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Is a Michelin-star restaurant also a tourism cash cow?
Fun fact: North Carolina will pay more than $1 mill over three years—about $345,000 annually—to be included in the Michelin Guide American South. The prestigious price tag covers Michelin critics crisscrossing the state, largely funded by Visit NC, with the Raleigh, Durham, Charlotte and Asheville tourism bureaus footing the rest.
So what makes a Michelin star—nay, the chance of a star—worth such a wad of cash? In the culinary world, no accolades shine brighter. As the pinnacle of culinary prestige, a Michelin nod puts a city on the map. After all, a star-studded city calls to foodie tourists far louder than one without.
Research shows Michelin-acclaimed eateries tend to attract international tourism rather than local diners—aka visitors spend far beyond the dinner bill. And the impact doesn’t stop there: A Chicago study found that “an increase of one Michelin Guide restaurant leads to a 0.5% increase (or roughly $1,141) in the home value of the median home in a neighborhood.”
Bottom line? NC’s bet on Michelin is more than a bid for bragging rights—it’s an investment in the state’s culinary and cultural credibility.
“For many chefs in North Carolina, this is their dream. And, more importantly, it’s a dream they didn’t think would become a reality. … They are going to have a chance to shine.” —SCOTT PEACOCK, VISIT NC DIRECTOR OF MARKETING & COMMUNICATIONS
By the Numbers
2005 First Michelin Guide lands in the U.S.—in NYC only
57% say they’d extend a trip for a Michelin-starred experience
66% would choose a Michelin destination over a comparable option
71% are willing to up their spending for a Michelin-starred adventure
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