Marisa Bidois – CEO, Restaurant Association of New Zealand

OPINION: 

When the news broke that the MICHELIN Guide was coming to Aotearoa, there was a collective buzz through kitchens and dining rooms across the country.

For many of us in the hospitality community, it felt like a long-overdue recognition of what we’ve known for years. New Zealand’s food, people, and hospitality culture are every bit as good as anything you’ll find in Paris, New York, or Tokyo.

This is more than a culinary milestone, it’s a cultural one. For too long we’ve marketed ourselves to the world as an adventure destination. A place of mountains, lakes and adrenaline. And while that’s true, what we’ve often overlooked is that people don’t just come here to see the landscapes; they come to taste the country. They come for the seafood pulled fresh from our coasts. They come for the wine poured from our own vineyards, and the creativity that runs through our kitchens.

Food Tourism: A growing driver

Tourism New Zealand’s own research tells us that 40 percent of potential visitors choose to come here because of our food and beverage experiences. And 85 percent want to taste local cuisine. Yet we haven’t always told that story loudly enough. The arrival of the MICHELIN Guide helps change that. It gives us a global platform to celebrate our chefs, producers and restaurateurs and to attract the kind of high value visitors who travel for food, stay longer, and spend more.

We have some extraordinarily talented and inventive chefs in this country. Many have honed their craft in MICHELIN starred restaurants overseas. Their food is world-class but here at home, it can sometimes be tough to fill dining rooms relying only on domestic diners. That’s why international recognition matters. It draws in those destination diners who book months ahead, who plan their travels around eating, and who help keep those incredible restaurants thriving for all of us to enjoy.

A win for all of hospitality

At the Restaurant Association, we’ve been advocating for this for several years, quietly working behind the scenes with tourism and government partners to make the case for why New Zealand should be on the global culinary map. It’s not the kind of work that always makes headlines, but it’s the kind that can help transform an industry. Seeing the excitement and pride from our members this week has been deeply rewarding. It reminds us why we do this work.

Of course, this recognition won’t just benefit the cities where the first evaluations take place. When food tourism grows, it lifts everyone. The halo effect reaches regional producers, wineries, growers, and local eateries. All of whom will see the ripple effects of new visitors exploring beyond the main centres. Over time, we hope to see the Guide evolve to reflect the full diversity of New Zealand’s dining landscape.

Supporting our people through change

We also can’t ignore that this is a tough business. Hospitality is hard work with long hours, high pressure, and ever rising costs. And yes, for chefs, the idea of earning a MICHELIN star comes with enormous expectation. The pursuit of perfection can take its toll, and that’s why support matters just as much as ambition. At the Restaurant Association, we’re committed to walking alongside our members, not just as advocates, but as a wellbeing and training hub. Whether it’s mental health resources, professional development or practical business support, we’ll be here to help them navigate this new chapter with confidence.

Because at its heart, hospitality has always been about people – their creativity, generosity and resilience. MICHELIN recognition will shine a light on that spirit, reminding the world that our manaakitanga isn’t just something we talk about but something we live and serve every day.

A moment for the whole country

The arrival of the MICHELIN Guide is a moment to celebrate. It’s not just for the few who may one day be recognised. It is for the thousands of people who make dining in New Zealand so special — the chefs, the wait staff, the growers, the winemakers, and the small business owners who pour their heart into every service.

When those first MICHELIN plaques appear on restaurant doors, it won’t just be a win for those teams, it’ll be a proud moment for the whole country. Because food has always been part of who we are. Now, the rest of the world will finally see it too.

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For more information:

• MICHELIN adds New Zealand to the menu: Minister Upston’s announcement
• The MICHELIN Guide Expands Its Global Footprint With Its Arrival in Aotearoa New Zealand: Tourism New Zealand and MICHELIN’s announcement
• Restaurant Association welcomes arrival of MICHELIN Guide to New Zealand: Restaurant Association press release
• Restaurant Association MICHELIN Guide hub