Tourists travel because they are pushed by their internal motivations and attracted orpulled by certain elements and features of destinations. However, a growing number ofdestinations have similar tourist attractions and need to differentiate themselves. Theaim of this study is to unveil the power of high-level culinary tourism, focusing onMichelin-starred restaurants, as a pull factor and generator of tourism flows, as well as to create a model to quantify the level of importance of these high-quality restaurants asnuclei of a destination. The gastronomic and culinary industry is one of the mosttraditional sectors in most economies and is now becoming a fundamental element inattracting tourism and promotion. In this study, we argue that certain types of business,such as high-quality restaurants, can generate tourism flows in their own right within acontext where the role of tourists and enterprises has shifted from a passive to an activeone, in which companies actively seek to become destination pull factors. A quantitativesurvey questionnaire with structured questions was applied to customers of high-qualitySpanish restaurants, specifically Michelin-starred, with 432 valid responses. The resultsshow distinctive motivations of customers who travel mainly for the restaurant andthose who do so for the destination. They also show the importance of the nucleus(restaurant) as a factor of attraction to the destination, but also the importance of thedestination/surroundings to the nucleus. These findings provide valuable informationand insights for culinary tourism in the future, both for culinary companies and fordestination managers, who can then adjust their marketing and management strategies,emphasizing the need for mutual collaboration. The findings may also be helpful toinstitutions and to communication managers of the destinations to improve theirpromotion and communication strategies, to diversify supply in mature destinations, andto deseasonalized demand.