Australian tourism campaign 2025

The story so far

The campaign uses the slogan "Everyone must go!" and aims to boost a tourism sector that Luxon said has not fully recovered since the pandemic.^{16 Feb 2025} The government's $500,000 advertising campaign drew criticism from Labour, the Greens and other critics, who said the money should go to tourism infrastructure instead.^{17 Feb 2025} International media also criticised the slogan as tone deaf, suggesting it could be read as a directive for New Zealanders to emigrate.^{19 Feb 2025}

Latest

The slogan has attracted international media attention, with some outlets calling it tone deaf.^{19 Feb 2025} Domestic criticism from opposition parties and critics had already emerged the day after the launch.^{17 Feb 2025}

Key moments

1. 16 Feb 2025Luxon and Upston launch Australian-focused tourism campaign with "Everyone must go!" slogan.
2. 17 Feb 2025Labour and the Greens criticise the slogan and the $500,000 advertising spend.
3. 17 Feb 2025Critics argue campaign funds should go to tourism infrastructure instead.
4. 19 Feb 2025International media call the slogan tone deaf, citing emigration interpretation.

Written from the stories below; each sentence links to its sources.