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Czechia’s state tourism agency CzechTourism has signed a three-year contract with French company Michelin to promote the country as a gastronomic destination. The deal is valued at EUR 1.3 million (approximately CZK 32.6 million), and was confirmed Thursday.
The agreement, effective from this year, will see Michelin’s inspectors assess Czech restaurants for inclusion in the prestigious Michelin Guide. Michelin typically offers five-year contracts, but CzechTourism opted for an initial three-year term, with the possibility of extending it.
The decision to fund Michelin’s inclusion fee sparked political debate when the Czech government approved the expenditure in mid-2023. Critics, including opposition parties, questioned the state’s role in financing the initiative. The Ministry of Regional Development initially suggested that the private sector and regional governments should contribute, but ultimately, CzechTourism covered the full cost from its budget.
Minister for Regional Development Petr Kulhánek defended the investment, arguing that the anticipated increase in foreign visitors seeking high-quality dining experiences would outweigh the costs. “CZK 30 million seems like a lot in absolute terms, but we have to consider that it is spread over three years,” Kulhánek said. “I believe the impact on tourism will significantly exceed the expenses.”
According to CzechTourism director František Reismüller, the guide “will attract a more discerning clientele that appreciates quality, innovation, and local ingredients.” He added that: “Czech gastronomy is on the rise and has enormous potential to rank among the world’s leading culinary destinations."
Michelin beyond Prague
This is the first time that the Michelin Guide will extend beyond the Czech capital. Michelin announced in a press release that its inspectors are already evaluating restaurants nationwide, with the first updated guide set for release this year.
International director of the Michelin Guide Gwendal Poullennec spoke highly of Czech cuisine, commenting that it "stands out for its unique blend of innovation and heritage, offering exceptional experiences to food lovers seeking new and exciting discoveries." He noted the whole of Czechia's "rise as a must-visit destination for epicureans."
The evaluation criteria include ingredient quality, flavor harmony, cooking techniques, chef’s personal expression, and consistency, assessed through multiple visits.
Michelin revised its business model in 2022, now only rating restaurants in countries whose national tourism bodies contribute financially. The Czech Republic last featured in the guide in 2021, when Prague’s Field and La Degustation Bohême Bourgeois retained their one-star ratings. The first Michelin-starred restaurant in the country was Allegro at the Four Seasons Hotel Prague, awarded in 2008.
The Michelin Guide, first published in 1900 by company founder André Michelin, initially aimed to assist motorists with travel essentials. Over time, it evolved into one of the most prestigious culinary ranking systems worldwide, influencing global gastronomic tourism.
The guide also features the Bib Gourmand distinction, which acknowledges restaurants that serve excellent food at a reasonable price. The Michelin Green Star is given to establishments at the forefront of sustainable gastronomy. In Prague, five establishments hold this award.
