Skift Take
The new California statewide Michelin Guide may be a nod to the state's culinary interests. But it could also be the result of a smart play by Visit California, a tourism organization, in the style of Singapore, Thailand, and other destinations who have partnered with the Guides.
On Tuesday, Michelin announced a new guide covering the entire state of California, expanding beyond its current San Francisco/Bay Area guide. Coverage will extend from San Diego to the Bay Area, covering, of course, Los Angeles but also Orange County, Santa Barbara, Monterey, and Sacramento.
The guide, which was announced at an event in Sacramento, is a partnership with Visit California, the state tourism board. So while the reintroduction of Los Angeles as a Michelin-reviewed city is certainly grabbing headlines, the subplot speaks to a larger theme: tourism board partnerships can net Michelin Guide coverage.
As reported by Eater last year, destinations have spent millions funding partne
