‘Everyone Must Go’ Tourism Campaign Draws Nearly 8,000 Aussies to NZ

New Zealand’s bold marketing campaign, Everyone Must Go, aimed at luring Australian tourists across the Tasman, has outperformed expectations and delivered a much-needed economic injection to the country’s regional tourism industry.

Launched with the goal of attracting 6,750 additional arrivals during the autumn season, the campaign surpassed its target by welcoming 7,981 extra visitors—an achievement hailed as a major success by Tourism and Hospitality Minister Louise Upston.

A Campaign That Beat the Odds

“‘Everyone Must Go’ has been a winner,” said Minister Upston. “It didn’t just meet its goal—it smashed it.”

The campaign generated widespread attention in both New Zealand and Australia, prompting media coverage and conversations that elevated New Zealand’s profile as a top holiday destination.

The Minister added, “It also attracted significant attention on both sides of the Tasman and got Kiwis and Aussies talking about New Zealand as a destination.”

Big Impact on Regional Tourism

Crucially, the campaign’s success translated directly into economic benefits for New Zealand’s regional economies—an area still recovering from the pandemic’s disruption to international travel. From bustling cafes and boutique shops to adventure tourism operators and accommodation providers, local businesses across the country benefited from the influx of visitors.

“Every one of those Australian visitors who ate at cafes and restaurants, visited tourist attractions and shopped in our towns and cities has helped the New Zealand tourism sector grow,” said Upston. “They’ve boosted the Kiwi economy in the process.”

Strategic Investment, Strong Returns

The campaign was backed by an initial $500,000 investment, which proved so effective that an additional $300,000 was later allocated to extend its reach and momentum.

According to Minister Upston, this return on investment demonstrates how smart, targeted marketing can drive measurable results. “This campaign was the first Tourism Boost initiative, and these positive results show that with the right investment in the right markets we will drive economic growth.”

The success also lays the foundation for future campaigns aimed at leveraging international tourism to create jobs, lift wages, and grow local economies.

Collaboration at Its Best

A key ingredient in the campaign’s success was the extensive collaboration between government and the tourism industry. More than 450 operators across accommodation, transportation, and experience sectors contributed over 800 deals to entice Australian travellers.

“This team approach showed we can deliver great results for the sector when Government and industry are joined up and working towards the same goals,” said Minister Upston.

From discounted hotel stays and flight packages to activity bundles and dining specials, the range of options ensured there was something for every traveller—from luxury seekers to backpackers.

More Than Just a Slogan

While the campaign’s tongue-in-cheek name, Everyone Must Go, sparked some playful comparisons—such as Minister Upston’s quip about Aussies “grabbing Phar Lap and pavlova”—its impact was anything but a joke.

The slogan resonated deeply, positioning New Zealand as a must-visit destination for Australian travellers looking for convenience, value, and memorable experiences just a short flight away.

Looking Forward: A Model for Future Tourism Growth

With the success of Everyone Must Go, the Government is optimistic about scaling similar initiatives in other key markets. Future campaigns will aim to replicate the winning formula of smart investment, public-private collaboration, and bold branding to bring more visitors and dollars into the economy.

“This is only the beginning,” said Upston. “Tourism is a key part of our plan to grow the economy, and this campaign proves that when we invest wisely and work together, we all win.”

As Tourism New Zealand continues to strategise for upcoming peak travel periods, the lessons learned from this initiative will inform broader efforts to position the country as a top-tier global destination once again.