Open Collections

BC Sessional Papers

REPORT OF THE Department of Travel Industry YEAR ENDED DECEMBER 31 1967 British Columbia. Legislative Assembly [1968]

Item Metadata

Download

Media
bcsessional-1.0365672.pdf
Metadata
JSON: bcsessional-1.0365672.json
JSON-LD: bcsessional-1.0365672-ld.json
RDF/XML (Pretty): bcsessional-1.0365672-rdf.xml
RDF/JSON: bcsessional-1.0365672-rdf.json
Turtle: bcsessional-1.0365672-turtle.txt
N-Triples: bcsessional-1.0365672-rdf-ntriples.txt
Original Record: bcsessional-1.0365672-source.json
Full Text
bcsessional-1.0365672-fulltext.txt
Citation
bcsessional-1.0365672.ris

Full Text

 PROVINCE OF BRITISH COLUMBIA
DEPARTMENT OF TRAVEL INDUSTRY
Hon. W. K. Kiernan, Minister R. B. Worley, Deputy Minister
REPORT OF THE
Department of Travel
Industry
YEAR ENDED DECEMBER 31
1967
Printed by A. Sutton, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
1968
  The Honourable W. K. Kiernan, Minister of Travel Industry.
  Victoria, B.C., January 24, 1968.
To Major-General the Honourable George Randolph Pearkes,
V.C., P.C., C.B., D.S.O., M.C., CD.,
Lieutenant-Governor of the Province of British Columbia.
May it please Your Honour:
Herewith I beg respectfully to submit the Annual Report of the Department
of Travel Industry for the year ended December 31, 1967.
W. K. KIERNAN,
Minister of Travel Industry.
 Victoria, B.C., January 24, 1968.
The Honourable W. K. Kiernan,
Minister of Travel Industry.
Sir,—I have the honour to submit the Annual Report of the Department of
Travel Industry for the year ended December 31, 1967.
R. B. WORLEY,
Deputy Minister of Travel Industry.
 CONTENTS
Introduction by the Deputy Minister-
Highlights of 1967	
Estimated Tourist Revenue	
Advertising and Research	
Administration and Contributing Grants-
British Columbia House, San Francisco..
Los Angeles Office	
Accommodation	
" Beautiful British Columbia " Magazine.
Conventions and Special Promotions	
Exhibits and Displays	
Information Services	
Publicity	
Tourist Information Centres	
Travel Counselling	
Photographic Branch	
Page
- 9
___. 14
__. 16
. 18
_ 21
_ 24
__ 26
... 27
_ 28
_. 29
... 31
__ 32
_ 34
... 35
_. 37
._ 40
 5"hm
H
Pi
<
ffl
U
o
<
o
o
Uw  C-.EU
SS|:llll =
^_a=i_^ ,
_2_._
o =
z5 i
•55 =
O .5 S-. s
iffil
S 11 *
u£S
"ofgSfll
•P "1
__*.
•3 if era
 Report of the Department of Travel Industry, 1967
INTRODUCTION
By Ronald B. Worley, Deputy Minister
In recognition of the rapidly increasing importance of tourism in British
Columbia, an Act of the Provincial Legislature dated March 20, 1967, authorized
formation of the Department of Travel Industry that became effective April 1, 1967.
The Department of Travel Industry comprises the former British Columbia
Government Travel Bureau, Photographic Branch of the Department of Recreation
and Conservation, and select promotional personnel of the British Columbia Ferry
Authority. The Department of Travel Industry now occupies premises at 1019
Wharf Street, Victoria.
The basic policies of the Department of Travel Industry are to provide leadership in the promotion of all phases of the industry by co-ordinating the activities
of the private and public sectors wherever practical, as well as to encourage a high
standard in accommodation and related services within the Province with the objective of maintaining visitor satisfaction, and to improve the domestic appreciation
of the importance of this industry to our economy so that continued growth can be
fostered by public attitudes conducive to such growth.
To implement these policies, the Department of Travel Industry increased
participation in sports and travel shows and exhibitions in Canada and the United
States. Increased advertising included special colour inserts in some of the world's
more popular publications; for example, Time Magazine, Reader's Digest, Saturday
Evening Post, National Geographic, Better Homes and Gardens, The New Yorker,
and Sunset. This advertising placed the British Columbia story in magazines located
in areas from whence potential visitors were most likely to come; that is, neighbouring Canadian Provinces and States of the Pacific Northwest and Mid-west.
Increased use was made of the tremendous potential of television and radio
interviews, including national television shows, with as many as 17,000,000 viewers
across the continent. The advertising on such shows would cost up to $25,000 per
minute. This generous time, granted on a free basis to the Department of Travel
Industry, was indeed valuable to the Province. In November I celebrated my 100th
appearance on television on behalf of tourism in British Columbia.
Complete reorganization of the Travel Bureau within the Department of Travel
Industry considerably improved the everyday mechanics to serve the public better,
at the same time improving the presentation of British Columbia as an ideal
vacation land at any time of year.
Senior members of the staff were given individual responsibilities in order
to specialize in their respective fields. In this manner the handling of inquiries
is now decentralized by having the person in charge of a section deal directly with
inquiries pertaining to his or her section. This practice has proved highly successful, and the work of the whole department is running smoothly. This can be more
graphically explained by referring to the Organization Chart as shown on page 8.
It was my pleasure to inaugurate the " sister city " project for Victoria and
Palm Springs with a view to increasing tourist business from an area where it is too
hot to stay comfortably in the summer. A new slogan, " The Four-season Vacation-
land," originated and had beneficial influence wherever it was used.
 Q 10
BRITISH COLUMBIA
Premier W. A. C. Bennett and the Honourable W. K. Kiernan, Minister of the
Department of Travel Industry, welcome Michael Reagan, son of California's Governor
Ronald Reagan. Mr. Reagan was one of the winners on the popular television programme
Dating Game, and his prize was a trip to British Columbia. Publicity generated by this
trip was shown by 178 television stations, with an estimated audience of 17,000,000 people.
In early summer the increased advertising programme created a backlog of
inquiries, and immediately after our move to the new quarters it was necessary to
give assistance to the mailing-room staff by having every member of the Travel
Department take part in " working bees " to clear the avalanche of inquiries. In
this manner as many as 115 bags of mail per day were delivered to the post office
for mailing. The acquisition of the new Friden Flexowriter, soon after the move
to Wharf Street, justified its expense by automatically typing labels and thus freeing
typists for other duties. In February, 1968, installation of a Phillipsburg inserting-
machine will further prove time-conserving and speed out-going mail tremendously.
These machines should eliminate inquiry backlogs in the future. Otherwise, temporary help was required to assist in the ever-increasing flow of tourist inquiries
experienced during 1967, and more would be required for the coming year.
The Department of Travel Industry was fortunate in obtaining the temporary
services of Mrs. Jean Hunter, whose broad experience in radio, the theatrical world,
and television circles in North America helped immeasurably in the production of
slide-film presentations for the various promotions.
A unique departure from previous practices was the Department's decision to
publish a 100-page full-colour book with a refined soft-sell approach. Publication
of "This . . . Is British Columbia" on November 1st revealed instant appeal,
with excellent sales and continuing requests for copies. Production of the book
has evoked praise from reviewers and readers in many parts of the world.
The production of the Department's ever-popular colour quarterly, "Beautiful British Columbia " magazine, has come under closer control in an attempt
to raise its present high quality.
 REPORT OF THE TOURIST INDUSTRY, 1967 Q 11
Aware of the vast potential of visiting journalists and photographers, the
Department of Travel Industry applied even more intense effort to cultivate
publicity from these sources. Staff members are to be congratulated for their
dedication and enthusiasm in this respect and for the many week-ends, public
holidays, and hours of overtime devoted to hosting and guiding these influential
visitors. The result of this work has shown immense effects in the publicity
gained in many newspapers and magazines, both on this continent and overseas.
The Department has been most happy to co-operate with the Canadian
Government Travel Bureau and the Department of External Affairs, Ottawa, in
this respect.
The Photographic Branch maintains its fine reputation for production of
quality documentary films on British Columbia. Staff members of this Branch
travelled many thousands of miles in quest of fresh new photographs for Departmental use, for the use of other departments of Government, and for world-wide
utilization. They also gave freely of their off-hours to present film showings at
meetings of organizations and other influential gatherings.
The Convention Section increased its activities during 1967. Conventions
to British Columbia brought in the neighbourhood of $15,000,000, the largest
amount so far.
Results from the Los Angeles Herald-Examiner Social Security Number
Contest were especially gratifying. Staff members represented the Province at
convention promotions in Montreal and Athens, Greece, and definite bookings for
two conventions accrued from these, together with contacts made that could
result in more.
In 1967 the travel industry received considerable assistance through the
commencement of new air-line services daily—by Canadian Pacific Airlines from
