It costs millions of dollars - what’s the business case for the Michelin Guide in NZ?
Tuesday, 30 June 2026
The Michelin Guide’s arrival in New Zealand cost millions, but the returns on the investment will pay off for industries well beyond the restaurant world, business leaders say.
When Michelin announces the restaurants which have made the guide, and potentially earned stars, it will be the first time it has staged the awards in New Zealand and the wider Oceania region.
The announcements on Tuesday will come after months of anticipation, and are set to be a positive boost for an industry which has struggled over recent years.
They don’t come free though. The first year of the programme will cost New Zealand $2.5 million, and an additional $3.8m will be spent in the two following financial years.
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And there has been criticism of that cost, with some suggesting the funds would be better spent elsewhere.
But Restaurant Association chief executive Nicola Waldren told The Post the naysayers have it wrong, and probably do not know the full background of the investment.
The bulk of the funds which secured Michelin for the next three years are sourced from the $100 international visitor levy (IVL) collected from tourists to the country, she said.
“We firmly believe this has a huge amount of positives attached to it. While we know ourselves that we have world-class restaurants, recognition from a globally respected guide, like Michelin, is something we’ve never had before.
“Our businesses deserve that recognition, but there’s lots of upside to this. Tourism New Zealand estimates it will attract about 36,000 more visitors per year, and that will have a wide reaching impact on our industry, and the wider economy as well.”
The foodies who came would be travelling around the country trying different restaurants, going to wineries, experiencing tourism activities and accommodation, and enjoying local produce, she said.
“Producers are an integral part of our food story, with New Zealand known for that provenance and restaurants known for their connections to their suppliers, so this is also a spotlight for them.
“From a workforce point of view this could have a real impact as well, because for young people, thinking of what they want to do, there’s a lot of appeal to working in a Michelin star restaurant. It’s aspirational.”
Waldren said feedback from their membership had been positive, and the industry was excited about it, but the next step would be to leverage off the announcements, and work with partners, like Tourism New Zealand, to help the entire industry benefit.
Kiwi food providence takes its place
For Hospitality New Zealand chief executive Kristy Phillips, the guide turned the spotlight on the quality, creativity, and professionalism of the country’s world-class hospitality scene.
But hospitality was a gateway to local communities, so there would be multiplier effects extending far beyond the guide, with producers and suppliers standing to benefit for example, she said.
“It’s Kiwi food providence taking its place, and it translates globally too because if we look at our chefs that work overseas, they're used to working with the best ingredients in the world and that's what they're going to take with them.
“It has massive opportunities, not just for individuals but for our producers, for trade and export, and also for growing our workforce and the capabilities of our workforce.”
The hospitality and tourism industry already accounted for one in nine jobs, but the industry was aiming to become New Zealand's highest export earner again, and the boost from the guide would add to that momentum, she said.
“It is putting the spotlight on our culinary journeys and experiences, and bringing them to the world.
“And it is also giving our local chefs the opportunity to hone their craft in New Zealand, while making it desirable for young internationals to come and learn and grow in one of the best countries in the world.”
Opportunity for hotels
Hotels Council Aotearoa strategic director James Doolan said the arrival of the Michelin Guide was genuinely significant for the hotel sector.
“It’s one of the most recognisable global signals of quality in hospitality, and its presence reinforces that New Zealand is a top tier of international visitor destination.”
Michelin acted as a travel driver with people planning trips around it, and globally many Michelin‑starred dining experiences were embedded within hotels, he said.
That created a real opportunity for hotels to showcase their venues, chefs and service offering to an international audience, lifting both occupancy and spend.
Michelin’s arrival also spoke to a broader point as the country looked to dial up its tourism export earnings, Doolan said.
“Tourism growth requires active stewardship and smart investment. Central government has an important role in destination marketing and attracting globally recognised platforms like Michelin.
“The investment to bring Michelin here is a small fraction of the billions collected annually in GST from tourism and the significant IVL revenue, but it’s exactly the kind of targeted, high-impact investment that lifts New Zealand’s profile and drives higher‑value visitation.”
From the hotel sector’s perspective, it was a positive example of government and industry working together to grow demand, showcase capability, and strengthen New Zealand’s position on the world stage, he said.
Benefits beyond the restaurant
Speaking more broadly, BusinessNZ chief executive Katherine Rich said the largest economic gain would come from enhanced international reputation and high-value food tourism.
The Michelin Guide's arrival would shine a global spotlight on New Zealand's outstanding hospitality sector and the skilled people who made it exceptional, she said.
“But the benefits extend beyond the restaurant. Our producers, growers, wineries, accommodation providers, industry training and airlines all benefit from this international recognition and the diners who search for the Michelin stars.
“More prestigious and successful local restaurant experiences should also boost investor confidence to back the next premium hospitality venture for New Zealand.”