Kia ora THE
New Zealand is joining the world-renowned MICHELIN Guide for the first time.
MICHELIN Guide inspectors are already on the ground preparing their restaurant selection for Auckland, Wellington, Christchurch and Queenstown.
Chief Executive of Tourism New Zealand, René de Monchy, said: “This is fantastic recognition of New Zealand’s hospitality sector on the world stage. 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. It’s a testament to the passion and excellence found in restaurants across the country.”
“For those actively considering New Zealand for their next holiday, ‘trying local cuisine’ ranks as the number one interest, cited by 87% of prospective travellers, and we think this news will strengthen our audience’s resolve to book a holiday to New Zealand,” he says.
The MICHELIN Guide and Tourism New Zealand will work together to ensure New Zealand’s culinary excellence receives ongoing global attention. This will include paid advertising alongside newzealand.com, social media, PR and trade activity to leverage the news and help tell New Zealand’s food story on the world stage.
The MICHELIN Guide’s presence positions New Zealand as a global culinary destination with a unique offering and affirms its reputation as a must-visit destination for international travellers. The partnership is expected to bring benefits including a heightened profile for New Zealand, increased consideration as a year-round destination, and a boost in international visitors who will book, stay longer, and spend more.
“The MICHELIN Guide provides an internationally recognised benchmark of quality and excellence. For our hospitality industry, this means enhanced credibility and visibility, attracting visitors and also world-class talent. Most importantly, it offers us the chance to showcase the extraordinary flavours and creativity of New Zealand cuisine — far beyond the restaurants that may be selected in the Guide,” says René.
We invite the industry to leverage this news via our latest toolkit; available for the wider hospitality, tourism industry and international trade partners to showcase the incredible New Zealand food story through our 100% Pure New Zealand’s brand platform. The toolkit includes an overview of the partnership and some ready-to-use social media assets with a food & beverage and tourism activity lens.
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