New Zealand’s current tourism slogan can be interpreted as either a threat to expel Kiwis or as a well-intentioned appeal for tourists.
Posters portraying people in New Zealand’s breathtaking scenery have the message “Everyone Must Go!” as part of a NZ$500,000 ($285,000; £227,000) campaign that was presented on Sunday.
However, given that New Zealand is dealing with record unemployment and emigration rates, what was intended as a catchy call to action for Australian tourists has been criticized as being tone-deaf.
Prime Minister Christopher Luxon stated that he “[appreciates] there’s lots of chat about whether everyone loves the slogan or not” as part of the government’s defense of the campaign.
