OFFICE OF THE MINISTER VICTORIA, BRITISH COLUMBIA, AUGUST 20, 1982 The Honourable HENRY BELL-IRVING, Lieutenant-Governor of the Province of British Columbia MAY IT PLEASE YOUR HONOUR: I respectfully submit the Annual Report of the Ministry of Tourism for the year ended March 31, 1982. Yours very truly, CLAUDE RICHMOND Minister of Tourism OFFICE OF THE DEPUTY VICTORIA, BRITISH COLUMBIA, AUGUST 20, 1982 The Honourable MINI ST E R CLAUDE H. RICHMOND, Minister of Tourism Legislative Buildings, Victoria, British Columbia SIR: 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 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. TOURISM IN BRITISH COLUMBIA 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: 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 servation. 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 DIVISION: Marketing Branch Market Development Branch Film Development Branch Special Services Branch Information Services Branch OPERATIONS DIVISION: Visitor Services Branch Policy, Development and Planning Branch Educational Services Branch Beautiful British Columbia Magazine Distribution Branch Finance, Administration and Personnel Branch TOURISM IS PEOPLE FIRST — TURNING IDEAS INTO ACTION: 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 Ir Leona Jones Pat Bridge Sandra Steeves [i 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 fio Lisa Friedli Patricia Yong Shirley Orrick Ulin Liz Graham Paul Norman Susan Hill ill Lydia Nonni Penny Wardle Suzanne Lang piling Lynn Ciacco Peter Tasker Sylvia Wilson 1 Lynn Higgins Peter Tucker Terry Wardell !>n Marjoric Greene Phil Moreau Tom Clark t Mark Gelfond Phyllis Hickson Tony Owen in Mary Christiansen Ray Dykes Tracy Weisgarber c Mary Hutchings Raye Skye Val Timothy Mary McCordic Re nay Reimer Val Vrlak 11 Mary Strong Richard Lewis Vern Treichel ch Maureen Reed Richard Ludwig Wayne Carter rd Maurice Borrelly Richard Tassie Wilma Flynn Merilee Walton Richard Zerbe Yummi Ross 1 Mick Collins Rick Lemon Yvonne Milligan 1 Myrna Bennett Rob Tyler Yvonne Page Nonni Inove Robyn Britton MARKETING BRANCH OBJECTIVE: To market British Columbia throughout the world as a vacation destination. FUNCTIONS: — 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^ Advertising: 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 children. 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 TO MORE BUSINESS. 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 Bason. 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- Bume. 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 'Queen'. The ministry distributed some 40 cases of travel brochures during the four-day promotion. MARKET OBJECTIVE: DEVELOPMENT BRANCH — To prepare and implement market development strategic! result in more British Columbia content in itineraries offered market areas. FUNCTIONS: — 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 tries; — 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. I TRADE SALES Advertising: 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. — INTERNATIONAL TOURISM-EXCHANGE 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. — RENDEZVOUS CANADA'81 Held in May in Halifax, buyers from world market areas perused through the new itineraries offered by Canadian travel suppliers. — ALLIANCE OF CANADIAN TRAVEL AGENTS Held in late May to early June, this trade show was attended by retail agents and tour operators. MARKET DEVELOPMENT BRANCH Educational Seminars continued: TRAVEL AGE WEST Held in September and sponsored by Travel Age West Maga: this show was for agents and tour operators in northern southern California areas. BIG SKI CANADA 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. JAPANESE ASSOCIATION OF TRAVEL AGENTS M 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. \=-J 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 100,000 Portland Sports and Trave IShow 70,000 Los Angeles Travel Show 75,000 Canadian Sportsmen Show 200,000 Travel Age West Show (one-day consumer) 10,000 Los Angeles Ski Show 1,200 San Francisco Ski Show 2,000 American Bus Association (one-day consumer) 1,400 DEVELOPMENT BRANCH 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 States. 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 router. ;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. Buying: 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. Snowmobiling: A new brochure on snowmobiling in British Columbia was produced in co-operation with the British Columbia Snow Vehicle Association for distribution in 1982. CONVENTIONS AND INCENTIVE TRAVEL DEVELOPMENT Marketing: 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; MARKET DEVELOPMENT BRANCH — 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 — egates. 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. FILM DEVELOPMENT BRANCH OBJECTIVE To encourage feature films, television and commercial prodi locate and produce their projects in the province. J FUNCTIONS: — 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 ons: 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 Bral). 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. SPECIAL SERVICES BRANCH OBJECTIVE: — 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. FUNCTIONS: — 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 quirements.; — Producing still photographs for the ministry and other goven agencies; — 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. publications: 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) 350,000; — 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. SPECIAL SERVICES BRANCH Graphic Design and Photographic] Productions: 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 duced. 