The Michelin Guide is coming to South Australia. The rest of the country will be watching
- Written by: Anita Manfreda, Associate Professor, Blue Mountains International Hotel Management School, Torrens University Australia
South Australia will become the first Australian destination included in the Michelin Guide, with the inaugural selection to be revealed in October.
The guide began in France in 1900 as a road guide created by the Michelin tyre company to encourage motorists to travel (there were just 3,000 cars in France at the time). Under the original system, one star was “worth a stop”, two stars was “worth a detour”, and three stars was “worth a special journey”.
It would go on to become one of the world’s most influential restaurant guides.
The South Australian launch is a joint venture with the state government’s tourism commission and Michelin, with the exact dollar figure – almost certainly in the millions – invested by the tourism body under wraps.
The announcement has been celebrated across the hospitality and tourism industries. Local coverage has framed it as a major win for the state’s food and wine reputation.
While Michelin began as a French guide and later expanded across Europe, its newer international expansion has increasingly involved public tourism funding and destination partnership.
So what does it mean when local tourism organisations and government bodies pay to bring the guide into their markets?
Michelin as tourism infrastructure
Bringing the guide to new destinations through public tourism funding does not mean restaurants can pay for stars.
Tourism bodies may fund Michelin to cover a destination, but restaurants cannot pay to be included or awarded distinctions. Michelin says its selection process remains independent.
For governments, the appeal is clear. Michelin gives high-value visitors reasons to travel, eat, stay and spend.
Thailand, Singapore and South Korea have all invested millions into the tourism-backed Michelin expansion in Asia. Last year, New Zealand secured the guide through Tourism New Zealand for NZ$6.3 million (A$5.5 million).
In the United States, both state and city tourism bodies have pursued similar strategies, including Texas and Atlanta.
Michelin fits with South Australia’s tourism positioning around premium food, wine and regional experiences.
But Michelin’s influence depends on whether diners, chefs and international travellers accept its selections as credible despite public funding. Research on Michelin’s expansion into China shows the guide’s authority is not automatic when it enters new culinary cultures. It has to prove it can recognise local food traditions on their own terms.
A more even playing field
Australia boasts internationally recognised chefs, globally competitive restaurants and a mature food and wine tourism sector. But this is difficult to translate into international culinary prestige.
Instead, Australia has relied on uneven domestic systems of recognition, including chef hats, state-based restaurant awards, rankings and food media.
These systems tend to concentrate visibility around Sydney and Melbourne. That is why, for some chefs, Michelin’s arrival in South Australia matters.
Alanna Sapwell, chef at Adelaide’s Esmay and formerly head chef of Brisbane’s award-winning ARC Dining and Sydney’s acclaimed Saint Peter, sees it as an opportunity for Australian food “to gain broader recognition beyond NSW and Victoria […] that reflects the depth and quality of what Australia has to offer”.
Michelin may also strengthen the career pathways and professional status attached to hospitality work.
South Australian-born chef Mark Best, best known for Sydney’s former three-hatted restaurant Marque, linked Michelin’s absence to Australia’s “long-running talent drain” in search of global recognition. While difficult to quantify, industry bodies describe Australia’s chef shortage as a structural, long-term problem with ongoing difficulties attracting and retaining talented chefs.
He believes Michelin could inspire “the next generation to see hospitality as a serious long-term profession”. Michelin alone cannot solve workforce problems, but it can help make hospitality work feel more valued and recognised as a career of choice, especially where professional identity is linked to passion for work and lower turnover intention.
Prestige comes with pressure
Best’s support also comes with a warning, hoping the industry “holds firm in its identity”, and Michelin recognises what makes it “uniquely South Australian”.
Modern Australian dining is a living mix of regional produce, migration, Indigenous ingredients and informality. But Michelin has been criticised for judging food through standards shaped by French and European fine-dining traditions.
And visibility is not always positive. In New York, Michelin-starred restaurants were found to be more likely to close than comparable restaurants without stars. Researchers found recognition brought new pressure from landlords, suppliers, staff and customers.
Restaurants and chefs refusing to be featured or giving back recognitions are not uncommon globally.
These pressures can also reinforce some of the harsher dynamics already present in review and restaurant culture, putting a fragile industry under strain.
Michelin-starred kitchens can be stressful workplaces. Long hours, heat and pressure lead some chefs to use alcohol and drugs to cope with the demands of the job.
Measuring success
The success of this partnership will not simply be measured by how many stars South Australia receives.
The real test is whether Michelin strengthens the wider tourism ecosystem without narrowing what South Australian dining is allowed to become.
Tourism bodies in the rest of Australia will now be watching closely. What happens in South Australia may shape how other states approach Michelin, food tourism and destination branding in the years ahead.
Authors: Anita Manfreda, Associate Professor, Blue Mountains International Hotel Management School, Torrens University Australia
