New Zealand has initiated a $287,000 tourism campaign aimed at Australians to revive its economy amidst a recession. Despite Australians contributing 44% to New Zealand's international tourism, local reactions have been negative. Critics argue the campaign slogan "Everyone must go!" is tone-deaf and poorly timed, as it coincides with government job cuts and rising emigration. Local politicians have expressed concern that the campaign does not provide a sustainable, long-term strategy for the tourism industry, instead likening the country to a sale clearance bin.
"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," Green Party Tourism spokesperson Celia Wade-Brown told RNZ.
"This Tourism New Zealand campaign says to our Aussie mates is that we're open for business, there are some great deals on, and we'd love to see you soon," Tourism Minister Louise Upston said.
"The campaign lacks a long-term plan for the industry," said Labour's tourism spokesperson, Cushla Tangaere-Manuel.
"The timing of the campaign, which comes amid government job cuts and a large number of New Zealanders moving out, has many complaining that the slogan is tone-deaf."
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