‘Everyone must go!’ New Zealand’s new tourism declares, but so far almost everyone seems to be cringing. The prime minister of New Zealand, Christopher Luxon, this week unveiled the latest tagline aimed first at holidaymakers from Australia but also those living further afield.

Critics say the wording of the latest marketing campaign sounds like something from a Boxing Day sale, or even a cry of desperation from the back of a typically long toilet queue on one of the country’s frequently crowded hiking trails.