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BC Sessional Papers

Travel Industry Annual Report 1977 British Columbia. Legislative Assembly 1978

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Full Text

 Victoria, B.C., January 1, 1978
Colonel the Honourable
Walter S. Owen, Q.C, LL.D.,
Lieutenant-Governor oj the Province
oj British Columbia
May it please Your Honour:
I respectfully submit the Annual Report of Travel Industry, Ministry of the
Provincial Secretary and Travel Industry, for the year ended December 31, 1977.
Yours very truly,
grace m. McCarthy,
  Victoria, B.C., January 1, 1978
The Honourable Grace M. McCarthy,
Provincial Secretary and Minister oj
Travel Industry,
Parliament Buildings,
Victoria, B.C.
Madam: I have the honour to submit the Annual Report of Travel Industry
for the year ended December 31, 1977.
Yours very truly,
Deputy Minister
  Province of
British Columbia
Ministry of the
Provincial Secretary
and Travel Industry
Travel Industry
Annual Report
Pages 8, 9
Pages 10, 11
Pages 12-21
Pages 46-60
 The year 1977 was action-packed:
• Early in the year, a new name, Tourism British Columbia, was adopted.
The name change coincided with the reorganization of all Government
"departments" into "ministries."  The "department," formerly part of the
"Department of Recreation and Travel Industry," became part of
the "Ministry of the Provincial Secretary and Travel Industry."
• The Victoria head office moved from the Dogwood Building to the
restored and renovated Rithet Building, a heritage structure at 1117 Wharf Street.
The new home was officially opened by the Minister with appropriate and
well-attended ceremonies on Valentine's Day.
• Wayne R. Currie was appointed Deputy Minister of Travel Industry.
He succeeded Richard L. Colby, who retired in November 1976.
• Tourism British Columbia's operation was reorganized to meet the
need for a more aggressive and responsive organization—a change
from what was essentially an administration-oriented base to an action-oriented
sales and service organization.  The change was necessary to effectively
protect and increase the revenue contribution of the travel industry to the
Province's economy and to enable the Province to more effectively
compete in the complex, highly sophisticated and fiercely competitive worldwide
• An exhaustive "Golden Opportunities" tour by the Minister was
undertaken to present Tourism British Columbia's 1977 program to 5,000
travel industry representatives throughout the Province.    The benefits and
importance of the travel industry to the Province's economy and that of each
community were discussed.
• Canada's first Hospitality Certificate Course for employees in the
travel industry was initiated by Tourism British Columbia. Over 1,000
students participated.
• Extensive media advertising was carried out.   One result was a
27.35-per-cent increase of written inquiries handled by the Victoria office alone.
• A triumphant tour of the Royal Hudson steam train to California,
Oregon, and Washington States on a "Royal Jubilee Year" travel promotion
was accomplished.
• The effective, attitude-changing Smile Campaign ("We Have A
Special Smile For You") was implemented.
• Planning, preparations, and promotions for the Province-wide
celebration of the Captain James Cook Bicentennial in 1978, commemorating
Captain Cook's arrival in British Columbia following the introduction,
passage, and proclamation of the Captain Cook Bicentennial Commemoration Act,
was undertaken.
• A Beautiful British Columbia magazine essay contest for junior- and
senior-secondary school students was sponsored.
• Beautiful British Columbia magazine's three-publications special in
the fall—Tall Ships Sail The Pacific, The Royal Hudson, and British
Columbia's Great North—was issued.
• A successful Friendship Exchange Program—a special seven-week
invitation to United States residents to shop in British Columbia during
the Christmas season and a guarantee that businesses displaying
Friendship Exchange stickers would give an exchange of $1.10 on the
United States dollar—resulted in an increase of visitors during the festive season.
These highlights, along with the regular activities of Tourism
British Columbia, are detailed in the following pages.
IN 1977
In recent years, Canada's travel industry suffered slowed growth.
This situation turned around slightly in 1977 with slim increases recorded in
domestic travel and offshore entries. These were, however, overshadowed
by decreases in visits by United States residents.
Canadians spent nearly $8 billion in Canada in 1977, up from
$7.3 billion in 1976.   United States residents spent $1.5 billion, while overseas
visitors spent $500 million.
Expenditures by United States residents were up slightly, while
offshore residents spent less than in 1976.
The concern about slowed increases in travel industry receipts is
compounded by large increases in Canadian expenditures outside the country,
particularly in the United States.  These expenditures have been increasing
rapidly and in 1977 totalled $3.7 billion—$2.3 billion in the United
States and $1.4 billion overseas.
The difference between payments and receipts on the travel account
has left Canada with a $1.7 billion deficit, up from $1.2 billion in 1976 and
$700 million in 1975.
This trend has left Canada with the largest travel deficit recorded and
represents 25 per cent of the national trade debt.
Travel from other parts of Canada increased 13 per cent to a volume of
2.3 million visits.
United States entries were also up to a year-end total of 3,183,000 persons.
Increases from the United States were particularly strong in the last
four months of the year, averaging 8 per cent.
More off-shore residents visited British Columbia than ever before
during 1977.  A total of 275,000 tourists from other countries visited the
Province, including 57,000 Britons and 50,000 Japanese.
Tourism British Columbia monitors 14 travel indicators on a monthly
basis and every one posted increases over 1976.
Room sales, derived from sales tax receipts, were up 13 per cent over 1976.
Increases were recorded every month throughout 1977 ranging from
7.4 per cent in July to a high of 25.2 per cent in April. These sales increases
are accented by corresponding improvements in hotel and motel occupancy.
Hotel occupancies were up five percentage points on an annual average
of 63 per cent.
Motel occupancies improved eight points to an annual average of
62 per cent.
Particularly rewarding were summer occupancies which averaged
well over 80 per cent throughout the Province for all categories of
commercial establishments.
British Columbia's travel industry generated $1,345 million in revenues
in 1977, a 14-per-cent increase over the previous year.
There was a 7-per-cent increase in the number of travellers and an
11-per-cent increase in "bed-nights," the latter due to increased lengths of stay.
