The MICHELIN Guide is officially coming to Aotearoa New Zealand for the first time, with inspectors already on the ground preparing selections for Auckland, Wellington, Christchurch and Queenstown.
The inaugural edition marks a milestone for New Zealand’s hospitality and tourism sectors, positioning the country’s culinary credentials alongside other globally recognised destinations.
How the MICHELIN Guide is set to shape the country’s dining profile
The new edition will see MICHELIN Guide inspectors assessing restaurants across four major cities, applying the same rigorous criteria used worldwide to identify exceptional dining experiences.
Tourism New Zealand Chief Executive René de Monchy said the partnership represents significant recognition for the country’s hospitality sector.
“This is fantastic recognition of New Zealand’s hospitality sector on the world stage,” he said.
“New Zealand’s inclusion in the MICHELIN Guide shines a global spotlight on our unique, creative, and diverse food scene, confirming that we are truly on the foodie map.”
A strategic partnership for global exposure
The MICHELIN Guide and Tourism New Zealand will collaborate on an integrated campaign to maximise visibility. The partnership includes trade initiatives designed to amplify the country’s food story to global audiences.
The campaign aims to strengthen Aotearoa New Zealand’s position as a year-round destination and highlight its culinary diversity as a driver of international visitation.
De Monchy said the announcement has both symbolic and commercial weight. He said that for those actively considering the country for their next holiday, trying local cuisine ranks as the number one interest for 87 per cent of travellers.
Elevating credibility and attracting talent
The arrival of the MICHELIN Guide provides a recognised benchmark of excellence within global hospitality. For the country’s operators, that means access to an established international platform and visibility among high-spending travellers.
De Monchy said the Guide offers “enhanced credibility and visibility, attracting visitors and also world-class talent.”
He added that it provides a chance “to showcase the extraordinary flavours and creativity” of Kiwi cuisine, beyond the restaurants that may be selected in the Guide.
For the wider tourism sector, the endorsement is expected to translate into increased visitation and longer stays, supported by higher per-visitor spend.
A toolkit for trade and industry partners
Tourism New Zealand has released its latest industry toolkit to help partners leverage the announcement through their own channels. The resource includes key messages, partnership details, and ready-to-use social media assets focused on food and beverage storytelling under the 100% Pure New Zealand brand platform.
The toolkit aims to unify how the country’s food narrative is told across markets, from travel sellers to on-the-ground operators, ensuring consistent positioning that connects culinary experiences with wider tourism activity.
KARRYON UNPACKS: The MICHELIN Guide’s arrival gives New Zealand’s trade fresh marketing leverage in the premium segment, offering an internationally recognised quality marker and a stronger sell for high-value itineraries.
