'Everyone Must Go' has been revealed as Tourism New Zealand's latest marketing ploy to attract Australian holidaymakers.
A new campaign encouraging Australians to pick New Zealand for their next holiday, 'Everyone Must Go', has geared up the industry for growth in 2025.
Announced by the Prime Minister and Tourism and Hospitality Minister Louise Upston, marketing will go live in Australia in the week ahead, which has underscored the Government’s commitment to drive international tourism alongside economic growth.
“We always love to see our Australian friends holidaying here, staying with local accommodation providers, soaking up Kiwi experiences, and enjoying hospitality in restaurants, bars and cafes,” Louise Upston said.
“Tourism is a crucial part of this Government’s focus on economic growth, with domestic and international tourism expenditure at almost $38 billion and supporting nearly 200,000 jobs.”
This is the first investment for the coalition Government’s Tourism Boost, which has used NZD 500,000 from the International Visitor Conservation and Tourism Levy. Upston said there will be further initiatives to come.
"Visitor numbers from Australia are currently at about 88 percent of 2019 levels - this campaign will encourage more of our neighbours to book now and come on over,” she 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.
The campaign’s tagline of ’Everyone must go’ was chosen to let Australian travellers know that New Zealand is a ‘must visit’ destination, and that the industry was ready and waiting to welcome them now.
The number of Australian arrivals in New Zealand increased by more than 90,000, up from 1.27 million to 1.36 million over the past year, but authorities believe there is more room to grow. This campaign has built on that momentum and has capitalised on the work already done to establish New Zealand as an appealing destination.
Recent figures have also indicated that around four million Australians have already or are actively considering a holiday to New Zealand.
Tourism New Zealand has brought partners on board to contribute to the campaign as well. Upston said the primary focus was to encourage Australians to visit, spend, and have a fantastic time in New Zealand.
“This is part of our Tourism Boost, developed by the Government in partnership with industry to support immediate growth in visitor numbers, drive export activity and deliver economic growth.”
The ‘Everyone Must Go’ campaign is also one action feeding into ‘Going For Growth’, launched by Minister of Finance and Economic Growth Nicola Willis. ‘Going For Growth’ has set out what the coalition Government is doing to address the country’s growth challenges and unlock New Zealand’s potential.
“Ultimately, economic growth is driven by businesses, and I will continue to meet with businesses up and down the country to help grow tourism not just in the immediate term but over the long term.”
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