San Francisco to Vancouver non-stop and by Western Airlines from Los Angeles
to Vancouver non-stop, San Francisco to Vancouver, and Portland to Vancouver.
These developments serve as springboards for the Province to plunge more deeply
into the rich potential of the western tourist market, and the Department is doing
everything possible to assist fullest development and success of these services.
Further plans are being made with Canadian Pacific Airlines to promote
increased tourist influx from Europe, Australia, Hawaii, and Japan. It is very
pleasing to report that British Columbia is the first Province in Canada to promote
such offshore business.
It is gratifying to be able to report the success of the co-operative project with
Western Airlines in its campaign, "Answer the Call of North Country Adventures."
Through this massive advertising campaign, in which we participated with Alberta,
the Great Northern Railway, Trailways, Westtours, Hertz, and others, a special
colour rotogravure was delivered with every week-end newspaper to more than
4,000,000 homes in California and Arizona. In other words, this attractive ostensibly non-advertising approach to publicity went to every home situated in one of our
most lucrative markets.
This, and other advertising campaigns by air lines and rent-a-car companies
offering combined fares for both forms of transportation, has opened up a new world
of tourists for British Columbia.
The "Answer the Call of North Country Adventures " supplement appeared
simultaneously with the annual Southern California promotion in April, and special
tribute is paid to those businessmen who gave so freely of their time and efforts
to help bring to a successful conclusion a gigantic operation consisting of 205 sales
presentations in five days to service clubs and organizations interested in travel.
 Q 12
BRITISH COLUMBIA
Star of " Checkmate " and " Family Affair," Sebastian Cabot applauds World Champion lockey lohnny Longden, joined by Premier W. A. C. Bennett and the five-time
nominated and two-time winner of the Oscar Award, Olivia De Havilland, at the Government luncheon in Los Angeles, April, 1967.
Personal support by the Honourable the Premier and members of the Cabinet assured
success of the week-long promotion.
It is important to point out that, in the travel industry, Southern California, and
particularly the Los Angeles area, is our most lucrative region for securing tourists.
Consequently, the competition is strongest there.
With the thought in mind that if we are ever to make a name for British
Columbia as a tourist Mecca, we must make it where such competition exists and
capitalize on the fact that it is the entertainment centre of the world.
In this manner we are being successful, and successful, too, in using the entertainment world to assist our transmitting our story to the world.
Our promotion this year attracted such great names as Olivia De Havilland,
Glenn Ford, Kathryn Hayes, Robert Vaughn, Johnny Longden, Sebastian Cabot,
Arthur Freed, and Charles Farrell—all of whom helped to advertise British Columbia.
Cognizant of the fact that almost every country of the world is fiercely engaged
in luring the visitor's dollar, the Department is aware of the need for a more concerted drive toward meeting such world-wide competition. Fortunately for British
Columbia, we have numerous natural and man-made advantages over many other
parts of the world. The Department has therefore every intention of bringing our
great heritage to the attention of more and more people. It further dedicates itself
to earnest projection of our image and tourist advantages so that, as time goes on,
travel to our Province will be an even more important industry than it is today.
My sincerest appreciation is extended to those who, through the years, have
done a tremendous amount of groundwork to foster tourism in British Columbia,
 REPORT OF THE TOURIST INDUSTRY, 1967
Q 13
and likewise to all members of the present staff of the Department who readily
accept the many challenges which confront them. Judging by past performance,
there is no doubt that the Department of Travel Industry will develop into a leader
in the world of tourism. In the same manner that I express my appreciation of the
combined Departmental work, I likewise wish to thank the many other Government
departments whose friendly co-operation and enthusiasm have contributed immeasurably to this, our first year of operation.
On the following pages, reports outline activities of the various sections of the
Department.
■
 Q 14 BRITISH COLUMBIA
HIGHLIGHTS OF 1967
DEPARTMENT OF TRAVEL INDUSTRY
Established April 1, 1967.
Record Tourist Season
1961   $115,000,000
1962   145,000,000
1963   150,485,480
1964   183,936,000
1965   201,133,300
1966 (final)      286,939,700
1967 (estimated)      317,312,900
Accommodation Section
Two thousand and sixty-three establishments of 21 different types, composed
of 52,606 units, were registered as " approved accommodation."
" Beautiful British Columbia " Magazine
Average circulation per issue climbed from 145,000 to 165,000 in 1967. Subscriptions increased from 80,000 to 100,000.
"This ... Is British Columbia" was introduced with great public acceptance.
Convention Section
Estimated revenue from convention business to the Province increased to
$15,000,000.
Counselling Section
More than 230,000 mail inquiries for tourist information were serviced, a
30-per-cent increase over 1966.
Contributing Grants
Largest expenditure and use of funds since the inception of the programme,
with 81 per cent of the allocated $175,000 expended to December 31st.
Publicity
Two hundred and eight special stories sent out to editors and free-lance writers
in many parts of the world.
Thirty-four leading press, magazine, and television personnel were shown some
of the Province's attractions through the Blue Water Press Tour. The tour generated some $150,000 in publicity to December 31st.
Travel Shows
Participation in nine travel shows in Canada and United States, with combined
audiences of more than 2,180,000 people.
Tourist Promotions
Major promotional tours to Southern California and Prairie markets.
 prints
REPORT OF THE TOURIST INDUSTRY, 1967 Q 15
PHOTOGRAPHIC BRANCH
Still Photography
Darkroom production exceeded 3,200 negatives and 22,000 black-and-white
Productions
Three new films under production.
Motion Pictures
Two new films won major awards. There are now 1,900 prints of Departmental travel films in circulation in the United States, with a total of 30,000
showings and an audience of 1,500,000 people.
Television Screenings
In the United States there were 420 showings on television, 250 in colour, with
a potential audience of 70,000,000 viewers.
 Q 16
BRITISH COLUMBIA
ESTIMATED TOURIST REVENUE, 1967
The 1967 motor-vehicle border crossing figures supplied by the Dominion
Bureau of Statistics have been reported in more detail than in former years, and
the 1966 estimated revenue has been revised upward accordingly, as the Dominion
Bureau of Statistics has now supplied the matching statistics for that year.
British Columbia's tourist-visits increased in 1967 by 10.5 per cent for car
travel and by approximately 15 per cent by public carriers compared with 1966.
Tourist traffic from outside the Province produced an estimated revenue of
$249,198,600, made up as follows: 2,774,062 Americans arrived by automobile
across the British Columbia-United States Border and produced $110,962,480;
721,256 Americans arriving by automobile across the Alberta Border accounted
for $28,850,240; and Americans arriving via public carrier totalled 408,220, producing $16,328,800. (This is actually an increase over the 1966 figure, which was
estimated in error to be $16,836,000; the 1966 figure should have been 354,974
visits for a total of $14,198,960.) American travellers, therefore, made a total of
3,903,538 visits and produced an estimated revenue of $156,141,520. Canadian
visits by automobile totalled 2,326,427 and contributed $93,057,080, making the
total out-of-Province visits 6,229,965 with a revenue of $249,198,600.
In addition to the above, it is estimated that British Columbians made 2,270,479
visits within the Province and spent $68,114,370. This brings the total estimated
tourist revenue for 1967 to $317,312,970.
Five times nominated and two times winner of the Oscar Award, Olivia De Havilland
watching the slide-film presentation of Deputy Minister Ronald Worley and Director
Richard Colby at the Government luncheon held at the Beverly Wilshire Hotel on Thursday,
April 13, 1967.
 REPORT OF THE TOURIST INDUSTRY,  1967
Q 17
40
30
20
10
Jan, Feb.        Mar. Apr.        May June July Aug. Sept. Oct. Nov. Dec.
Percentage increase of border crossings of 1967 compared to 1966.
The up-swing in off-season travel was very encouraging. The following figures
show that the percentage increase of border crossings for 1967 compared to 1966
was generally higher than for the peak months of July and August: January, 8.8
per cent; February, 4.5 per cent; March, 30.7 per cent; April, 10.1 per cent; May,
5.6 per cent; June, 15.3 per cent; July, 2.8 per cent; August, 4.3 per cent; September, 13.3 per cent; October, 21.1 per cent; November, 23.9 per cent.
This trend is significant, and every effort should be made to sustain it.
 Q 18 BRITISH COLUMBIA
ADVERTISING AND RESEARCH
Richard L. Colby, Director
ADVERTISING
The Department used a broad programme of advertising this year and extended
the scope both in co-operative ventures and off-season promotion. The programme
can be broken down under the following headings:—
(1) General—Canadian.
(2) General—American.
(3) Fall.
(4) Winter.
(5) Co-operative.
(6) British Columbia.
(7) Miscellaneous.
The advertising this year stressed the activities and attractions created by the
