New Zealand is trying to attract tourists with a new advertising campaign.

But the slogan used has led to mocking comments from many who compare the tourism campaign to a sales ad, writes CNN.

Tourism is extremely important for New Zealand economy. However, after the pandemic, the industry has not recovered as hoped.

The country is now launching a new tourism campaign targeting potential visitors from Australia, which it hopes will stimulate economic growth. 

”Visitor numbers from Australia are currently at around 88 percent of 2019 levels – this campaign will encourage more of our neighbours to book now and come here. What this tourism campaign says to our Australian friends is that we are open for business, there are great deals and we would love to see you soon,” says Minister Louise Upston in a press release.

”Leaving the country in record numbers”

The campaign, which consists of posters where tourists marvel at New Zealand's landscape, cost three million kronor. But what has come into focus is the choice of words in the campaign, where "everyone must go" is the focus.

The idea is, of course, to get as many people as possible to visit the country. But since clearance ads in English-speaking countries often contain the words ”everything must go,” opposition politicians were quick to criticize it. They said it sounded like ”we’re in a clearance basket.”.

A record number of New Zealanders left the country last year, prompting several users on X to draw parallels between this and the tourism slogan "everyone must go.".

”"New Zealanders are voting with their feet and leaving the country in record numbers as the government begins to focus on marketing to Australians," writes MP Barbara Edmonds on X.