Tourism NZ's Michelin Guide campaign costs nearly $8m

Auckland chefs say they feel excluded from the recognition programme as the tourism agency launches an international promotional campaign.

Reviewed by Rakai 3 July 2026

Tourism New Zealand's Michelin Guide initiative has cost nearly $8 million as it launches an international campaign associated with the programme.

The spending figure comes as Auckland chefs have expressed concerns about being excluded from Michelin recognition. One Auckland chef said "maybe we were misled" about the prospect of inclusion in the guide.

Tourism New Zealand has launched an international campaign linked to the Michelin Guide initiative.