The New Zealand government has introduced a new tourism initiative aimed at increasing the number of Australian visitors. Prime Minister Christopher Luxon, alongside Tourism Minister Louise Upston, announced the campaign, emphasizing the significance of tourism to the nation’s economy. Luxon, who began his career in the tourism sector, highlighted the industry’s slow recovery following the COVID-19 pandemic and the need for proactive measures to revitalize the sector.
According to the Prime Minister, there is currently underutilized capacity in airlines and hotels, presenting an opportunity to accommodate more tourists. He stressed the importance of positioning New Zealand as a top travel destination for Australians, stating, “Our job is to make sure we get New Zealand to the top of the bucket list for Australian travelers.” Encouraging Australians to experience New Zealand’s unique offerings, Luxon playfully suggested, “It’s time to swap thongs for jandals.”
Tourism Minister Louise Upston projected that 2025 would be a year of growth for the sector. She expressed enthusiasm about welcoming Australian visitors, emphasizing the exceptional experiences New Zealand has to offer. She noted that Australian visitor numbers have reached 88% of their 2019 levels, signaling progress but also highlighting the need for further promotional efforts.
The campaign, titled ‘Everyone Must Go,’ has been allocated a budget of $500,000 from taxpayer funds. Upston confirmed that this initiative would be the first in a series of promotional campaigns targeting other key international markets. The current phase of the campaign will run through March and April, with additional support from private sector contributions.
The announcement has been well received by the tourism and hospitality industry. Hospitality New Zealand’s Chief Executive, Steve Armitage, welcomed the government’s renewed focus on attracting Australian tourists. He described the initiative as a positive step toward restoring New Zealand’s tourism sector to its pre-pandemic levels.
Armitage acknowledged the government’s recognition of tourism and hospitality as essential components of economic growth. While he commended the campaign, he also advocated for increased investment from the International Visitor Conservation and Tourism Levy to further support hospitality operators and communities throughout the country.
Despite the optimism surrounding the initiative, Armitage cautioned that reliance on Australian visitors alone would not be sufficient to bridge the gap between current tourism figures and pre-COVID levels. He emphasized the importance of a broader, sustained strategy to attract a diverse range of international tourists.
The ‘Everyone Must Go’ campaign marks a strategic effort by the New Zealand government to stimulate the tourism sector, strengthen the economy, and reinforce the country’s position as a premier travel destination. While industry leaders remain optimistic about its impact, ongoing investment and diversification of target markets will be crucial to achieving long-term success in revitalizing the tourism sector.
