09-04-2025
What Michelin's South guide will cost North Carolina
North Carolina tourism offices will pay $345,000 annually over multiple years for the chance to be included in the Michelin Guide's expansion into the South.
Why it matters: Tourism officials expect a return on their investments based on research that Michelin stars boost travel spending.
Yes, but: Not all states see the value. Virginia, for one, turned down the opportunity because of a $360,000 price tag.
Between the lines: Virginia already has one three-star restaurant as part of the Washington, D.C. Michelin Guide.
North Carolina, however, has none. A state cannot qualify for a Michelin star unless it has a guide in it.
The big picture: A Michelin star is among the restaurant world's top honors. The French tire company has been inspecting restaurants in the U.S. since 2005, Axios' Karri Peifer writes.
But in recent years, Michelin has only visited parts of America willing to pony up cash, the New York Times reported in 2023.
The "partnership" payments began in 2019 with a $600,000 payout from Visit California to help offset the review costs, the director of the Michelin guides told the NYT.
Follow the money: Visit North Carolina — part of the Economic Development Partnership of North Carolina — has agreed to pay $170,000 per year, but would not share how many years the contract is for. The majority of Visit NC's funding is taxpayer dollars.
Additionally, Explore Asheville, the Charlotte Regional Visitors Authority, Discover Durham and Visit Raleigh are each contributing $45,000 a year. CRVA tells Axios they're making their payments for three years.
The local organizations are funded primarily through taxes on hotels and, in the case of Raleigh and Charlotte, food and beverage.
Between the lines: Visit NC says its involvement ensures restaurants across the entire state will be considered for stars.
Travel South USA contributed funding, along with the participating southern states, to support the Michelin Guide's marketing and promotion, Visit NC tells Axios.
What they're saying: A 2019 study by Ernst & Young showed that Michelin recognition is a "catalyst for decisions to visit a given destination, stay longer and spend more," Visit NC said.
71% of travelers said they would likely spend more in a city with Michelin-starred restaurants, and 57% said they would extend their stay, according to the study.
What's next: Anonymous Michelin Guide inspectors are already scoping out restaurants in Alabama, Louisiana, Mississippi, North Carolina, South Carolina and Tennessee.
