by Heidi Reid | Oct 28, 2025 | Buzz, November 2025
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
by Lauren Kruchten | May 22, 2025 | Buzz, May 2025
WHAT’S HOT
Turns out, NC really is a vacation destination. Breaking the state’s tourism record with over $36.7 billion in visitor spending in 2024, it continues to be the No. 5 most visited state.
In attempt to continue providing aid to those affected by the Hurricane Helene in WNC, Gov. Josh Stein is calling for an additional $891 million for recovery efforts, which would go toward addressing food insecurity, rehabilitating waterways, repairing damaged schools, promoting tourism and more.
Canada, eh? RDU is adding two new direct flights to its roster in June, Vancouver via Air Canada starting June 5 and Calgary via WestJet starting June 9.
RTP’s 19-acre mixed-use community Triangle Mobility Hub selected Hoffman & Associates as the master developer. In partnership with GoTriangle and the Research Triangle Foundation of NC, the project will integrate residential, retail and office space with transit options connecting the Triangle via bus service, bike and pedestrian pathways—plus future bus rapid transit and rail service.
World Cup winner and two-time Olympic champion Lauren Holiday—along with husband Jrue, a two-time NBA champion—are the most recent investors of the NC Courage. Score!
Wheels up! RDU recorded its two busiest days in airport history to date over graduation and Mother’s Day weekend, with over 31,500 passengers boarding flights on Sunday, May 11—aka the second-highest number of travelers RDU has ever served in a day. Monday, May 12, saw 30,600+ passengers depart from the airport, putting it at No. 6.
Life is a highway—but nobody wants to ride Capital Boulevard all night long. Commuters of the section dubbed U.S. 1 may see tolls in the future, either throughout the entire 10-mile section or for just one toll express lane, both with the potential of adding it to the Triangle Expressway system.
Hey… y’all? According to AP News, the Southern accent may be disappearing in some parts of the South as more people move to other regions of the country.
WHAT’S NOT
The light may be dimming on the state’s solar power. Republican state reps want to nix a property tax exemption for solar energy developers that would impose taxes on ~$5.9 billion of solar equipment.
by Melissa Howsam | Jun 28, 2024 | Buzz, July 2024/August 2024
WHAT’S HOT
WHAT’S NOT
