Guide to good times

Chinese gourmets now have more destinations from which to choose thanks to the new Michelin Red Guide.

World tire leader Michelin recently published the first Chinese translations of the famed Michelin travel guides to major cities of Europe and New York City.

The third guide in Chinese - the Michelin Red Guide Tokyo - is scheduled for release later this month.

"Michelin Group's core philosophy is to deliver sustainable mobility for people and goods everywhere in the world," says Yves Chapot, chairman of Michelin China. "Our aim is to do everything possible to make travel, holidays and eating out a pleasure, as part of Michelin's ongoing commitment to improving travel and mobility."

"As the earliest (100 years old) and biggest maps and guides publisher, it is a great honor for Michelin to introduce it to Chinese travelers," says Christian Delhaye, president of Michelin Maps and Guides Group.

"The 100-year-old Red Guide has been highly recognized in the catering industry for its high standards. We are confident in providing accurate and updated information for Chinese travelers to bring them a safer and happier journey."

Michelin began producing travel publications when brothers Andr and Edouard Michelin saw the inextricable link between cars and travel. They launched the first Michelin Red Guide in 1900 to help drivers maintain their cars, find decent lodging, and eat well while touring. It also included addresses of gasoline distributors, garages, tire suppliers and information on fuel prices, changing tires and car repairs.

"When the automobile was first introduced at the turn of the 20th century, we created the Michelin Red Guide as a way of enticing car owners to travel. By using the Red Guide, travelers would know where to eat, stay and visit," says Chapot.

The first Michelin Guide France was also published in August 1900. The original intention is to speed up the development of the automobile and enhance mobility, which is still the common goal of Michelin's maps, guides, atlases and other publications.

The company's Green Guide series covers culture, history, arts and travel tips for every French region and counties, cities and regions outside France.

It has also developed an online map service through its wholly owned subsidiary ViaMichelin.

Every year, Michelin sells more than 14 million maps and guides in over 90 countries worldwide.

In April 2006, Michelin brought its first guide to China - Green Guide to Europe in Chinese, sold in Beijing, covering 28 cities in 12 countries. It also published a new guide to China in French and English. It added the second Chinese version of the Green Guide France later in the same year.

It has launched five Green Guides in China, with more than 40,000 sold.

After the success of Green Guide in 2006, Michelin found that overseas tours were becoming more popular in China.

In 2001, there were 12 million outbound travelers and this grew to 37 million in 2007, a threefold jump, according to the China National Tourism Administration. Double-digit growth in the number of travelers has made China the top outbound tourism market in Asia, surpassing Japan.

Currently Chinese citizens can travel to 134 countries and regions, including the United States.

The MasterCard Worldwide Index of Travel predicts that the total number of Chinese outbound travelers will grow by 12 percent this year.

By 2015, the figure will hit 50 million.

"Michelin is bringing the Red Guide to Chinese travelers to meet their increased requirements for local experiences and to introduce them the best hotel and restaurant choices with different comfort categories," says Delhaye.

The Red Guide is serious business for restaurants in Western countries. In 1966, French chef Alain Zick committed suicide by shooting himself in the head when his Michelin Paris restaurant rating was downgraded from three to two stars.

Using the same ratings criteria in every country, Michelin Guide has been the standard of the world's catering industry over the century.

"Eighty to 85 full-time Michelin inspectors with more than 15 years of experience in the catering industry are visiting restaurants all over the world everyday, anonymously," says Delhaye.

"Like any other customer, they book a table, order, eat and settle their bill. Establishments are selected independently and solely in the best interests of the reader. Decisions are made collectively by the inspectors and the guide's editor."

While there are still no Chinese inspectors, Michelin has a team in Asia to better understand the tastes of local people.

"Chinese cuisine is renowned for its diversity and its excellence. It is no need to say that Chinese people are gourmets and enjoy good food: one only has just to stroll down the streets of any city of China to notice this," says Delhaye. "Hence, it seems quite obvious that China needed a Chinese version of the Red Guide and I feel happy that we can provide new means for Chinese people to discover the world and enjoy it.

"Michelin dedicates itself to helping them to go further and further. With Michelin tires, Chinese customers experience Michelin quality and safety. Again with the Red Guide, Michelin will surely make them experience a new lifestyle," Delhaye adds.

During the Beijing Olympics last month, the tire maker published Michelin Green Guide Beijing in English, providing travel, accommodation and dining information to foreign travelers.

"Compared with tires, our publications' profit is not the point. Our main goal is the brand name," says Delhaye. "It's a close relationship between customers and Michelin."

(China Daily 09/22/2008 page6)