South Australia's inclusion in the Michelin Guide, seen as a powerful driver of gastronomic tourism and economic development, will heavily impact the perspective of the state's culture and brand, according to agency experts.
Following a deal between the state government and the France-based guide, the 2027 edition to be be revealed at a launch event in Adelaide in October.
Showpony managing director, Jamie Scott, told AdNews that in a low knowledge situation of Adelaide’s event and food hub, people need proof points.
“It’s not enough for brands to stake a claim, they need belief,” said Scott.
“South Australia has a wonderful heritage in food and wine — famously one of the world’s great wine regions, with extraordinary restaurants to match.
“The Michelin Guide puts a stamp of authority on that claim, converting a local truth into a globally recognised credential.
“A world class guide to a world class offering.
“Let's be honest, every foodie wants to dine at a Michelin Star restaurant. Soon South Australia will have a list of them.”
The guide inspectors are on the ground evaluating restaurants through five universal criteria, including the quality of the ingredients, the mastery of cooking techniques, the harmony of flavours, the personality of the cuisine and the overall consistency.
The selection process is entirely independent, and restaurants cannot pay to be included or awarded distinctions.
Ogilvy senior strategist, Nicole Bruno, said that the decision represents something bigger than simply a new way to judge restaurants.
“Places are now brands as much as the products that sit on our shelves - and the most efficient thing any brand can do is borrow heat from something that already has momentum,” said Bruno.
“Not imitation, not sponsorship in the traditional sense, but genuine alignment with voices that carry cultural weight.
“The States that will earn global relevance in the coming years are the ones who figure out how to make the world discover them, through voices they already trust.”
International tourism spend in South Australia is at a record high $1.8 billion, according to Tourism Research Australia.
South Australian Minister for Tourism Emily Bourke said the MICHELIN Guide has a proven track record as a powerful driver of gastronomic, tourism and economic development in the regions it covers.
“In our case, South Australia and the many thousands of people who work in the sector,” said Bourke.
“South Australia’s world-class reputation as a food and wine destination makes it the perfect place for the MICHELIN Guide's Australian debut.
“By highlighting some of the state’s best restaurants on a global platform, it gives visitors another reason to book a trip to our state, and once they’re here, they’ll go onto experience even more of what South Australia has to offer.”
The Michelin Body had spent 10 years of pitching to Australian tourism bodies including Tourism Australia, which turned down a $40 million, five-year deal that would have started at $4 million in the first year and scaled to $7.5 million annually, according to the Sydney Morning Herald.
“Australia’s culinary experiences have long been a part of Tourism Australia’s marketing efforts across the globe to attract international visitors,” a Tourism Australia spokesperson said.
“As Australia’s food and drink offerings continue to evolve we welcome any activity that shines a light on Australia’s thriving food and drink scene and will consider opportunities where we can within our existing marketing priorities and budgets.”
South Australia ranked one out of all Australian states and territories for ‘good food and wine’ and ‘world-class wineries and wine regions’, according to the South Australian Tourism Commission.
"When the South Australian government announced that LIV Golf was coming to Adelaide, many in the eastern states asked why Adelaide?" Scott said.
"For anyone who made the short trip to this great city, that question was quickly answered. We know how to put on a show.
"Gather Round (that’s AFL’s magic round for League people), Adelaide Festival & Fringe, Adelaide 500 and even the Adelaide Test are all great events because of how the cultural moment envelops all of Adelaide.
"Some refer to SA as punching above its weight, but it’s not. Festivals, entertainment and hospitality are just what we’re really good at.
"And if you don’t know, it’s ‘cause you don’t know.
"In a low knowledge situation, people need proof points. It’s not enough for brands to stake a claim, they need belief.
"So that’s where the Michelin Guide comes in."
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