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BC Sessional Papers

Annual Report of the Ministry of Tourism for the year ended March 31, 1982 British Columbia. Legislative Assembly 1982

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The Honourable
Lieutenant-Governor of the
Province of British Columbia
I respectfully submit the Annual Report of the Ministry of Tourism
for the year ended March 31, 1982.
Yours very truly,
Minister of Tourism
The Honourable
Minister of Tourism
Legislative Buildings,
Victoria, British Columbia
I have the honour to submit the Annual Report of the Ministry of
Tourism for the year ended March 31, 1982.
Yours very truly.
Dr. James D. Rae
Deputy Minister
Tourism is "a basic and most desirable human activity deserving
praise and encouragement of all peoples and governments", and "an
important factor in economic development and international trade,. ..
(which) can and does make a vital contribution to economic growth."
— United Nations Conference on International Travel
and Tourism, Rome, 1963.
Teamwork, in the tourism ministry and among the private, vol
and public sectors, is the reason for the whirling successes achit
tourism over the past few years in British Columbia, fl
In 1981, tourism revenues went past the $2-biIlion mark. A
ago, it was $522 million.
Today, British Columbia's cohesive tourism sector, working to
like a solid energized sphere, with a smooth, positive approac
endears and enhances everything around it, continues to speed tt
another goal: $3,575 billion by 1986.
  Assistant Deputy Minister John F. C
.nt Deputy Minister John G. Plul — Marketing
The Ministry of Tourism's evolution goes back to 1894 whe
Bureau of Statistics, under the Provincial Secretary, started to co
data on travellers.
By 1938, the tourism industry had grown big enough to i
creation of the British Columbia Travel Bureau within the n
formed Department of Trade and Industry. In 1957, the burea
taken under the wings of the new Department of Recreation ana
Because of tourism's rapid growth in the 1960s, the Departm
Travel Industry was created in 1967, but, until the end of theS97(
except for a brief period (October 3 to November 4,1975), tjfiSmii
holding the tourism portfolio had other responsibilities as well.
On January 10, 1980, the Ministry of Tourism was established
minister solely responsible for the ministry was appointeM^^
The ministry is today a sales and service organization -SwJL
people on the idea of visiting or touring British Columbia and en!
that those who do so receive the SERVICES they expectj
The ministry has a sales, or Marketing Division, and a servi
Operations Division.
Each division has five branches:
Marketing Branch
Market Development Branch
Film Development Branch
Special Services Branch
Information Services Branch
Visitor Services Branch
Policy, Development and Planning Branch
Educational Services Branch
Beautiful British Columbia Magazine Distribution Branch
Finance, Administration and Personnel Branch
To effectively carry out its mandate, the Ministry of Tourism works as a team. Below is the list of members of the Ministry of Tourismtei
Alma Franklin
Anita Sirkia
Ann Mathie
Anabolic Mitchell
Anne Marie Mylett
Arlene Dean
Armand LaLiberte
Audrey Barnes
Barbara Williams
Barry Beaulac
Barry Lee
Bea Stebeck
Ben Pires
Bette Rubin
Bev Anaka
Bev Bailey
Bill Lavigne
Birgit Mallett
Blanche Dwyer
Bob Der
Bob Saunders
Bob Schuring
Bonita Dreger
Brad Kirk
Bryan McGill
Camille Walker
Carol Nicholson
Caroline Slydell
Cathy Louie
Cheryl Coull
Cheryl Kirby
Cheryl Matthews
Cheryl Mockford
The Honourable Claude Richmond
Colleen Cattell
Coral Carter
Craig Strickland
Dave Henderson
David Tomljenovich
Deanna Smith
Debbie Buick
Debbie Lewis
Debra MacDonald
Deirdre Lydon
Denise Burg
Dennis Holmes
Diane Reid
Diana Law
Diana Allan
Diane Neufeld
Dianna Whitehurst
Dick Nakamura
Donna Grychowski
Donna Dornik
Doreen Brydges
Dorothy McClung
Doug Kerr
Doug Matheson
Doug White
Elaine Jones
Elsie Mollick
Evelyn Femia
Francesca Gonsalves
Francine Mailhot
Frank Hussey
Frank ie Spear
Fraser Argue
Fred Colthorpe
Gaeton Hebert
Gail Carrie
Gail Williams
Gary Loat
George Piercey
Gerry Henderson
Gerry Splatt
Gordon Mesley
Gordon Mitchell m
Gordon Whittaker I
Gurmeet Singh
Harold Stymest
Harve Pratt
Heather Kochems 1
Isabel Clarke    I
jack Burnham
Jaelqe Thame
James Rae
Jan Evans
Jane Davidson
Janet Mumford     i
Jennifer Ballou
Jerry Stevens
Jess Rai
Jessie Noble
Hill Johnson
Jill Ranson
Jim Willis
Joan Dayton
Joan Thomas
Joanie Obara
John Anderson     j
 Larry Green
Norm Keziere
Ron Boulden
Laurel Weicker
Norma Hunter
Ron Burnett
Leny Cleophas
Olga Wendell
Russ McDonald
Leona Jones
Pat Bridge
Sandra Steeves
Linda Hendy
Pat Brodie
Sandy Priestley
Linda Lee
Pat Dewhurst
Sarah Stanger
Linda W.C. Lee
Pat Vesey
Sharon Giddens
Lindsay McFadden
Patrick Fair
Shawn Paolone
Lisa Friedli
Patricia Yong
Shirley Orrick
Liz Graham
Paul Norman
Susan Hill
Lydia Nonni
Penny Wardle
Suzanne Lang
Lynn Ciacco
Peter Tasker
Sylvia Wilson
Lynn Higgins
Peter Tucker
Terry Wardell
Marjoric Greene
Phil Moreau
Tom Clark
Mark Gelfond
Phyllis Hickson
Tony Owen
Mary Christiansen
Ray Dykes
Tracy Weisgarber
Mary Hutchings
Raye Skye
Val Timothy
Mary McCordic
Re nay Reimer
Val Vrlak
Mary Strong
Richard Lewis
Vern Treichel
Maureen Reed
Richard Ludwig
Wayne Carter
Maurice Borrelly
Richard Tassie
Wilma Flynn
Merilee Walton
Richard Zerbe
Yummi Ross
Mick Collins
Rick Lemon
Yvonne Milligan
Myrna Bennett
Rob Tyler
Yvonne Page
Nonni Inove
Robyn Britton
To market British Columbia throughout the world as a vacation
— Developing, recommending and implementing short-term and long-
term marketing policies and strategies;
— Supervising the development and placement of ads in the media in
accordance with current promotional themes;
— Monitoring and keeping the industry and the public aware of
changing market conditions and advantages;
— Conducting promotional blitzes;
— Directing resident awareness programs;
— Publicizing the regular summer excursion run of the Royal Hudson
steam train between North Vancouver and Squamish.
