New Zealand’s tourism board might have been hoping to inspire a rush of visitors, but its latest slogan has inspired more groans than getaways. The campaign, titled Everyone Must Go, was launched with a budget of NZ$500,000 (US$285,000) aiming to draw Australian tourists across the Tasman with a sense of urgency.

Instead, the tagline has been widely mocked, with many saying it sounds more like a clearance sale than an invitation to explore.

The campaign, which promotes New Zealand’s natural beauty and attractions through radio and social media ads, has faced criticism from both political opponents and the public.

Some have taken issue with the phrasing, calling it tone-deaf given the country’s rising emigration rates. Labour Party tourism spokesperson Cushla Tangaere-Manuel likened it to a desperate sales pitch, while Green Party MP Celia Wade-Brown jokingly suggested it might be referencing the need for more public restrooms at popular tourist sites.

Tourism Minister Louise Upston has defended the slogan, arguing that it sends a clear message that New Zealand is “open for business” and eager to welcome visitors from across the ditch.

The timing of the campaign has also raised eyebrows. Official figures show that New Zealand recorded a net migration loss of 54,700 people in the past year, prompting some to draw ironic connections between the slogan and the number of locals choosing to leave.