Tourism Australia has doubled down on its Restaurant Australia campaign, spending $500,000 to help bring Noma, widely acclaimed as the world’s best restaurant, to Sydney for a 10-week residency from January, 2016.
Noma’s owner and head chef Rene Redzepi has taken the dramatic decision to temporarily close the restaurant in Copenhagen, Denmark, and relocate to the new Barangaroo development on Sydney Harbour in the Australian summer.
“I have always been attracted to the incredible diversity you find in Australia’s landscapes and ingredients, because they are like no other place I’ve seen before,” said Redzepi.
“Australia combines strong influences from its Indigenous people with new communities from around the world.
“When you mix it all together, the result is something truly inspiring. It really is the perfect place to come and learn.”
Redzepi (known as the ultimate food forager) and his team will design a new menu based on local Australian produce.
A spokes man for Tourism Australia said: “TA is spending approximately $500,000 on this campaign, half of which will be given to our airline partner Singapore Airline for discounted tickets to facilitate travel for Rene and his team to Australia.
“Rene will be back and forth to Australia several times before the official opening in Australia – which we plan to use to develop content and PR ops around.”
Tourism Australia Managing Director John O’Sullivan commented:
“A big part of Restaurant Australia has been about improving Australia’s perception as a food and wine destination.
“And, with one of the world’s top ranked restaurants about to open in Sydney, I’d say our country’s culinary standing has never been higher.”
Developer LendLease are also assisting with the site at Barangaroo, Sydney’s most significant urban re-development for many years.