Centennial celebrations in addition to the natural beauties and excellent tourist facilities of the Province. A new slogan, " The Four-season Vacationland," was also
developed in support of the importance and desirability of increasing the number
of tourist visits during the off-season months. Our standard slogan, " Beautiful
British Columbia," is also being retained. It is concise, visual, and has become
well established.
Our budget received additional funds from the Centennial Committee.
DETAILS OF ADVERTISING SCHEDULES
General—Canadian
This campaign used the Financial Post " Canadian Holiday " issue and 20 other
newspapers covering Alberta, Saskatchewan, Manitoba, Ontario, and the City of
Montreal. Radio was also used in the Provinces of Alberta, Saskatchewan, and
Manitoba, and part of the campaign was timed to take advantage of the large number
of visitors at Edmonton's " Klondike Days," the Calgary Stampede, and the Pan-Am
Games at Winnipeg.
Television commercials used on the Prairies included spots featuring the world-
famous television star Sebastian Cabot.
General—American
Advertisements were placed in the following 16 magazines (unless otherwise
indicated, all were four-colour, full page; the figures refer to the number of insertions): Sunset (2); Westways (3) (two-colour); Motorland (1); National Motorist (2); Better Homes and Gardens (Pacific Edition) (2); Western Outdoors and
Field and Stream (1) (one-third page, black and white); Outdoor Life (Western)
(1); National Geographic (Western) (1); Redbook (1—Los Angeles) (1—San
Francisco); Woman's Day (Los Angeles-San Francisco) (1); Family Circle (Los
Angeles-San Francisco) (1); Seattle Magazine (1); The Instructor Magazine (1)
(two-colour); Pace Magazine (1); Palm Springs Life (1) (two-colour).
Rotogravure advertisements were used in each of Los Angeles Times " West"
magazine, Los Angeles Herald-Examiner " California Living," and the San Francisco
Examiner-Chronicle " California Living "—one insertion, one page, four-colour
each.
 REPORT OF THE TOURIST INDUSTRY,  1967 Q 19
Twenty-eight newspapers in the Western States were also used for a total of
142 insertions.
Radio commercials used in the Pacific Northwest featured spots by Bob Hope.
Fall Campaign
A full-page four-colour advertisement was used in Sunset Magazine and one full-
page two-colour advertisement was used in Westways. Full-page four-colour rotogravure advertisements were also used in " West" magazine and in " California
Living." In addition, 12 newspaper insertions were used in Alberta and Saskatchewan, and 23 were used in newspapers in the Western States. Space was also taken
in two issues each of Sunday magazine sections in Los Angeles and San Francisco.
Winter Campaign
In Canada, six newspapers were used in the Prairie Provinces and also the
western edition of Time (Canada). One advertisement in the Toronto Globe and
Mail produced a very favourable response, and others were used in the Country
Guide, Western Producer, Free Press Weekly, Family Herald, and the Reader's
Digest (Prairie Edition).
In the United States, advertisements were run in two Seattle papers, one in
Spokane, and also Seattle Magazine and Ski.
Co-operative Advertising
The Department firmly believes in the advantages of co-operative advertising
to reinforce the regular campaigns, and this approach was expanded this year, with
the following results:—
(1) The Department again spearheaded a special supplement on British Columbia in Sunset Magazine. This resulted in a supplement of 24 pages,
four taken by the Department and the remainder supported by 20 advertisers representing the regional tourist organizations and the private sectors
of the industry in the Province. One hundred thousand copies of the
supplement were ordered as an overrun and distributed to travel agents,
sport shows, and other tourist outlets.
(2) The Department continued the traditional co-operative campaign with the
States of Washington and Oregon. The " Two-nation Vacation " was
promoted by three four-colour advertisements each in Holiday, Venture,
and New Yorker magazines.
(3) The Western Canada campaign was continued jointly with the Provinces
of Alberta and Saskatchewan. This campaign was directed at the Provinces of Ontario and Quebec, and one-half the cost was paid by the Canadian Government Travel Bureau as its part of the promotion to encourage
more interprovincial travel.
(4) A co-operative campaign with Canadian Pacific Airlines and Hertz was
carried out in the Cities of San Francisco, San Jose, and San Rafael.
(5) The co-operative campaigns with Western Airlines in its " North Country
Adventures " and " Ski Western America " and the British Columbia-
Western Airlines-Hertz promotions were profitable.
British Columbia Campaign
A radio campaign was carried out during the summer months within the Province. The purpose was to persuade our own citizens to travel in British Columbia,
and to encourage our tourists to stay longer and travel farther in the Province.
 q 20 british columbia
Miscellaneous
A continuing programme of advertising in trade magazines was carried on with
the view to encourage the development of convention travel to British Columbia.
A series of travel stories was prepared by various British Columbia writers on
different areas of the Province. These, along with photographs, were distributed
widely to newspapers in Canada and the United States and were well received.
Research
Investigations were carried out in co-operation with air lines which established
the value of combined U-drive and air travel. As a result, the Department supported
a joint campaign directed at that market.
We were pleased to learn that the Canadian Government Travel Bureau is conducting several surveys that could be of great value to us and to the industry in
general.
PROVINCIAL TOURIST ADVISORY COUNCIL
This Council enables the Provincial Government to work closely with all
segments of private enterprise concerned with the Provincial tourist industry, and
also with the regional tourist authorities. The closed spring meeting was held, as
usual, in Victoria, and the general fall meeting was held in Prince George. It was
generally conceded by all concerned that the latter was one of the most rewarding
to date.
I had the pleasure of representing the new Department at conventions or
annual meetings of the following groups: Canadian Tourist Association, Provincial
Tourist Advisory Council, Western America Convention and Travel Institute, British
Columbia Motels and Resorts Association, Canadian Travel Film Committee, Western Provincial Travel Directors, Pacific Northwest Travel Directors, and Alberta
Tourist Association.
Among other promotions, I took part in the inaugural flight of Western Airlines new service from Los Angeles to Vancouver. One result was a fishing trip
to the Province by Mr. and Mrs. Glenn Ford, which resulted in valuable press and
television publicity.
An interesting travel pattern has developed with regard to our American border
crossings. The following is a tabulation as received monthly from the Dominion
Bureau of Statistics covering 1967 from January to October:—
Percentage Percentage
Increase, 1967 Increase, 1967
Compared Compared
Month to 1966 Month to 1966
January     8.8 June  15.3
February     4.5 July   2.8
March .....  30.7 August  4.3
April  10.1 September  13.3
May     5.6 October   21.1
It will be noted that the increases are generally greater for the off-season
months as compared to the peak travel months of July and August. It is felt that
this may well be a reflection of our fall-winter-spring promotions, directed to a
market that is now benefiting from increased leisure time and longer and multiple
vacations.
 REPORT OF THE TOURIST INDUSTRY,  1967
Q 21
GENERAL ADMINISTRATION, EDUCATION, PRINTING,
AND CONTRIBUTING GRANTS
J. Buckley, Assistant Director
General administrative duties involving personnel, accounts, statistics, and related correspondence increased in 1967 commensurate with the over-all growth and
development of the Department. The general expansion of the visitor industry
within the Province brought many inquiries from individuals and organizations seeking statistics and projections for the future to guide them in their plans for expansion
and development of the tourist plant.
PRINTING
The 1967 Road Map and Camp-site and Fishing Guide was redesigned, with
the entire Province now shown on a new base map, where coverage formerly extended
only to the 56th parallel. The new edition enables a visitor to use one map showing
routes of travel from the North-west States through British Columbia to the Yukon
and Fairbanks, Alaska. Acceptance of the map by all concerned is most encouraging. Continued high demand for this publication made it necessary to print 1,000,-
000 copies.
Six hundred thousand revised copies of the general folder " Beautiful British
Columbia " were printed, incorporating minor copy changes and a new cover.
Three folders were produced to assist the private sector of the industry. Tips
on Producing an Effective Rack Folder was designed as a guideline to up-grade literature produced by the smaller operator or organization. The second was a reintroduc-
tion of an amended folder entitled " For a Change of Pace Try Beautiful British
Columbia." This may be obtained in quantity by organized tourist groups for
imprinting on the blank back page of regional messages for external distribution.
Another folder entitled " Here's Proof " was produced, explaining the value of the
travel industry to the economy of the Province. This provides valuable assistance
to the regions in raising promotional funds.
EDUCATION
Liaison was continued with the industry throughout the year through attendance
at such gatherings as the semi-annual meeting of the Sidney branch and the annual