The Canadian Government Office of Tourism in Ottawa states the
gains registered in British Columbia in 1977 are the largest of any
province in Canada.
British Columbia's improved tourism situation appears to be due to a
number of factors, including more aggressive promotion on behalf of
Government and industry.
Weather was much improved throughout the Province, in both
summer and winter.
In addition, the decline of the Canadian dollar against the United States
dollar improved the relative value of travel to British Columbia.
The over-all increase in revenues was based on varied levels of
improvement from all of British Columbia's major market areas.
While British Columbia residents continued to travel to United States
and off-shore destinations, more travel by residents is also taking place
internally, by way of mini-vacations or extended weekend travel.
The net result was a 10-per-cent increase in travel by residents.
Other measures of travel industry performance posted similarly
impressive gains.   Restaurant sales were up 15 per cent on a volume of
$260 million.
Written information inquiries handled by Tourism British Columbia's
head office increased 27 per cent over the previous year.
Tourism continues to improve its position as one of British Columbia's
most important industries.
The number of travellers and revenues generated by the travel industry
increased in all eight tourist regions in 1977.
The following table depicts the person-trips and revenue generated by
region in 1976 and 1977.
Region Person-Trips*      Revenue
0000) ('000,000)
1976                 1977**                1976 1977""
$ $
A Vancouver Island      2,435      2,485         210 240
B Southwestern British Columbia     4,015      4,100         390 440
C Okanagan     1,810      1,860         180 200
D Kootenays      1,415       1,445          130 150
E Thompson-Shuswap     1,735       1,775          140 160
F Cariboo-Chilcotin         425         440           35 40
G Yellowhead  16         750         780           80 95
H Peace River-Liard        135          150            15 20
12,720*  13,035*    1,180*    1,345
* The regional distribution of trips adds to more than the Provincial total since travellers visit more than
one region.
*• Preliminary estimates.
 ■ ■:.■■■:< :■■■
^ '■     ..
• To initiate, co-ordinate, and direct the marketing of British Columbia as
a travel destination for British Columbians, other Canadians, and
residents of the United States and overseas countries.
• To provide a catalyst to ensure co-operative marketing by carriers,
wholesalers, and other Government agencies.
• To develop plans to design and market packages.
• To implement programs to encourage incentive travel.
• To market British Columbia's appeal as a convention destination.
• To prepare displays and co-ordinate staffing at consumer travel/sport and
travel-trade fairs.
• To arrange and escort familiarization tours for travel writers and travel salesmen.
• To advise on advertising, film, and brochure content.
• To co-ordinate winter sports promotion through shows and tours for travel
salesmen and travel writers.
• To supervise and co-ordinate the promotional offices at London, United
Kingdom; Los Angeles and San Francisco, United States.
• To supervise and administer the regional contributing grant funds.
• To produce Tourism British Columbia's Travel Agents' Manual.
The marketing plan for 1977 was presented to the private sector by mail
in early January and input was requested to assist in determining to which
of the world's travel markets British Columbia would address itself.
Each year a particular tourist region of the Province is highlighted
in all promotions.   The Cariboo-Chilcotin (Region F) was selected for 1977.
The basic marketing plan for 1977 called for a concentration of
promotions on densely populated areas where volume traffic could be generated
at minimum cost.   Areas located within 1,280 kilometres of British
Columbia were concentrated on, particularly for automobile traffic.
Media Advertising
Tourism British Columbia, through its Victoria head office, advertised
widely in travel trade publications in the United States, Japan, and Canada.
London, United Kingdom, office:
The only advertising done through this office was at the ABTA convention.
FAM Tours
The largest, travel-trade sales force are the tour operators and travel
agents.   The best-recognized marketing method is educational or
familiarization "FAM" tours.
These tours give them a first-hand knowledge of their sales product.
Tourism British Columbia operated, or co-operated, in 37 FAM tours in
1977.   An average of 18 persons joined each tour for a total
of 666 travel salesmen.
London, United Kingdom, office:
A Cariboo-Chilcotin tour for selected United Kingdom travel agency
managers was sponsored jointly with Wardair.
Los Angeles, United States, office:
In co-operation with the Automobile Club, and the Arizona Automobile
Association, 23 selected automobile club employees were conducted on a
tour of southwest British Columbia and the Okanagan.
hour tours were escorted through the Cariboo-Chilcotin.
Trade Shows
Tourism British Columbia participated directly in 14 travel shows in
West Germany, the Netherlands, United Kingdom, Japan, United States, and
Canada and co-operated with other agencies in Australia and New Zealand.
London, United Kingdom, office:
Jointly with Air Canada, promotions were held in Denmark, Norway,
and Sweden for I AT A travel agents.
Some 300 agents attended in Randers, Aalborg, and Copenhagen (a news
conference was held in the latter city) in Denmark; 250 agents attended
in Oslo, Bergen, and Stavanger in Norway; 200 agents were present
at Stockholm, Gottenburg, and Malmo in Sweden.
Tourism British Columbia participated in the International Tourism
Exchange in Berlin, West Germany, at the Canada Exhibit.
It is west Europe's premier, annual, travel-trade forum and exhibition.    Over
400 organizations from 65 countries and regions participated in the 1977
 showcase.   More than 6,000 trade visitors from 90 countries and 100,000
consumers attended.   The ITB received wide media coverage.
A promotion was held in Newcastle-on-Tyne, United Kingdom, in
co-operation with the United Kingdom-Canadian consortium and another was
held in Inverness, United Kingdom, with Travel Alberta.
Tourism British Columbia, Travel Alberta, and Air Canada co-sponsored
promotions in Frankfurt, West Germany, and .Vienna, Austria.   In
Frankfurt, Tourism British Columbia hosted a dinner with representatives from
major Vancouver and Victoria hotels, the Greater Vancouver Conventions
and Visitors Bureau, and British Columbia tour operators also attending.
The German version of Tourism British Columbia's film _7 / Didn't See It I Wouldn't
Believe It was shown.   This film was also shown in Vienna at the Canadian
Embassy reception for tour operators, travel wholesalers, travel agents,
60 of the embassy's "priority audience," and the news media.