 MARKETING BRANCH    Marketing Plans:
The ministry's 1981/82 Marketing Plan, aimed at increasiqgl
revenues, numbers of visitors, length of visits, resident travel,;
proving facilities, and seasonal and regional distribution of visiti
implemented during the year.
Primary markets aimed at were: Western United States, Britj
umbia, and Canada, east, north and central United States,
United Kingdom, Germany, Australasia, the Netherlands.
'Showtime '81' was the promotional theme — a salute to t
vince's multi-cultural activities and events which take place thr-J
the province.
The theme's logo — the words 'Showtime' in a golden M
design on blue background — appeared in newspapers thrfl
British Columbia on a regular basis, along with a calenda^l
and special events happening in all regions of the proving
 -a****    «5^
Tea Party:
try's media advertising campaign program followed the
ketiiig Plan.
■ring, fall, and winter advertising campaign was launched
-pcourage shoulder-season travel to and within the pro-
stions involved an extensive print campaign in consumer
blications. Full-page, four-color magazine ads appeared in
ations such as Time, Reader's Digest, New Yorker, and
well as in newspaper inserts.
nd summer television campaign was launched in Canada
Stern United States, and radio promotions supported
its for fall and winter travel.
ariented winter campaign focused on "peak experiences"
lumbia while the fall advertising campaign invited visitors
ve again."
On July 29, some 5,600 persons in Robson Square, Vancouver,
celebrated the wedding of Prince Charles and Lady Diana Spencer by
eating 2,000 pounds of cake and drinking gallons and gallons of tea.
The party was sponsored by the ministry in co-operation with the
private sector.
Visitors to British Columbia from around the world signed a special
guest book, which was delivered to Buckingham Palace in September
by the minister and Alex Hart, agent general for British Columbia.
Tea party guests each paid one dollar for a total of $4,500, which was
donated to the CKNW 'Orphan's Fund' for disabled and unfortuante
 MARKETING BRANCH     Resident Awareness Program:
The innovative "Good Show" program continued in its s^ffift
to recognize the real strength of the tourist industry: the peopl
work within the industry.
Visitors and residents were asked to nominate individuals w
tended excellent and courteous service to them.
Five hundred thousand nomination cards were available to i
on tables and from 50,000 dispensers located in hotels, resta
stores and tourist attractions.
In addition, 5,000 posters and 5,000 decals were also availa
promoting the program.
"Good Show" was advertised on the radio from mid-tagjji
August. Bus signs asked: "Did someone steal the show?"
Over 9,000 dedicated persons across the province were aw
"Good Show" pins and sent a congratulatory card from the pi
More than 15,000 nominations, including duplicates, were reef
The ministry presented nine gold "Good Show" pins to indi
who demonstrated exceptional service to the industry, fl
Twenty-seven gold pins have been awarded since the program
chip Exchange:
i age British Columbia merchants to offer shoppers from the
t s a fair ra te-of-exchange on the dollar, and thus encourage
Ei across the border to shop in the province, the ministry im-
athe   "friendship  exchange"  program  in   time   for   the
late-of-exchange for the United States dollar placed British
Merchants in an excellent position to offer their United
i ners the best value for their money.
■and letters were mailed, and businesses were canvassed in
if Victoria, Greater Vancouver, and Kootenay areas of the
Bsand establishments pledged their co-operation with the
I Exchange" program.
Hand red-white-and-blue friendship window stickers and
e were distributed to merchants in British Columbia.
fl that both British Columbia merchants and United States
■ ere well aware of the benefits of the program, the ministry
* multi-media campaign on both sides of the border,
■am was run under the theme: "Tis the season to shop up
B "We've got a present for you, Seattle/Spokane."
Pasadena Rose Bowl Parade:
Through its entry in the 92nd annual Rose Bowl Parade in Pasadena,
California on January 1, the ministry extended an invitation to 150
million persons to 'Celebrate the Great Outdoors' in British Columbia.
The province's float was seen by an estimated million-and-a-half
parade-goers and 150 million television viewers in the United States,
Canada, Mexico, and several other countries.
The 15-metre-Iong float featured a natural-bark log arbor, with
yellow roses cascading from the top, and figures of Royal Canadian
Mounted Police — men in red poinsettia-covered coats at each end.