meeting of the British Columbia Motels and Resorts Association—Canadian Government Travel Bureau Red Carpet Hospitality Programme. Other meetings attended, either as guest speaker or Departmental representative, included annual
meetings of the Prince George and Golden Chambers of Commerce, the annual
convention of British Columbia Hotels Association, Vancouver, and the White Cane
Club, Victoria. Departmental liaison was also extended to the Victoria committee
promoting Visitor Appreciation Week. Several television appearances were made
in the Province and in the United States.
The American Marketing Association Seminar at Simon Fraser University was
attended, and the exchange of thoughts and ideas presented were of value in providing information on the rapidly changing marketing trends. A further meeting,
which was attended as a panelist, was the Symposium of Recreation and Tourism in
British Columbia, sponsored by the Urban Affairs Department of the University of
British Columbia.
 Some of the publications produced by the Department.
 REPORT OF THE TOURIST INDUSTRY, 1967
Q 23
During the year a number of meetings of the directorate or committees of the
Pacific Northwest Travel Association were attended. Activities of this group each
year are as follows: (1) To bring to British Columbia three recognized travel editors
on an organized 10-day tour, and (2) to provide British Columbia literature for
distribution at seven international travel shows in the United States, some of which
will have British Columbia representatives in attendance.
TRAVEL WRITERS AND TRAVEL EDITORS
Following the pattern set in previous years, the Department, in co-operation
with the British Columbia Ferry Authority and Vancouver Island Coach Lines,
conducted a six-day tour to expose North American newspaper, magazine, and television media to the attractions of Southern Vancouver Island, the Gulf Islands,
Vancouver, Fraser Valley, the Merritt, Kamloops, Shuswap areas, as well as Three
Valley, the Okanagan and Similkameen Valleys. A further objective was to demonstrate to the 34 key people, from as far away as Montreal, Dallas, and Los Angeles,
the ease, comfort, and enjoyment of the modern package tour. The tour successfully created an awareness of the visitor industry to the co-operating communities
along the route by encouraging them to display their finest attractions. The tour
also demonstrated the importance of co-operative action by Government community
organizations and private industry in developing British Columbia's third industry.
Preliminary and planning meetings of the three sponsors were attended, and a
" dry run " through the areas to be covered was undertaken to finalize all arrangements for what turned out to be a highly successful promotion. Estimated editorial,
radio, and television coverage resulting from this tour could be valued at close to
$150,000, with further stories appearing on a continuing basis. All this was
achieved at minimum cost to the Department.
CONTRIBUTING GRANTS
As in the past, the contributing grants plan (formerly matching grants) continued to play a significant role in the development and promotion of the tourist
industry in the Province. It would appear the majority of the regions involved will
utilize their share of the 1967 allotment of $175,000. We are very appreciative of
the fact that all regional authorities are most co-operative in seeking guidance and
suggestions from the Department prior to the production of regional literature or
embarking on external promotions.
 Q 24 BRITISH COLUMBIA
BRITISH COLUMBIA HOUSE, SAN FRANCISCO
Newton P. Steacy
Tourist inquiries in 1967 almost doubled those of the previous year. This tremendous expansion resulted from, and reflects, the advertising programme, the promotional work of the Department of Travel Industry, and efforts of the staff of
British Columbia House in Oregon, California, the Mid-west, and Central, Southern,
and South-eastern United States.
Coupons requesting literature have not produced as many inquiries as have
been received from our attending fairs, exhibitions, and sports shows in California.
The travel shows promoted in conjunction with transportation companies have
proved very productive. The procedure at travel shows is for the co-operative
organization to sponsor the meeting, to invite people from senior citizens' clubs,
private travel clubs, travel clubs of organizations, travel agencies, transportation
personnel, and any other possible sources.
These programmes feature three 30-minute films on British Columbia. A
^-hour travel talk is given between films describing the area, usually based on
package tours, but also includes travel by private car or trips of individual desires.
Reports from these organizations confirm the value of these meetings attended
by people desirous of travelling and by personnel of travel organizations who attend
to increase then knowledge of travel information.
Meetings are planned well in advance at the most convenient time acceptable
to the sponsoring bodies, arranged in conjunction with British Columbia House.
In addition to travel shows, the staff of British Columbia House shows films
and presents addresses to service clubs and many interested groups throughout the
country.
We work very closely with air lines flying direct to British Columbia as well as
with United States continental air lines who act as feeder lines to the services flying
to British Columbia.
In July, 1967, British Columbia placed a booth in the Nut Tree Vacaville Air
Show. The attendance was well in excess of 10,000, among them more than 5,000
private aeroplane owners and pilots. The attendance at our booth showed a great
interest in air travel to British Columbia. Inquiries included requests for information on fishing, hunting, pleasure travel, and business. Since the show we have had
many requests for literature, air facility maps, films, and invitations to speak at aero
clubs throughout the State.
In the Mid-west, Central and Southern United States, requests for our films
continue to increase from business organizations, pleasure groups, travel clubs, and
transportation companies who are continuing to hold travel shows.
In Omaha, Nebr., a travel agency requested films for five showings on a television station that has an audience of 1,000,000. We are now working with this
agency to use our ski film, which has been used for a staff showing at their several
branch agencies.
British Columbia House has worked very closely with Greyhound and Continental Trailways to develop escorted and charter tours. We have worked in conjunction with these companies to put on travel shows in their respective districts,
where they are using our films with great success.
The results attained from our booths at fairs, exhibitions, and sports shows have
been exceptionally good. At six shows held throughout the State, British Columbia
has been exposed each year to tens of thousands of potential visitors.
 REPORT OF THE TOURIST INDUSTRY,  1967 Q 25
At all fairs, literature has been distributed and general information given out.
Requests for additional information continue to come to British Columbia House
in an exceptionally large volume throughout the year following each exhibition and
show. Our films are used extensively both at our booths and in the exhibition
theatres.
In response to coupons in 1967, 28,145 kits were mailed out. More than 700
consignments of literature were shipped to automobile clubs; 121 Continental Trail-
way travel offices received our literature; 84 Greyhound travel agent offices received
shipments of our literature.
Approximately 3,000 shipments of kits and bulk shipments were sent to travel
agencies, rail transportation companies, air lines, charter tour lines, and travel
organizations.
Our films are in constant service. Due to transportation delays we were unable
to comply with all requests for certain films, but substitutions were made, and a total
of 365 showings was given to audiences of more than 30,440. The National Film
Board has relieved us of a great number of requests for films.
One hundred and sixty-three talks and film presentations were given by the staff
of British Columbia House during 1967, in addition to their regular duties.
The Greyhound continental tours and their respective agencies throughout 1967
have increased the number of escorted tours to British Columbia, which they attribute
in part to the influence of British Columbia films.
At several AAA. clubs, seminars and film presentations made at staff meetings
explained travel in British Columbia.
We are working with air lines and other agencies in an endeavour to increase
travel to British Columbia in the fall and winter months to lengthen the season for
travel, with emphasis on ski-ing. It is hoped that accommodations will increase to
take care of the increasing tourist traffic during the summer months.
During 1967 British Columbia House made reservations with British Columbia Ferry Authority and Vancouver Island Coach Lines for 480 persons.
At the trade seminar held in San Francisco on November 9, 1967, I was included in a panel of four men who discussed tourism as part of the programme.
Our new transparency display in the convention room received many complimentary
remarks.
 Q 26 BRITISH COLUMBIA
LOS ANGELES OFFICE
Harry Harrod
Effective July 1, 1967, the need for full-time Department representation in
the heavily populated Southern California area was filled by the transfer of the
travel representative in British Columbia House, San Francisco, to temporary offices
in Los Angeles. The jurisdiction of this field office was set from Bakersfield-
San Luis Obispo to San Diego.
This representative was charged with the responsibility of co-ordinating the
