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REPORT OF THE Department of Travel Industry YEAR ENDED DECEMBER 31 1969 British Columbia. Legislative Assembly 1970

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Full Text

 PROVINCE OF BRITISH COLUMBIA
DEPARTMENT OF TRAVEL INDUSTRY
Hon. W. K. Kiernan, Minister R. B. Worley, Deputy Minister
REPORT OF THE
Department of Travel
Industry
YEAR ENDED DECEMBER 31
1969
Printed by A. Sutton, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
1970
    Victoria, British Columbia, January 22, 1970.
To Colonel the Honourable John R. Nicholson, P.C., O.B.E., Q.C., LL.D.,
Lieutenant-Governor of the Province of British Columbia.
May it please Your Honour:
I respectfully beg to submit herewith the Annual Report of the Department
of Travel Industry for the year ended December 31, 1969.
W. K. KIERNAN,
Minister of Travel Industry.
 Victoria, British Columbia, January 22, 1970.
The Honourable W. K. Kiernan,
Minister of Travel Industry.
Sir,—I have the honour to submit the Annual Report of the Department of
Travel Industry for the year ended December 31, 1969.
R. B. WORLEY,
Deputy Minister of Travel Industry.
 CONTENTS
Page
Introduction by the Deputy Minister     9
Estimated Tourist Revenue  14
Advertising and Research  15
Administration and Contributing Grants, Etc  20
British Columbia House, London  25
British Columbia House, Los Angeles  26
British Columbia House, San Francisco  28
Accommodation  29
" Beautiful British Columbia " Magazine  32
Travel Agents' Promotions  33
Conventions .  38
Exhibits and Displays  40
Information Centre, Vancouver  42
Travel Information Services  44
Personnel    49
Publicity  50
Special Events  52
Travel Counselling  54
Film and Photographic Branch  59
 ORGANIZATION CHART
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EXECUTIVE
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Deputy Mimslcr
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ASSISTANT
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Adminislralion
Printing
Contributing Grants
Education
(J. Buckley)
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 Report of the Department of Travel Industry, 1969
INTRODUCTION
Ronald B. Worley, Deputy Minister
From every standpoint, the tourist industry for the year 1969 proved outstanding. Flow of guests from many different countries toppled all previous records,
both for numbers and the amounts of new money left in cash registers throughout
the entire Province of British Columbia. Moreover, the peregrinations of these
annual and welcome visitors saw them exploring deeper than ever before into the
Interior wildernesses of this majestic Province by highway, air, and water.
Although the Department of Travel Industry has functioned as an entity for two
years, a prodigious amount of work has been accomplished by a loyal and devoted
staff in informing our American neighbours, as well as residents of far-off lands,
of the outstanding tourist attractions so abundant in the Province. A flood of
information has been disseminated, and the value of this programming is readily
recognizable at the various ports of entry into British Columbia. The trend toward
staying longer in the Province and roving over a much-wider area has been clearly
established.
Not all the advertising and promotions launched during 1969 were intended
to increase the flow of tourists in that year only.   Encouragement of tourist travel
1131
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Nelson Riddle plays the " British Columbia Suite " at the highly successful
British Columbia Ball, San Francisco.
 H  10
BRITISH COLUMBIA
■■■'
Sebastion Cabot accepts totem pole from R. B. Worley at the Government luncheon,
Beverly-Wilshire Hotel.   Glenn Ford in foreground.
 REPORT OF THE TOURIST INDUSTRY,  1969
H  11
in British Columbia is a long-range proposition, and it is reasonable to assume that,
as a result of this year's activities, tourism will be tremendously stimulated for many
years to come.
Tourism continues to become more competitive every year, with countries
vying with one another for the visitor dollar. The Department must keep in close
contact with trends all over the world. An example is the entry into air-line service
of the new giant jumbo jets, which will drastically influence the movement of tourists.
Air fares continue to show a tendency to drop, with a resultant increase in passenger-
miles. Role of the Department of Travel Industry is to meet all forms of competitive
techniques to ensure that British Columbia continues to host its fair share of tourists,
and it is gratifying to note the attending success crowning our efforts.
All through the year, senior executives of the Department worked very closely
with the major carriers serving the Province. Officials of Western Airlines, Air
Canada, and C.P. Air could not have been more co-operative. Staff members visited
the United States, the Orient, Australia, Europe, and other countries to encourage
greater travel.
At the same time, more stringent regulations were enacted to provide our tourist guests from all over the globe with first-class accommodation. Units which for
a variety of reasons were not considered adequate for the accommodation of visitors
were not recommended for publication in the 1970 Tourist Directory. This widely
recognized authoritative publication is held in highest esteem by the travelling public,
and some 750,000 copies will be distributed, gratis, during the next few months. It
is the intention of those responsible for supervision of tourist accommodation to
make the regulations more effective with every passing year, thus upholding the
standards of hotels, motels, camp-sites, and other types of accommodation expected
of British Columbia.   Obviously a visitor who is satisfied with the accommodation
Dr. Gordon M. Shrum speaking to more than 400 people at the Los Angeles Breakfast Club.
 H 12 BRITISH COLUMBIA
provided by the tourist industry is much more likely to return than one who is jaundiced by the amenities that failed to represent full value for his money.
Numbers of visiting journalists to British Columbia increased sharply during
1969. They arrived in such numbers that several staff members had to be assigned
to travel with them. These influential writers arrive via an arrangement with the
Canadian Government Travel Bureau in Ottawa, and by Canada's two major airlines. They came from all over the world and wrote thousands of words in several
languages that picture Canada, and British Columbia in particular, as a delightful
vacation land. In addition to the itinerant writers, numerous television crews,
photographers, and photographic teams were assisted in their various assignments.
Press tours featuring British Columbia writers, as well as those from other
countries, again proved eminently successful. An avalanche, of invaluable publicity
was a direct result of these tours.
Special promotions were carried out by senior staff members in San Francisco,
Los Angeles, and other California centres, for it should not be overlooked that
Californians comprise a very considerable percentage of our annual visitors.
Many British Columbia businessmen again gave freely of their time and opened
their pocketbooks to accompany practically the entire staff of the Department of
Travel Industry to California last spring. Countless clubs and other organizations
were visited by our representatives, with gratifying response.
A renowned composer and orchestra leader, Mr. Nelson Riddle, completed the
composition of " British Columbia Suite," and the record is now showing a steady
sale to music-lovers.
In connection with the San Francisco promotion last spring, a colourful ball
for travel agents was presented in the St. Francis Hotel. A number of distinguished
guests were entertained, including Honourable Pierre Asselin, Canadian Consul-
General. Mr. Riddle and his full symphony orchestra attended at the ball, and the
rendition of the " British Columbia Suite " was warmly received. Officers of C.P.
Air co-operated fully with the Department of Travel Industry in staging the event.
Last spring this Department was entrusted with the task of organizing an
annual Festival of Sports, which will henceforth be marked at many centres
throughout the Province each year. Its purpose is to encourage amateur sports
aggressively, and indirectly generate more travel throughout the Province at a time
of year when tourists normally remain at home. Co-operation of the British Columbia Sports Federation was encouraged, and assistance has been forthcoming in
gratifying measure. Representatives of the Federation and the Department have
travelled thousands of miles over the Province to lay the groundwork for what
promises to be a most successful initial festival in May, 1970. The festival concept
has been well received by the different sports governing bodies and their co-operation has been expressed in many different ways.
Staff of the Film and Photographic Branch processed thousands of negatives
and prints during the year. Some 600 new slides and 3,000 colour negatives were
added to the files. In co-operation with the Department of Industrial Development,
Trade, and Commerce, the Branch produced a 16-mm. film, " The Good Life,"
which set new records in public interest. A 35-mm. version was shown as a
theatrical release across Canada.
" Beautiful British Columbia " magazine, a well-received production of this
Department, continues to show ever-greater popular appeal. Average circulation
per issue climbed to 200,000 during the past year. Subscriptions increased to
125,000. A special edition was produced in Japanese for circulation during the
World's Fair at Osaka.
 REPORT OF THE TOURIST INDUSTRY,  1969
H  13
A continuing and effective campaign was conducted all year by staff members
assigned the task of increasing the number of annual conventions held within the
Province. Total revenue from conventions to British Columbia during 1969 was
$16,033,271, an increase of $796,145 over 1968. Visits were made to most of
the convention centres throughout the Province during the year. Programme of
sponsoring television shows in high-population areas of the United States was continued during 1969, projecting the message of British Columbia's tourist attractions
to millions of viewers.
The Department of Travel Industry was saddened by the demise of the late
Newton P. Steacy, Commissioner at British Columbia House, San Francisco. His
passing was widely mourned.
This resume of progress made during 1969 would not be complete without a
very warm expression of sincere gratitude to all those connected with the tourist
and travel industry, and who have co-operated to the full with the Department all
through the year. Without this whole-hearted support, our successes might well
have been less outstanding. My sincere thanks go out abundantly, as well, to
members of the staff of the Department of Travel Industry who have demonstrated
their devotion to duty throughout the entire 12-month period.
We of the Department claim, without fear of contradiction, that the esprit-de-
corps of the entire staff cannot be surpassed by any other department, and that
evidence of co-operation and concord among all staff members has never been
more manifest.
Other Government departments have also continued to be helpful in innumerable ways by a spirit of co-operation that is deeply appreciated, and acknowledged.
Ronald B. Worley addressing travel agents, travel editors, and television experts from Spain.
 H 14
BRITISH COLUMBIA
ESTIMATED TOURIST REVENUE,  1969
British Columbia's tourist visits increased in 1969 by 8.5 per cent for automobile traffic, and 11.2 per cent for public carriers, compared to 1968.
Tourist traffic originating from outside the Province resulted in an estimated
revenue of $294,977,700, made up as follows: 3,287,100 American visits were
made by automobile across the British Columbia-United States Border, producing
$131,484,000; 854,647 American visits were made by automobile across the
Alberta Border, producing $34,185,900; and American visits by public carrier
amounted to 476,020, producing $19,040,800. American travellers, therefore,
made a total of 4,617,767 visits, producing an estimated revenue of $184,710,700.
Canadian visits by automobile totalled 2,756,675 and produced an estimated
$110,267,000, making a total of 7,374,442 visits to British Columbia from outside
the Province.
In addition, it is estimated that British Columbians made a total of 2,690,385
visits within the Province and spent $80,711,500. The total estimated tourist revenue is therefore brought up to $375,689,200.
As noted elsewhere, border crossings for the months of January and February
were down considerably compared to 1968, undoubtedly due to the very severe
winter conditions which prevailed at that time. This dropped the gain in visitors
to 8.5 per cent for the year. It is interesting to note, however, that for the remainder
of the year the percentage gain was 12.2, a very high increase indeed. The gain for
the whole year in long-term visitors was 14 per cent, compared to 11.8 per cent in
1968.
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U.S. BORDER CROSSINGS
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REPORT OF THE TOURIST INDUSTRY,  1969
H  15
ADVERTISING AND RESEARCH
Richard L. Colby, Executive Director
ADVERTISING
The Department's advertising campaigns for this year were the most extensive
in its history.   Increased emphasis was given to off-season campaigns and co-operative ventures designed to build our off-season tourist revenues.   The campaigns will
be reviewed under the following headings:—
Spring—Canadian-U.S.
