God doesn’t take pleasure in the death of the wicked (Ezek 18:23). He wants everyone to turn from evil and live eternally (Ezek 18:31-32; 33:11). Out of His love, He even gave His own son to us so that we might have eternal life (Jn 3:16-17). While God offers everyone love and forgiveness, He doesn’t force His love on those who do not want it. Because He loves us, He wants us to be free. We are given free choice to accept or deny God’s love. God does allow everyone to go to heaven, but not everyone chooses heaven.
If a person chooses to sin and refuses to repent, he chooses to reject God’ love. By rejecting God’s love, he chooses hell; hell in essence is the absence of God’s love. There is no other choice, because the only place where God’s love does not exist is hell.