efforts of the existing retainer service, Transportation Consultants, Inc., out of its
office in Hollywood, and working closely with the Department's representative, Mr.
Ivan Stauffer, at Metro-Goldwyn-Mayer Studios.
From a tourist promotion point of view, the area surrounding Greater Los
Angeles is the most important to benefit British Columbia. It is generally recognized
in the tourist industry as being the greatest tourist-producing area in the world,
consequently the competition is very great. It is important to note that the
8,000,000 population of Greater Los Angeles is greater than that of the four
Western Provinces.
Over the past six years the Deputy Minister has developed successful annual
promotions to this area, and in doing so has developed an image of British Columbia
as being " in the tourist business."
Each year the promotions have grown in magnitude, and whilst this year
accounted for 205 presentations in five days by British Columbians, the interest is
so great that it could conceivably be larger in 1968.
In this all-important area, British Columbia has become known for the quality
of its presentations, and this fact is an honour in itself because Los Angeles is the
centre of the entertainment world and the centre of professionalism in the approach
to advertising and promotion.
With this fact established, British Columbia is able to attract important figures
of the entertainment world to project our image on television and radio everywhere.
Activities of the Los Angeles office have been directed toward contacting
group-tour organizers who could be encouraged to plan group tours to British
Columbia in 1968, setting up and manning the Department's exhibit in the Los
Angeles County Fair, September 15th to October 1st, and arranging film presentations to organizations in the Los Angeles area. While general promotional activities
continued, special emphasis was given during the final months of the year to preparations for the April promotional tour to Southern California.
Appointments were made with service clubs and large employee recreation
clubs for the lecture-slide presentations of the April delegation, and arrangements
were made for British Columbia participation during the first week of April in
national television shows originating in the Los Angeles area. Assistance was also
given in the execution of special promotions, including participation in a Canadian
presentation to the 1,200 members of the Hollywood Chapter, National Academy
of Television Arts and Sciences, and tributes to British Columbia's vacation attractions announced on radio and television by leading motion-picture celebrities.
It is my pleasure to work for the cause of British Columbia and to be so well
received, a pleasant condition created by the excellent groundwork already done.
 REPORT OF THE TOURIST INDUSTRY, 1967
Q 27
ACCOMMODATION SECTION
Arthur E. Abram
FIELD WORK
A complete coverage of tourist accommodation establishments was carried out
by six experienced accommodation counsellors between April 15th and July 31st.
A total of 2,063 establishments with 52,606 units, representing 19,201,190 room
units per year, was approved and registered. Ninety-five establishments with 997
units were non-approved. In addition to inspection, counsellors were able to assist
operators in writing copy for the 1968 Tourist Directory—better known as the
" Green Book "—and advise them on many points that would improve their operation. These fieldmen were further able to check information in the Directory other
than accommodation. Seventy-three and two-tenths per cent of all establishments
listed their rates for the 1968 Directory. The first printing of 450,000 Directories
had to be increased to a total run of 550,000 to meet the demand.
Only 20 written complaints were received from the travelling public. As 30
per cent of these were on rates not being specific enough, consideration is being given
to recommending the compulsory listing of rates in the 1969 Directory and posting
in units or rooms.
GENERAL
The proposed new regulations governing camp-sites and trailer parks by the
Health Branch were reviewed.   Several additions and alterations were suggested.
One hundred and seventy inquiries were received in 1967 from people interested in building tourist establishments in British Columbia.
PROMOTION
The Accommodation Section assisted the Exhibits and Displays Section at
travel and sports shows in Portland, Chicago, Toronto, Seattle, Calgary, Edmonton,
and the International Trade Fan in Vancouver. Members of this Section also participated in the " Hi, Neighbour " tour in Alberta and Saskatchewan, conducted or
assisted in such tours as Quebec Press Ethnic Group, Canadian Government Travel
Bureau representatives, Canadian Automobile Association, and two tours with the
travel counsellors working on British Columbia Ferries. The Section is assisting in
the planning for the promotional tour of the Pacific Northwest in March of 1968.
 Q 28 BRITISH COLUMBIA
"BEAUTIFUL BRITISH COLUMBIA" MAGAZINE
B. H. Atkins
Paid subscribers to " Beautiful British Columbia " magazine numbered 83,445
on December 15, 1967. This would be an incomplete figure as most subscriptions
become due in December and advertising and promotion is geared for pre-Christmas
sales. An indication of the rate of subscription processing can be gained by the figures for the week ended December 15th, when 8,370 subscriptions were processed.
Only when the " Christmas rush " is completed can an accurate percentage
figure be provided to show where the magazine goes. However, the origin of subscriptions will not likely change much from earlier in the year, when records indicated the following: British Columbia, 20 per cent; rest of Canada, 16 per cent;
United States, 15 per cent; United Kingdom, 45 per cent; other countries, 4 per
cent.
The average number of copies printed per issue in 1967 was 165,000. The
1967 winter issue saw a printing of 179,289 copies. The difference between the
number printed and the number of paid subscribers is accounted for in counter
sales, stock held on hand, and for promotional and administrative purposes.
Editorially, the magazine in 1967 ran more than 330 photographs in 23 stories
with seven supporting maps and four featured paintings. The stories ranged from
surveying mountains in the north to a close look at butterflies; they showed the construction of dams and the hooking of a rug; told of visits to Vancouver Harbour
and to the historical site of Adventure Cove.
The magazine office also designed a series of six posters and a new fall-winter-
spring brochure. The general folder for tourist promotion was up-dated, as was the
" Change of Pace " brochure. The cover for the British Columbia road map was
redesigned, as was the " Ski" brochure. A completely new general booklet was
designed for the 1968 tourist season. The book "This ... Is British Columbia " was produced in soft and hard cover.
New techniques were introduced, which will result in a substantial increase in
the reproduction quality of the photographs.
L
 REPORT OF THE TOURIST INDUSTRY,  1967 Q 29
CONVENTIONS AND SPECIAL PROMOTIONS
K. B. Woodward
CONVENTIONS
The end of 1967 completes five years' operation of the Convention Section,
now of the Department of Travel Industry. The number of conventions held in
British Columbia in 1967 showed a great improvement over the previous year.
Since the start of the Convention Section, the number of conventions held in
this Province has more than doubled. In 1967 conventions contributed nearly
$15,000,000 to the economy of our Province. Convention organizers throughout
the world are now searching for new and exciting convention sites. Through our
convention promotion, we have been able to bring to the attention of many convention organizers throughout the world the excellent convention sites that we have in
our Province. The biggest single convention promotion took place in Montreal,
and members of our Department, in company with Provincial executives, attended
the American Society of Association Executives' convention. Here, an effective
selling programme was presented to more than 1,000 convention organizers in five
days.
Convention promotion to British Columbia is conducted by the following
methods:   (1) Direct mail, (2) personal contact, and (3) national advertising.
Department of Travel Industry brochures are extensively used to stimulate
attendance already booked in British Columbia and to encourage convention delegates to consider pre- and post-convention tours to our Province.
SPECIAL PROMOTIONS
Many and varied special promotions were planned and carried out by this
Section. In April of 1967, the Department of Travel Industry, under the direction
of the Deputy Minister, organized another Southern California promotion. This
proved to be bigger and better than ever before, and 205 programmes were presented
in five working-days, using the services of Department staff, civic and business
personnel.
A special " Hi, Neighbour " tour to the Prairie Provinces proved to be most
successful in convincing the neighbouring Provinces that British Columbia is a
Mecca for tourists.
In co-operation with the Gray Line of Victoria and the British Columbia Ferry
Authority, our Department participated in the Los Angeles Herald Examiner Social
Security Contest. Fifteen four-day holidays in British Columbia were offered as
prizes along with a grand prize of a two-week holiday in our Province. The
resulting editorial and travel copy in the newspaper covered a period of 16 weeks,
and the space so obtained amounted to an estimated $57,800, all for a cost to date
of only $184.
Other promotions planned and completed were the Dating Game promotion;
American Society of Travel Agents promotion; Foley's Houston, Texas, promotion;