Summer—Canadian-U.S.
Fall—Canadian-U.S.
Winter—Canadian-U.S.
New Market Development and Co-operative Campaigns.
British Columbia Internal Campaign.
Miscellaneous.
Our over-all advertising strategy was to maintain our peak summer business
and to increase the off-season business at a time when we have tourist facilities that
are not utilized to the maximum.
Our continuing theme " Beautiful British Columbia—The Four Season Vaca-
tionland " was continued throughout our campaigns. Whenever possible, advertising was scheduled to support the other extensive promotional activities of the
Department.
Details of Advertising Campaigns
Spring Campaign
This year, the Department realigned its advertising budgets so that a maximum
effort could be mounted for our spring campaign. Our budget for this campaign
was extended considerably, which allowed us to start our spring advertising earlier
and to increase the weight of the spring advertisements which were directed specifically at attracting more visitors to the Province in April, May, and June.
Four-colour full-page magazine advertisements illustrating our spring scenery,
flowers, and activities were placed in selected magazines that circulate to the Canadian Prairie Provinces and the Western States of the United States. The publications carrying our advertising were as follows: Sunset (two), TV Guide, Holiday,
National Geographic, Better Homes and Gardens, Westways, National Motorist,
Palm Springs Life, and Reader's Digest.
Four-colour full-page advertisements were used also in Los Angeles Times
" West " Magazine and the San Francisco Examiner-Chronicle " California Living "
Magazine.
In Canada, full-page four-colour advertisements appeared in Chatelaine (two),
Reader's Digest (two), and Maclean's (two).
Large-space newspaper advertisements supported our magazine campaign by
appearing in all major newspapers in the Western United States and our Western
Canadian Provinces in the months of March and April.
Radio was used in the Canadian Prairie cities to support the spring campaign.
Summer Campaign
Our traditionally strong summer campaign was directed at our three primary
outside markets, which are the adjoining Provinces, the Pacific Northwest United
States, and California.
 H 16
BRITISH COLUMBIA
The weight of the campaign varied by market potential in these areas and we
continued to portray the essential qualities that make British Columbia an outstanding vacation destination—its magnificent scenic beauty, friendly atmosphere, exciting choice of holiday activities. We used full-colour magazine advertisements and
large-space newspaper advertisements to sell " Beautiful British Columbia—The
Four-season Vacationland " as a " refreshing, friendly, and exciting holiday land."
Full-page four-colour advertisements appeared in Sunset (two), Westways,
National Motorist, Better Homes and Gardens, Venture, Signature, National Geographic, Palm Springs Life, and California Living Magazine, and 1,000-line newspaper advertisements reinforced our magazine campaign in 34 United States newspapers and eight Canadian newspapers.
Special radio campaigns were conducted in Edmonton and Calgary to encourage visitors to visit British Columbia after seeing the Calgary Stampede and Edmonton Klondike Days.
Fall Campaign
We have given additional attention to increasing visitors to British Columbia
during our fall months. To this end, we placed an extensive campaign of one-page
four-colour advertisements promoting the advantages of a fall holiday in British
Columbia in the following publications: Sunset, Westways, Motorland, Better
Homes and Gardens, Holiday, TV Guide, San Francisco Examiner-Chronicle " California Living " Magazine, and supported by 64 quarter-page advertisements in 30
newspapers serving the major centres of the Pacific Coast States of the United States,
and 14 quarter-page advertisements in the seven major newspapers serving the Provinces of Alberta and Saskatchewan.
R. L. Colby (left) acting as installing officer at the Annual Convention of British Columbia
Motels, Resorts,  and Trailer Parks Association,  Victoria.
 • '.■
REPORT OF THE TOURIST INDUSTRY,  1969
H  17
Winter Campaign
Our winter campaign promotes the fact that British Columbia has the mildest
and the most livable climate in Canada during the winter months. It emphasizes
the entertainment and other interesting activities available in our cities, and great
winter sports areas throughout the Province.
In the Prairie Provinces we used advertisements in Reader's Digest and Time
Magazine, large-space advertisements in the major farm papers, Western Producer,
and Free Press Weekly. In the major centres of Calgary, Edmonton, Lethbridge,
Medicine Hat, Red Deer, Saskatoon, and Regina, we ran a continuous campaign
of large-space newspaper advertisements promoting winter vacations to " Beautiful
British Columbia—The Four-season Vacationland."
To the south of us we concentrated our advertising in the Seattle-Tacoma area,
where we promoted the idea of getting away to British Columbia for winter weekends of fun, good entertainment, good food, good accommodation, and excellent
winter sports.
We are continuing to promote ski-ing by having our " Ski British Columbia "
folder inserted in Ski Magazine in the edition that covers the Western States of the
United States. We also ran three one-page four-colour advertisements in Ski Trails
Magazine. We were represented in Western Ski Time and Sports Illustrated in a
combined campaign with C.P. Air.
New Market Development and Co-operative Campaigns
The Department continued to join with the Provinces of Alberta and Saskatchewan and the States of Washington and Oregon and the private sector of the travel
industry to promote British Columbia to the markets of Eastern Canada and Eastern
United States. Sharing costs with the other participants in each of these campaigns
allowed us to develop new markets at a greatly reduced cost.
(1) Again this year we joined with Western Airlines in its " North Country
Adventure Campaign " and, for a very small cost, we were part of an
extensive campaign that included Life Magazine, Look Magazine, Sunset
Magazine, and six other regional magazines serving the California market,
three .1,000-line advertisements in 26 major newspapers serving California, Nevada, Utah, and Colorado. This campaign was supported by
2,268 radio spot announcements in San Diego, Salt Lake City, Los Angeles, San Francisco, Phoenix, and Las Vegas, and a 12-week television
campaign in the cities of Los Angeles, San Francisco, and Salt Lake City.
(2) This year the Department and its partners, the States of Washington and
Oregon, increased the weight of our Two-Nation Vacation campaign by
taking a special four-colour section in the Toronto Telegram, a four-page
four-colour insert in Saturday Review Magazine, Holiday Magazine, and
Travel Magazine. The circulation of these publications is mainly outside
our prime marketing areas, so that by joining with Washington and Oregon we get our British Columbia message to the Eastern United States and
Eastern Canada at one-third the cost.
(3) We also continued the three Western Provinces campaign with Alberta
and Saskatchewan. This campaign is directed to the people of Ontario
and Quebec to encourage them to visit Western Canada. By joining with
our two sister Provinces, we were able to launch an extensive advertising
campaign in Ontario and Quebec at very reasonable cost to each of the
three participants.   The Canadian Government Travel Bureau supported
 H  18 BRITISH COLUMBIA
this campaign by paying half the cost, and each of the Provinces paid
one-sixth.
(4)  This year we have joined with C.P. Air in a campaign to bring skiers from
the Northern California market to British Columbia.
British Columbia Internal Campaign
The Department, from its market research, realized early in 1969 that economic
conditions in our prime market of the three Prairie Provinces of Canada could curtail travel to British Columbia by the residents of those Provinces. To offset this
condition, we immediately undertook a special British Columbia advertising campaign directed to our own people. This large-scale campaign, using all British Columbia newspapers, radio, and television stations, encouraged our own people to
holiday in their own Province. All regions of the Province were promoted in this
campaign, which was given excellent support by newspapers, radio, and television
media. The theme of the campaign was " B.Cee-ing is Believing," and from all
reports it was successful.
Convention and Travel Agent Advertising
Realizing the importance of convention meetings to the over-all travel industry
of our Province, the Department has conducted a continuous campaign in the major
publications serving this industry. Also, we are directing more advertising to the
travel agents responsible for group tours and charters, which are a fast-growing segment of the travel industry.
Miscellaneous
Special advertisements were prepared for Vancouver Island and its Holiday
Resorts, Current Events, British Columbia's Fresh Water Fishing Guide, BOAC
Magazine and the Travel Folder promotion pages of Los Angeles Times " West"
Magazine, San Francisco Examiner-Chronicle " California Living " Magazine, and
Seattle Times.
A new series of travel stories with supporting pictures was prepared promoting
each of the tourist regions of British Columbia. These stories are supplied to
newspapers and magazines throughout the United States and Canada, and have
resulted in a tremendous increase in publicity for our Province.
The Department keeps the tourist regions, members of the Provincial Tourist
Advisory Council, and the private sector of the travel industry informed of our
advertising campaigns and schedules, and encourages them to tie in with the
Department's promotions, so that they receive greater impact for their own
advertising.
PROVINCIAL TOURIST ADVISORY COUNCIL
This council represents the eight tourist regions of the Province and the private
sector of the industry. The spring meeting was held in Victoria, and the fall
meeting was held in New Westminster. The latter was preceded by the usual open
meeting, attended by all interested in the development of tourism in the Province.
The theme was on marketing, and stress was also laid on the importance of
conventions to the industry.
RESEARCH
The Department did not conduct any direct research, but assistance was given
the Canadian Tourist Association in the preparation of three studies, including
trends in accommodation requirements and the economic significance of travel in
Canada.   We are also co-operating with the other Provinces and the Federal Office
 REPORT OF THE TOURIST INDUSTRY,  1969 H  19.
of Tourism on a study to show the travel patterns and habits of Canadians within
Canada.
GENERAL
The Department was represented at the following conventions or meetings:
Vancouver Island Publicity Bureau, Prince George Chamber of Commerce, Pacific
Northwest Travel Directors, Western Canada Travel Directors, Federal-Provincial
Tourist Conference, British Columbia Motels and Resorts Association.
Other promotions were further visits to the Province by Mr. Glenn Ford and
his son Peter, and by Mr. and Mrs. Harve Presnell, to obtain final footage for
a motion picture and other publicity.
We participated in the familiarization tour of the Japanese hostesses who will
staff the Canadian pavilion at Expo '70 in Osaka, and also participated in the
special promotions to San Francisco and Los Angeles in March.
As a result of an abnormally severe winter, American Border crossings dropped
markedly in January and February compared to 1968, giving an increase of about
8.5 per cent for the year. The gains from March on were very good, and the
increase for the remainder of the year was 12.2 per cent.
 H 20 BRITISH COLUMBIA
ADMINISTRATION, PRINTING, EDUCATION,  CONTRIBUTING
GRANTS, ANNUAL PRESS TOUR, AND FESTIVAL OF SPORTS
J. Buckley, Assistant Executive Director
The continued growth of the visitor industry was reflected throughout the year
in the general administrative duties involving personnel, accounts, statistics, and
related correspondence.
Continued expansion and development of the general tourist plant, coupled
with the increased activity of promotion at the regional and local levels, have made
additional demands on the Department's staff and resources.
PRINTING
Road Map—1,000,000. Annual revisions to the road map, campground, and
fishing guide were continued with the cartographers and the assistance of other
Government departments. The 1970/71 map will be produced in two editions,
750,000 and 250,000. The latter will be a new concept in basic treatment, with
general specifications and content remaining the same.
General Folder (reprint, 500,000;  second reprint, 100,000)—600,000.
Ski British Columbia—100,000.
Autumn-Winter-Spring—60,000.
Travel Agents Manual—5,000.
Calendar of Events: Spring and Summer—150,000; Winter and Spring—
50,000.