Panels displayed outdoors sports scenes in the province.
 MARKETING BRANCH    Royal Hudson Train 1981 Inaugural
The Royal Hudson's 1981 season was inaugurated May 31
tribute to the "International Year of Disabled Persons." The m
and 814 special guests embarked on the six-hour excursion from
Vancouver to Squamish and back.
At Squamish, passengers were welcomed by local dignitaries;;
service club served a barbecue to the guests; and entertainment
preview of the Squamish Loggers' Sports Day.
The highlight of the Loggers' Sports Day was an axe-throwingc
tition between Environment Minister Stephen Rogers and Joni
tourism's assistant deputy minister for marketing.
During the Year:
In 1981, the Royal Hudson steam train carried 56,980 passeng
99 runs ■— an average of 575 passengers per trip — on its regulan
sion between North Vancouver and Squamish.
 xpo'81, Toronto:
toria' joined the ministry and Victoria Chamber of Com'
moting British Columbia and her namesake city at Travel
tober 1-4, in Toronto, Ontario.
[re of the influential queen, who ruled the British Empire
1901, travelled by plane and then a limousine from the
In Wax Museum in Victoria to Exhibition Place in Toronto.
Its were persons dressed as guards from the Victoria
■age, and Chamber of Commerce members dressed in Vic-
ptoria' and her entourage occupied the ministry's informa-
lay booth at Travel Expo.
end visitors to the booth had their photographs taken with
by a ministry photographer,
■try   processed   the   photographs,   while   the   Victoria
.Commerce mailed them to individuals along with any re-
jmation on the city of Victoria.
An estimated 50,000 travellers, travel agents, and tour operators
visited Travel Expo and received exposure to British Columbia's winter
travel opportunities.
'Salute to Canada' days, Seattle,
Washington State:
'Queen Victoria' also attracted considerable attention at the
ministry's travel booth in Seattle's Southcentre Shopping Mall during
'Salute to Canada' days, October 8-11.
The ministry's assistant deputy minister for marketing headed a
43-person delegation from Vancouver Island that accompanied the
The ministry distributed some 40 cases of travel brochures during the
four-day promotion.
— To prepare and implement market development strategic!
result in more British Columbia content in itineraries offered
market areas.
— Directing and co-ordinating the activities of the four field sa
flees — San Francisco, Los Angeles and Seattle in the United i
and London, United Kingdom;
— Specifying and scheduling promotional efforts to complt
advertising in all market areas, in close liaison and co-ordii
with the private sector;
— Working in close co-operation with all carriers, tour oper
travel agencies and other 'travel influencers' in all market ai
— Planning and implementing winter travel development progi
— Planning, co-ordinating and staffing consumer travel, sport
travel-trade shows in all market areas;
— Marketing the province as a convention destination;
— Developing markets such as Japan, Mexico and Pacificjvta
— Planning and conducting familiarization tours for travel a|
tour operators and travel writers/editors;
— Advising on advertising, travel film and brochure content;
— Production of the Travel Agents Manual.
placed in travel trade publications in all market areas. This
lethod of convincing travel 'influencers' — tour operators
jents — to sell British Columbia to their clients as a vacation.
rization Tours:
ation tours to British Columbia effectively present our pro-
el 'influencers'.
tention was given to automobile club counsellors during
ari:ation tours were also arranged for sellers of travel from
,)5ng Kong, Japan, West Germany, United Kingdom,
sxico, the United States and eastern Canada.
ation with CP Air, the ministry hosted a group of Halifax
They toured some regions of the province as part of CP
ration of direct service from Halifax to Vancouver.
Ffrom Europe, United States, Japan and eastern Canada
British Columbia during the year.
Trade Shows:
Major travel wholesale and retail brokers were exposed to British
Columbia through various trade shows:
Educational Seminars:
— The ministry's San Francisco sales office conducted travel trade
educational programs in spring and fall in 10 northern California
communities. Over 500 travel agents attended the spring programs
while 400 attended the fall presentation.
This international trade show was held in February in Berlin, Germany, and involved all retail tour operators and wholesale agents. It
was staffed by the ministry's London sales office.
Held in May in Halifax, buyers from world market areas perused
through the new itineraries offered by Canadian travel suppliers.
Held in late May to early June, this trade show was attended by
retail agents and tour operators.
Educational Seminars continued:
Held in September and sponsored by Travel Age West Maga:
this show was for agents and tour operators in northern
southern California areas.
Held in October in Tokyo, Japan, it consisted of a show featu
winter travel sales. It was geared to establish contact with all wi
tour operators prior to the ski season in British Columbia.
This bi-annual trade show, held in December in Tokyoma
enabled the ministry to contact all tour and travel operators
retail agents in Pacific Rim countries.
This major tour and travel agency promotion also allowed
ministry to supply the agents with up-to-date publications thati
related to their type of sales function.
 e telephone and mail contact systems were established and the
1 the minstry to suggest and organize familiarization tours of
The ministry was also able to encourage and support those
remote the British Columbia product. It also provides us with
ty to search for and identify new or existing companies with
Dr British Columbia.
Travel Shows:
Travel shows enable ministry sales staff to meet consumers on a one-
to-one basis and to encourage them to consider British Columbia as
their next vacation experience.
The ministry participated in these consumer shows in 1981:
Estimated Attendance
Agents Manual:
1 agent<
selling itineraries featuring
a I assists retai
mhia content,
mmissionable u-drive, train, motor-coach, tour packages
nch vacations, raft expeditions, wilderness tours and vaca-
rs, hunters, hikers and fishermen.