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. FILMS 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. W 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 |ng. 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.). INFORMATION SERVICES BRANCH OBJECTIVE: — To handle the publicity and public relations for the minify, assist in the promotion of British Columbia as a travel destii FUNCTIONS: — 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 Disabled; — 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 Iters: 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- rojects. 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. features: & 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. VISITOR SERVICES BRANCH OBJECTIVES: — To develop and provide visitor reception and information foci — To stimulate improvement in accommodation standards; — To encourage industry development. FUNCTIONS: — 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 publications; — 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. MODATION SERVICES lodation, Inspection, Registration nselling: 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 ratings- 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 I 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 Ferries: 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 ministry. 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| 1,440,000. 24.355 237,505 324,864 224,126 183,719 61,696 26,295 29,910 46,441 46,735 13,318 99,975 80,472 10,394 7,027 3,279 5,007 672 695 64 64 66 87 33 14 14 Jay 12,151 460 1,217,797 112,065 32,704 50,162 _ 82,866 1,300,663 112,065 1,523,405 110,677 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 Ferries: 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. IS : ^PgL £$* KHRhJfcJ^ ¥M HRr^^V ^S«- -^mS* ^flHr^Pf - W^^ ,^H i^-^^ai *^M v)''TWJ^^^Llff^Ta T^j^M mK mP^ [ m' P- m I WM Wi k -^i^Hw ***' ^lB ■ 'jjj^VI ABK} **—'Ka 11 11 k ■ 1 ■ H -^BL^wS SH ^A(r #i^ hs^ ^st3 1 |Wa^| Far^iwv^"- 1 f'lr. -ar •! ▼ ^. ■- ii 'Cii ■^■i' 3 1 ^4:,^^i^Pr IsSi %i#^ L*. ■ - v.- « ~_^-_di-\ **__ y* 1 11 £jM 'Iii - jfajp^al r 3E'** VISITOR SERVICES BRANCH ACTIVITIES: 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. IjRISM BRITISH column |TION MATERIALS: Manual: 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 carnivals. 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 Program. 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. r POLICY DEVELOPMENT AND OBJECTIVE: PLANNING BRANCH — To provide policy analysis, planning and research services, a maintain an up-to-date tourism data bank. FUNCTIONS: — 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 facilities; — Preparing regular articles and reports on tourism status for p distribution; — 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; „^ —policy. 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 'ithin- 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 Agreement: 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 industry. 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 committee. The ministry is represented on the five technical sub-committees and on the management committee. EDUCATIONAL SERVICES OBJECTIVES: BRANCH — To generate an improved quality of service to the visitor ihrc education and training programs and encourage the developmei professional skills within the industry. FUNCTIONS: — To encourage industry and community involvement in training grams; — 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 levels; — 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 sicjfourse: ^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 programs. 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. 1 BEAUTIFUL BRITISH COLUMBIA OBJECTIVE: MAGAZINE BRANCH — To ensure that Beautiful British Columbia magazine * special publications of the ministry reach as wide an audienc possible throughout the world. FUNCTIONS: — 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. rkejig: Sales: 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 end. Six other special editions, published between 1978 and 1979, have been sold out. FINANCE, ADMINISTRATION AND OBJECTIVE: PERSONNEL BRANCH — To provide financial, administrative and personnel services' ministry. FUNCTIONS: — 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- lentefl ie exnditures of the ministry's various branches were monitored ughouae year to ensure that spending was kept within the budget Rations 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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Annual Report of the Ministry of Tourism for the year ended March 31, 1982 British Columbia. Legislative Assembly 1982
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Title | Annual Report of the Ministry of Tourism for the year ended March 31, 1982 |
Creator |
British Columbia. Legislative Assembly |
Publisher | Victoria, BC : Government Printer |
Date Issued | 1982 |
Genre |
Legislative proceedings |
Type |
Text |
FileFormat | application/pdf |
Language | English |
Identifier | J110.L5 S7 1982_V02_13_001_051 |
Collection |
Sessional Papers of the Province of British Columbia |
Source | Original Format: Legislative Assembly of British Columbia. Library. Sessional Papers of the Province of British Columbia |
Date Available | 2018-08-18 |
Provider | Vancouver: University of British Columbia Library |
Rights | Images provided for research and reference use only. For permission to publish, copy or otherwise distribute these images please contact the Legislative Library of British Columbia |
CatalogueRecord | http://resolve.library.ubc.ca/cgi-bin/catsearch?bid=1198198 |
DOI | 10.14288/1.0372768 |
AggregatedSourceRepository | CONTENTdm |
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