Festival of Sports—10,000.
Here's Proof—10,000.
Road Report—150,000.
Parliament Buildings (revised)—50,000.
Helmcken House—50,000.
Q.S.L. Cards (revised)—25,000.
Southern California Tour Report—1,000.
Yellowhead Circle Press Tour Report—200.
EDUCATION
Close contact with local and regional organizations was maintained through
representation at the annual meeting of the Fort Langley Board of Trade, Nanaimo
Chamber of Commerce, Annual Convention of the British Columbia Motel and
Resort Owners Association, Region E Tourist Association at Kamloops, Evening
Optimists in Victoria, several regular meetings and the annual meeting of the British
Columbia Division of the Pacific Northwest Travel Association, the Rural Development Planning Committee (ex ARDA), and the Greater Victoria School Board's
seminar on careers in the hospitality industry.
Lectures were delivered for two classes of the waiter and waitress upgrading
course sponsored by the Department of Education, for the Student Guide Service
sponsored by a local Victoria radio station and the British Columbia Division of
the Public Relations Society of Canada.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 21
1969 Yellowhead Circle Press Tour.    Members pause on Highway No. 16
with Mount Robson in the background.
HOSPITALITY SEMINARS
Co-operation was continued with the Co-ordinator of the Food Trade and
Accommodation Industry of the Department of Education through hospitality seminars held in Dawson Creek (two), Fort St. John (two), Chetwynd, Fort Nelson,
and Revelstoke.
The prime purpose of these seminars is to emphasize the importance of tourism
to all in service trades who come in contact with the travelling public. Management
and employees are required to be well informed of the scenic and recreational attractions of their area, able to assist the traveller in his search for things to see and do,
aware of the significance of a warm and hospitable reception to ensure that each
visitor will return for subsequent visits. Management is also informed of the many
training programmes available through the Department of Education, such as refresher, upgrading, and retraining courses for restaurant, motel-hotel, and other
.service-trade personnel.
ADVISORY COMMITTEE, FOOD TRADE AND
ACCOMMODATION INDUSTRY
This committee, comprised of representatives from the motel-hotel and restaurant industry, National Housekeeping Association, Chef de Cuisine Association,
labour unions, and the Departments of Manpower, Education, and Travel Industry,
meets regularly to discuss methods to improve the services of those catering to the
travelling public.
 H 22 BRITISH  COLUMBIA
PROVINCIAL TOURIST ADVISORY COUNCIL
Several years ago, at the instigation of the Minister, the Honourable W. K.
Kiernan, a Tourist Advisory Council was formed. Members from all tourist regions
of the Province were appointed, together with representatives of leading transportation companies and other organizations closely associated with the tourist industry.
The Council meets twice a year, and these conferences act as a sounding-board for
ideas on matters pertaining to tourist activities in the Province.
First meeting of the Council each year is held in Victoria, and the second at
different centres throughout the Province.
The second meeting was in New Westminster on October 7th. It was very
largely attended, and problems closely associated with the industry were discussed
thoroughly. It was noted that $250,000 had been expended during this calendar
year on camp-site installations and improvements in the Peace River region alone.
Throughout the Province, some 600 new camp-site units were put into operation
this year, bringing the Provincial camp-site capacity to well in excess of 6,000 units.
All members of the Provincial Tourist Advisory Council have given freely of
their time and talents in 1969, and have contributed in large measure to an improved
tourist pattern over the entire Province.
FESTIVAL OF SPORTS
The latter half of 1969 saw the foundation laid for the first annual British Columbia Festival of Sports, scheduled for the period May 16 to June 1, 1970.
Objectives of the annual Sports Festival are clear-cut. It is intended to encourage greater physical fitness among British Columbians. In this connection the
festival dovetails with the British Columbia Physical Fitness and Amateur Sports
Fund under the direction of the Honourable the Attorney-General. From the Fund,
moneys are allotted for financial aid of athletic groups. Development of the festival
was entrusted to the Department of Travel Industry because it is apparent that the
different sporting events will encourage off-season travel throughout the Province.
The Department looked to the British Columbia Sports Federation, under Dr.
Robert Hindmarch, for assistance, and it was forthcoming in gratifying measure.
Field representatives of the Sports Federation, in company with personnel of
the Department of Travel Industry, began visiting all sections of the Province during the summer. Initially it was visualized that the first festival might embrace a
dozen communities and 15 or 18 categories of sports.
So great has been the response by communities and sports groups, that participation by more than 50 communities in some 40 different sporting events, and
scores of ancillary ones, is assured by year-end. Almost unknown ethnic sports are
being introduced in different areas. Sports groups in all sections of the Province
are lending enthusiastic support to the new concept.
First annual Sports Festival could not show greater promise at this date.
ANNUAL PRESS TOUR
1969 Yellowhead Circle
Following the pattern set six years ago, the Department, again in conjunction
with Vancouver Island Coach Lines Ltd., hosted 33 travel writers, editors, radio and
television directors, and cameramen on a six-day tour of the Province. The tour
took place in June and, as implied, circled the central part of the Province, with
emphasis on the newly opened route between Prince George and Jasper, Alberta.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 23
Recently completed, the extension of Highway No.  16, east of Prince George,
provides a new link with the Prairies.
Overnight stops were made in Vancouver, a dude ranch in the Green Lake area of
the Cariboo, Prince George, Jasper, Clearwater, and Merritt. The continued success of these annual tours can be attributed to the splendid co-operation from organized tourist-minded groups along the route who give unstintingly of their time and
resources.
Solid evidence of the publicity generated by these annual tours is recorded in
each tour report, which includes press clippings, stories, and photographs published
in newspapers and magazines across Canada, in our market areas on the West Coast,
and as far south as Dallas, Texas.
In addition to the printed word, many feet of film have been woven into stories
of British Columbia and aired in Canada and the United States. One major
United States television outlet has prepared a 28-minute programme based entirely
on this tour. It will be shown in early spring, 1970, thus giving impetus to the
start of the visitor season.
Departmental personnel accompanying the tour took sufficient 35-mm. colour
slides of the route and its recreational possibilities to provide background for interviews from Vancouver, Victoria, and Tacoma, Washington, television stations.
Cost of the annual press tour, underwritten by the Department and Vancouver
Island Coach Lines Ltd., is returned many, many times in the subsequent continuing publicity.
CONTRIBUTING GRANTS
As in previous years, the Contributing Grants Plan plays an important role in
development and promotion of the visitor industry in the Province.
 H 24
BRITISH COLUMBIA
Ashcroft publicists surprise the International Press Tour by a " hold-up."
This year the total allotment of funds to the eight tourist regions was increased
from $175,000 to $275,000. Financial assistance is available through the plan to
subsidize on a 60:40 basis the production of regional literature, and approved external advertising, and promotions. Assistance is also extended to operation of
visitor information booths. The grant may now be extended to place a co-ordinator
in each region, and 60 per cent of his salary and of his first $1,000 in travel expenses
will be eligible for payment under the plan.
Four of the eight regions have now appointed co-ordinators, with the possibility of others being appointed early in 1970.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 25
BRITISH COLUMBIA HOUSE, LONDON, ENGLAND
Harry Harrod
The plan to establish Department representation in the territory of the United
Kingdom, Ireland, and the Continent of Europe came into effect in February, 1969,
when the representative in Los Angeles was transferred to the Office of the Agent-
General in British Columbia House, London.
Working under the administration of the Agent-General, but at the direction
of the Deputy Minister of the Department of Travel Industry, the representative's
first task was to assess opportunities for promotion which would supplement rather
than duplicate the existing efforts of the national air-lines and the Canadian Government Travel Bureau.
In this potential market of 400 million people, principal deterrents against
travel to British Columbia were found to be (a) time and cost involved in travelling
the distance; (b) restrictive travel allowances in Britain and France; (c) lack of
knowledge of our area, leading to misconceptions about weather, recreational facilities, and cost of living; and (d) competition from readily available low-cost holiday
packages in the Mediterranean area.
On the positive side, the romance of the Canadian West and its Indian lore,
the wide-open spaces and spectacular scenery, fishing, and hunting, the Pacific
Ocean, and the relative nearness of San Francisco and Los Angeles were found to
have a strong appeal for European travellers, in combination with the prospect of
jumbo jets and lower air-fares.
In addition to travel in the South and Midlands of England, the representative
made two trips to the Continent, contacting Canadian Government Travel Bureau
offices, international air-lines, tour operators, and travel agents in seven countries
of Western Europe.
A growing list of agents and operators expressing definite interest in British
Columbia was nearing a total of 200 in mid-November, with approximately two-
thirds of them situated in the United Kingdom, Republic of Ireland, and the Channel
Islands, and the remainder operating in Germany, Italy, France, Denmark, Holland,
and Belgium. Information and display material were supplied to these agents, and
in some instances special assistance was provided in arranging package tours and
group travel to the Province.
The representative worked closely with Air Canada and C.P. Air, both in
London and on the Continent, providing films and information, attending presentations to agents, helping to arrange special fishing, hunting, and sales incentive
packages, and establishing procedures to take full advantage of new low trans-
Atlantic air fares when they receive approval of I.A.T.A. and governments concerned.
In addition to supplying information to individual tourists and assistance to
writers and publications, including Reader's Digest, Geographical Magazine, various
trade journals and newspapers in London and Edinburgh, the representative attended
receptions for the trade hosted by the Canadian Government Travel Bureau and the
national air-lines, a marketing seminar sponsored in London by Travel Trade Gazette and the Institute of Travel Agents, and, as a member of the Canadian delegation, the International Conference on Tourism held in Sofia, Bulgaria.
Preliminary plans were made for the representative to participate in a wide-
ranging Continental tour early in the new year in which the Federal offices and major
air-lines will present Canadian and British Columbia holiday attractions to selected
travel agents and tour operators throughout Europe.
 H 26
BRITISH COLUMBIA
BRITISH COLUMBIA HOUSE, LOS ANGELES
Victor A. Downard
1969 was a very good and active year for this office. During January, February, and March, concentration of effort was on organization of the annual " California Promotional Tour " of speakers from British Columbia.
Arrangements were made with 204 clubs to provide them with a programme.
Clubs covered were service clubs such as Rotary, Lions, Kiwanis, and Optimist;
employee, trailer, camper, mobile home, rod and gun, recreation, and leisure-world
groups. In addition to these, arrangements were completed for the " Tea and Crumpet " party for travel writers and others at the Press Club of Greater Los Angeles,
the Consul-General's reception for our British Columbia group enabling them to
meet many local people, the Government luncheon at the Beverly-Wilshire Hotel,
and the travel agents tour and dinner at Universal Studios.
Transportation for our group of 64 speakers was provided by up to 36 U-drives,
which had to be dispatched and routed each day. As most speakers had two and
sometimes three engagements in a day, and had to travel as much as 125 miles on
freeways in the Los Angeles area, it speaks well for the group that not one was late
for an engagement.
Participation in special promotions by the Los Angeles office was made during
January with the group from Victoria in the Sports, Vacation, and Travel Show at
the Great Western Exhibit Center (Commerce).
In late June and early July we were in the San Diego County Fair at Del Mar
with the " Best of British Columbia " Gallery. The gallery made the outstanding
display of the fair, according to operators of the event. Attendance at the San Diego
County Fair was 413,500, and we had large crowds at our display from the time it
opened until it closed each day.
