New Zealand's New Tourism Campaign Faces Backlash Amid Economic Struggles

However, the slogan has quickly garnered negative feedback, with many calling it unappealing and reminiscent of a clearance sale advertisement.

The country slipped into a recession in the third quarter of 2024, and this campaign aims to reinvigorate the tourism sector, which is vital to the nation's economy.

As visitor numbers from Australia are currently at approximately 88% of pre-pandemic levels, the government hopes this new push will increase arrivals, especially from across the Tasman Sea.

Some likened it to a discount sale or even compared it to the need for better public amenities in popular tourist areas. Cushla Tangaere-Manuel, the Labour Party's tourism spokesperson, voiced concerns over the strain an influx of tourists could place on New Zealand's already fragile tourism infrastructure.

She pointed out that the government has not demonstrated any commitment to investing in necessary infrastructure improvements to accommodate the anticipated growth in visitors.

The Green Party also weighed in, with tourism spokesperson Celia Wade-Brown questioning the use of funds raised through the country's tourism tax.

She argued that the money should be spent on preserving the very wildlife that draws tourists to New Zealand, rather than marketing campaigns. Her concerns highlight the delicate balance between promoting tourism and maintaining sustainable practices.

In addition to these criticisms, the timing of the campaign has been controversial, coinciding with record numbers of New Zealand residents leaving the country in 2024.

Tourism has long been one of New Zealand's most crucial industries. Prior to the COVID-19 pandemic, it was the country's largest export sector, employing nearly 7% of the national workforce in 2023.

However, the tourism sector has yet to fully recover from the pandemic's impact, and this campaign marks the government's latest effort to restore the industry to its former glory.

While the government seeks to boost tourism numbers, there are growing concerns that without addressing infrastructure gaps, the campaign could do more harm than good.