'0 copies were distributed to retail agents around the world
.vs, and to all carriers and transportation firms that sell
-nbia as a travel destination.
Anaheim Sports and Trave
1 Shows
Portland Sports and Trave
Los Angeles Travel Show
Canadian Sportsmen Show
Travel Age West Show
(one-day consumer)
Los Angeles Ski Show
San Francisco Ski Show
American Bus Association
(one-day consumer)
MARKET    Special Travel Sales Mission to Genre!
In October, the minister led a British Columbia tourism mark
team to eight West German cities: Frankfurt, Berlin, Stuti
Karlsruhe, Hamburg, Hanover, Dusseldorf, and Cologne. 1
The 10-day tour was a success that reached far beyond expectat
Travel wholesalers, travel agents and representatives from trave
incentive houses received the five-person delegation's presentatio
thusiastically and complimented them for their professionalism.
delegation effectively brought British Columbia closer to the hea
the German travel trade. The minister held well-attended ne^g
ences at every city for travel and financial page editors.
Winter Travel Development:
The ministry participated in several consumer ski shows and
374,000 persons had the opportunity to learn about the prouggj
ing adventures. Major markets tackled included Toronto in ea
Canada, and San Francisco, Los Angeles and Chicago in the U
Trade promotions were organized for agents and wholesale
Japan, eastern Canada and Los Angeles and San Francisco ii
United States.
Familiarization tours were conducted for travel agents?	
travel influencers from Japan, Australia, eastern Canad^pw
United States.
 jOOO copies (in English) and 29,000 copies (in Japanese) of
al ski brochure were distributed.
*es in the Travel Agents Manual were increased,
ation with the British Columbia Ski Marketing Advisory
IAC), the snow phone was expanded to include: (a) ski
Canad ian Government Offices of Tourism out-of-country
i (b) a direct line to the eastern Canadian market through
information centre; and (c) a ski report carried on Air
;i media persons from around the world were hosted at ski
ighout the province. The result was numerous articles on
: province in magazines and extensive radio and television
Kry of cross-country ski resort facilities was initiated.
i m on scuba diving in British Columbia — by world-
liematographer Jack McKenney — was completed and will
■Pre at the Diving Equipment Manufacturers' Association
■in 1982.
■raid Sea" will be screened at 30 major Canadian and
pi cities in 1982.
ferns were made to selected scuba diving clubs in eastern
P:he Pacific northwest during the year.
Selected media persons were hosted at various coastal resorts. The
result was good magazine coverage internationally of scuba diving in
the province.
A diving poster was designed in-house for distribution in 1982. They
will be featured on all British Columbia Ferries.
A new brochure on snowmobiling in British Columbia was produced
in co-operation with the British Columbia Snow Vehicle Association
for distribution in 1982.
Major efforts to promote conventions and incentive travel were:
— A reception hosted by the ministry in Washington, D.C., for 30
association executives;
— A dinner in Atlanta, Georgia, hosted by the Canadian Government
Office of Tourism and the ministry for 17 association executives
and incentive buyers;
— International congress dinners in London, United Kingdom, and
The Hague, The Netherlands, in September. The minister was the
host to 35 international congress secretariats at the London affair
and 17 international representatives at The Hague dinner;
— A luncheon and reception in Stuttgart, West Germans
the ministry to promote incentive travel development. This rt
in a site inspection trip to Whistler and Vancouver being sch
for 1982;
— Calls made by Contacts Pacific and the ministry in February
jor incentive houses in Chicago, Illinois; St. Louis, Missout
neapolis, Minnesota; and Dayton, Ohio — several dtnne
receptions were held and these generated reservations fo
11,000 room nights in the province for 1982 and 1983;
— A dinner in Vancouver hosted by the Canadian Government
of Tourism and the ministry for local International Associati
ecutives — 15 executives attended this Venue Canada Intern;
Congress promotional dinner where the International Conv
Committee and the ministry were able to follow up on le;
more international congresses to be held in the province;
— The Canada Calling market places for association execut
Chicago, Illinois, and New York, New York.
During the year, the International Congress Committee a
ministry continued to record successes in bidding for internap°n
gresses — 14 in 1981 each expected to bring in about 1,000 del
Some of these major ones are:
— International Congress on Aesthetics and Cosmetology - Jul
— 1,500 delegates;
 anal Congress on Oral Surgery — 1986 — 1,500 delegates;
Bial Ski Federation — May 1985 — 1,000 delegates;
h International Meeting of the International Society of
Kmistry —July 1983 — 1,200 delegates;
-.peranto Congress — 1984 — 1,200 delegates;
anal   Purchasing Management  Association   —   1985   —
year the ministry also attended these trade shows and con -
Society of Association Executives' annual meeting and
w in Acapulco, Mexico — some 900 association executives
Travel Trade Show in Chicago, Illinois — about 37 coun-
.cipated in the travel section;
5 Association Executives annual meeting in Vancouver —
By hosted the opening reception and the minister official-
led the 400 delegates to the province;
Conference of Association Executives annual meeting in
[■California — The Canadian Government Office of
Hind the ministry co-hosted a luncheon for the record 645
wm attendance and Vancouver was successfully promoted
r for the association's meeting in 1982;
— International Congress and Convention Association's annual
meeting in Salt Lake City, Utah — Canada had the second largest
delegation at this event and the Canadian Government Office of
Tourism, Travel Alberta and the ministry co-hosted a luncheon for
290 delegates from 85 countries attending this meeting;
— The Meeting Planners International dinner in Toronto;
— The Joint Medical Conference's annual meeting in Los Angeles,
California, where 600 delegates from 275 medical associations attended.