Arrangements were made through the Canadian Government Travel Bureau
with their distributor to have the pictures of the " Best of British Columbia " Gallery displayed in downtown banks and some of the larger travel agencies. Due to
the limited space available, the pictures are put in groups of 20 to 30 at each place,
alternated weekly. Locations are changed every three to four weeks. Comments on
the salon are excellent, and this will be a continuing programme until early next year.
A joint slide-film presentation on ski-ing in British Columbia and Alberta has
been developed with the Alberta Government Office here for Western Airlines.
Western will have five or six copies of the presentation made up, and it will be
shown to groups throughout their system by the airline's sales representatives.
At the request of the Ski Alpine Club of the Los Angeles area, we are participating in their three-day show at the Santa Monica Auditorium. They have produced 10,000 programmes, and our folder " Ski-Beautiful British Columbia " will
be inserted in each programme. The last four-year attendance at their show has
averaged 10,000 to 12,000 per show.
A very good connection was developed with the Travel Training Center of the
Automobile Club of Southern California early in the year by use of a Fairchild projector and four films. The club has a school in Los Angeles for new employees each
year, combined with a refresher course for regular employees. This is followed
by courses arranged through their regional district offices in Southern California.
During the spring months, the Fairchild projector with films was lent to them, and
 REPORT OF THE TOURIST INDUSTRY,  1969
H 27
personnel were instructed on British Columbia at all sessions. During the fall and
early winter months, the Automobile Club has training sessions for licensing, and
refresher courses for travel counsellors. We presently have two slide presentations
(one for each group of instructors) on loan to the Automobile Club of Southern
California.   These will be used during November, December, and early January.
The Fairchild projectors have been used in Southern California and Arizona
on numerous occasions by travel bureaux in their own place of business, and in
travel shows scheduled by travel bureaux. Some bureaux are in large shopping centres, and by bureau operators using the machines in their windows, the films get a
very good exposure to the general public.
We have a good supply of films in the Los Angeles office and, during the year,
arrangements were made with a number of travel-minded groups to provide them
with a show.   We also shipped films to groups operating their own projectors.
Two return trips to British Columbia were made by the staff of the Los Angeles office. The first by Mrs. B. Mahony, the office secretary, to attend the travel
counsellors course and familiarization tour of the Yellowhead Route, Highway No.
16, returning via Queen of Prince Rupert and Vancouver Island. The second was
by the Director of Travel Promotion to assist with the 1969 Yellowhead Circle
Press Tour in June.
In the fall, arrangements were made to have a group of Japanese travel photographers spend five days in British Columbia taking colour pictures for national
newspapers in Japan. These are to be used in conjunction with articles on British
Columbia. Later in the fall, ski writers and photographers were sent to British
Columbia and Alberta to do joint articles for California ski magazines. This group
was developed by the Los Angeles office of the Canadian Government Travel Bureau
in co-operation with the Governments of British Columbia and Alberta.
During the year, field trips were made to the outlying areas of Los Angeles and
all Southern California and Arizona. Calls were made on more than 80 district
offices of the Automobile Clubs of Southern California and Arizona. On these field
trips, in addition to Automobile Club offices, calls were made on 263 travel agents
in California and 52 in Arizona.
Development work was done by the Los Angeles office with air-lines, bus transportation companies, tour operators, steamship lines, and travel clubs.
The office was busy during the year with organization of the Spring Promotional Tour, and servicing telephone and mail inquiries. Mailing general literature,
tour agents manuals, posters, and information to travel agents, tour operators, airlines, railways, travel clubs, trailer groups, and the general public as required also
constituted part of an active year.
 H 28
BRITISH COLUMBIA
BRITISH COLUMBIA HOUSE,  SAN FRANCISCO
R. J. Fraser
Inquiries continue to increase each year at British Columbia House as Northern Californians become even more aware of British Columbia as a vacation destination. This is no doubt due to the ever-increasing promotional efforts of the
Department and this office in this important travel market.
Excellent active co-operation established with C.P. Air and the Canadian Government Travel Bureau has resulted in an even stronger promotional force. With
the co-operation of C.P. Air, the " Name the Headlines " contest was arranged with
the Berkeley Daily Gazette and The Independent, with the winning couple from
each newspaper awarded a seven-day vacation in British Columbia during our offseason months. Virtual daily exposure in each newspaper was given the Province,
with accompanying pictures covering the areas to be visited by the winners.
Travel agents, tour operators, automobile clubs, and transportation companies
continue to call upon the services offered by British Columbia House for detailed,
first-hand information to assist them in selling their clientele and membership on a
British Columbia vacation.
A close working relationship established with travel writers has resulted in
numerous articles on British Columbia travel in general, as well as hunting, fishing,
golf, and ski-ing in particular.
Further interest in the Province has been created by the advertising and popularity of the cruises offered from San Francisco to British Columbia waters by Princess Cruises, Matson Lines, and American President Lines this past summer. In
1970 P & O Lines will also join these companies in cruising the British Columbia
coast. All the ships involved will have our Department films in their libraries for
showings during their voyages. Our films are in constant demand by service and
travel clubs, and television stations.
Participation by British Columbia House in three enclosed shopping-mall travel
shows in the fall of the year emphasized off-season vacations and ski-ing. These
small travel shows are proving to be a most effective method of reaching potential
visitors.
British Columbia House also assisted in staffing the Department's exhibit at
the Sports and Vacation Show in January, 1969, at the Cow Palace in San Francisco.
British Columbia House is again heavily involved in arrangements for British
Columbia Week in April of 1970, which proved to be such an outstanding success
in March, 1969.
It is indeed encouraging to note the respect and interest the Province of British
Columbia holds for residents of Northern California, all of which creates pride in
the staff of British Columbia House in representing the Province through the Department of Travel Industry, and this office.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 29
ACCOMMODATION
Arthur E. Abram
GENERAL
Inspecting and registering tourist accommodation establishments throughout
the Province provided a busy schedule for the Tourist Accommodation Registration
office staff and accommodation counsellors working in the field.
During the year, the staff was increased with a permanent accommodation
counsellor and one additional person to edit and assist in the production of the Tourist Directory. The latter position was made necessary by the demand for publishing exact, detailed rates of all accommodation establishments.
The inclusion of a permanent tourist accommodation counsellor will alleviate
problems in effectively servicing tourist complaints, and other field requirements.
FIELD WORK
More than 2,000 calls were made between April 15th and July 31 st on tourist
accommodation establishments, and out of this number of calls, 1,969 establishments were finally registered under the Government Approval System. Each call
entails inspection, and, if approved, registration, as well as the solicitation of suitable
Directory-listing copy, including rates.
In remote areas of the Province, 47 establishments were contacted by fly-in
transportation, while others necessitated the use of four-wheel-drive vehicles and
charter boat services.
As in previous years, the work was completed by six tourist accommodation
counsellors in approximately 3V_: months.
TOURIST ACCOMMODATION
The registration of 1,969 tourist accommodation establishments with the Department represents approximately 8,500,000 accommodation units available for
tourist occupancy during the peak period of our visitor-year.
During the year, 168 tourist accommodation establishments were removed
from the register. Many were establishments which did not meet the required
standards; others declined registration, and several were permanently closed.
THE "GREEN BOOK"
British Columbia Tourist Directory continues to fill the need for a basic information ' piece ' for the Department and the industry as a whole. For many years
the " Green Book " has been used by residents of the Province for domestic travel,
as well as visitors from outside the Province, and this year its domestic use was
increased by the Department's promotional programme " B.Cee-ing is Believing."
The annual 750,000 copies of this publication are distributed in Britain and Europe,
as well as in the United States and Canada. It is an invaluable information piece
for travel counsellors selling beautiful British Columbia to potential visitors.
 H 30
BRITISH COLUMBIA
GOVERNMENT-APPROVED SIGNS
Since 1966, when Government-approved tourist accommodation
signs were first awarded to accommodation establishments qualifying
for registration with the Department, signs have become well-known
to our visitors as a symbol indicating an acceptable standards for all
classifications of tourist accommodation.   Our visitors are becoming
more familiar with our A.T.A.  signs,  and rely on them in their selection of
accommodation.
IN   REPLY   REFER   TO:
UNITED STATES
DEPARTMENT OF THE INTERIOR
BUREAU OF LAND MANAGEMENT
District Office
3550 Liberty Road  S.
P. 0. Box 3227
Salem, Oregon 97302
AUG 1 4 1969
Arthur E. Abram, Director Tourist Accommodations
British Columbia Department of Travel Industry
Parliament Buildings
Victoria, British Columbia
Canada
Dear Mr. Abram:
Thank you very much for the copy of the 1969 edition of your British
Columbia Tourist Directory.  It is a masterpiece of completeness
and simplicity and we hope to be guided by it on a trip in September.
I work with the Bureau of Land Management and we have also issued
some fine recreation maps and brochures.  So have the National Park
Service, Forest Service, State Highway Department, and others.  These
are all good individual efforts, but I fail to find anything as
comprehensive, both for public and private accommodations, as your
directory.
Contratulations and be assured that we may become copy-cats.
Sincerely,
^3S*"?^ c^A^***^-^?
Otto C F. Krueger
District Manager
INQUIRIES
One hundred and thirty inquiries related to purchasing or building tourist accommodation in British Columbia were received during the year. Many of these
were from Eastern Canada and the United States.
REPRESENTATION
The Tourist Accommodation office was represented at the spring and fall meetings of the Provincial Tourist Advisory Council, and particularly on the " Green
Book " Committee of the Council.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 31
Liaison with the associations representing the industry was continued throughout the year in an atmosphere of co-operation and mutual interest.
PROMOTION
In the early months of the year, staff members of the Tourist Accommodation
office were able to assist in some of the promotional work programmed by the
Department.
TOURIST ACCOMMODATION STATISTICS,  1969
Total establishments registered 	
Total number of units	
Establishments removed from registration
New establishments registered	
Establishments permanently closed	
Change of ownership 	
1,969
56,302
168
125
36
281
Breakdown of Establishments and Units by Classification
Classification
Hotels   135
Motor hotels  118
Apartment hotels  8
Motels    625
Motor courts 	
Auto courts	
Resorts—
Year round
Summer 	
Winter	
Lodges
Dude ranches __.
Beach cottages
Bungalows 	
Cabins 	
Trailer parks
Houseboats ...
Camp-sites
Camping cabanas
Fishing camps	
Hunting camps.
Hunting and fishing camps
220
22
28
106
1
74
18
64
15
104
389
3
494
3
180
0
30
Totals   2,638
Total classified establishments	
Total registered establishments	
Establishments with dual classification	
Units
9,137
6,645
271
10,739
2,605
187
883
1,152
33
951
303
446
126
593
6,857
19
13,847
32
1,261
0
215
56,302
2,638
1,969
669
 H 32
BRITISH COLUMBIA
"BEAUTIFUL BRITISH COLUMBIA" MAGAZINE
B. H. Atkins and B. J. Pauls
The fall, 1969, issue of " Beautiful British Columbia " magazine saw a printing order of 200,000 copies. Paid subscriptions were approximately 126,000, with
newsstand sales accounting for most of the balance.
