Rene de Monchy, Tourism New Zealand chief executive. Photo \/ Dean Purcell <\/p>\n
De Monchy said total investment in the Michelin Guide and related campaign activity over the next three years was now approximately $8m. That figure comprised $2.3m from TNZ\u2019s baseline funding (about $106m annually) and $5.7m from the International Visitor Levy.<\/p>\n
Last November, Tourism New Zealand had announced it was investing $6.3m in three years\u2019 worth of Michelin restaurant guides covering Auckland, Wellington, Christchurch and Queenstown.<\/p>\n
De Monchy said food was a big driver of international tourism \u2013 Tourism New Zealand data had shown 84% of people considering a holiday in New Zealand claimed trying local cuisine was important to them.<\/p>\n
\u201cThe Michelin Guide is a great way for us to have real credibility in that space, but we also want to go much broader … it\u2019s actually really celebrating the food and beverage offering right around the country as part of your holiday in New Zealand.<\/p>\n
\u201cYou\u2019re going to get a real flavour of that, including M\u0101ori cultural dining experiences, nature-based dining experiences, all of those things.\u201d<\/p>\n
Black Barn Vineyards in Hawke’s Bay will be featured in Tourism NZ’s new campaign.<\/p>\n
Businesses that would feature in the invitation to dinner campaign were: Velskov (a native forest farm) and Orbit restaurant (Auckland), Muirs Tours (operated in the Bay of Plenty by former New Zealand M\u0101ori All Blacks captain Deon Muir), Te P\u0101 Tu (Rotorua), Black Barn vineyard and hospitality retreat (Hawke\u2019s Bay), Greytown Honey, Garage Project (Wellington), Hapuku Kitchen and Nin\u2019s Bin in Kaik\u014dura, Marlborough cruise company Seafood Odyssea and Fiordland\u2019s RealNZ.<\/p>\n
\u201cFeaturing individual operators helps bring the story to life, but also lifts awareness of the wider destination,\u201d de Monchy said, confirming all video participants had received a $50 per person payment for the shoots, which each took less than a day.<\/p>\n
Meanwhile, the hosted \u201cfamil\u201d programme, which began before last night\u2019s Michelin guide launch, had involved visits to 11 regions. De Monchy would not list individual participants while they were still in the country, citing \u201csecurity and safety\u201d. Confirmed mainstream media organisations taking part included Tatler Asia, the Bangkok Post, Australia\u2019s Gourmet Traveller and North America\u2019s Travel Weekly.<\/p>\n
De Monchy expected the famil programme to deliver $35m in \u201cestimated media value\u201d.<\/p>\n
Kim Knight joined the New Zealand Herald in 2016 and is a senior journalist on its lifestyle desk.<\/p>\n","protected":false},"excerpt":{"rendered":"Rene de Monchy, Tourism New Zealand chief executive. Photo \/ Dean Purcell De Monchy said total investment in…\n","protected":false},"author":2,"featured_media":503281,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[15140,50493,27309,34284,16574,2946,156,2082,1437,228,33218,3331,54677,1132,111,139,69,2539,61,10097,80],"class_list":["post-503280","post","type-post","status-publish","format-standard","has-post-thumbnail","category-entertainment","tag-15140","tag-17m","tag-added","tag-adds","tag-bill","tag-dinner","tag-entertainment","tag-for","tag-global","tag-guide","tag-invitation","tag-launch","tag-michelin","tag-million","tag-new-zealand","tag-newzealand","tag-nz","tag-restaurant","tag-to","tag-tourism","tag-zealand"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/503280","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=503280"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/503280\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/503281"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=503280"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=503280"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=503280"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}