Why Texas Must Renew the Michelin Mandate

By Andrew Chalk

When the venerated Michelin Guide arrived in Texas in 2024, it marked the beginning of a three-year "pay-for-play" partnership between Travel Texas, five major cities, and the world’s most prestigious culinary arbiter. The $2.7 million investment was designed to cast a global spotlight on the Lone Star State’s evolving food scene.

Two years in, the data suggests the state has received an exceptional return on investment. As we enter the final year of the initial contract, the decision to renew is not just about prestige—it is an economic necessity.

The Case for Early Renewal

The governing bodies responsible for this partnership should move to renew the mandate immediately. In the restaurant industry, certainty is a primary ingredient for success. Establishing a world-class dining destination is a multi-year endeavor involving immense capital, meticulous talent scouting, and rigorous culinary development.

By committing to another three (or ideally, five) years now, Texas sends a clear signal to investors and chefs: the global stage is here to stay. This long-term certainty encourages:

• Capital Investment: High-end restaurateurs are more likely to commit to expensive leases and builds if they know the "Michelin effect" will continue to drive international tourism.

• Talent Acquisition: Top-tier culinary talent—sommeliers, chefs de cuisine, and front-of-house experts—will see Texas as a viable long-term career destination.

• Tourism Growth: Consistent inclusion in the Guide ensures Texas remains on the itinerary for "food tourists," a demographic known for high per-capita spending.

Conclusion

The first two years have proven that Texas cuisine can hold its own under the global microscope. To lose momentum now would be to waste the foundation we’ve just finished building. For Texas to truly cement its status as a global gastronomic powerhouse, the state must renew the Michelin mandate—and do so with haste.