There was little change in the distribution of subscribers which, approximately,
is: United Kingdom, 40 per cent; British Columbia, 20 per cent; the rest of Canada, 16 per cent; United States, 15 per cent; the remainder to other countries.
Twenty-four stories were published, illustrated with more than 325 photographs. Subjects ranged from flowers to railroad locomotives and human-interest
stories. Several maps and paintings were also used to illustrate stories. Letters
from readers expressing appreciation and seeking more information about the
Province were received from many countries.
Subscription promotions during the year included the printing and offering for
sale of 25,000 copies of framing-prints of photographs that had appeared in the
magazine. The regular " Beautiful British Columbia " magazine calendar-diary
was printed and offered during the pre-Christmas subscription promotion.
In co-operation with a large department-store chain, 250,000 copies of promotion material were included in the store's customer accounts, and 250,000 copies
of a direct-mail promotion were also distributed. The results of both projects were
considered very good.
Toward the end of the year the staff of " Beautiful British Columbia " magazine
prepared a special story on the relationships the Province enjoys with Japan, for
publishing in the spring, 1970, issue, and, on the same theme but extended to
include a four-season look at the Province, a special 80-page publication was prepared for printing in Japan and distribution at Expo '70 in Osaka.
Continued assistance was extended throughout the year to the Department's
production of other printed material.
Planning an issue of the ever-popular " Beautiful British Columbia " magazine.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 33
Suva, Fiji.
Melbourne, Australia.
Brisbane, Australia.
Auckland, New Zealand.
Tokyo, Japan.
TRAVEL AGENTS' PROMOTIONS
K. B. Woodward
While the Boeing and Douglas Aircraft Companies are planning and building
bigger and better jets, the Special Promotions Section of the Department of Travel
Industry has been busy planning and building better travel agents' promotions to
keep pace with the ever-changing transportation and travel industry. In 1969
we carried out travel agents' promotions in co-operation with air-lines in the
following cities:—
Calgary. Ottawa.
Edmonton. Cleveland.
Toronto. Detroit.
Windsor. San Francisco.
Hamilton. Los Angeles.
Montreal. Honolulu, Hawaii.
In Tokyo, six travel agents' seminars were staged during the A.S.T.A. Convention, directly aimed at this growing Japanese market.
In addition to these travel agents' promotions in their own cities, we arranged
familiarization tours throughout the Province for travel agents and travel editors
from the following cities:—
Spain—30 persons.
Eastern Canada and the United States—30 persons.
Hong Kong—5 persons.
Japan—15 persons.
Hawaii—15 persons.
During the visits to the various cities throughout the world, the British Columbia story was exposed to an average of 100 travel agents per city. Excluding
Tokyo, this would total 2,000 travel agents. Including Tokyo, this would be
increased to 2,800, plus another 100 who were hosted in British Columbia, which
would bring the figure of travel agents personally contacted to 2,900.
AMERICAN SOCIETY OF TRAVEL AGENTS
This important convention was held in Tokyo in 1969, where 2,500 travel
agents convened to make this year's A.S.T.A. World Congress the biggest ever.
Our promotion was held in the New Otani Hotel in Tokyo, and the response was
such that it was necessary to seek the assistance of C.P. Air to allow us to use their
office facilities for additional travel agents' seminars. The usual mink stole was
drawn and presented to Mrs. Peter Houston, whose husband is a wholesale tour
operator from Berkeley, California, and is president of Stop Tours. His organization specializes in student tours. During the presentation of the grand prize, we
were allowed to bring beautiful British Columbia to the attention of 2,000 travel
agents who were assembled.
If it were possible to add these to the figure personally contacted without the
fear of duplication throughout 1969, the grand total would be close to 5,000 travel
agents.
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K.B. Woodward
DIRECTOR
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 REPORT OF THE TOURIST INDUSTRY,  1969
H 35
SPECIAL PROMOTIONS
In the past we have found that by participating with television programmes,
radio programmes, newspaper and air-line companies, we have been successful in
obtaining gigantic coverage from a minimum outlay. We have participated in many
projects during 1969 and the majority follow the same pattern, which is: In exchange for television, radio, and newspaper time and space we provide a seven-day
holiday for two in British Columbia. In some cases (television shows) the holiday
is for three nights and four days. The co-operation received from the industry
makes this a most reasonable way to obtain maximum coverage. The following is
a list of this type of promotion carried out during 1969:
American Women in Radio and Television—Hollywood, California.
C. F. McCarthy Jewellry Store Promotion—Auckland, New Zealand.
To Love and Cherish Promotion—Honolulu, Hawaii.
Herald Examiner—Los Angeles, California.
Make the Headlines Contest—San Francisco, California.
Thrifti-Mart Shopping-centre Promotion—Los Angeles, California.
Wigwam Stores Promotion—Honolulu, Hawaii.
Television Shows
Network
Number of
Stations
Viewing
Audience
Concentration —-    	
NBC
ABC
NBC
NBC
NBC
NBC
NBC
139
181
139
193
155
190
204
11,000,000
18,000,000
11,000,000
Hollywood Squares-— 	
Let's Make a Deal , 	
13,000,000
14,000,000
You Don't Say	
13,000,000
16,000,000
Mr. B. Woollett and a group of travel agents visiting British Columbia from Hawaii.
J
 H 36
BRITISH COLUMBIA
Greetings extended to Mr.  T.  Nishio, chairman of  the  Japanese  travel  agent society.
Left to right:   W. Slean, Sales Manager, C.P. Air, Tokyo; Mr. Nishio; K. B. Woodward.
It is significant that British Columbia was able to obtain six exposures on the
" Dating Game " television show. It is also interesting to note that all these television presentations are first-run presentations. To compute the number of persons
who would view each British Columbia exposure on second and third reruns of
these programmes is not possible. In addition, Canadian stations bordering on the
United States that view these shows are not computed in the above figures.
California, 1969
Still the prime visitor market for British Columbia, California was again the
target of a tourist promotion which succeeded in creating the greatest impact possible in a short period of 10 working-days.
Under the direction of the Deputy Minister, this year a group of 75 participants spoke to more than 35,000 persons and, in addition, through radio, television,
and newspaper coverage, the story reached millions of other people.
In San Francisco and Los Angeles areas, 421 presentations were made.
This mammoth undertaking is, in the words of Mr. Bert D. Lynn, Vice-
President, Advertising and Sales Promotion of Western Airlines, " One of the most
outstanding and effective tourism-development programmes in the world today."
To effectively reach travel agents, air-line interline sales personnel, travel editors, and the travelling public, the Special Promotions Section of the Department of
Travel Industry publishes annually a travel agents' manual listing all independent
and escorted tours that originate in British Columbia. This item allows a travel
agent to market British Columbia in a simple manner.
In addition, a travel shell is used for many purposes, especially by the wholesale travel agent.
 -■.jr*^?:.?".-"'
REPORT OF THE TOURIST INDUSTRY,  1969
H 37
In 1969, we completed the 15-minute " sound-on " slide presentation featuring the " British Columbia Suite," composed and conducted by Nelson Riddle.
In addition to the many talks and presentations given throughout the year, this
Section is deeply involved in the First Canadian Travel Trade Congress that will
present its findings to the Federal Government in 1970.
SUMMARY
The travel industry in British Columbia will continue to increase in size,
volume, and profit. In 1969, we have been aware of the percentage of the world
population that falls into the 24-to-3 0-year age-bracket. We have been aware of
the change of travel agents' procedures in selling travel destinations. We have been
aware of the importance of interline sales by air-line companies. We have been
aware of the value of currency in various countries that is becoming more stable.
We have been aware of the billions of dollars spent by other areas to lure visitors
away from British Columbia. But most important, we are aware that the results of
our promotions are not the number of television shows we have been able to be
included in, not the number of words that appear in newspapers, not the number of
travel agents we have contacted, not the number of agents' manuals printed, but the
main result is the currency actually spent in beautiful British Columbia that has
made travel the third-largest industry in the Province.
 H 38 BRITISH COLUMBIA
CONVENTIONS
P. D. Crofton
The total revenue for conventions to British Columbia for 1969 was $16,033,-
271, an increase of $796,145 over 1968. It must be pointed out that convention
revenue is derived by projecting the number of conventions one year in advance.
The conventions booked after our lists were computed are not included in these
figures.
Visits were made to most of the convention centres throughout the Province
during the summer of 1969. In addition, a questionnaire was sent out to all convention centres. The purpose of the visits and questionnaire was to ensure that
all centres were familiar with the assistance available to them through the Department of Travel Industry, to determine the methods used by the various centres to
catalogue conventions, the use made of convention lists and " tips," and what
convention literature and material was used to " sell " a convention. It is intended
to visit all convention centres in British Columbia in 1970.
Personnel from the Department of Travel Industry participated in panel discussions on conventions at the British Columbia Hotel Association Annual Convention and the Northwest British Columbia Chambers of Commerce and Alaskan
affiliates. Talks were given to several chambers of commerce on the value of
the convention dollar to their community.
The Department of Travel Industry hosted a dinner in Vancouver for visiting convention executives from Eastern Canada who were inspecting convention
facilities in the Greater Vancouver area.
British Columbia was represented at the American Society of Association
Executives convention in Las Vegas. This most successful convention was attended
by more than 1,100 convention organizers. Personal contact was made with most
of these delegates, and we were able to outline the excellent convention facilities
in our various convention centres throughout the Province. They were also made
aware of the pre- and post-convention tours available to them.
Advertisements on conventions in British Columbia were taken in the following publications: Meetings and Conventions, Sales Meetings, and World Convention
Dates during 1969.
The committee for off-peak season convention promotion, in a brief to the Hon.
W. K. Kiernan, recommended that a full-time convention manager be appointed by
the Department of Travel Industry. This recommendation was accepted. Mr. P. D.
Crofton has been transferred from Exhibits and Displays and is now fully employed
on conventions and group business.
It is intended to carry out an even more vigorous campaign in 1970 to bring
more conventions to British Columbia. Since most conventions are held in our off-
peak season, this is a very effective way to ensure that our tourist plant is working
12 months of the year.
 Pat Crofton presenting the mink stole, which was first prize at the American Society
of Association Executives convention in Las Vegas, to Mr. B. Claxton of the American
College of Chest Physicians. Miss Kay Simons, of C.P. Air, and Mr. Doug Edgeworth,
of the Bayshore Inn, offer their congratulations.
 H 40 BRITISH COLUMBIA
EXHIBITS AND DISPLAYS
Barry Lee
During 1969, the Department of Travel Industry was represented at a number
of vacation and travel shows in the United States and Canada. These shows which
were manned by personnel from the Department included: Portland Boat Trailer
and Sport Show, Portland, Oregon; San Francisco Sport and Boat Show, San Francisco, California; Los Angeles Sport Vacation and Travel Show, Los Angeles, California; Canadian National Sportsmen's Show, Toronto, Ontario; Calgary Fish and
Game Association Sportsmen's Show, Calgary, Alberta; Northwest Canadian Trade
Fair, Edmonton, Alberta;  Seattle Ski Fair, Seattle, Washington.
At these shows our road maps, general folders, accommodation directories, and
many other publications are distributed to the general public. Personnel are also
called upon to answer all types of inquiries, both general and specific, regarding
British Columbia. These shows attracted a public attendance of approximately
1,037,000 persons.
