GLOBAL PULSE: The Heart and Soul of the American South Where Food Builds Community

Greetings Travel South Partners,

Never underestimate the power of food. What makes us talk about food is the culture of the place. It is the community. 

A few weeks ago, during the inaugural MICHELIN Guide American South ceremony at Greenville’s Peace Center, Chef Joe Cash of Scoundrel was asked why he moved from New York City to Greenville. His response said it all: “This is my hometown, and why not build something in our community?” Passion, quality, and community are inseparable.

The MICHELIN Guide American South recognized 228 restaurants across 44 cuisines. Atlanta was a trailblazer that first brought the program to the city in 2023. This year, the selection expands across the Region to include Alabama, Louisiana, Mississippi, North Carolina, South Carolina, and Tennessee. What inspires me the most about this recognition is how smaller Southern destinations are commanding global culinary attention, not just mega destinations like New York, Paris, and Tokyo. American South’s debut also recognized 50 Bib Gourmand distinctions, specifically for excellent food quality at a more affordable price point. When it comes to stars, I was pleased to see my favorite neighborhood restaurant, The Chastain in Atlanta, receive its green star recognition. I have always admired their commitment to working with local food purveyors and showcasing sustainable practices in their garden located in the back of the restaurant.

The legendary Chef Emeril Lagasse’s restaurant, Emeril’s,  received a two-star recognition. Emeril is known for his ‘BAM’ and for introducing New Orleans cuisine to the world for several decades. The biggest delight was to see his 22-year-old son, E.J. Lagasse, receive the Young Chef Award. He is the youngest chef ever to lead a two-MICHELIN-star kitchen. His advice to young chefs is to “Make your own opinions from your gut and form them from the conversations you have with others that are smarter than you. And never give up.” 

The chefs’ stories across the American South represent the evolution of Southern cuisine. Chefs are redefining what it means to honor local traditions while welcoming new techniques and influences shaped by Indigenous, African, Asian, Caribbean, Latin, and European roots, among others. This balance is what gives its regional cuisine depth and cultural integrity, and what makes food a lure for travelers.

Regionally, food remains a top differentiating motivator for travel among international travelers. According to the 2025 Future Partners study, compared to total inbound travelers to the U.S., those interested in Travel South are 40% more likely to cite food and cuisine as a top motivator. The Travel South South Region also leads in food, cultural heritage, and road-trip experiences, especially those that appeal to international travelers. In fact, more than 64% of inbound travelers who find the Region appealing cite restaurants as an essential part of their international leisure trip experience, far above the 46% average among U.S. inbound travelers. The American South truly attracts travelers who seek meaningful, shareable, and sensory-rich experiences, many of which are tied to food, community, and culture.

Why does all of this MICHELIN recognition matter for destination strategy? Harvard Business School’s Frances Frei encapsulates it so well: being bad in the service of good. Excellence requires trade‑offs. For example, the communication platform, Slack, equates its success to disciplined differentiation. In its early days, the company chose to focus on being exceptionally good at three things: search, device synchronization, and file sharing, and purposefully neglecting other features. The same logic applies to destinations. Not every Southern destination should try to be all things to all travelers. Decide what you will emphasize for your destination so you can channel resources into what makes you memorable and into what builds community with consistency.

For the Region, food is a bridge to a community. From Joe Cash’s desire to build something in his hometown to the Lagasse father-and-son emotional moment during the inaugural event, the lesson for many destinations is to celebrate quality, embrace community pride, and let food tell the stories of a place. As Duane Parrish of The South Carolina Department of Parks, Recreation & Tourism eloquently states “the heart and soul of our [destinations], our chefs, restaurateurs, farmers, and hospitality professionals whose creativity and dedication define not just the flavor, but the culture of the South,” adding that the Guide recognizes “the stories, people, and passion that make Southern cuisine extraordinary.” 

With Gratitude, 

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