By Marisa Bidois, CEO of the Restaurant Association of New Zealand
Following The Spinoff’s recent opinion piece by Nick Iles outlining concerns about the arrival of the MICHELIN Guide in Aotearoa, I wanted to offer an alternative perspective.
Robust debate is healthy, and the passion behind both the praise and criticism reflects how deeply New Zealanders care about our food culture. But to balance the conversation, here are 15 reasons why many in our industry believe the Guide’s arrival is not only positive, but transformative.
1. It is modest spend with global reach
$6.3 million over several years is a fraction of New Zealand’s $44 billion tourism economy. In a sector that’s seen flat or no growth, this is not “small change”, this investment is smart money designed to reignite demand and jobs.
2. A strong return on investment
Forecasts suggest around 36 000 extra visitors generating $140 million in spend — a 23-to-1 return, with roughly $35 million flowing directly into restaurants and cafés.
3. Proven international success
Independent research shows similar outcomes elsewhere:
– In Spain, Michelin-recognised regions saw measurable growth in foreign visitor numbers and spend.
– In Thailand, the Guide helped reposition local cuisine and boost international arrivals.
– Globally, the culinary-tourism market is growing nearly 20 % annually (Grand View Research 2024).
4. Food drives travel and higher value visitors
Over half of leisure travellers worldwide identify as “food travellers” (World Food Travel Association 2024). Food accounts for roughly a quarter of all visitor expenditure. Culinary travellers spend more and often plan their itineraries around dining which is precisely the type of visitor our economy needs.
5. Job creation and regional uplift
More diners mean more shifts, suppliers, and transport links. Destination diners travel further and stay longer, bringing new revenue into regional towns and small producers.
6. It diversifies our tourism story
For decades we’ve sold scenery. This finally sells the tastes, textures, and creativity of New Zealand — a more complete picture of who we are.
7. It shines a light on our collective excellence
The MICHELIN Guide doesn’t just recognise a few restaurants, it shines an international light on the depth of talent that already exists across New Zealand. Its arrival motivates all parts of the hospitality ecosystem to build on that strength: from growers and producers to front of house teams and training providers. Recognition like this helps the whole sector refine its craft, celebrate what we do best, and attract new talent inspired by the high bar already set here.
8. It fuels training and talent return
Recognition motivates investment in apprenticeships and professional development. It also encourages Kiwi chefs abroad to bring their skills home, adding new ideas and global credibility.
9. It modernises our reputation
New Zealand food has evolved far beyond farm to plate. Our restaurants now express confidence and creativity equal to any in the world. MICHELIN simply makes that visible.
10. It celebrates authenticity, not elitism
The image of white-tablecloth dining is outdated. The Guide now celebrates excellence in all forms — from bakeries and wine bars to neighbourhood eateries. Our charm and unpretentiousness are precisely why they wanted to come.
11. It builds national pride and identity
New Zealand’s food story deserves global recognition. Showcasing our chefs, ingredients, and creativity on the world stage strengthens how we see ourselves and how the world sees us, as a small nation doing extraordinary things through food.
12. It’s not colonialism, it’s connection
MICHELIN operates in 45 countries and trains inspectors to assess food in context, not to impose foreign taste. As someone with whakapapa Māori, I find it ironic when colonialism is invoked to discredit something that elevates our identity. Recognising our chefs and restaurateurs isn’t appropriation, it’s overdue appreciation. What’s colonial is saying the world shouldn’t see us?
13. It complements, not replaces, local guides and media
Cuisine’s Good Food Guide has done an extraordinary job over decades of championing New Zealand’s food story, profiling our chefs, regions, and ingredients long before international eyes turned our way. It has helped define how we celebrate excellence at home. MICHELIN doesn’t replace that; it amplifies it on a global stage.
Visitors who find us through MICHELIN will still explore every café, vineyard, and food trail that Cuisine and other local storytellers have brought to life. And thriving restaurants keep food media alive, without healthy businesses there are no stories to tell or ads to sell. Growth feeds everyone.
14. It’s about vision and leadership, not validation
New Zealand didn’t invite MICHELIN because we needed approval; we did it because our industry deserves a bigger stage. Australia had the same opportunity but declined to fund it. We took a different path, our industry pushed for it, our government listened, and together we made it happen. That’s what leadership looks like when vision aligns with action. Our government recognised that hospitality is not a side note to tourism but its beating heart and that joined up thinking is why investment reaches the businesses and people who bring our food story to life.
15. It’s the next chapter and it’s funded by visitors, not taxpayers
MICHELIN’s arrival doesn’t end our culinary journey; it accelerates it. It will help showcase our diversity, from coastal fishers and winemakers to neighbourhood bistros and regional wharekai, proving that excellence wears many faces. And the investment comes from the International Visitor Levy (IVL), a $100 charge paid by most international visitors, not from Kiwis’ pockets.
The bottom line:
This isn’t a $6 million indulgence, it’s a smart, strategic investment in a sector that employs tens of thousands and defines how the world experiences New Zealand.
Every criticism of this project comes from a place of passion for our food and that’s a good thing. But passion should be matched with perspective.
We’re not asking the world to judge us. We’re inviting it to join us at the table.