British Columbia literature was also distributed at vacation and travel shows
through its affiliation with the Pacific Northwest Travel Association in Kansas City,
Phoenix, Dallas, Milwaukee, Minneapolis, Los Angeles, and elsewhere.
In its second year of operation is the Department's exhibit at the Niagara International Centre Exhibition Building in Niagara Falls, Ontario. In addition to a new
set of colour transparencies and 35-mm. slides, the production of a new master
recording-tape will allow the estimated 5,000,000 visitors during 1969 to see and
hear the story of British Columbia as an ideal vacation land.
A new display which will be adaptable for a 10-foot or 20-foot booth is proposed for 1970. The basic framework of this display will be made of aluminum
for ease of shipping and handling.
The Exhibit and Display section was also involved in a number of travel promotions and tours aimed at promoting tourism in British Columbia. During the
months of March and April it assisted with travel agents' promotions in Calgary,
Edmonton, Ottawa, Toronto, Hamilton, Montreal, Cleveland, and New York. It
also participated in the six-day Kootenay Caravan Press Tour, and co-operated with
the publicity director in hosting visiting travel writers.
 Industry Exhibit, Niagara Falls, Ontario.
Barry Lee and " Dating Game " couple at Vancouver International Airport, May, 1969.
 H 42 BRITISH COLUMBIA
INFORMATION CENTRE, VANCOUVER
G. Ed Meade
Several new peaks of traffic highlighted 1969 at the British Columbia Information Centre, Vancouver. During July and August, inquiries were received almost
one a minute. In both months, total in-person and telephone calls approached the
10,000 mark.
A method of counting the actual number of persons entering the Centre was
instituted in early July. Allowing for an estimated high error of 5 per cent, and
applying the ratio of recorded inquiries against actual traffic throughout the year, it
would appear that just under 100,000 persons entered the Centre in 1969.
Telephone questions severely taxed the four-line installation at the Centre.
During July more than 4,000 calls were received, far more than the system could
adequately handle. During the year, 24,386 telephone calls were recorded, representing an increase of 17 per cent over the previous year.
Several months during the year, phenomenal increases in travel inquiries were
registered. During the worst January weather on record a 13 per cent increase over
1968 was recorded. The pre-Victoria Day period showed a 23.5 per cent increase;
June, 54; July, 45; August, 60; and September, an incredible 67 per cent increase
in travel inquiries.
Answering travel questions again dominated the year's activities. Of 57,685
inquiries, 38,589 were related to travel.
A considerable amount of shipping was done, and more than 300 cases of
literature were sent to outside centres for distribution. Bulk-literature storage continued to be a problem, since the only useful storage space is half a city block away
and transfer has to be made by hand truck.
It would appear that, during the year, traffic headed toward Vancouver from
nearby major border crossings continued to rise. There is a 9.8 per cent increase
for 1969 indicated at the Douglas-Pacific Highway crossings. The Rogers Pass held
to approximately the 1968 figure, despite an obvious surge of traffic over the newly
completed Yellowhead route.
Interesting and important visitors undoubtedly add enthusiasm to those who
work within the visitor industry. The Vancouver Centre had its share. They included a number of well-known entertainers and motion-picture actors and actresses:
Admiral Sir Joseph Henley, recently retired Commodore of the Royal Yacht; a
group of Japanese Expo '70 hostesses on a Canada-wide orientation trip; the Lord
Mayor of Yokohama; and many others.
Writers and broadcasters from all corners of the globe were given assistance.
They ranged from authors writing travel books about our Province to a French group
whose viewers, listeners, and readers totalled more than 30 million.
The Garibaldi Olympic group reached a new pinnacle in a luncheon for Prince
Philip, who has promised support. The Vancouver supervisor is a member of the
Olympic Committee.
Growth of interest by British Columbians in their own Province was more
than gratifying. The internal advertising campaign in the spring pushed traffic upwards; demand for talks on travel was consistent throughout the year. All levels of
schools are now using British Columbia travel and the Department of Travel Industry for essay assignments. The Vancouver supervisor conducted 10 evening lectures
for adults in Surrey and many in senior schools throughout the year.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 43
Material for a summer-long series of radio broadcasts on British Columba was
recorded, along with a broadcast for Canada-wide use by the C.B.C.
Full credit should be given an enthusiastic and hard-working staff—both permanent and temporary summer employees. While there was a complete turnover
of full-time personnel during the year, there is every indication that by the time the
first spring increase in traffic comes, full training will have been accomplished.
The graph showing relationship of travel inquiries to all other questions at the
British Columbia Information Centre, Vancouver, indicates that only at the peak of
interest in local hunting seasons does travel dip below the combination of hunting,
fishing, parks, and miscellaneous categories.
TRAFFIC PATTERN 1969 VANCOUVER INFORMATION CENTRE
6,000
Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.
• Travel Inquiries
- Other Inquiries
 H 44
BRITISH COLUMBIA
TRAVEL INFORMATION SERVICES
Ed Norman
VISITOR RECEPTION CENTRES
Results from advertising and promotional efforts directed toward improving
the off-peak months are being reflected by increased traffic in reception centres
in the Lower Mainland.
These centres are remaining open for longer periods to service this demand.
Douglas Reception Centre, on Highway No. 499, near the Customs point of
entry, is now open all year, with reduced staff during the off-peak months. The
traffic increase through this centre supports the decision to take this action.
In 1968, through a seven-month period, this reception centre served a total
of 98,099 visitors. Through a lOVi-month period in 1969 the centre was able to
supply 141,270 visitors with British Columbia information, an increase of 41.5 per
cent.
Abbotsford Reception Centre, located in the median strip on Highway No. 401,
also shows a marked increase. Open during 1969 for five and one-half months, as
opposed to five months during 1968, this centre served 117,554 visitors, as opposed
to 98,099, an increase of 19.8 per cent.
Phillipsburg Master Mailer packaging British Columbia travel literature.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 45
Sicamous Reception Centre shows a considerable decrease during its 1969
operation—14,267 visitors during 1969, against 19,658 during a like period in
1968, a decrease of 27.4 per cent. This decrease, in all probability, is due to a
congested and unsuitable location. Steps are being taken to establish an improved
site for 1970.
Osoyoos Reception Centre also showed a decrease from 21,763 visitors in
1968 to 20,039 during 1969, a drop of 7.9 per cent.
Banff Reception Centre showed a business increase of 16 per cent—10,586
visitors as opposed to 9,120 during 1968.
Abbotsford recorded a slight decline once again in camper, trailer, and tent-
trailer types of traffic—42.1 per cent against 47 per cent during 1968.
This type of traffic increased through the Douglas Centre from 12 per cent to
15.4 per cent, whilst Osoyoos and Sicamous decreased from 58 per cent to 51.5 and
55.6 per cent respectively.
All centres recorded marked increases in traffic from Ontario and Quebec.
Travel counselling services were maintained aboard vessels of the British Columbia Ferries operating on main routes. This service proves to be of great benefit
to the Province as a whole, as many visitors to the Lower Mainland are directed to
travel a little farther and stay a little longer in other areas of the Province. With
the continuing increase in traffic aboard these vessels, and the changes being made
by British Columbia Ferries to accommodate this increased traffic, steps are being
taken to further implement this part of the Travel Counselling Programme.
Three multi-lingual travel counsellors were again employed at the Vancouver
International Airport to receive overseas flights. Working in the new airport facilities, we were greatly assisted in this programme by the Department of Transport,
Customs and Immigration officials, and all major air-lines.
Douglas Visitor Reception Centre now open all year.
 H 46
BRITISH COLUMBIA
LITERATURE DISTRIBUTION
The continuing growth of the travel industry in British Columbia, in excess of
200 per cent over an eight-year period, puts increasing demands on literature distribution. The Phillipsburg Master Mailer, installed during 1968, proved its value
during 1969. We were able to keep up to all mailing demands without experiencing
any serious backlogs. This machine also successfully effected all mailings of
" Beautiful British Columbia " magazine.
The Frieden Flexowriter, married to the Canadian Government Travel Bureau
data-processing equipment, now automatically services all referrals from that source.
This machine is also used to assist other divisions with mailings to standard mailing-
lists.
Demands for bulk shipments were up 30 per cent from 1968 and could be
met only on a reduced scale. Requests for material in bulk as well as individual
requests show a direct relationship to increased promotional activities.
INQUIRY GROWTH IN THE VANCOUVER OFFICE
In five years, total
inquiries at the
Vancouver office up
50 per cent.
1969 — 57,685
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
f     1964 — 38,548
1969 — 11,552
/
Travel kits mailed
in response to
inquiries up
98 per cent.
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
/
1964 — 5,840
 REPORT OF THE TOURIST INDUSTRY,  1969
H 47
PERSONNEL TRAINING
The Travel Counsellors Training Course was held during May with the cooperation of the Department of Education. It was necessary, because of increased
enrolment, to operate two classes simultaneously.
We are very grateful for all the expert instructional assistance devoted to this
course by members of many other Government departments. Their co-operation
ensures the success of the course.
Following the course, 35 of our own travel counsellors were taken on a one-
week familiarization tour. This tour was made possible by the co-operation of many
chambers of commerce and individuals from the private sector of the travel industry.
In-service training of permanent staff is a continuing day-to-day activity.
Our senior travel counsellor visited Ottawa for 10 days as part of the Travel
Counsellor Exchange Programme and I also spent a week with the Canadian Government Travel Bureau in April, studying their operations and their data-processing
system.
Two senior travel counsellors from the Canadian Government Travel Bureau
were given an orientation tour of the Province during May, as well as a thorough
briefing of our operation.
Two travel counsellors from the San Francisco office of the Canadian Government Travel Bureau were given the same training programme in September.
The Travel Counsellors Training Manual was updated and rewritten and has
since gone to press. We are grateful for the assistance we received in this task from
many other departments.
PROMOTION
In January, assistance was given in transporting and staffing our display in
the San Francisco and Los Angeles Vacation and Travel Shows.
Under the direction of the Deputy Minister, I again acted as co-ordinator of
the Southern California promotion in San Francisco and Los Angeles from March
17th to 28th.
Assistance was given to the Convention Section in November, with the convention promotion at the American Society of Association Executives meeting.
FIELD WORK
Under my direction, the Travel Counsellors' Training Programme made an
extensive tour of the Province. This tour included the new Yellowhead Highway
and Highway No. 16 from Tete Jaune Cache to Prince Rupert to Kelsey Bay.
Throughout the summer, liaison and regular inspection trips were made to
all Information Centres.
One trip was made through the Province to visit new tourist facilities and
attractions.
In April I represented the Department at the convention of the Canadian
Tourist Association in Ottawa.
 H 48
BRITISH COLUMBIA
RESEARCH
A study made of usage over the past eight years of promotional and informational literature was used as a basis for ascertaining requirements and shipping
costs for the next three years. A report was submitted to the Executive Director,
based on this study.
The report points out the relationship between promotion and service to the
visitor, and areas of future staff requirements.
Travel counsellor staff are used to research areas of information required for
future publications on a continuing basis.
Checks are made of traffic volumes and types at major border crossings, and
National Parks entry points, to collect data to be used as a basis for decisions on
establishing future reception centres.
