In November, the historic French publication Michelin released a Portland Green Guide, a 144-page French-language guide to the city’s best attractions and outdoor offerings. Five thousand copies were distributed to bookstores and travel shops throughout France, where travel guidebooks are used for travel planning by 38% of the population (with Michelin ranking as the most highly used). An additional 4,000 copies in English will be available in the United Kingdom starting in February.
“Michelin is prestigious and well-known in France, and for them to create a Portland-specific guide and see the potential in our destination and this partnership is significant,” said Billie Moser, Travel Portland’s Vice President of International Tourism. “From our research with Destination Analysts, we know guidebook usage is very high in France specifically, and people use them not just as a resource on the ground but also for inspiration.”
The Michelin Green Guide focuses on a destination’s outdoor offerings, making it a natural fit for Portland and the Portland Region. Along with staple attractions like Portland Japanese Garden and Washington Park, the guide also includes many new or off-the-beaten-path destinations, including the Oregon Jewish Museum and Center for Holocaust Education, Oregon Architectural Heritage Museum, Oregon Rail Heritage Center and the Freakybuttrue Peculiarium (an oddities museum, art gallery and ice cream shop in Northwest Portland).
“For lovers of lifestyle, Portland is Nirvana,” said Philippe Orain, Editorial Director of Michelin Green Guide, at the book’s launch party in Paris. “Portland is a city on a human scale, its art of living makes it even more vibrant … Its inhabitants are the ones who best speak about Portland, always ready to guide visitors to addresses that are more creative than the others.”