Tourism British Columbia participated in a Canadian consortium's promotions
in Jersey in the Channel Islands, and in Bristol and Liverpool in the
United Kingdom.
During promotions in United Kingdom and West Europe, calls were made on
selected travel agents to provide an ongoing awareness of British Columbia.
A special Canadian exhibit, which won first prize in the "national
tourist office" category of exhibitors, was presented at the 27th Annual Convention
of the Association of British Travel Agents held in Lisbon from
November 5-10.
Some 1,200 British travel agents attended.
Tourism British Columbia was one of five participants.
Concentrated sales efforts, commenced in 1965, are now bearing fruit with
most British Columbia regions enjoying visitors from Japan on a
regular basis.
Trade calls and presentations for travel agents were made in Tokyo,
Nagoya, Osaka, and Kyoto, and, in co-operation with the Canadian Government
Office of Tourism, in Fukuoka and Sapporo.
Luncheons for travel salesmen were held in five Japanese cities, and, for
the first time, two Japanese travel operators are presenting packages for
group travel to British Columbia as a total vacation destination.
The publication of a four-language (including Japanese) brochure on
British Columbia greatly enhanced the Province's position in the
Japanese travel market.   This publication, along with a covering letter in
Japanese, was widely distributed throughout Japan.
Both trade and consumer advertising were carried out in this market to
complete a broad travel program.
Trade ads geared to interest tour operators were placed in trade publications.
Newspaper and magazine coverage was aimed at consumers.
Japan's national television had two one-hour shows on British Columbia
with a message from the Minister included.   Each show was viewed by
over 12 million persons.
Los Angeles, United States, office:
Thirty-four presentations were held to promote package vacations.
An audio-visual concept, combined with printed materials and personal contact,
provided travel agents with necessary information to actively promote
British Columbia.
 Presentations were made in early March in Anaheim, Long Beach, and
Beverly Hills in California, and in Phoenix, Arizona.   This was followed
by the processing of 1,157 travel information kits to appointed agents.
Trade promotions in Tucson, Phoenix, and Scottsdale in Arizona, and in
Tampa, Florida, were timed to capitalize on the introduction of new air
services to British Columbia on the same-plane basis.
Tourism British Columbia had an exhibit at the TravelAge West Trade
Show in Las Vegas, Nevada, and this premier trade event attracted
over 4,000 individual agents and suppliers.    It also provided an opportunity to
establish new contacts.
A special dinner was held in Los Angeles, California, in conjunction with
the Royal Hudson steam train's visit.   It was attended by 300 top-level,
travel industry personnel.   The "Royal Tour" theme was emphasized
and all the guests were invited to visit British Columbia during the "Jubilee Year."
San Francisco, United States, office:
A dinner for 208 travel agents was held in San Francisco, California,
in conjunction with the Royal Hudson visit.
Consortium marketplace seminars were held in San Jose, San Francisco,
and Sacramento, California.   The Canada package-tour program was
attended by 210 travel agents.
An additional consortium marketplace seminar was held in Monterey,
California, and it was attended by 48 travel agents.
Educational Seminars
London, United Kingdom, office:
A training session for Wardair's reservation staff was held in London,
United Kingdom, and a workshop for selected travel agents in London
was co-sponsored with Air Canada.
Travel Agent's Manual
The British Columbia Travel Agent's Manual is widely used in
co-operation with trade shows and agent's educational tours.    This popular
guide is distributed to travel organizations throughout the world.
Each British Columbia itinerary listed can be marketed in most areas and
commissions can be earned by accredited travel agents.
The manual was updated and 14,000 copies printed.
It lists camping tours; cruises; fishing, hiking, hunting, skiing, and
wilderness tours; raft expeditions; ranch vacations; coach, train, and U-drive tours;
winter holidays; and tour operators.   It also lists British Columbia
travel publications.
London, United Kingdom, office
Plans were approved in 1977 for the renovation and refurbishment of
Tourism British Columbia's office in London, United Kingdom.
If ever there was a New World
British Columbia.Canada.
Expkmz the many Autumns of
Now. While the moments fast
Media Advertising
An increased advertising campaign was launched in 1977.
Advertising relative to the "Summer Experience," "Royal Hudson,"
"Explore the Many Autumns of British Columbia," and "Ski the
Difference" were most successful.
Full-page colour ads, radio jingles, TV ads, and transit advertising
broadened the impact and awareness of British Columbia as a vacation destination.
Tourism British Columbia received two communication awards from
the Creative Club of Vancouver.
Each of the silver awards, selected from over 3,000 entries, was for the
double-page ads which ran as part of Tourism British Columbia's spring
campaign in Sunset Magazine.
Travel Shows
Some 10 consumer shows were held in Fresno, Modesto, Sacramento,
Stockton, San Francisco, Long Beach, Beverly Hills, Los Angeles,
North Hollywood, and Anaheim in California, and in Phoenix, Arizona.
This consumer-type presentation featured films, live entertainment,
and trade personnel.
Two airlines were involved along with eight newspapers.
The consumer shows were presented to over 10,000 prospective visitors.
Over 8,000 persons interested in a "Royal Vacationland" holiday in
British Columbia packed California auditoriums for a free film festival at
Modesto, Sacramento, Fresno, Stockton, Beverly Hills, and Long Beach,
in California, and in Phoenix, Arizona, and other southern cities.
"Pacific Celebration" and "If I Didn't See It I Wouldn't Believe It"
were British Columbia films that captured the fancy of Californians and Arizonians.
Jock Dunbar and the Royal Music Hall show added colour and
entertainment to the popular festival.
 Eight California newspapers and hundreds of travel agents supported
the presentations and thousands of printed words accented the sincere
invitation by the promotion team to make 1977 their "Royal Vacation"
year in British Columbia.
The "Royal Vacationland" show also served as a forerunner to the
Royal Hudson steam train's visit a week later to the same market area.
Wintertime fun and off-peak season packages were featured.
All areas of the Province were involved to present a varied and very
acceptable image of our "Royal Vacationland—British Columbia."
