New Zealand’s new tourism campaign, “Everyone Must Go,” is facing backlash from locals who find it ill-timed, as many New Zealanders are leaving the country amid rising living costs and limited job opportunities. The government has allocated 500,000 New Zealand dollars ($287,000) to attract Australian tourists, hoping to restore pre-pandemic visitor numbers, which remain at 88% of 2019 levels.

Tourism Minister Louise Upston framed the campaign as an invitation for Australians to take advantage of travel deals, but critics argue the slogan sounds like a clearance sale or an unintentional reference to the country’s lack of public restrooms. Cushla Tangaere-Manuel, the opposition Labour Party’s tourism spokesperson, pointed out the irony, joking that it might reflect the long lines for toilets at tourist sites.

The campaign was widely mocked amongst locals.

The campaign coincides with a record net migration loss of 47,100 New Zealand citizens last year, according to Stats NZ, with more than half relocating to Australia, where they can live and work visa-free. Meanwhile, visitor numbers to New Zealand rose 12% in 2024 to 3.3 million, with Australia, the U.S., and China as the top sources of arrivals.

Before the pandemic, tourism was New Zealand’s largest export earner, and the conservative government is looking to revitalize the sector. Recent efforts include easing visa rules for digital nomads, but opposition lawmakers warn of potential environmental strain and inadequate tourism infrastructure. The government has attempted to offset these concerns by nearly tripling the entry fee for international tourists to 100 New Zealand dollars ($62.20), though Australians are exempt.

Social media users ridiculed the campaign’s tagline, with one commenter on X suggesting it could serve as a slogan for the next election.