of pre-pandemic levels in 2019.

Louise Upston, the Tourism Minister, defended the slogan as a means to communicate that “New Zealand is ready and waiting for Australians,” aiming for a modest increase of around 5% in visitor numbers. Prime Minister Luxon added: “We hope these Australians visit us soon because time waits for no one.”

With tourism remaining crucial to New Zealands economy, despite the current challenges faced by its own citizens, this controversial campaign is set to kick off on Thursday and run for a month.