Labour’s tourism spokesperson Cushla Tangaere-Manuel told RNZ while she broadly supported growing tourism in New Zealand, the latest campaign's tagline was 'tone-deaf' at a time when the coalition Government is getting rid of thousands of roles across the public sector in order to cut overall costs.
A New Zealand tourism campaign targeting Australians has been ridiculed online for sounding similar to a clearance sale and for being 'tone-deaf' amid sever job cuts and record numbers of New Zealanders heading overseas.
For example, the award-winning 100 per cent Pure New Zealand promotion - now one of the world’s longest-running tourism campaigns after turning 25 last year - has been commended for its catchiness but often criticised for not aligning with reality in the country, particularly regarding issues like intensive dairy farming.
New Zealand's new 'everyone must go' tourism campaign is being ridiculed after many have expressed that it has missed the mark.
Louise Upston, the tourism minister, said: "What this Tourism New Zealand campaign says to our Aussie mates is that we’re open for business, there are some great deals on, and we’d love to see you soon."
