The arrival of the MICHELIN Guide was an important milestone for New Zealand hospitality. Tourism New Zealand is now building on that momentum. Their new campaign is designed to create opportunities well beyond the restaurants recognised by the Guide.
Through its Invitation to Dinner campaign and industry toolkit, Tourism New Zealand is helping hospitality and food and beverage businesses across Aotearoa tell their own stories. Take part in the international spotlight now shining on New Zealand’s food scene.
The campaign forms the foundation of Tourism New Zealand’s Food & Beverage Strategy. It is designed to help ensure the increased global attention on New Zealand’s food story translates into benefits for hospitality businesses and destinations across the country.
Rather than focusing solely on recognised restaurants, Invitation to Dinner encourages every part of New Zealand’s food and beverage sector to tell its own story. Whether you’re a neighbourhood café, regional restaurant, winery, producer, food tour or hospitality experience, the campaign provides tools to help showcase what makes your business unique.
The campaign celebrates much more than what’s on the plate. It highlights the people behind our hospitality, the quality of our ingredients, our connection to place, and the warm welcome that visitors experience throughout Aotearoa. These themes sit at the heart of Tourism New Zealand’s wider food strategy. Pure Flavour, Tiakitanga, Manaakitanga and Shared Moments are the pillars of the strategy.
According to Tourism New Zealand, food is a significant driver of international travel. Research indicates the arrival of the MICHELIN Guide could attract up to 36,000 additional international visitors over the next three years. The Invitation to Dinner campaign is intended to help spread those benefits across regions and businesses nationwide.
The free industry toolkit includes
- Ready-made social media assets businesses can use immediately.
- Customisable Canva templates to showcase their own food, people and experiences.
- Guidance for creating short social videos that align with the national campaign.
- Practical messaging and content ideas that businesses can adapt to their own brand.
For Restaurant Association members, this is a timely opportunity. Join a national campaign celebrating New Zealand hospitality and help amplify the stories that make our industry so special.
Download the toolkit and learn more via Tourism New Zealand.
For more MICHELIN information head to our MICHELIN Guide Hub.