15-05-2025
Michelin comes to Quebec, but who's footing the bill?
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The Michelin Guide has landed in Quebec for the first time, awarding stars to restaurants across the province and putting its chefs on the global culinary map.
Unveiled Thursday, the Michelin Guide Québec marks the third Canadian edition after Toronto and Vancouver and the first to cover an entire province.
The guide, known for its anonymous inspections and tiered star system, also hands out Bib Gourmands for good value and Green Stars for sustainable gastronomy.
But while the inspectors operate in secrecy, so too do many of the financial details behind the guide's arrival.
Who's funding the guide?
In its initial announcement, Michelin named the Alliance de l'industrie touristique du Québec as its official destination partner, a non-profit organization largely funded by the Quebec and federal governments. The Alliance operates under the public-facing Bonjour Québec brand.
Around the world, governments and tourism boards will often contribute funding to bring the Michelin Guide to new regions.
According to the Alliance, six additional organizations are financially supporting the guide's marketing over the next three years: Tourisme Montréal, the City of Montreal, Montréal Centre-Ville, Destination Québec cité, the City of Quebec, and Canada Economic Development for Quebec Regions (CED).
The total value of the partnership has not been disclosed. Sébastian Benedict, vice-president of public communications at the Alliance, said confidentiality clauses in its contract with Michelin prevent full disclosure.
That approach mirrors what happened in other Canadian cities. The cost of bringing Michelin to both Toronto and Vancouver also remains undisclosed. One rumour reported by the Vancouver Sun suggested Vancouver's deal cost $5 million, but this has been denied by officials.
However, some figures have been made public in Quebec. The City of Montreal told The Gazette it is contributing $300,000, while CED is providing $450,000 to the Alliance.
The Alliance said the funds will be used to promote Quebec's culinary scene internationally.
Will stars fuel tourism?
A 2024 survey by Quebec's tourism ministry found that 70 per cent of prospective summer visitors were interested in the Michelin Guide.
Michelin's international director, Gwendal Poullennec, said the guide would 'shine a light' on Quebec's culinary heritage, calling the province a 'rich multicultural mosaic.'
This story was originally published May 15, 2025 at 2:00 PM.