This information, coupled with hotel and motel occupancy and camp-site usage
in adjacent areas, is invaluable in determining the changes in visitor traffic patterns.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 49
PERSONNEL
G. L. Levy
The Personnel Office processed 97 personnel requisitions through the Civil
Service Commission. These were required for the selection of persons to fill vacancies, seasonal requirements, and six new permanent positions. The new positions
were as follows: Tourist Accommodation Counsellor; Public Information Officer;
Photographer, Grade 2;  two Clerk-Stenographers, Grade 1;  Stockman, Grade 1.
The seasonal and replacement employees were selected for the following areas:
Thirty-seven were recruited for the Travel Division to staff reception centres in
Victoria, Vancouver, and various parts of the Province; five were selected for the
Film and Photographic Branch; and 28 were selected for the subscription office of
" Beautiful British Columbia " magazine; 24 tourist counsellors were selected to
be located on all major British Columbia Ferries during the tourist season.
The employment of seasonal staff each year is necessary to carry out the
tourist information service.
The Accounts Section processed all requisitions for supplies and equipment,
and all expenses incurred by the Department.
The British Columbia Safety Council awarded the Department a bronze award
for completing 118,629 consecutive man-hours worked without a reported injury.
 H 50 BRITISH COLUMBIA
PUBLICITY
Harry P. McKeever
Renewed interest shown by overseas journalists began by a visit of a representative of Asahi Shimbun, Japan, early in the year. Thereafter, writer-journalists
arrived throughout the season until the visit of a staff journalist from The Standard,
Hong Kong, in November.
This office was pleased to co-operate with the Canadian Government Travel
Bureau, Air Canada, C.P. Air, shipping companies, and numerous publishing
houses, magazines, newspapers, and free-lance writers in the compilation of story
material. Such was the frequency of visits, indeed, the assistance of Departmental
Public Information Officers was required on several occasions. This assistance is
hereby generously acknowledged.
Otherwise, the familiarization tours necessitated many days out of the office to
garner material for visiting writers, photographers, columnists, and television teams.
One was an eight-day trip in April with a photo-writer couple from Germany. Another was a five-day Vancouver Island tour with a writer from Air Canada, while a
third was also a five-day project with a research writer compiling a travel guide for
Lane Publishing, California. The Press Officer, Canadian Government Travel
Bureau, London, England, was escorted on a 10-day tour of the Okanagan and
Kootenay s.
Increased postal rates introduced by Ottawa resulted in printing of fewer issues
of the British Columbia Government News than usual. The editions produced were
requested by the Honourable the Prime Minister, and the Department of Finance.
The April-May edition was devoted to the Perpetual Cultural Fund. A newsletter
for the Honourable the Minister was produced in June.
Sixty-three special stories were written for publishers in North America and
Europe.   In this respect, this office was gratified by several editors' compliments.
One such special assignment required an automobile trip to Bella Coola for
two stories on Highway No. 20. Other out-of-office commitments included representation at the Canadian Chapter of the Society of American Travel Writers in Kitchener, Ontario, and a visit to the Kootenays to research a story on Creston Flats for
a leading bird magazine in the United States. Pressure of work caused cancellation of representation at a North American writers' meeting in Las Vegas in the
autumn.
In addition to several press releases during the year, this office co-operated in
the preparation of United States television commercials, advertisements in Canadian
Rockhound magazine, and folders required to be updated and rewritten in keeping
with Departmental policies.
Material was checked for such publications as Reader's Digest, Field & Stream,
Clarke Irwin & Company, Smith Publishing Co. Ltd., American Automobile Association, and many other lesser-known sources. Regional folders were edited and,
where necessary, rewritten. Part of yearly work was production of the Department
Annual Report.
Resulting, presumably, from Departmental offshore representation, tremendous
overseas interest in British Columbia was evident throughout the year. It resulted
in very heavy correspondence, extensive research, and checking deadline copy that
required much evening and week-end work if deadlines were to be met, which in
every case they were. This co-operation evoked warm words from the writers concerned.   Here, in an effort to have work published at the most appropriate time in
 REPORT OF THE TOURIST INDUSTRY,  1969 H 51
the various countries, the help and assistance of the Film and Photographic Branch
in supplying photographs at short notice is sincerely appreciated. Availability of
accompanying pictures can often mean the difference between acceptance and
rejection of a story, particularly in overseas markets.
Via the Visit Canada Programme of the Federal Government, and also under
the auspices of Canada's two major air-lines, several outstanding overseas writers
produced a laudible amount of publicity work. This office was gratified to know
that Ottawa accepted certain recommendations regarding the type of journalist to
be invited to British Columbia.
The outcome was a selection of industrious, productive writers and a great
increase of well-placed stories in influential magazines and newspapers. An author
from Berlin, with more than 40 travel books to his credit, was so impressed by
British Columbia he is presently negotiating with his German publishers to produce
a high-calibre book on the Province and has invited this office to co-author the production in English. Other writers from Munich, Frankfurt, and Mannheim who
visited the Province some time ago are still producing excellent material. This office
is pleased to continue the splendid co-operation resulting in prolonged publicity of
this nature. Other journalists from Great Britain and the Orient have also proved
themselves by their recurring stories on British Columbia.
Late in the year this office was elected to membership of the Publications
Committee of the Province's 1971 Centenary, with purpose to produce a book to
mark British Columbia's entry into Confederation. Discussions have taken place
that will see the book available in completed form in the latter part of 1970.
With travel developing into the significant industry it has become in recent
years, more and more publications seek material. In an attempt to meet these
demands, and in variance with previous policy to send the same story to a number
of scattered media, this office has recently endeavoured to prepare a story best suited
to the style of the publication requesting it. Though this system can not possibly
claim the number of stories furnished throughout the year, the intrinsic merits of
individual work for individual editors has very decided advantages over mass distribution.
It gives the editor a feeling of special treatment and also allows this office a
greater and wider choice of markets. Considering that an editor knows he is not
printing material already published elsewhere, the net result is a good feeling of
honest co-operation, with fresh, original material assured in almost every case.
Where duplication has to occur because of deadlines, care is taken to ensure the
outlets are far distant from one another.
In all, the year's activities showed without a doubt the importance placed on
the printed work, regardless of where it appeared. From time to time letters
arriving from the world's out-of-the-way places refer to the writer having read about
the Province. Whilst flattering in one respect, such letters and their acknowledgment add to the normal work schedule, especially when the inquirer wishes to
pursue an investigation in depth for reasons that could be commercial, educational,
or merely with thoughts of his or her possible settlement in British Columbia.
The year also indicated that British Columbia has become one of the world's
prime tourist regions and that, as the years go by, tourism can be expected to become an even more important industry than it was in the very successful year of
1969.
 H 52 BRITISH COLUMBIA
SPECIAL EVENTS
Miss Elaine Johnston
Revision of several travel information booklets and brochures began early in
1969. Assistance was given the Travel Counselling Section to circulate letters to
industry prior to preparation of the 1969 edition of the Industrial Tours brochure.
From January 21st to February 5th, the writer helped staff the British Columbia
exhibit at the Los Angeles Sports, Vacation, and Travel Show.
Preparations for the 1969 California promotion continued through February.
The Travel Counsellors Manuals required updating for the Travel Counsellors
School, and revision was started.
The 1969 Industrial Tours brochure was completely revised and returned to
the Travel Counselling Section in March for forwarding to the Queen's Printer. A
familiarization tour of Victoria and Vancouver Island was given to four Ottawa-
based staff of the Canadian Government Travel Bureau. Revision of the Travel
Counsellors Manuals continued until departure for the 1969 California promotion
in mid-March. During this promotion, this writer was involved in arranging transportation, giving slide presentations and talks, and staffing the temporary British
Columbia offices in San Francisco and Los Angeles.
In April, the writer continued to Calgary to help staff the British Columbia
exhibit at the Calgary Sportsmen's Show, April 3rd to 7th. Following this, the
revision of the Travel Counsellors Manuals was completed, and preparation started
of the Course Outline for the Travel Counsellors School, later held in May at Vancouver City College.
Instruction was given at the Travel Counsellors School, May 5th to 9th, and
the writer participated in the Travel Counsellors Training Tour, May 11th to 17th.
A familiarization tour of Greater Victoria, Greater Vancouver, Whistler Mountain,
and the Fraser Valley was given two Ottawa-based staff members of the Canadian
Government Travel Bureau.
A familiarization tour was conducted in June for Mr. Elmar Drost, an editor
from Frankfurt, West Germany, and staff of the Canadian Government Travel
Bureau, Ottawa. Later a tour of Denman and Hornby Islands was done to become
familiar with accommodation facilities in that area.
In July it was decided that this office would act as co-ordinator for information
and material to assist our travel representative at British Columbia House, London.
This programme is now working effectively. Information was collected and stories
proof-read as required for writers such as Dolly Connelly and Mimi Bell.
Stenographic work was performed as required for the publicity director. Further, in August, to assist him with the greatest number of visiting writers for any
month of the year, tours were given for journalists and editors from Zurich, Switzerland; Tokyo, Japan; Chicago; New York; and Columbus, Ohio.
The writer prepared and shipped 250 British Columbia information kits to the
XI International Botanical Congress in Seattle, Washington, at the request of the
Provincial Curator of Botany, Dr. A. Szczawinski.
Stenographic work was performed as required in the preparation of the 1970
edition of the British Columbia Tourist Directory. The writer staffed the British
Columbia Information Trailer at Osoyoos from August 30th to September 8th.
The British Columbia Aviation Council was given a slide-show presentation at
Harrison Hot Springs, September 12th and 13th, at the request of the chairman of
 REPORT OF THE TOURIST INDUSTRY, 1969 H 53
their Air Tourism Committee. Later the writer arranged and accompanied Dolly
Connelly on a photographic assignment of shopping in Greater Victoria. September
concluded with a familiarization tour through British Columbia for San Francisco-
based personnel of the Canadian Government Travel Bureau.
Preparation for the 1970 California promotion continued through October, as
well as proof-reading the 1970 British Columbia Tourist Directory. Alaska Highway information was proof-read for the A.A.A. in November, and a Calendar of
Events on British Columbia snow festivals and carnivals was prepared for Sunset
magazine.
The writer is grateful for the assistance and goodwill of many civic, municipal,
Provincial, and Federal departments whose cheerful co-operation proved invaluable
through the year.
 H 54
BRITISH COLUMBIA
TRAVEL COUNSELLING
Mrs. Grace M. Long
Revision and updating of our filing system continues and increases in volume
with information for inquiries.
Requests for information on our Province for 1969 had a 6-per-cent increase
over that of last year, as shown by the following figures:—
1969 1968
January        7,680 14,982
February     10,475 9,850
March      30,373 21,765
April     37,986 33,148
May     34,619 38,229
June     22,940 17,675
July __._...-     13,857 15,413
August       8,443 8,063
September       8,684 10,849
October        8,880 7,182
November         9,500 5,639
December       5,001 4,447
198,438 187,242
Travel counsellors with Chief Steward Peter Russell during pre-inaugural trip
of the expanded M.V. Queen of Esquimalt.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 55
In early March, preparation was started for the Travel Counsellor Orientation
Tour, May 11th to 18th. Reservations and contacts with chambers of commerce
on the route were made for this group of 35 which included two representatives
from the Canadian Government Travel Bureau, Ottawa, and travel counsellors
from our Department of Travel Industry Offices in Los Angeles and British Columbia House, San Francisco. Our tour in 1969 covered approximately 1,408 miles
by coach and 330 miles by sea. The Yellowhead Highway and the new Highway
No. 16 were a part of the tour, and from reports from our travel counsellors,
without the information they acquired on these highways, they would have been
unable to cope adequately with the innumerable requests asked on this new route.
