Mexico Boosts Gastronomic Tourism with Michelin Guide Partnership

Riviera Maya, QR — Mexico’s Ministry of Tourism (Sectur) and the National Chamber of the Restaurant and Seasoned Food Industry (Canirac) have presented a joint agenda consisting of strategic initiatives to strengthen gastronomic tourism, including the incorporation of the Michelin Guide as part of Mexico’s Gastronomic Public Policy.

During the meeting, Tourism Secretary Josefina Rodríguez Zamora highlighted the role of Mexican cuisine as an engine for economic development, cultural identity, and tourism positioning with a focus on regional growth, sector professionalization, and strengthening the value chain.

“Today, gastronomy is becoming a reason to travel. A visitor might take a flight just to visit a destination with high-quality recognition like the Michelin Guide. Thirty percent of a traveler’s spending goes toward food, and when a state joins the Guide, the economic impact can increase by up to 125 percent,” she explained.

Rodríguez Zamora stated that gastronomy is one of Mexico’s main tourism assets and a key element for generating well-being in communities by linking the countryside, producers, traditional cooks, and restaurants with tourist destinations.

As part of the Sectur-Canirac joint agenda, strategic actions were announced that will be reinforced at the Fitur 2026 tourism fair. These actions include holding an International Taco Competition, as well as consolidating the gastronomic area of the 2026 Tianguis Turístico with organized participation from federal entities and a message aligned with national tourism policy.

Ignacio Alarcón Rodríguez Pacheco, national president of Canirac, said that the Mexican restaurant industry generates more than 2 million direct jobs and represents the main source of employment for one in five young people in the country.

He noted that the sector has a direct impact on the entire production chain, from field to table, and reaffirmed the Chamber’s commitment to innovation, culinary excellence, and strengthening the sector.

“The Michelin Guide is a prestigious award worldwide. It has arrived in Mexico through negotiations with Canirac. Today we have six selected states and more than 180 recognized restaurants, demonstrating the country’s commitment to gastronomic excellence,” he explained.

Daniela Mijares Martínez, national vice president of Michelin Guide Liaison, reported that in the 2025 edition, 181 restaurants from Mexico City, Oaxaca, Baja California, Baja California Sur, Quintana Roo, and Nuevo León were recognized, maintaining all awards granted in 2024 and incorporating new establishments with Michelin Stars, Bib Gourmand, recommended restaurants, and Green Stars.

She also highlighted that more and more travelers are using the Michelin Guide as a key reference for planning their trips, choosing destinations, and designing travel experiences focused on gastronomy.

Ahead of the 2026 World Cup, details were given of the “México de Mis Sabores” project, which will position Mexican gastronomy by representing the different entities of the country through their cooks, emblematic ingredients, and traditional beverages, in addition to promoting long-term structural actions.

In this regard, this alliance will drive strategic actions such as strengthening the Guide to Traditional Mexican Cuisine, developing digital tools to project regional gastronomy internationally, language training programs and service quality for restaurants in key destinations.

It will also create a Certified Restaurant Distinction aimed at guaranteeing excellence standards during the World Cup and providing certainty and confidence to visitors.

Fernando Olivera Rocha, vice president of Tourism at Canirac, stated that this joint work agenda, with clear and scheduled objectives, recognizes gastronomy as one of the strategic pillars of tourism in Mexico.

He emphasized that this alliance is the result of coordinated work between the government and the industry, with a shared vision that understands Mexican cuisine, both traditional and contemporary, as a key tool for the country’s economic development, cultural identity, and international positioning.

In 2024, the Michelin Guide awarded three restaurants in Quintana Roo for their excellence. Four others received the Michelin Bib Gourmand recognition, an award for restaurants that offer high-quality food at a reasonable price, while another 13 restaurants throughout the state received recommendations.