Exhibits and Displays
Tourism British Columbia prepared displays and co-ordinated staffing at
several consumer travel/sports shows and travel trade fairs.
The new 20-foot custom-built display was completed.   It features back-lit
transparencies of all British Columbia regions and was first used for
Rendezvous Canada in Toronto and later in Phoenix, Arizona, for the
American Society Association Executives convention.
In January, Tourism British Columbia was represented at the
10-day San Francisco Boat and Sport Show.   Some 400,000 people attended
and visited the British Columbia display.
In February, the British Columbia display was at the five-day
Pacific Northwest Sportsmen's Show in Portland, Oregon. An estimated
100,000 persons attended this show.
In early March, Tourism British Columbia participated in the
Edmonton Boat and Sport Show, which attracted 250,000 persons, while later
in the month some 350,000 persons attended the 10-day Canadian National
Sportsmen's Show in Toronto, where the British Columbia display,
as usual, drew large crowds.
In addition to these out-of-Province shows, the branch participated
in the Maple Ridge Home-a-Rama, the Abbotsford Air Show, and
the International Vacation and Travel Shows at the Park Royal Centre in
North Vancouver.
Travel Writers' Tours
Tourism British Columbia arranges familiarization tours for travel writers
and escorts the writers on these tours.
In co-operation with CP Air, 17 travel writers from the United Kingdom,
West Germany, Italy, Denmark, Norway, Sweden, Switzerland, Austria,
and Belgium toured the featured region, Cariboo-Chilcotin.   The
writers represented the following publications: United Kingdom—TTG Europa,
Liverpool Echo, The Sunday Times, Sunday Telegraph; West Germany—
Selecta, Madame, Westdejtsche Allgemeine, Zeitung, Neue Ruhrzeitung,
Fremdenverkehrswirtschaft; Italy—Caravan Camping, Oggi; Denmark—
Hjemmet, Aftenpoften, Norsk,  Ukeblad; Sweden—Tidningarnas
Telegrambyra, Hjemmets Journal; Switzerland—Ferien Magazin,
Redoktion Touring; Austria—Chefredakteur; Belgium—Le Soir.
Many free-lance writers from western Europe also visited British Columbia
and were given advance information about the Province.
The annual press tour, June 12-18, had participants from the
United States, eastern Canada, and Japan.   This group also toured the
Cariboo-Chilcotin region.
All press clippings and stories from the two tours have been compiled
in a press book indicating the results achieved.
 The writers represented the following publications: Ontario—The Mirror
(Don Mills), Sudbury Star, Kingston Whig Standard, Financial
Times/Holiday Magazine, Travel Communications, Canadian Motorist;
California, United States—Performing Arts Magazine Valley News
(Van Nuys), Ventura Star Free Press, Long Beach Independent Press Telegram,
San Fernando Valley News, Western Outdoors Magazine, San Francisco
Magazine, Sacramento Union, and Motorland Magazine; Florida,
United States—representative from Travel Syndicate Inc.; Japan—Travel Journal,
Popeye, The Non-No, Japan Times and CP A ir.
The lack of the normal snow conditions in early 1977 created
extreme hardships for most of the Province's ski areas.  This was, however,
a blessing in disguise, as many residents and the business sector, who
previously held generally negative attitudes toward the ski industry, realized its
value when it was missing.  The renewed interest generated a new
co-operative attitude and set the stage for some exciting new concepts in 1977
that have established the British Columbia ski industry as a leader in
North America.
Ski British Columbia
/"** J        rT*\ Tourism
Canada ©«>_,
Media Advertising
"Ski the Difference ... Ski British Columbia" ads were placed in leading
ski publications in North America and select market newspapers.
The ads gave the British Columbia Ski Sno-line numbers and
a clip-out coupon in the right corner allowed readers to request for a free copy
of Tourism British Columbia's full-colour brochure which gave the major
ski destinations in the eight regions of British Columbia.
To promote skiing in British Columbia, Tourism British Columbia
in co-operation with the Ski Marketing Advisory Committee, developed eight new,
 full-colour ski brochures.    Seven of these were individual regional
brochures with a total press run of 250,000, while an additional 250,000
general Provincial winter brochures were produced.
To market British Columbia as a skiing destination, a new tool, the
"British Columbia Skimobile," was used in 1977.    The distinctly painted vans
were on the road for nearly three months representing the Province's
ski areas in western Canada and the Pacific Northwest.
Besides showing the colours at ski shows, over 50,000 brochures were
distributed in ski slopes from Winnipeg west.
Ski Sno-line
To provide up-to-date snow reports (gathered every day at 4 p.m.),
ski-package information and immediate reservation service, a unique ski sno-line
service began operation in Vancouver in the fall.
There were two ski sno-line numbers: 800-663-3444, a toll-free number
available to anyone in Western Canada, excluding Vancouver and the
Lower Mainland; 687-5422 (68 SKI BC), the number assigned for use by
Vancouver and Lower Mainland residents.
The ski sno-line service, the first such program in Canada, was operated
daily by the Ski Travel Centre—a joint program of Tourism British
Columbia and the private sector—from 7 a.m. to 7 p.m.
The snow information included the amount of new snow in the last 24-hour
reporting period, total base to date, and the temperature.
Every ski area in British Columbia had the opportunity to report their
ski conditions to the Vancouver office.
The ski sno-line was the brainchild of the Ski Marketing Advisory Council,
a co-operative committee made up of Government and private ski-industry
representatives from all over the Province.
All the hotels and motels that participated with the ski-phone reservation
service worked closely with their regional ski areas.   They established
combination ski-accommodation packages and paid recognized
agency commissions.
In the first two months (to the end of December), the Ski Travel Centre
processed 12,412 phone calls, or an average of 221 calls per day.
Ski Consumer Shows
Tourism British Columbia, along with the Ski Marketing Advisory Council,
were actively involved in spring ski carousels in Los Angeles, San
Francisco, and Chicago in the United States and the fall ski consumer shows
in those cities.
