Visit Florida’s tab for new Michelin restaurant stars is expected to hit $150,000.
The state’s tourism-marketing arm is finalizing a contract for a recently announced partnership with the international publication that will lead to Visit Florida covering a portion of production costs for 2022 guides that will feature restaurants in Orlando, Miami and Tampa.
Visit Florida spokeswoman Leslie Pearsall called it “a great opportunity to elevate Florida’s culinary scene and bring a positive economic impact to the state.”
The agency is also counting on the guide to help entice business travelers to extend their stays in Florida, Pearsall added. Business travel has taken a hit during the COVID-19 pandemic, creating a concern for hoteliers and other parts of the hospitality industry. “Tampa Bay being included in the Michelin Guide US is huge news!” Visit Tampa Bay President and CEO Santiago Corrada posted on Twitter. “Travelers often chose destinations to visit based on an area’s culinary scene and the timing couldn’t be more perfect with international borders reopening.”
The pending contract is expected to give Visit Florida usage rights for editorial content that includes the restaurant reviews; the ability to develop promotional efforts on behalf of the new guide; and rights to the Michelin online restaurant database for the highlighted restaurants.
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