Western Airlines inaugural flight promotion.
This branch is also charged with the responsibility of meeting visiting dignitaries interested in travel and to show them as much of our Province as possible.
These visitors included people from Holland, Japan, the United States, South
America, Italy, Ottawa, and Great Britain.
 The Honourable Patricia lordan addressing members and guests of the Calgary
Kiwanis Club during the " Hi, Neighbour " goodwill tour.
The Honourable Isabel Dawson addressing a joint luncheon of the Rotary Club and the
Regina Pressmen's Association during the " Hi, Neighbour " goodwill tour.
 REPORT OF THE TOURIST INDUSTRY, 1967
Q 31
EXHIBIT AND DISPLAY SECTION
R. J. Fraser
Exhibits and displays were provided for Department personnel who participated
in nine travel shows during 1967. There were two booths used—one 10-foot
booth, and one 20-foot booth which was shared with the British Columbia Ferry
Authority. The 20-foot booth has since been acquired from the Ferry Authority
and has been redesigned to be more Provincial in scope.
The nine travel shows in which the Department participated were: The Portland Boat, Trailer and Sport Show, Portland, Oreg.; the Chicago Boat, Travel and
Outdoor Show, Chicago, 111.; the Canadian National Sportsmen's Show, Toronto,
Ont.; the Pacific Northwest Travel Show, Seattle, Wash.; the Sports, Vacation and
Travel Show, Los Angeles, Calif.; the Calgary Sportsmen's Show, Calgary, Alta.;
the Northwest Industrial Trade Fair, Edmonton, Alta.; the Seattle Ski Fair, Seattle,
Wash.; and the British Columbia International Trade Fair, Vancouver, British
Columbia.
These shows attracted an approximate attendance of 2,180,000 potential visitors to British Columbia.
, Exhibits and displays were also provided to Department personnel participating
in Western Airlines " North Country Adventures " and " Ski Western America "
travel agent seminars held in California, Arizona, and Minneapolis. The seminars
had an attendance of approximately 5,500 travel agents and travel representatives.
A new, more versatile 20-foot display has been constructed. The design of this
display is such that sections of it may be used for display purposes throughout the
year.
A free standing display for British Columbia House, London, is presently in
the design stage, as well as free standing window exhibits for travel agencies, air-line
offices, and other potential travel information outlets.
A large attractive walk-in British Columbia exhibit has been constructed for
the Niagara International Centre Exhibition Building at Niagara Falls, Ont. The
multi-million-dollar centre with its 520-foot Skylon tower is expected to attract
4,000,000 visitors during 1967.
A revision of the Department's travel-show calendar for 1968 will see the
addition of two new shows—the Sportsmen's Vacation and Travel Show, Los Angeles, Calif., and the Sports and Boat Show, San Francisco, Calif. These additions
are made in order that the Province of British Columbia, through the Department
of Travel Industry, will get the best possible exposure to an even greater number of
potential visitors who patronize the above-mentioned travel shows.
In conclusion, the Exhibit and Display Section of the Department of Travel
Industry is called on throughout the year to provide displays for special promotions,
convention solicitation, and other events depicting British Columbia as a vacation
destination to potential visitors from outside our Province.
 Q 32 BRITISH COLUMBIA
INFORMATION SERVICES
Ed Norman
With the formation of the Department of Travel Industry on April 1, 1967,
certain programmes already formulated with the British Columbia Ferry Authority
were carried forward. Foremost among them was the Southern California promotion, April 10th to 15th. Throughout this promotion it was my duty to act as coordinator under the order of the Deputy Minister.
The month of May was largely spent organizing the training of the 20 tourist
counsellors employed on board vessels of the British Columbia Ferry Authority, and
planning their familiarization trip throughout the Province.
June was highlighted with a promotional trip to Alberta and Saskatchewan,
which included the preparation of a slide presentation and script. Two days were
spent helping with the Banff seasonal information office and assessing the various
possibilities of future locations.
June also involved our moving into new offices and setting up new procedures
for answering inquiries. The early months' phenomenal intake of mail and attendant
move produced a tremendous backlog of unanswered mail. Through the co-operative
effort of all staff members taking part in two work bees, 35,000 inquiries were filled
and the mail room was able to keep abreast of ensuing inquiries.
With a view to improving next year's operation, an inspection trip was made
of all seasonal information centres throughout the Province.
In September, as a start toward developing a tourist counsellor in-service training programme, four members of the information staff were enrolled in the night-
school programme "Beautiful British Columbia," a series of 10 lectures held
throughout the winter months. Training was commenced also on the operation of
the new Friden Flexowriter, a machine that saves manual typing of some 27,000
labels a year. This machine was installed to speed up the servicing of mail inquiries
by automatically handling all referrals from the Canadian Government Travel
Bureau.
Research on the problem of speeding up the packaging of folders and information material resulted in the placing of an order for Phillipburg inserting equipment.
This machine will remove the congestion presently existing in answering mail inquiries. At full capacity, it will package a maximum of 6,000 envelopes per hour with
up to eight pieces of literature, including such large pieces as the Tourist Directory.
It will also package " Beautiful British Columbia " magazine, a process at present
done manually.
September was also a month of preparation for " Ski Western America." This
programme, running from October 1st to 21st, was spearheaded by Western Airlines
and incorporated participation of the 10 major ski areas of Western America. The
promotion involved presentations to 11 travel agent seminars and two three-day ski
shows in the 20 effective days.
Further training and instruction to be undertaken by our travel counsellor staff
will result in even greater labour savings. A programme of in-service training is
being undertaken to achieve these results.
We constantly work toward developing a central shipping warehouse in Vancouver, from where all items developed from a variety of printing establishments can
be assembled and shipped at one time, thereby eliminating a considerable amount of
shipping charges.
 REPORT OF THE TOURIST INDUSTRY, 1967
Q 33
Meetings are presently taking place with the Department of Education with
a view to up-dating and making more effective the Tourist Counsellors' Training
Course held in May each year. These changes will involve the use of more visual
aids, much more use of simulated on-the-job situations, the introduction of lectures
from persons in specialized fields, and a greater use in the course of utilizing tourist
counsellors of long experience.
 Q 34 BRITISH COLUMBIA
PUBLICITY
Harry P. McKeever
Two hundred and eight special stories were sent out to editors and free-lance
writers in many parts of the world. Nine issues of the British Columbia Government
News were prepared. Story material was checked for National Geographic, Washington, D.C; Canadian Government Travel Bureau; American Automobile Association, Washington, D.C; Sunset Magazine; and several other top-flight publications. Liaison was maintained with publishing houses in the preparation of special
travel books.   Several press releases were prepared during the year.
Travel folders were rewritten and up-dated as necessary. The Department's
new 100-page colour book "This ... Is British Columbia" was written.
" Beautiful British Columbia " magazine was proofread. The narration for a Glenn
Ford fishing film was written. A speech was prepared for delivery at the University
of British Columbia symposium in November. The new convention folder was
checked.
The Publicity Section was represented at the Los Angeles County Fair, Pomona.
Other out-of-office trips were taken with editors, writers, columnists, and travel
agents from Canada, the United States, Europe, New Zealand, Australia, and
Zambia.   The net result of these was considerable world-wide publicity.
The year's activities included an ever-increasing amount of correspondence and
research created by the enlarged advertising and promotional programmes. 1967
ended with the image of British Columbia projected on an even broader field of
international publicity than ever before.
 REPORT OF THE TOURIST INDUSTRY, 1967 Q 35
TOURIST INFORMATION CENTRES
G. Ed Meade
British Columbia Mainland information centres forged ahead to new record
traffic during the 1967 season. Early travel was a particular feature of this increase.
During January, travel inquiries at the Vancouver office were up 73 per cent over
January of 1966, and the 12-month total of 49,885 compared favourably with
45,280 inquiries in 1966, During the summer months it was estimated that every
inquiry represented at least three potential travellers. In-person inquiries at the
Vancouver office were estimated at 80 per cent of the total number of persons
coming into the centre. Literature racks were arranged in such a way that many
persons could satisfy their requirements by a serve-yourself system. Other centre
statistics are as follows: Abbotsford, 69,547 visitors, compared to 57,798 in 1966;
