“Everyone Must Go!”: NZ’s bold tourism push welcomed but not without criticism
Will New Zealand's newest campaign woo Aussie tourists back, invigorate tourism and help restore international visitor levels?
New Zealand is rolling out the welcome mat with a new campaign to attract Australian visitors this autumn. As the tourism sector continues its recovery from the pandemic, the slogan “Everyone must go!” aims to spark a revival that benefits the entire country.
Tourism Minister Louise Upston and Prime Minister Christopher Luxon revealed the new marketing campaign at a hotel in Auckland on Sunday 16 February. The campaign features posters of tourists awestruck by New Zealand’s rugged landscapes alongside the now infamous slogan, costing NZ$500,000 ($286,000), and targeting potential visitors from Australia.
The New Zealand tourism and hospitality sectors have welcomed the initiative but the campaign has faced a barrage of criticism. Labour Party tourism spokesperson Cushla Tangaere-Manuel remarked that the slogan “sounds like a clearance sale,” suggesting it lacks the sophistication befitting New Zealand’s image.
The timing of the campaign has also been questioned, as it coincides with a significant emigration of New Zealanders. In the year leading up to November 2024, a record 127,800 people left the country, with over half being New Zealand citizens.
This juxtaposition has led some locals to mock the slogan as ironic, given the current exodus.
Despite the mixed reactions industry leaders remain optimistic. Hotel Council Aotearoa (HCA) and Hospitality New Zealand (Hospitality NZ) both expressed their support for the campaign, emphasising its potential to stimulate the economy and provide essential support to the hospitality industry.
Steve Armitage, Chief Executive of Hospitality NZ, highlighted the significance of Australian tourists to New Zealand’s tourism market. “Australia has long been our primary market for visitors. Aussie visitors enjoy visiting the regions alongside our main tourism attractions, providing a key driver for regional dispersal of tourism funds,” he said. Armitage also noted the importance of further investment from the International Visitor Conservation and Tourism Levy to ensure sustained growth.
James Doolan, Strategic Director of HCA, echoed these sentiments, emphasising the need for New Zealand to remain competitive in the global tourism market. “New Zealand needs to hustle hard to win back international travellers after COVID. Other countries have been dialling up advertising and reducing the friction of travel to win back customers,” Doolan stated.
The HCA Sales & Marketing Taskforce, which includes senior executives from major hotel chains, contributed to the development of this campaign. In 2024 alone, New Zealand’s privately owned hotels invested over $300 million in sales promotions and commissions, demonstrating the sector’s commitment to attracting international visitors.
Doolan also highlighted the role of airlines and hotels in international marketing, noting their unique position to drive tourism spending across smaller businesses such as local bars, restaurants, and attractions. He expressed hope that regional authorities would actively participate in enhancing the visitor economy.
As the campaign rolls out, the collaboration between the tourism sector and the government is expected to create attractive offers for Australian visitors, amplifying the impact of public investment. The initiative aims not only to fill hotel rooms but also to support a broad spectrum of hospitality businesses, ensuring that visitors experience the renowned Kiwi hospitality and explore the diverse regions of Aotearoa.
With new hotels, convention centres, and attractions opening across the country, the timing of this campaign could not be better. The tourism industry is ready to welcome Australian visitors with open arms, hoping to drive economic recovery and growth through renewed international interest in New Zealand as a top travel destination.
The “Everyone Must Go!” campaign is a NZD 500,000 initiative targeting Australian tourists will run on Australian radio stations and social media platforms from February to March, aiming to create a sense of urgency for Australians to visit New Zealand.
Mandy has over two decades of experience in accommodation and tourism industry writing, and she is also an accomplished editor and publisher. As co-Director of Multimedia Pty Ltd, a trusted B2B content provider for the accommodation and education sectors in Australia and New Zealand, she oversees high-quality print and digital content across notable publications, including AccomNews, Resort News, and School News, along with the property listing platform AccomProperties. Mandy’s contributions have been recognised with the Female Leader Award at the Best of Tourism 2023 and the ARAMA Life Member Award in 2024.