Plans and arrangements were put in progress for travel counsellors aboard
the British Columbia Ferries and the Vancouver International Airport for completion before June 1st.
PROMOTIONS
Participated in the Department of Travel Industry, San Francisco Promotion
Tour, March 17th to 21st, and the Los Angeles promotion, March 24th to 28th.
Accompanied group on Travel Counsellor Orientation Tour, May 11th to May
18th as chaperone and in an advisory capacity to the tourist counsellors for the
coming season.
Four of our travel counsellors who work aboard the British Columbia Ferries
were invited to act as hostesses aboard M.V. Queen of Esquimalt during her pre-
inaugural trip June 8th.
On August 7th, three of our travel counsellors, Mrs. Debbie Buick, Miss Gail
Dennison, and Mrs. Cherie Kahn, acted as hostesses at a luncheon for the " first"
of a series of Cantour's Family Group from Japan.
September 29th to October 7th—visited the Canadian Government Travel
Bureau, Ottawa, on an exchange programme for travel counsellors.
Travel counsellors during our '69 Orientation Tour at
the site of Kitimat's Centennial project.
 H 56
BRITISH COLUMBIA
Travel counsellors Mrs. Cherie Kahn and Miss Gail Dennison took an active
part in answering inquiries during the Colombo Plan Conference held at the Empress Hotel in October.
LITERATURE DISTRIBUTION
Bulk shipment mailing files have been established, which will enable this
Department to have a more efficient shipping programme.
Distribution of Department of Travel Industry brochures during the month of
January were: All coupons returned from the San Francisco Sport and Boat Show
with requests for special kits on fishing, hunting, etc.; arrangements for shipment
of literature to Canadian and United States Travel Shows represented by our Department, also literature for the Pacific Northwest Travel Association Travel Shows
taking place in the United States; a recreational Vehicle Show in Jacksonville,
Florida, and a Family Camping Show at the Champaign County Fairgrounds, Ur-
bana, Illinois;   100 travel kits requested by the Department of Agriculture.
February distribution: Canadian Homes Magazine, Toronto, Ontario, forwarded a list with request for 100 travel kits to be mailed to their readers; 500 ski
kits forwarded to list of names provided by the Northgate Ski Festival in Seattle,
Washington; a supply of 356 selective British Columbia travel kits were mailed to
50 Canadian National Railways offices throughout Canada; C.P. Air requested
350 kits, to include 1 copy of " Beautiful British Columbia " magazine for an
International Airline Tech. Pool, representing 65 air-line carriers.
For March and April, requests were received for mailing of 600 travel kits to an
anthropological conference; Canadian Government Travel Bureau forwarded list
for 100 selective kits to be sent to individual people.
Cantour's Family Group from lapan.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 57
Travel counsellors and some of the thousands of folders
sent out annually from the General Office.
RESEARCH
One hundred and seventy-five chambers of commerce and other sources were
contacted for information used in the preparation of the spring-summer edition of
the British Columbia Calendar of Events. This effort was repeated for the fall-winter
edition later in the year. The Ferry Sheet of Coastal ferry operations is updated
and produced annually.
Other areas of endeavour requiring research were:—
List of events prepared for Rapport Public Relations for inclusion in their
" Bring your Camera " promotion.
Information sheets were prepared on climate, newspapers, and real estate
boards for immigration requests.
Lists of aircraft and boat charters throughout the Province were prepared for
1969, and again were researched for 1970.
A compilation of spring-summer events was executed for Western Home and
Living publication.
Spring and summer events lists were prepared for inclusion in the Canadian
Government Travel Bureau's publication Canada Events, and again supplied to
them for the fall and winter issue.
Similar lists were prepared for the " Financial Post " magazine publication,
also a special events calendar for inclusion in the publication of a " Pan American "
book.
Research of all available industrial tours was carried out early in the year and
completed in May. This information was later used to produce an " Industrial
Tours " brochure.
A list of all boat-launching sites on Vancouver Island was prepared for our
reference files.
 H 58 BRITISH COLUMBIA
C.P.Air, San Francisco, requested and were supplied with a special-events list
covering all British Columbia.
A calendar of events was prepared for Rand McNally Vacation Guide 1970.
Information was compiled for all summer courses available throughout the
Province and submitted to the Canadian Government Travel Bureau for inclusion
in their publication.
Canadian Government Travel Bureau submitted all " Travel Feature " articles
on British Columbia for correction and updating.
Portable reference files were prepared this year for the first time as an aid to
all summer-employed travel counsellors. They contain 248 pages of finger-tip information on a large variety of Provincial subjects. As well as all temporary travel
counsellors, these files are used for ready reference in the Head Office, our San
Francisco and Los Angeles offices and, by special request, the western section of
the Canadian Government Travel Bureau. There are 34 sets of these portable
binder files, which are added to continually and updated yearly.
Research was carried out to determine available facilities in all private trailer
parks and camp-sites on Vancouver Island and the Lower Mainland as far as Hope,
for inclusion in our portable binder file. This programme is being carried on to
cover the whole Province.
A file was prepared on all Christmas events in Victoria and Vancouver.
 REPORT OF THE TOURIST INDUSTRY,  1969
H 59
FILM AND PHOTOGRAPHIC BRANCH
S. H. Haines
It usually follows that a change in operations base will create certain problems
and setbacks, also that there will be a production lag until these new situations can
be resolved.
Such was the case when, in January, 1969, the Film and Photographic Branch
received orders to dismantle, pack, and move all equipment to new quarters in the
Dogwood Building at 1019 Wharf Street, Victoria.
Almost a year later minor changes were still being made, but from this upheaval
a very complete and smooth photographic section is being developed and the overall production of the Branch shows a greater increase than in any previous year.
Weather was average to poor during the main shooting season and haze and
smoke problems were encountered in some areas. Regardless of this, however, all
assignments were completed successfully and a tremendous stock of colour negative
material has been assembled. This additional material is proofed and captioned
during the off-season for inclusion in the Branch albums and slide files.
For the first time in the history of this Branch a colour technician began turning
out top-quality colour prints and transparencies on the premises. Colour production can be considered a major step forward, and will become more evident as other
staff is enrolled.
Including temporary summer help, the Branch had eight men in the field during
the year. These men logged some 80,000 miles by car, plane, boat, helicopter, and
even on horses, to meet the various motion-picture and still-picture requirements of
the Branch and other Government departments.
Camera catches " Dating Game " couple at Bastion Square, Victoria.
 H 60
BRITISH COLUMBIA
More than 75,000 feet of motion-picture footage was shot, processed, and
catalogued during the year. This film is required for Branch motion-pictures, film
clips, advertising shorts, and the educational requirements of Canada and other
countries.
The stills photographers completed 162 separate assignments during the year
in a variety of formats in colour and black and white. As a result of this work,
2,901 colour negatives and 5,652 black-and-white negatives have been processed
for the files of this and other departments.
With the mOve to increased visual involvement at public meetings and for
groups and clubs, the 35-mm. slide presentation continues to gain in popularity.
Many and varied are the subjects requested, and the demand for this publicity
agency increases steadily.
During the year our stills crew added 330 new original transparencies to the
master-file system, which now carries in excess of 1,500 originals.
MOTION-PICTURE PROMOTION
The motion-picture staff concentrated on final filming of " Ferryliners North,"
and a film on the East Kootenay area titled "A Place of Refuge," which was completed and in full circulation in December. During the early tourist season a series
of short subjects depicting the vacationland advantages of British Columbia were
produced for telecasting to residents of this Province.
Assistance in the form of men and equipment was extended to the Fish and
Wildlife Branch to produce motion-picture footage for study and record purposes.
Seven other motion-picture films are currently under way in different stages
of progress. 1970 promises to be a productive year in the motion-picture section
of the Branch.
Recording the Province^ innumerable scenes is a constant challenge.
 ^^S=^p|S?o5p?K^
REPORT OF THE TOURIST INDUSTRY,  1969
H 61
MOTION-PICTURE DISTRIBUTION
One hundred and forty-eight prints were purchased for Canadian travel film
libraries abroad. These will be matched by an equal number purchased by the
Canadian Government Travel Bureau for similar distribution. These, along with
our foreign language versions, will result in an even greater exposure of British
Columbia travel films abroad.
As the year closed, the Branch had more than 2,500 motion-picture prints in
circulation in the United States. This will result in non-theatrical screenings in
excess of 40,000 to an audience of 2,000,000-odd persons.
Television showings also reveal a decided increase in Canada and the United
States. Canadian Television reports 366 telecasts, 237 of which were in colour;
the United States reports 452 telecasts, 259 of which were in colour.
From Japan, a report states 56,000,000 people saw our film " Ski B.C." on
Japanese television, narrated in their own language.
DARKROOM PRODUCTION
This phase of the Branch operations proves that better working facilities increase production. Even with the shut-down period caused by the move to the new
quarters, black-and-white production increased by 30 per cent, with a total of 26,095
prints. Production of negatives has shown an even greater increase, to almost
double the 1968 output.
The colour darkrooms, an entirely new departure for the Film and Photographic
Branch, have not been in operation long enough to have a comparative reading.
The five months production records, however, show that 779 colour negatives,
2,242 colour prints, 33 internegatives, and 845 transparencies in various sizes were
produced.
Three phases of colour production.
 H 62
BRITISH COLUMBIA
 BRITISH COLUMBIA
H 63
35-MM. SLIDES
Apart from supplying individual slides to broaden the scope of existing slide
shows, the Branch is currently distributing three complete slide presentations, which
are in great demand. Most popular is the anti-litter production, dramatically illustrating the scenic blight caused by landscape pollution. The general slide and ski
shows are also very well received. Planned for release during 1970 is a presentation
depicting nature items, including insects, birds, animals, fish, reptiles, and flowers.
At present the Branch has 61 slide presentations in circulation. During the year
a total of 2,421 slides were selected, processed, and supplied in response to requests
and to assist other departments.
GENERAL OFFICE
Improvements were effected in many areas due to the move to the new quarters. Album systems were improved, making print selection a relatively simple
operation. Requests for colour pictures increased significantly during the year,
with 6,153 colour negatives selected in response to writers and illustrators in Canada
and throughout the world. Black-and-white negative selection was down slightly,
the result of a new volume-print system whereby stock photographs in eight different
categories are always instantly available.
More than 2,000 requests for photographs, negatives, and transparencies necessitated writing nearly 700 letters where additional information was required.
1969 has been a shake-down year for the Branch. The move to new quarters,
more up-to-date equipment, an entirely new Branch within the Department, and
sweeping administrative changes made 1969 a memorable year for all concerned.
Entering the 1970's, the esprit de corps of the Film and Photographic Branch has
never been higher, nor has the outlook for increased quality production ever been
more promising.
 Printed by A. Sutton, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
1970
1,530-1169-9157

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