Familiarization Tours:
During the year, the ministry conducted or was involved in organizing familiarization, or 'FAM', tours for (a) New York association executives, (b) Chicago, Illinois, association executives, (c) Washington,
D.C., association executives, (e) E.F. MacDonald Incentive House, and
(f) Business Incentive and PIC Incentive House.
Site Inspections:
About 10 persons from each of the above familiarization tours participated in site inspections and many conferences were booked. Many
incentive programs were also developed as a result of the tours.
In addition, there were some 25 site inspections conducted for individual association executives during the year.
To encourage feature films, television and commercial prodi
locate and produce their projects in the province.    J
— Promoting the province as the preferred area in North Amer
the most economical shooting of feature films, televisionani
mercial productions and for offering a wide variety of choi
location sites;
— Assisting production personnel in selecting locations andinp
ing film, television and commercial projects in the province
ts including seven feature f i I ms, a television movie, and a
ies episode, with budgets totalling $29.9 million, were
he province during the year.
roduced were: Motherlode ($6.5 million), First Blood ($11
Thing ($5 million of its $13.7 million in British Colum-
Columbian Connection ($600,000), Ups and Downs
Ever Cry Wolf ($800,000 — finishing off picture begun
i <S2 million of its $11 million total), The Link ($500,00 of
Han television series spent $200,000 here on an episode*
Ars. Cimino, a television movie starring Bette Davis and
n spent $2 million in British Columbia.
iuctions returned to British Columbia to spend $200,000
e-vision project.
— To create and produce materials — editorial, photographic, g
and cinematic — to further the province's tourism industry;
provide support services for the ministry's other branches ant
provincial ministries.
— Producing the quarterly Beautiful British Columbia magaiir
other related publications that are sold to the public;
— Producing travel films;
— Producing the ministry's tourism promotional publicat"ffins;
— Scheduling, ordering and expediting the ministry's pnntii
— Producing still photographs for the ministry and other goven
— Operating the ministry's film and still production laboratorn
— Maintaining movie films and still photo libraries;
— Liaising with regional tourism associations in product
regional brochures and films.
 jl British Columbia Magazine:
I jrly Beautiful British Columbia magazine observed i
; publishing of the summer '81 issue.
160 copies per issue were published in 1981.
borne 30,000 copies of the special, British Columbia's
me Sea, were produced under the ministry's sponsorship.
plor special publication augmented the series of specials
blished by the magazine. These include: This is British
& Natural Heritage; This is British Columbia: A Poetic
mis is British Columbia: Recipes Through the Years; The
n Tour; Tall Ships Sail the Pacific; Locations,
of regional specials previously published by the magazine
•.uifut British Columbia's Great North; Beautiful British
Okanagan'Similkameen;   Beautiful   British   Columbia's
hompson; Beautiful British Columbia's Southeast Corner;
ash Columbia's Vancouver Island; Beautiful British Col-
•r Mainland; and Beautiful British Columbia's Cariboo.
Beautiful British  Columbia magazine  —
30,000 copies;
itional Publications:
pear, the following publications were produced by the
— 1981   Calendar Dia
360,000 copies;
— Beautiful British Columbia's Highway on the Sea
— British Columbia Road Map — 1,500,000 copies;
— All About British  Columbia brochure (new booklet format)
— Calendar of Events
i.     Fall/Winter — 90,000 copies;
ii. Spring/Summer — 350,000 copies;
— Travel   Information   and   Accommodation   Directory   1981
900,000 copies;
— Tourism British Columiba newsletter
Vol. 5, No. 1 — 25,000 copies;
Vol. 5, No. 2 — 25,000 copies;
Vol. 5, No. 3 — 25,000 copies;
— Travel Agent's Manual — 14,000 copies;
— Vancouver Visitor's map — 400,000 copies;
— Ski brochure — 175,000 copies;
— Royal Hudson Train brochure — 80,000 copies;
— Large pictorial envelopes — 200,000;
— Festival shell - 1,000,000;
— Tour B.C. series — 24 releases;
— Convention kit pocket folder — 110,000;
— 1980 Annual Report — 3,000 copies.
Graphic Design and Photographic]
The ministry designed and produced brochures for its own i
assisted in the graphic design and production of promotional
for other ministries and regional associations.
Some 64,609 black-and-white and color prints were produced
ministry during the year. In 1980, a total of 55,189 prints we
The photographs were used in the Beautiful BritisaSo
magazine, other brochures and publications, posters, the.:T
British Columbia newsletter, news releases, travel stories and I
requests from newspapers, magazines, and other publication
around the world.
The ministry's four photographers travelled a total of over 1
kilometres by car, airplane, boat, train, river raft, submarine a
during the year to take some 20,000 photographs of the province
scape, peoples, attractions, and special events. They ^°^^
region in all seasons.