Ski Displays/Promotions at Vancouver Office
Tourism British Columbia's office at 652 Burrard Street, Vancouver,
was used for the ski promotions in the form of rotating displays
highlighting the various ski areas in the Province.
Ski-information racks were also set up.
• To fulfil visitor expectations through the development, upgrading, and
co-ordinating of in-Province tourism resources and services.
• To administer the Victoria head office and information centre, three year-round
information centres in Vancouver, Douglas, and Abbotsford, and five
seasonal information centres in Osoyoos, Golden, Yahk,
Banff, and Jasper.
• To inspect and register tourist accommodations.
• To prepare the Directory of Tourist Accommodation.
• To counsel accommodation operators on improving management capabilities
and standards of operation.
• In co-operation with the Special Services Branch, to prepare approximately
20 general, regional, seasonal, and special brochures, maps, and
other information materials.
• To train seasonal travel counsellors—both Government and Chamber of
Commerce employees—through annual five-day courses in Vancouver
and six (to be increased to eight in 1978) interior locations.
• To recruit and supervise approximately 55 seasonal and permanent
travel counselling staff.
• To warehouse and distribute all Tourism British Columbia travel literature.
• To provide staff support to external promotions.
• To guide the future development of British Columbia's travel industry through
the identification of investment opportunities.
• To foster development of linkages and improve liaison between private
and public sector in the area of tourism development.
Accommodation inspection,
registration and counselling
All tourist accommodation is inspected annually and counselling
services are available to the operators to encourage them to upgrade and improve
their facilities and services.
Nearly 2,000 accommodations, from hotels to houseboats, were
registered in 1977.
Several accommodation establishments were refused Government approval.
After a three-year grace period to allow operators of border-line
accommodation to improve their facilities and/or services, an accountability
was requested by Tourism British Columbia's accommodation counsellors.
Establishment certificates were processed for all registered accommodation.
Room-rate cards were delivered or mailed out to all registered
Accommodation Directory
All registered tourist accommodation establishments are listed in the
Ministry's accommodation directory.
Editorial improvements to the directory were reviewed and the
1978 directory will reflect several changes and an increase in types
of information covered.
Additions to the 1978 directory, prepared in 1977, include information on
local hospital and police telephone numbers, information on farm vacations,
and youth hostel associations, complete Province-wide list of bus transit
information, a new downtown map of Victoria and Vancouver, a complete list
of licensed guide outfitters, expansion of the availability of facilities in
Provincial parks for disabled travellers, and instructions on the
Tourist Alert Program.
A new coloured cover was approved for the 1978 directory and the
"Super, Natural British Columbia, Canada" theme was carried on the cover.
An additional 100,000 copies of the directory were printed.
One million copies will be available for visitors attending the
Captain Cook Bicentennial Year celebrations.
A feature of the 1977 directory was a questionnaire requesting visitors to
comment on the value and importance of the directory.
Liaison Activities
The accommodation services section is involved in meetings with
other ministries concerning highway signing, accommodation regulations, the
administration of the Hotel and Motel Room Tax Act, and the
Innkeepers Act, and the farm vacation program.
 Courtesy Calendar
The accommodation services section assists in the production of a
yearly courtesy calendar, and then distributes the copies to the service industry
sector throughout the Province.
The 1978 Courtesy Calendar, prepared in 1977, carries the Captain Cook
bicentennial logo and brief messages about the importance of the
tourist industry.
Servicing written, telephone
and over-the-counter enquiries
Increased advertising and promotions resulted in a marked increase
in inquiries.
Advertising relative to the "Summer Experience," "Royal Hudson," and
"Ski the Difference" had a major part in this increase.
Additional requests through travel magazines, such as Travel and Leisure,
Data Desk, Western Outdoor Publication, East/West and Travel Magazine
also accounted for the increase.
Victoria Centre:
Mail inquiries increased by 15,472 to 72,000. There were 5,285
over-the-counter inquiries during regular hours and 1,762 during
the extended hours for a total of 7,047.
Telephone inquiries during regular hours totalled 6,987 with 761 calls
during the extended hours for a total of 7,748.
Vancouver Centre:
A total of 78,319 counter, telephone, and mail inquiries was handled,
a 42-per-cent increase over the 1976 figure of 45,000.
Abbotsford Centre:
From May 16 to December 31, 46,196 vehicles and 15,015 recreational
vehicles with 125,984 persons registered at this information centre.
Douglas (White Rock) Centre:
A total of 67,862 vehicles, 183,988 persons, and 7,222 recreational vehicles
registered during the year, compared with 66,242 vehicles, 181,204 persons,
and 6,016 recreational vehicles the year before.
Osoyoos Centre:
A total of 7,543 vehicles, 21,852 persons, and 2,818 recreational
vehicles registered from May 1 to September 30, compared with 7,389 vehicles,
21,379 persons, and 2,884 recreational vehicles for the same period in 1976.
 Yahk Centre:
A total of 8,442 vehicles (8,425 in 1976), 22,863 (22,899) persons,
and 3,879 (3,735) recreational vehicles were registered from May 1 to
September 30.
Golden Centre:
This centre opened on a trial basis three months earlier in 1977.
From January 1 to October 31, 13,938 vehicles, 40,128 persons, and 5,965
recreational vehicles were registered.
Banff, Alberta Centre:
This centre was open from June 1 to September 15 and recorded 10,090
vehicles, 28,776 persons, and 1,952 recreational vehicles, compared with
8,950, 22,042, and 2,055 respectively in 1976.
Jasper, Alberta Centre:
This centre, shared with Travel Alberta, was open from June 1 to
August 31 and registered 8,015 parties.
Tourist Alert
Tourism British Columbia assists the RCMP in locating travellers
throughout the Province on urgent personal matters, by providing a list of contacts,
names, addresses, and telephone numbers where the Tourist Alert
notices can be posted.
Tourism British Columbia produces the red-and-white logo stickers for
Tourist Alert.
The contact rate in 1977 exceeded the expectations of the RCMP.
Information material
The branch prepares various informational material for publication
and distribution.
*Calendar of Events:
This semi-annual publication details attractions and events in nearly
every part of the Province, from sea festivals to snow carnivals.
