When I met Mélissa, the guide I had hired to take me on a food tour of Montreal, she was sitting in a deli, awaiting my arrival.
25.08.2023 - 14:12 / skift.com / Gordon Ramsay / Sherry Sun
Israel’s Tel Aviv could be the next stop for a Michelin Guide, following a series of inaugural editions released around different corners of the world last year. After years of planning, the Israeli Tourism Minister Haim Katz announced February 1 that the ministry would be moving forward with bringing the guide to the country for the first time.
The hoopla didn’t come without its struggles. The minister previously received a slew of critiques from top chefs around the country when the estimated 1.5 million euros ($1.6 million) agreement was called back into reconsideration for whether it was the best use of tax money for Israeli citizens. While some chefs and restauranteurs see the Michelin as “a crazy engine” that drives “enormous effects” on tourism, others would rather decide what and when they eat without the stars’ influence.
Allegations of bias and elitism have long surrounded Michelin Guide’s activities across the world. Its criteria and selections have been controversial, to say the least. Michelin did not respond to Skift’s request for a comment.
Described by famed chef Gordon Ramsay as the “Oscars of the restaurant industry,” the Michelin Guide is a best-selling guide to dining experiences around the world, and honors select restaurants with a stars system for their food quality. Highly coveted by chefs around the world, Michelin stars are powerful branding elements that transform restaurants and drive enormous tailwinds in gastro-tourism.
“With one Michelin star, you get about 20 percent more business. Two stars, you do about 40 percent more business, and with three stars, you’ll do about 100 percent more business,” the master chef of the star game, the late Joël Robuchon, told Food & Wine magazine back in 2017. “So from a business point … you can see the influence of the Michelin guide.”
It is not uncommon for Michelin to be in some financial agreement with tourism boards to initiate market entry. Claire Dorland Clauzel, former executive vice president overseeing the guides, told The Washington Post in 2017 that the Seoul, Macau, Hong Kong, Bangkok and Singapore guides launched that year were all commissioned. But paying to bring a Michelin guide to your destination is not without its complications, even as more places pursue the strategy to use the guide for tourism marketing.
The state-run Korean Tourism Organization was criticized for reportedly agreeing to pay Michelin more than $1 million (about 3.2 billion won) from 2016 to at least 2020. The Tourism Authority of Thailand also reportedly reached a partnership of $4.4 million (about 144 million Thai baht) in 2017 to support Michelin over a five-year period. The launch of the Bangkok guide was estimated to boost tourist spending in
When I met Mélissa, the guide I had hired to take me on a food tour of Montreal, she was sitting in a deli, awaiting my arrival.
At the Sustainable Social Tourism Summit (León, 30 August – 2 September), UNWTO welcomed new high-level signatories to the Glasgow Declaration on Climate Action in Tourism. The Secretariats of State for Tourism of Ciudad de Mexico, Queretaro, Guerrero, Quintana Roo, Nuevo Leon, all signed up to the landmark declaration, designed to guide tourism to Net-Zero emissions by 2050 at the latest. They join the Secretariat of State of Tourism of Guanajuato which signed up at the COP27 United Nations climate change conference in Sharm El Sheikh, Egypt. The Secretary of State of Tourism of Guanajuato, Mr. Juan José Álvarez Brunel, heads the Sustainability Coordination of the National Association of Secretaries of tourism of Mexico A.C. (ASETUR) and led the discussion of climate action in tourism at sub-national level since becoming a signatory.
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