The ministry's still-photo library now has some 53,60(
negatives on file and updated photo albums on each region. Th
22,120 black-and-white negatives on file.
 ear, a photo librarian position was established to develop
be cataloguing and retrieval of photographs and slides,
e 450 original color slides were added to the file of 2,500
A total of 5,000 duplicates were produced for publica-
bity requests.
aphic studio, for taking portraits of cabinet ministers,
E Legislative Assembly, and senior government officials,
ughout the year.
s 29 travel films were viewed by audiences in Canada,
Ees, France, Germany, Japan, and the Netherlands.
ministry phased out the film library operated in Van-
pote efficiency and economy for film distribution.
tion in and out of the province is handled by the Na-
| ird and the Canadian Government Office of Tourism.
film titled Here to Share, featuring British Columbia's
region, was produced in-house in 1981. German,
rench versions of the films have been produced. A sports
et incomplete, will emphasize the catch-and-release
Titles produced by the ministry before 1981 include:
British Columbia — Nature's Masterpiece (22 mins.), Majesty of
Water (25 mins.), Royal Hudson (8 mins-), Steelhead River (12.21
mins.), Happiness Is (14 mins.), Impressions of the Peace (14 mins.). Ski
Supernatural (15 mins.), Atlin (13 mins.), The Fraser Canyon (18 mins.),
Land of the Red Goat (20 mins.), Big Game Camera Holiday (14.13
mins.), Echoes of Gold (15 mins.). The Great Annual Bathtub Race
(12.20 mins.), Unknown Rockies (20 mins.), If I Didn't See It I
Wouldn't Believe It (18 mins.), Highways to Splendour (25 mins.),
Guide to a Salmon (24 mins.), Island Eden (25 mins.), 'Ksan (28 mins.),
Mirror to the Sun (25 mins.), Because It's Home (29 mins.), Highway
One (27 mins.). The Land Between (26 mins.), This is the Place (25
mins.). The Way Back (45 mins.), and Sounds of Silence (24 mins.).
— To handle the publicity and public relations for the minify,
assist in the promotion of British Columbia as a travel destii
— Producing news releases emanating from the ministry;
— Publishing the Tourism British Columbia newsletter; d
speeches, messages, correspondence and reports for the mj
and senior ministry officials;
— Producing the Tourism British Columbia Travel Guide 11
— Producing the ministry's Annual Report;
— Producing publications and brochures on the ministry's pr
policies and projects;
— Producing travel features for the media;
— Producing press kits containing travel features, photograp
other information for publications;
— Determining editorial needs and providing editorialipiati
travel editors and travel media throughout the world.
News Releases:
The ministry issued 40 news releases on its plans, policies, progr
and projects on the performance of the travel industry. H
b"ism British Columbia newsletters were published in 1981
nt the news releases and other material issued by the
^newsletters are geared to inform the tourist industry
in the industry and the ministry's plans, policies, pro-
itish Columbia Series:
ry mailed 24 mini travel stories to all weekly and daily
n the province and other interested individuals and media
emphasized circle tours of the province.
& commissioned free-lance writers to write full-length
■s on various attractions in British Columbia for out-of-
jspapers and magazines. Travel features were also written
:et specific requests from travel and trade publications.
iuide for the Disabled:
e to the United Nation's declaration of 1981 as "Interna-
)f Disabled Persons" and to expand the scope of British
lourist promotion the ministry produced 50,000 copies of
the Travel Guide for the Disabled, containing information on transportation and accommodation facilities and attractions throughout British
Columbia to which disabled persons have access.
Mail outs:
Over 100,000 pieces of information and photographs were mailed out
during the year. These include news releases, Tour British Columbia
series, travel features, information packages, individual photographs,
etc. This total does not include the Tourism British Columbia newsletter, which is handled by the postal branch.
For example, 3,000 information packages containing photographs,
travel features and other information were mailed to daily newspapers
and magazines in Canada and the United States.
Individual mail and telephone requests from publications around the
world seeking photographs and editorial material were accommodated.
Editorial Contacts:
In 1981, an 18-day-tour of editorial offices of influential dailies and
travel publications in California, Washington, and Oregon was conducted.
Editors were briefed on the editorial and photographic services provided by the ministry. The new federal sports fishing regulations were
clarified, travel features were distributed and tips on more effective
methods for publicizing British Columbia were obtained.
— To develop and provide visitor reception and information foci
— To stimulate improvement in accommodation standards;
— To encourage industry development.
— Annual inspection of over 2,000 transient accommodation fae
by tourist accommodation counsellors based in Victoria,
couver, Vernon, Cranbrook and Prince George;
— Overseeing production of tourist information publicationjj;
— Warehousing and distributing of ministry's travel litenmfre;
— Maintaining, controlling and distributing available int
— Administering the year-round and seasonal information cent
— Providing travel counsellors on British Columbia Ferries d
peak hours in the summer;
— Recruiting and supervising some 85 seasonal and permanent
counsellors, liaising with the labor ministry on the You*gi En
ment Program;
— Maintaining and developing more advanced communications
the province's nine regional tourism associations and admimst
the Regional Contributing Grants Program.
lodation, Inspection, Registration
ation counsellors visited and inspected more than 2,500
modation establishments in 1981.
1,850 were approved for inclusion in the Travel Informa-
mimodation Directory. This represents a small increase
of   operators   were   encouraged   to   upgrade   their
id and approved establishments received the ministry's
ds and a certificate of approval for display.
formation and Accommodation
e 57th consecutive issue was prepared and published.
',000 copies were mailed to points around the world.
Brochure Warehousing and Distribution:
To effectively distribute the ministry's brochures and promotional
material, three distribution warehouses were operated: in Victoria,
Burnaby and Seattle.
Weekly stock reports were compiled from each warehouse to maintain control of available literature.
During 1981, the ministry distributed literature and publications
printed by the ministry and the nine regional tourist associations to
more than 35 countries.
Brochure Distribution on British Columbia
A subsidy was extended to a private firm to assist in defraying the cost
of the distribution of brochures on British Columbia Ferries.
