New Zealand's tourism campaign targeting Australian visitors sounds like a clearance sales slogan, with widespread reductions in public service jobs and deafness among the number of records of New Zealanders moving abroad. I'm being ridiculed.
The government has launched “Everyone has to go!” Sunday's campaign will bid to encourage Australian holiday makers to visit New Zealand. The NZD $500,000 campaign will run on Australian radio and social media between February and March.
“What this tourism New Zealand campaign is telling our Australian guys that we have a business, there are a few things and we hope we can meet soon. ” said Tourism Minister Louise Upston.
However, the catchphrases set for people's tourism photos quickly became a ridiculous subject within New Zealand. Opposition politicians and social media users like it to clearance sales ads, apocalypse marketing campaigns, or hopeless pleas for access. Bathroom.
Green Party tourism spokesman Celia Wade Brown told national broadcaster RNZ in the catchphrase that it might refer to the need for some toilets in our high tourist spots. That means queues are ridiculous ”.
The tourism campaign is the latest in government attempts to attract tourists, digital nomads and foreign investors to New Zealand to boost the economy. Prior to the pandemic, tourism was New Zealand's largest export industry, delivering $40.9 billion to the country. The latest figures show that these numbers are creeping up and tourism is bringing $37.7 billion in 2023.
Meanwhile, Australia is New Zealand's largest tourism market, accounting for around 44% of international visitors per year. Visitor counts are sitting at about 88% of the pre-pandemic rate.
“Australian arrivals in New Zealand have increased over 90,000, up from 1.27 million to 1.36 million over the past year, but we know there is more room for growth,” Upston said in the release. Masu.
New Zealand's international tourism campaign has a long history of attracting both praise and criticism. Award-winning 100% pure New Zealand promotion – now one of the world's longest-running tourism campaigns – has been praised for its catchiness, but is now a new inconsistent environmental qualification in New Zealand It is often vetted.
Workers' tourism spokesman Kushra Tangale Manuel told RNZ that while she has broad support for growing tourism, the latest tourism catchphrase was deaf when there is a Union government Abolish thousands of roles The entire public sector of major cost-cutting drives.
“The irony of that message is: That's how New Zealanders in Aotearoa are feeling right now. There were so many cuts,” said Tangaere Manuel.
Some critics said the catchphrase sounded like an instruction to New Zealanders and that leaving the country is pointless. Record high departure rates.
“If I was there [government] Seeing record immigration, I never simply chose “everyone has to go” as my slogan,” said one social media user.
Others have had the opportunity to revert the campaign to the government.
“The advantage of Gormless's 'Everyone has to go' slogan is that it can be easily reversed due to election posters or signs of protest by rights… end. Dust. And it's their own fault,” Bluesky users wrote.
The Guardian contacted the Minister of Tourism for comment.