Douglas, 62,442, compared to 57,304 in 1966; Osoyoos, 20,397, compared to
19,381 in 1966; Sicamous, 19,410, compared to 23,200 in 1966; Banff, 7,694;
Kootenay Hatchery, 5,690.
The Kootenay Hatchery Information Centre was an experiment to ascertain
the number of out-of-Province or other-area visitors and to encourage them to travel
farther in British Columbia. Statistics from this centre showed that the hatchery
is a major attraction, particularly to persons living in the East Kootenay area.
A study of trailer-camper travellers and British Columbia visitors bound for
Expo '67 showed that the Western United States provided the greatest number of
British Columbia visitors headed for Montreal, but that they constituted only 6 per
cent of the total number of vehicles checked over a 55-day summer period. Trailers
and campers provided 51 per cent of all traffic checked during this same period.
These statistics were gathered at the Abbotsford Centre, where the number of
vehicles stopping in 1967 was 73 per cent greater than 1964. It was also noted
that there was a considerable upswing in Eastern Canadian vehicles, especially from
Quebec and Ontario.
PROMOTION
I was called upon to provide information and assistance to an unprecedented
number of North American and foreign writers, broadcasters, and photographers,
along with visitors brought to British Columbia by various levels of government and
private organizations. These included an Australian student travelling under the
sponsorship of International Lions Clubs; government officials from Australia and
New Zealand, including a Minister of Travel and his deputy from Australia; writers
from Germany, France, Japan, the British Isles, Scandinavia, and Italy. An Italian
writer compiled a travel directory that covers British Columbia in detail. The
National Geographic sent a photographer to this area on two occasions to compile
illustrations for a book on Canada. The Canadian Government commissioned a
San Francisco photographer to prepare a considerable documentary on our Province.
An interesting visitor was Mrs. Jarmila Stenglova, from Czechoslovakia, the
first visiting Czech writer to be brought to Canada under Department of External
Affairs sponsorship. Mrs. Elva Fletcher, a farm writer from Manitoba, was assisted
in her work of preparing a series of vacations-for-farmers stories for Country Guide.
A 400-trailer convention was serviced in Washington State as part of a promotion
to bring an 800-trailer convention to British Columbia at a future date.
The usual flow of Automobile Association representatives were given every
possible assistance.
 Q 36 BRITISH COLUMBIA
FIELD WORK
All normal outlets were maintained throughout the year, and again it was
noted that Canada Customs and Immigration have both become highly conscious
of the value of the visitor industry. Traffic at the Vancouver Airport made spectacular gains during the year, and literature racks are permanently maintained in the
Immigration Section.
I spent 10 days at the San Francisco Boat and Vacation Show and at the Seattle
Travel and Vacation Show. Field trips were made to the Seattle area to promote
the ski season, and a number of regional and local meetings were attended.
LIAISON
A number of technical courses were broadened to include the visitor industry,
with my being called upon to assist in assembling material for such vocational courses
as Hotel Management, Waitress Training, and the business sections of the Grades
XI and XII high-school curriculum. Final printing of the tourist counsellors' manual was most successful, and the seven-volume manual was out of print by mid-year.
The travel counsellors' course in the spring had a full enrolment. Meetings were
attended when called by the Federal Department of Trade and Commerce who were
dealing with business visitors to Expo, and, as in past years, excellent co-operation
was extended by the British Columbia Departments of Highways and Public Works.
PUBLICITY
A number of British Columbia programmes were aired throughout the Seattle
area by radio and television. I made a number of tapes for use in Seattle during
the Vacation Show there, and also for the CHAN-TV " Holiday in British Columbia " show. Full length showings of several Photographic Branch films were arranged with KTNT-TV in Seattle.
There was a high demand for business and technical publications by visiting
businessmen, and historical publications gained considerably in popularity.
The display window of the Vancouver Centre maintained a professional dressing throughout the year. A particularly popular display was one of books about
this Province and its people.
Our travel posters were shipped all over the world and to such unusual outlets
as a Russian research vessel which visited Vancouver Harbour, and to a high-school
vice-principal in Ashanti, Ghana, for use by his students.
 REPORT OF THE TOURIST INDUSTRY,  1967 Q 37
TRAVEL COUNSELLING SECTION
Miss Elaine Johnston
Inquiries of 12,384 during January were up 277 over January, 1966. Research
was undertaken to revise the one-page ferry information sheet. A request for information to be included in the spring and summer edition of the Calendar of Events
was circulated to Provincial Chambers of Commerce and visitors' bureaux. Two
staff members of the British Columbia Information Centre in Vancouver were given
familiarization tours of Victoria.
A suggested itinerary for one-, two-, and three-day visits to Victoria and Vancouver Island was prepared for the Canadian Government Travel Bureau. Five
hundred Victoria accommodation information sheets were prepared for the Fish and
Wildlife Branch in connection with the American Association for Conservation
Information Conference, June 11th to 14th. Two travel counsellors participated in
a press tour to the Forbidden Plateau area, and much valuable information was
acquired.
February inquiries of 12,530 were up 1,025 over February, 1966, and the
month's outgoing mail averaged 14 sacks daily. The spring and summer edition of
the Calendar of Events was prepared. A summary of events from June 1st was
forwarded to the Canadian Government Travel Bureau, Ottawa, for inclusion in
Events in Canada, for distribution in Europe.
Inquiries during March (26,505) were up 10,818 over March, 1966. Information for the summer edition of the Canadian Government Travel Bureau's Events in
Canada, for distribution through Canada, was forwarded to Ottawa. Miss Barbara
Baxter, stewardess, Western Airlines, was conducted on a familiarization trip in order
that she could represent the Province in her company's promotions. The Counselling
Section prepared 350 special kits for the American Association for Conservation
Information Conference. Approximately 1,300 special kits invited square dancers
to visit British Columbia.
Inquiries totalling 29,123 during April were up 4,569 over April, 1966. Two
hundred additional kits were prepared for use at the A.A.C.I. Conference. The
spring and summer edition of the Calendar of Events was sent out. Mimeographed
information sheets used by the Counselling Section were revised, and those used by
counsellors on the vessels of the British Columbia Ferry Authority were up-dated.
May inquiries totalling 34,469 were down 3,804 from May, 1966. As Senior
Travel Counsellor, I acted as driver-guide for a group of British Columbia Ferry
Authority travel counsellors May 7th to 13th. The 1967/68 British Columbia road
maps were distributed. Five thousand kits were prepared for Western Airlines inaugural flight from Los Angeles to Vancouver, and 2,000 kits were prepared for the
Prairie promotion tour. As Senior Travel Counsellor, assistance was given to the
British Columbia Ferry Authority travel counsellors with a tour of Victoria and
Vancouver.
Inquiries for June (23,027) were up 1,817 over June, 1966. The one-page
ferry information sheets were added to the basic kit. A calendar of events was prepared for the Canadian Government Travel Bureau and for the winter, 1967, edition
of " Beautiful British Columbia " magazine. An information desk was staffed at the
A.A.C.I. Conference at the Empress Hotel, Victoria. Three Pacific Northwest
Travel Association travel editors and writers were given a familiarization tour of
Victoria and Vancouver Island.
 Q 38
BRITISH COLUMBIA
July inquiries of 24,890 were up 10,824 over July, 1966. I participated in the
taping of " Holiday in B.C. " programme on CHAN-TV, Channel 8, July 4th. This
programme appeared on Channels 6 and 8 on August 4th.
In August, inquiries of 14,851 were up 7,028 over August, 1966. The new
Friden Flexowriter machine arrived, and the Canadian Government Travel Bureau
was asked to send referrals on tape that could be fed through the machine. This
innovation assisted immensely to speed mailing. I assisted at the American Society
of Association Executives Convention in Montreal.
Inquiries numbering 18,908 in September were up 12,682 over September,
1966. A letter requesting information to be included in the 1967/68 fall and winter
Calendar of Events was circulated to Provincial Chambers of Commerce and visitors'
bureaux. Calendars of events were prepared for the Canadian Government Travel
Bureau and the Rand McNally Company, Chicago, 111.
Total inquiries of 6,769 during October were up 1,157 over October, 1966.
Approximately 500 travel-literature questionnaires requesting distribution informa-
INQUIRIES BY MAIL
48,000
46,000
44,000
42,000
40,000
38,000
36,000
,34,000
32,000
30,000
28,000
26,000
24,000
22,000
20,000
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
\  /
y 1967
1
st
l
*
>
*
t
t
\
%
*
/
f
\
\
/
■
i
%
/
*
i
/
,JU-nr.
-,«"1
\
%
%
\
y
* /
»««'
V
\
%
\
- 1965
\
y
\
\
y\
*
\
\
\
++
——
A
,*"
1962 -*
'\
"•-»
<A
*•*».*,
/
-■■-.
s
'"">>:..
Apr.
May
July
Aug.
Sept.
 REPORT OF THE TOURIST INDUSTRY,  1967