The firm placed some 600 individual brochures, representing all
aspects of the tourism industry in the province, on the ferries.
All brochures carried by the ferry fleet were approved by the
 VISITOR SERVICES BRANCH    Travel Information and Counselling!
The ministry's 11 information centres were open during; the
according to the dictates of visitors' traffic patterns, five^a
round basis and six seasonally.
Some 85 persons took the ministry's one-week Travel Couns<
Techniques Course and were hired for various travel counselling
tions. Four trained and experienced supervisors and travel counse|
offered the course at various locations throughout the province.
Total enquiries over-the-counter, by phone and by mail exce|
13,318    99,975
80,472    10,394
Foreign Currency Exchange Service:
A private firm operated a foreign currency exchange at the ministry's
Douglas Information Centre on a lease basis.
The exchange maintains the same hours as the ministry.
Travel Counselling on British Columbia
Travel counselling services were offered during peak hours aboard the
British Columbia Ferries plying between Horseshoe Bay/Departure
Bay and Tsawwassen/Swartz Bay, from June 29 till the end of the Labor
Day weekend.
Over 80,000 passengers were assisted with travel information.
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Travel Counsellor Winter 'FAM'
(Familiarization) Tour:
In 1981, 10 counsellors toured the Okanagan — visiting foui
areas and discussing with the operators the facilities and service
fered. The counsellors also participated in many of Kelowna's 'S
Pest* activities.
Brochure Approval Committee:
Brochures distributed at the various tourist informatiotitontresi
approved or rejected by the brochure appeal committee accordin
the set guidelines. Over 530 individual brochures were aipproved,'
approximately 350 handled in bulk. Supplies were ordered and di
buted continuously throughout the year.
erence manual containing some 70 information sheets
to assist the ministry's travel counsellors in aiding
:ontained information on a variety of topics, such as
n the Okanagan and Creston Valleys, bicycle routes,
als and recreational vehicle rentals,
g training program for chambers of commerce parti-
ITouth Employment Program, reference manuals were
unsellor Training Manuals:
prepared a set of seven manuals for travel counsellors
rave! Counselling Techniques (Basic) Course. A set
geography, industries and resources, transportation
an and a resource guide.
British Columbia Brochure:
lition of All About British Columbia was produced in
goed to service a variety of visitor enquiries. The travel
An updated the publication using a variety of sources.
Calendar of Events Brochure:
This semi-annual publication details attractions and events in nearly
every part of the province from art exhibits to sea festivals and winter
The fall/winter and spring/summer calendars had a combined circulation of 440,000 during 1981.
Tourist Alert:
The ministry assisted the RCMP in locating travellers throughout the
province, to attend to urgent personal matters, under the Tourist Alert
The ministry provided a list of contact names, addresses and phone
numbers where the Tourist Alert notices could be posted.
The ministry also produced the red and white logo stickers for the
program and distributed them to the contacts.
Welcome to Canada Brochure:
The ministry participated with the Canadian Government Office of
Tourism and Canada Customs in an awareness program designed to
familiarize custom officials on the importance of their role in the
tourism industry. A publication, Welcome to Canada, was produced
and distributed at border entry points to inform visitors about our laws
and regulations.
— To provide policy analysis, planning and research services, a
maintain an up-to-date tourism data bank.
— Organizing and co-ordinating the ministry's research prpgran
— Undertaking survey and research projects;
— Monitoring monthly performance of the tourism ind*^OTi
taining liaison with the ministry's Visitor Services Branch
tourism associations in compiling regional and sector infonw
— Undertaking  an  annual   inventory  of tourist accommod
— Preparing regular articles and reports on tourism status for p
— Maintaining a tourism research library;
— Providing assistance to advertising agencies on media advert
ad testing, and updating of the Marketing Plan;  M
— Participating with federal/provincial agencies in the ad-ministr*
of the Travel Industry Development Subsidiary Agreement;
— Representing the ministry in intergovernmental meetings a
provincial level;
— Advise senior officials on:
—resource conflicts pertaining to tourism;   „^
 j obtaii concise monitor of the travel industry's performance, a
:m oftfpnthly recordings of 15 selected travel industry statistics
beeajaitained since 1975.
ie mon.y indicators include border crossings, air and ferry traf-
lioteloai motel occupancies, restaurant sales and information in-
rforrance Indicators:
coiBiodation Inventory:
formnSi on some 2,000 accommodation establishments listed in
ninistfl annual Tourist Accommodation and Campground Direc-
cmterized to produce an inventory of facilites by types and
V*H*erty turnovers by tourism region and classification.
uns? Performance Model:
19 < lai mrism performance model was developed to measure the
et in^ue's performance.
ic moffl s a useful internal planning tool for determining perforce aru*|:asuring objectives of programs in addition to producing
'-terrrdecasts based on current trends.
it: corf er model provides year-end estimates of the number of
eJ'ersfiiode of transportation, regional distributions with details
in an tourism activity, and balance of payments estimates.
Tourism Highlights Report:
Tourism Highlights is an annual statistical report on British Columbia's travel industry.
It details current tourism revenues, market information and the
demographic and psychological profiles of travellers to the province.
Data on regional tourism activity is also featured.
Travel Industry Development Subsidiary
The ministry continued to be involved in policy administration of the
five-year, $50-million, federal-provincial Travel Industry Development
Subsidiary Agreement designed to stimulate investment in the tourist
The main objectives of TIDSA are: to stimulate and diversify the
economy; to create jobs; to improve the balance of payments; and to
develop British Columbia's tourism potential.
