New Zealand's new tourism campaign, titled 'Everyone must go!', aimed at attracting Australian visitors, has faced significant backlash for sounding like a clearance sale. Critics describe it as tone-deaf due to the ongoing public service job cuts and an increase in New Zealanders migrating overseas. The campaign will run on radio and social media in Australia, following tourism's importance pre-pandemic as the country's largest export industry. Despite criticisms, the tourism minister claims it has received positive feedback from industry stakeholders.
New Zealand's new tourism slogan 'Everyone must go!' sparked controversy, being labeled tone-deaf and likened to clearance sale phrases amidst substantial job cuts.
While the government hopes to attract Aussie tourists with a $500,000 campaign, critics question its appropriateness against the backdrop of local economic struggles.
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