Chefs say Michelin knock-back is a missed chance for Aussie dining
Tourism Australia has passed on a deal to bring the Michelin Guide to our shores — and some of the country’s top chefs reckon that’s a lost opportunity for the local scene.
Industry sources say the famed French guide approached the national tourism body in June 2024 with a proposal to launch an Australian edition. The package wasn’t cheap: $4 million in the last financial year to get started, rising to $5 million in 2025–26 and $7.5 million annually through the rest of the decade to cover on-the-ground costs, including local staff. Several rounds of talks between the Australian government and the guide’s publisher — the French tyre company behind Michelin — have reportedly been happening since 2016.
Tourism Australia declined the offer. A spokesman said the agency would look at ways to highlight the country’s food story “within existing marketing priorities and budgets”.
NSW’s Tourism Minister Steve Kamper argues the global brand would be good for business. “There is no doubt that the Michelin guide is internationally recognised, anything we can do to get the eyes of the world’s food scene on Australia has to be a positive for the visitor economy,” he said.
Leading chefs are even more forthright. Quay and Bennelong’s executive chef Peter Gilmore said, “It would see us join other great food destinations around the world, giving our restaurants an internationally recognised benchmark for excellence,” before adding, “More than that, it would shine a light on the creativity and diversity of our dining landscape, strengthening tourism and sharing the talent of Australian hospitality with the world.”
Restaurateur Luke Mangan echoed the sentiment: “Our restaurants are up there with the best of the world, we’re just not recognised at an international level,” he said. “The Michelin Guide, being a worldwide brand, could be a good asset for food and wine tourism in Australia.” As for the price tag? “If it brings he kinds of people who follow that guide, then it’s not a bad investment.”
From LA, Curtis Stone weighed in on the brand impact, saying the Michelin Guide would “put us on the map in a big way” if it launched here.
For now, Canberra’s line is that local venues are showcased “through Tourism Australia’s marketing campaigns”. As Trade Minister Don Farrell’s office put it: “We will always seek to show off the best of what Australia has to offer in co-operation with our State and Territory counterparts and is always open to hearing from industry new and innovative ways to do so,” he said.
Jonathan Jackson, 15th October 2025