It assists visitors and residents in holiday planning, encourages
participation in various events, and draws tourists to local communities.
The publication had a combined circulation of 325,000.
As an added bonus in late 1977, the free medium of publicity for local
events and attractions was advertised in all British Columbia newspapers
in December to encourage every community to supply its list of events
and attractions for spring and summer 1978.
A record response was received leading to an increase in the number
of contacts for the branch.
*Road Map:
British Columbia's 1978 Road Map will reflect the metric system, among
other changes.   It will also carry the Captain Cook bicentennial logo
and the "Super, Natural British Columbia, Canada" theme.
*Ferry Schedules:
A ferry sheet produced by the branch gives a comprehensive outline of
all ferry services operating between Vancouver Island and the Mainland
and includes basic schedules and rates.
 Brochure Warehousing and Distribution
To effectively distribute Tourism British Columbia brochures,
three distribution warehouses are operated in Victoria, Burnaby, and Seattle.
Weekly stock reports are taken from each warehouse to maintain
control of available literature.
Detailed shipping requirements are handled for nearly 1,000 organizations
on the master mailing list, including Tourism British Columbia offices,
local and regional offices, chambers of commerce, automobile associations,
travel agents, etc.
Shipments are processed throughout the year for telephone and written
orders, including travel shows, and special promotions such as the
"Royal Hudson Tour."
A major revamp of the master mailing list was completed in 1977
and it is continually updated in order to exercise control of publication quantities
shipped to various areas and to reduce cost of literature and shipping charges.
A report was prepared on stock comparison usage between January to
July in 1976 and 1977.   Information obtained will assist in planning
1978 literature printing requirements.
The central distribution warehouse in Burnaby had a steadier and
larger volume of material sent out during 1977.
Facade of Rithet Building, new home of Tourism British Columbia,
at 1117 Wharf Street, Victoria.
 Victoria head office
On Valentine's Day, February 14, the new home of Tourism British
Columbia at the Rithet Building was opened officially.
An opening ceremony, an official luncheon tendered by the Minister, and
an open house for two days were held.
Travel counsellors, dressed in period costumes, conducted tours
of the building's three floors after a detailed study of the architectural and
historic notes on the building.
To better service visitors' requirements, the business hours of the
information centre were extended during mid-May to Labour Day with the centre
open for 12 hours every day of the week.
Business hours were also extended on Saturdays between Labour Day
and Thanksgiving Day.
'Captain George Vancouver', played by Harvie Rourke, reads Vancouver Mayor Jack
Volrich's proclamation of 'Tourism Recognition Day', while Travel Industry Minister
Grace McCarthy, Alderman Warnett Kennedy (right) and Tourism British Columbia's
David Livingstone look on.
Vancouver Information Centre
The Vancouver centre at 652 Burrard Street was renovated and refurbished.
A new front-office reception area was completed and a more visible
and favourable street appearance effected through the use of a large canopy
extended to the curb.
The "new look" of the Vancouver office was unveiled at a special reception
held on April 14, 1977, as part of "Tourism Recognition Day" festivities.
Tourism British Columbia's film library was also transferred to
the Burrard Street location.
The placement of all the Ministry's activities under one roof
in Vancouver led to a better distribution of services to the public and increased
productivity internally.
Travel counsellors are called upon to give advice and information at various consumer
shows.   Above, ski-mobile unit promotes skiing in British Columbia.
Travel Counselling Techniques Course
A new travel-counselling techniques training course was presented
in Vancouver, Dawson Creek, and Salmon Arm.
The five day, 30-hour training course was rewritten, presented, and
achieved better-than-expected results.    Successful students received a certificate
from the Ministry of Education.
The education ministry assisted in the development and implementation
of the new course.
A new training film, "There Should Be No Strangers," was completed
in early spring.
It consists of a series of vignettes on many sectors of the hospitality
industry designed to generate classroom discussion.
Travel Counsellors Manual
A manual for travel counsellors, prepared by Tourism British Columbia,
is available to travel counsellors.
Each set of the manual consists of the following booklets: 1. Travel Industry.
2. Industries and Resources of British Columbia.   3. Geography of
British Columbia.   4. Transportation in British Columbia.   5. Recreation.
6. A Resource Guide for Travel Counsellors.
The set was completely revised in 1977.
Only the Resource Guide for Travel Counsellors booklet
will require updating in 1978.
Waiter/Waitress Training
Tourism British Columbia assists the Ministry of Education, through a
cost-sharing arrangement, in a course for waiters/waitresses.
This is a crash-training program at the post-secondary education level.
Training courses at Langley, North Vancouver, Richmond, Campbell River,
and Port Alberni received assistance in 1977.
 Hospitality Certificate Course instructor Donna Tindle looks into the progress made by one
of small discussion groups of a large class at Prince Rupert's Northwestern College.
Hospitality Certificate Course
Tourism British Columbia's new
Hospitality Certificate Course, the first of its
kind in Canada, was introduced in 1977.
Pilot classes were held in the spring
in Kamloops, Revelstoke, Merritt, Princeton,
and Grand Forks with positive and enthusiastic
support from both employers and employees
who attended.
By December 31, 1977, 1,078 students
had attended the 44 sessions held in 44 towns
and cities throughout the Province.
The classes were conducted by three instructors on contract with the Ministry.
The two-day course covers a wide spectrum of topics, which are
applicable to any part of the service industry—from salesperson to service station
attendant, from waitress to taxi driver, etc.
They are taught self-confidence, how to meet and start a conversation
with a visitor, to remember names, and how to use the telephone
to full advantage.
An important segment covered recognition of a potential complaint
and how to deal with the problem satisfactorily.
On a more personal level, the course teaches good grooming and how
increased service is reflected in better customer relations and return business.
Participants are assigned to interview other persons in two different
service organizations on how they serve residents and visitors to learn
of any special techniques they use.
Group discussions cover local places of interest and attractions.
Throughout the course, the importance of the tourist industry—its economic,
social, and cultural benefits to the community—are explained and stressed.