The agreement covers five program areas: industry studies and planning, industry organization, industry upgrading, travel generators, and
skiing development.
There is a technical sub-committee for each program and this committee makes recommendations on applications to the management
The ministry is represented on the five technical sub-committees and
on the management committee.
— To generate an improved quality of service to the visitor ihrc
education and training programs and encourage the developmei
professional skills within the industry.
— To encourage industry and community involvement in training
— To work toward the establishment, maintenance and develop*
of standards for services and training in the industry and encou
industry compliance with such standards;
— To generate a positive, enthusiastic and professional attitude
wards those individuals working in the hospitality sector ai
— To promote the hospitality sector of tourism as a viable are:
career opportunities;
— To develop, implement and deliver hospitality-related prograir
the industry.
 velibunselling Techniques
^pitrEty Certificate Course:
ng fll, 20 courses were offered at community colleges
houfij; province.
30-hr, five-day course is co-sponsored by the Ministry of
tion*ai is recognized by this ministry as the provincial core cur-
■tn fall vel counsellors.
Ijfc-rsons successfully completed the mandatory course for
Ski Industry Training Course:
A specialized training course was developed for key personnel, supervisors and management of ski areas in the province.
This course reinforces the Hospitality Certificate Course (ski version) and filled a recognized void in ski management training available.
Seventy-four students from eight ski areas participated in five pilot
On request, a reinforcement module for both courses is available.
nis-agtravel counsellors.
imrii»''s Hospitality Certificate Course continued to generate
iasmaits fifth year.
jistomh courses" were offered to: (i) Liquor Distribution
li ofjjjl Ministry of Consumer and Corporate Affairs; (ii) Emp-
axt Lu Victoria; (iii) Ministry of Labour, and (iv) employees at
"ovineiski areas.
■Jwal dfl>59 persons took the course in 1981.
fi thsliiirse was introduced, some 12,200 customer-oriented
lyee*jb» completed the course.
p ^gfaHiur program makes each individual aware of the poten-
toura in the province and that each person must strive for a
1^1 Wf/ithin the industry.
— To ensure that Beautiful British Columbia magazine *
special publications of the ministry reach as wide an audienc
possible throughout the world.
— Marketing Beautiful British Columbia magazine and other spi
publications of the Ministry;
— Processing subscriptions;
— Ensuring prompt and proper distribution throughout the worl
— Distributing the magazine to wholesalers and agents in Canada
the United States.
ne 43*45 copies per issue were published in 1981.
e magne had 380,217 paid subscribers, up from 372,839 in
. New and sales were at 40,000. The remaining copies were
butedi travel publications.
oral .'5180,217 copies were distributed in 180 countries.
e scbc subscription drive was continued in 1981. The fund-
>g projt paid the schools SI for every subscription sold.
er i tali ■ the Lions Clubs in the province joined in a subscription
uncferhe auspices of the British Columbia Lions Society for
cii Odren, during the Timmy's Telethon with $1 per subscrip-
"■.oingii/ards charity.
er 6,-QLsubscriptions to the magazine were sold.
)scfipti coupons were also placed in the billing statement
pes  British Columbia Hydro and Eaton's.
Beautiful British Columbia magazine revenues from newsstand sales,
subscription sales, and special editions totalled $1,968,495 in 1981.
Special issue sales (1981 only):
During the year, sales of the special editions of the Beautiful British
Columbia magazine continued with only copies of Beautiful British
Columbia's Lower Mainland (published in 1980), Beautiful British CoU
umbia's Cariboo (published in 1980), and Beautiful British Columbia's
Highway on the Sea (published in 1981) being still available at year's
Six other special editions, published between 1978 and 1979, have
been sold out.
— To provide financial, administrative and personnel services'
— Processing expenditures, revenue and payroll;
— Monitoring and maintaining records of all expenditures;
— Advising and co-ordinating the purchase of supplies and equipm
— Planning and co-ordinating office space and buildings;
— Purchasing vehicles and co-ordinating their use; 4
— Distributing program policy and procedure forms and adn
strative information;
— Liaising with the Ministry of Finance, the Comptroller-Gene:
Office, Treasury Board, Government Employee Relations Bur
and other provincial ministries regarding financial matters:
— Providing and developing a competent and effective petsor
resource within the ministry through: staff training and deve
ment programs, performance appraisal system, admimstratioi
compensation and benefit plans, management system analysis
organizational job design studies, personnel selection methods,
classification and evaluation, administration and interpretatioi
collective agreements, administration of labor relations ma
and performing an advisory service to management.
larfial Planning:
iring e year, Zero Base Budgeting was introduced and im-
ie exnditures of the ministry's various branches were monitored
ughouae year to ensure that spending was kept within the budget
braih was also involved in preparing the various reports con-
ing tHninistry's financial affairs.
he bcaii was continuing to develop an internal financial reporting
em tontvide up-to-date financial data on each section and branch.
Finance Administration:
The ministry's budget for the 1981/82 fiscal year was $15,004,256
and there were 108 full-time permanent positions.
During the 1981/82 fiscal year, an accounts and payroll section was
established in the ministry- These functions were formerly carried out
by the Comptroller's Office of the Ministry of Provincial Secretary and
Government Services.
An 'Occupational Health and Safety Policy and Procedures' manual
and a financial Signing Authorities' manual were developed during
the year.
The branch also conducted a study of the Visitor Services Branch's
accommodation needs in co-operation with the British Columbia
Buildings Corporation.
And the ministry's expenditure payment process system was im
proved to ensure that suppliers' invoices were processed immediately;


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