Q 39
tion for 1968 Departmental publications were mailed during the week of October
3rd. A calendar of events was prepared for the spring, 1968, edition of " Beautiful
British Columbia " magazine. The draft for the 1967/68 fall and winter edition of
the Calendar of Events was prepared.
The present counselling staff consists of a Clerk 3, a Clerk 1, and two Clerk-
Typists.
Publications Produced. — British Columbia Calendar of Events — spring and
summer, fall and winter; ferry information sheet; road report, 1967.
Summary of Inquiries.—January to November, 1966, 165,624; January to
November, 1967, 217,848; increase, 1967 over 1966, 52,224.
The Senior Travel Counsellor answers by detailed letter approximately 101
inquiries each month. This involves detailed research into many items not covered
in our regular literature. Questions might be on customs and immigration, coastal
cruises in private and commercial vessels, historic sites, rockhounding, industrial
tours, private aircraft, auto storage and rentals, canoeing, highways under construction, museums, liquor stores, automobile insurance, ghost towns, and related subjects.
The Counselling Section is grateful for the assistance of the Bureau of Economics and Statistics, Department of Industrial Development, Trade, and Commerce, in replying to an average of 75 to 80 requests each month for information on
settlement in British Columbia.
 Q 40 BRITISH COLUMBIA
PHOTOGRAPHIC BRANCH
F. W. E. Round
1967 was another year of change and continued growth in the Photographic
Branch. On April 1st the Branch became part of the new Department of Travel
Industry, and the staff was brought to full complement.
Favourable weather conditions for the major portion of the shooting year,
together with the addition of one more stills photographer, resulted in the addition
of more than 4,000 new colour prints and negatives to the Branch files. Greater
emphasis was placed on picture stories for " Beautiful British Columbia " magazine,
and Branch photographers travelled the length and breadth of the Province on
magazine assignments.
Locations for travel-film production ranged from the west coast of Vancouver
Island to the eastern slopes of the Rockies, and from the East Kootenay to the
Alaska Panhandle and the Yukon.
Field personnel travelled more than 60,000 miles on their assignments.
Three new travel films were released during the year. They were " Breath of
Spring," "Echoes of Gold," and "Ski B.C." A 15-minute film featuring Glenn
Ford and Kathryn Hays fishing at Campbell River was completed and is now at
the Metro-Goldwyn-Mayer Studios for the inclusion of Mr. Ford's commentary.
New film productions under way include a film on the East Kootenay region,
"Autumn in British Columbia," and " Ferry Liners North," on the tourist aspects of
the new ferry link to Prince Rupert. Filming scheduled on board the " Queen of
Prince Rupert " had to be postponed when the vessel was damaged in early August.
One new motion-picture cameraman was added to the Branch establishment
in July.
The Branch purchased 348 prints of our 16-mm. colour-sound travel films to
augment those already in circulation through the Canadian Travel Film Libraries
abroad. These prints, matched by a like number purchased by the Canadian Government Travel Bureau, should reflect in greatly increased showings and audiences
in the United States, the United Kingdom, and foreign countries. British Columbia
now has the greatest number of prints in circulation in the United States, and the
highest number of showings and largest audiences, of any Canadian Province.
By the end of 1967, 1,900 prints of British Columbia travel films were in circulation in the United States, with a total of 30,000 showings and an audience of
1,500,000.
The travel-film programme in the United Kingdom has been under way for only
a few years. British Columbia films had a total audience of 7,630 for 1967 up to
the end of October.
Foreign-language versions of British Columbia travel films produced in 1967
were French, German, and Japanese versions of " Vancouver Island." French,
German, and Japanese versions of " Breath of Spring " are now under way. These
come under the same cost-sharing agreements with the Canadian Government Travel
Bureau.
A major new development in interprovincial travel promotion was inauguration
of the new Canadian travel-film programme in Canada, on an equal cost-sharing
basis between the Provinces and the National Film Board of Canada. By the end of
the year, prints of British Columbia travel films were available on free loan in 29
Canadian centres from coast to coast. The Branch purchased 279 prints of British
Columbia films for this programme, and a like number was purchased by the
 REPORT OF THE TOURIST INDUSTRY,  1967
Q 41
f-
1
\
ov
1
vo
vo
oo
%\
W
V1^ \
*\
2
■?\
H
A
Z
A
VI
5/5          P
vO
oo      S      O
v/>*
-
°    si    u
^.
z    E    q/
N SHOW
OF
LUMBIA
THE
HD OTHE
A
9$
<
2    ozz
oo      U M <
VO
Ov
"_>.        M        t/3
w  S  a
_j    >—•    r_
UJ     h     <
H      rt      tn
n
0
W
H
<«■>
Z
VO
P
vo
2             o             o            o-             o             o            S
o              >/.             o            "">              o             m            «
2          °          S
»>             "»             5f           r»             «            «            r
<            -*            „
sdniavohs _io yaawaM
 Q 42
BRITISH COLUMBIA
Q
<
p
O
a
O
z
2
w
w
CJ
oo
1962
PHOTOGRAPHIC BRANCH
NON-THEATRICAL SCREENINGS
31
30
29
28
27
26
25
24
23
21
20
19
18
#/
17
* /
16
15
l/L
«5 /
14
13
V
5
11
10
9
8
7
6
5
1963
1964 1965
YEAR
1966
1967
 REPORT OF THE TOURIST INDUSTRY,  1967 Q 43
National Film Board. There have been no audience reports on this new programme
as yet, nor on its television distribution.
The Branch also purchased 42 motion-picture prints for the Branch library in
Vancouver for Departmental use and for British Columbia House, San Francisco,
and British Columbia House, London.
Distribution of our films through the Department of Education film library in
Vancouver is now proceeding smoothly. This library reports 3,800 showings, and
other outlets in British Columbia report 650 showings during the year.
Television screenings of our films in the United States totalled 420 showings,
225 in colour, to a potential audience of 70,000,000 viewers. Canadian television
showings totalled eight from our own Branch library.
During the year, motion pictures produced by the Branch were entered in eight
major film festivals and competitions. " East 1—West 1 " took a " best in class "
award at the Michigan outdoor writers' competition, while " Breath of Spring " won
a major award in the industrial film awards, sponsored by " Industrial Photography "
magazine, and was also selected as one of the four finalists in the Outdoor Writers'
Association of America film competition, and shown at the North American Wildlife
and Natural Resources Conference in San Francisco.
A new departure for Branch stills photographers was assignments to cover
promotional tours and travel promotion events for newspaper, magazine, and television release. A photographer accompanied the highly successful promotional tour
to Southern California. Other promotions in Birtish Columbia, including the Dating
Game and inaugural flight of Western Airlines, were also covered.
A new colour-slide file was inaugurated during the early months of the year,
and now better than 900 35-mm. colour slides are on file; 4,450 duplicates have
been made for Departmental slide shows for Photographic Branch files, and 647
slides were shipped in response to requests from outside sources. Other colour-
slide presentations are being produced for the coming year.
Four thousand one hundred colour negatives were selected and dispatched from
the Branch files in response to requests for loan.
Darkroom production surpassed 3,200 negatives and 22,000 black-and-white
prints; 7,400 of these were mailed in response to requests from writers and
publications.
The black-and-white negative files were reorganized, and outdated negatives
and prints removed.   New up-to-date albums are being prepared.
A contract was assigned to a free-lance photographer to produce black-and-
white negatives and prints on various areas of the Province; 350 new negatives
obtained under this arrangement have been added to the files.
Special assignments during the year included the opening of the Legislature in
New Westminster and illustrations for the Budget Speech and the Department of
Finance.
Printed by A. Sutton, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
1968
1,530-1267-10,000
     

Cite

Citation Scheme:

        

Citations by CSL (citeproc-js)

Usage Statistics

Share

Embed

Customize your widget with the following options, then copy and paste the code below into the HTML of your page to embed this item in your website.
                        
                            <div id="ubcOpenCollectionsWidgetDisplay">
                            <script id="ubcOpenCollectionsWidget"
                            src="{[{embed.src}]}"
                            data-item="{[{embed.item}]}"
                            data-collection="{[{embed.collection}]}"
                            data-metadata="{[{embed.showMetadata}]}"
                            data-width="{[{embed.width}]}"
                            data-media="{[{embed.selectedMedia}]}"
                            async >
                            </script>
                            </div>
                        
                    
IIIF logo Our image viewer uses the IIIF 2.0 standard. To load this item in other compatible viewers, use this url:
https://iiif.library.ubc.ca/presentation/cdm.bcsessional.1-0365672/manifest

Comment

Related Items