The course was open, for a modest registration fee, to everyone
employed at hotels, motels, restaurants, service-stations, retail stores, or in
any job serving the public.
[Wt t
• To improve tourism appeal and revenue potential of attractions and special
events as an integral part of British Columbia's tourism resource.
• To co-ordinate the development and marketing of attractions and special events.
• To direct and oversee the operation of attractions and special events
coming under the Ministry's jurisdiction.  This includes attractions
such as the Provincial Museum, the Emily Carr Gallery, the Royal Hudson,
the Princess Marguerite, and events such as the Capt. James Cook
bicentennial celebrations.
• To liaise with the private sector and other levels of government to ensure
a greater working relationship.
• To develop plans to improve effectiveness and enhance tourism appeal
of attractions and special events.
• To develop programs that will improve the Province's shoulder season and
winter season appeal.
Convention Promotions
To market British Columbia's appeal as a convention destination, three
major promotions were held in the fall.
These resulted in over 3,000 specific leads and extensive publicity for
British Columbia as a convention and travel destination.
At the Institute of Association Executives' Conference in Toronto a
Native Indian theme was used for the British Columbia booth.
With an outdoor-created atmosphere and several large totem poles, the
British Columbia booth served as a distribution point for an invitation
to the delegates to visit the Province's hospitality suite where British Columbia
salmon was served.
The delegates also viewed the promotional film "// / Didn't See It
I Wouldn't Believe It."
Some 350 leads to prospective conference bookings were obtained here.
The Sixth Incentive Travel and Meeting Executives Show held in Chicago
in early October provided an additional 2,000 incentive travel leads.
Twelve private sector representatives and Tourism British Columbia
officials participated in the show.
The Province's promotion centred around next year's Captain Cook
bicentennial celebrations.
Delegates received an invitation—in the form of an antique scroll
signed by Premier Bill Bennett and Deputy Premier Grace McCarthy—to visit
British Columbia.   The "tall ships" theme was used for the booth and
British Columbia's contingent wore blue blazers with the Captain Cook
bicentennial crest.
A special prize draw was held and the lucky delegate won a week's trip
to British Columbia during the tall ships' visit.
The third promotion was at the American Society of Association Executives'
Convention in Phoenix in mid-October.
This was a most ambitious undertaking.
To complement the convention's theme—"A.S.A.E. Up-Rising"—a
7.8-metre-long cedar log was shipped from Vancouver to Phoenix and
a "friendship totem pole" was carved on-site by the renowned Nishga Indian
carver, Norman Tait.
The "carve-in" took place for a week prior to the convention opening
in the main lobby of the Hyatt Regency Phoenix.   Phoenix Mayor
Margaret Hance and other civic dignitaries assisted in the carving.
The resulting media coverage was extensive, particularly television, and
British Columbia's activities were known state-wide even prior to the
opening of the convention.
The day before the convention trade show opening, the log was moved
ceremoniously and under police escort to the beautiful Phoenix Convention Centre.
There it occupied space in the British Columbia booth within the
Canadian Pavilion.
 Travel Industry Minister Grace McCarthy talks with Nishga carver Norman Tait at
Phoenix's renowned Heard Museum where "friendship totem pole" was presented by
Mrs. McCarthy to Phoenix residents as part of Tourism British Columbia's promotion at
the American Society of Association Executives' convention.
The backdrop used in this booth was the first United States use of the
new modular display recently completed for Tourism British Columbia.
Carver Tait at work, plus two red-coated RCMP officers, provided an outstanding
attraction at the trade show.
Some 1,500 delegates lined up almost continuously to take their turns
at carving the mammoth totem pole.
Each delegate was instructed on the venerable art of totem carving.
The pole was then moved from the convention site to the internationally
famous Heard Museum.
Here it was formally presented and dedicated the "friendship totem pole"
to Phoenix residents by Deputy Premier and Travel Industry Minister
Grace McCarthy and was received officially by Mayor Hance at ceremonies on
October 14.
This ceremony and the convention activities were covered by network and
local television, radio, and newspapers.
British Columbia's gift to Phoenix residents will be erected at the
entrance to the museum, within the park surrounding the museum, and will have
a bronze plaque with an inscription commemorating the occasion and
extending a warm invitation to everyone to visit British Columbia.
During 1977, over 30 association and corporation executives were invited
by Tourism British Columbia to visit the Province and were taken on a tour
of convention destinations.
Meanwhile, Vancouver showed a 5-per-cent increase in convention
business in 1977, reaching a new high of $35 million, according to
Hugh Main, general manager of the Greater Vancouver Convention and
Visitors Bureau.
"And convention business already booked firmly for '78 shows substantial
increases over 1977."
 Mr. Main said the 1977 increase arose despite the loss of several
United States conventions as a result of legislation limiting tax deductions
residents are permitted for convention travel to Canada.
Across Canada, hotels last year claimed a loss of 110 conferences and
some $35 million in bookings, but indications are that the Carter administration
may endorse a new set of rules giving hotelmen a break in 1978.
Mr. Main said the "excellent" promotions by Tourism British Columbia
in 1977, the devalued dollar, and the 1978 Captain Cook bicentennial
celebrations are expected to attract record numbers of tourists to the Province
this year.
To date, Mr. Main said, promotions by the bureau, hotels, and the
Tourism British Columbia's convention division have resulted in the number of
1978 conventions being up some 30 per cent, number of delegates up
18 per cent, and estimated expenditures up 18 per cent to over $41.5 million.
Preliminary figures show that in 1977, Vancouver hosted between 227 and
230 conventions with an estimated 130,000 delegates.
"The outlook for 1978 is for a record year with an estimated 245
conventions and 150,000 delegates," Mr. Main said.
To inform convention organizers about the convention facilities available
in British Columbia and to sell British Columbia as a convention destination,
the existing convention brochure was completely revised.
It was enlarged from a 26-page publication to 36 pages with emphasis
on British Columbia's attractions followed by regional copy.
List of convention facilities by regions are printed as inserts in the brochure's
jacket and allow for convenient and regular updating.
The Royal Hudson, near San Francisco's Golden Gate Bridge, during "Goodwill Tour"
commemorating the silver anniversary of the coronation of Queen Elizabeth II.
 Crowds greeted the Royal Hudson during her jubilant 21-day tour of California,
Oregon and Washington States. Top right, Washington State Governor Dixie Lee Ray
was one of the many dignitaries that welcomed the 2860 and Travel Industry Minister
Grace McCarthy.
 Royal Hudson Steam Train
The Royal Hudson made a triumphant tour of California, Oregon, and
Washington States as part of the "Royal Jubilee Year" travel promotion.
The 21-day jubilant tour, commemorating the silver anniversary of
the coronation of Queen Elizabeth II and honouring the longstanding friendship
between the United States and Canada, visited 14 cities: San Francisco,
San Jose, Los Angeles, Bakersfield, Fresno, Sacramento, Redding,
Klamath Falls, Eugene, Salem, Portland, Tacoma, Seattle, and Bellingham.
Millions saw and heard the Royal Hudson steam train personally, or
through television, radio, and newspapers.
The display cars boasted artifacts and material depicting life in
British Columbia from the age of steam to 'Ksan Indian art of the present time.
Hostesses passed out thousands of Beautiful British Columbia magazines,
buttons, engineer hats, and brochures from every region of the Province.
The tour resulted in inquiries from thousands of persons and over 20,000
packages of vacation material were mailed directly to the consumers.
The steam train chugged back into Kerrisdale on April 14 to a rousing
"Welcome Home" from the Point Grey Senior Secondary School Dixieland
Jazz Band and thousands of local citizens.
On May 20, the Royal Hudson began its regular, seasonal, excursion trips from
North Vancouver to Squamish, Wednesday to Sunday, plus statutory holidays.
By season's end, on October 10, it had made 108 round trips and
carried 68,385 passengers.   Two extra charter trips were made after the
closing date.
An advisory committee to assist in formulating plans for greater
community involvement and to make recommendations for improvements in the
service of the Royal Hudson steam train was named in 1977.
The committee includes civic and private sector representatives from the
City and District of North Vancouver, West Vancouver, and Squamish,
as well as officials of B.C. Rail, Royal Hudson, and Tourism British Columbia.
Mayor Don Bell, of North Vancouver District, accepted the committee's
chairmanship.   Mike Powley, of Grouse Mountain Resorts Ltd., is the
secretary for the group.
The committee's function is advisory in nature but, through its make-up
and broad representation, each community is now able to "more closely
identify with and benefit from this great attraction."
Members of the advisory committee are Rick Antonson and Peggy
Pitt-Brooke, Mainland Southwest Tourist Association; Jim Brohman,
B.C. Mining Museum; Mrs. S. A. Dean, Dr. John Rienstra and S. E. McCrea,
North Vancouver Chamber of Commerce; Vic Downard and John Plul,
Tourism British Columbia; Burt Fleming and Ruth Stott, West Vancouver Chamber
of Commerce; Art Jones, Frank Ogden, Ella Parkinson, and Anne MacDonald,
North Vancouver Arts Council; Frank Marcino, City of North Vancouver;
Bill McNeeny, B.C. Hydro, Squamish; Mike Powley, Grouse Mountain
Resorts; Joe Sidsworth, B.C. Railway; David Stewart, Squamish; Bob Swanson,
Railway Appliance Research Ltd.; Graham Valde, Greater Vancouver
Convention and Visitors Bureau; Steve Vrlak, Vrlak Robinson Advertising Ltd.;
Les Lee, Plaza International Hotel; Jerry Klomp, Squamish Chamber of
Commerce; Rose Tatlow, Squamish Times; Joe Laventura, Chieftain Hotel;
and Danny Sullivan, Squamish Hotel.
Negotiations were initiated in 1977 to upgrade the receiving facilities
at Squamish.
A combined effort of Squamish's municipal council and chamber of
commerce and Tourism British Columbia should result in the Royal Hudson's
passengers disembarking and boarding at a better facility in Squamish.
 Emily Carr Galleiy
The Emily Carr Gallery, devoted to the works of British Columbia's
most famous artist, was opened in Victoria by Provincial Secretary and Travel
Industry Minister Grace McCarthy.
A plaque commemorating the opening was unveiled by Mrs. McCarthy,
Victoria Mayor Mike Young, and Atlin M.L.A. Frank Calder.
The new gallery is located in a restored heritage building at 1107 Wharf
Street, adjacent to the old Rithet Building, which now houses the Tourism
British Columbia offices and information centre.
It is operated by the Provincial Archives.
The opening exhibit consisted of some 21 oils, water colours, and sketches,
in chronological order, documenting the principal phases of Miss Carr's
artistic development.
The displays are changed every few months so that the Provincial
collection, which has been stored in the Archives much of the time in recent years,
can be enjoyed by the public.
In its first six months of operation, from July 9 (opening day) to
December 31, 1977, the gallery received 15,382 visitors.
 Princess Marguerite
Travel Industry Minister Grace McCarthy was appointed minister-in-charge
of the B.C. Steamship Company (1975) Ltd., a Crown corporation.
The year 1977 was its third season of operating the TEV Princess
Marguerite between Victoria and Seattle.
The vessel was purchased from Canadian Pacific and has been
substantially refurbished.
In 1977, the Princess Marguerite carried 253,833 passengers (126,978 on
the Seattle-to-Victoria and 126,855 on the Victoria-to-Seattle runs) and
12,471 vehicles, the latter up 9 per cent over 1976.
The Princess Marguerite made 294 trips this year compared to 261 last year.
Its operating loss at the end of the year was $562,000 compared to
$1,074,000 in 1976.
Audience watches audio-visual presentation during "Golden Opportunities" program.
'Golden Opportunities" Tour
To promote an awareness of the benefits of the tourist industry and to
outline Tourism British Columbia's program for 1977, the minister embarked on a
tour of various communities throughout the Province in spring.
Over 5,000 persons in the travel industry sector in 15 communities
heard the Ministry's marketing program and its attempts to do everything possible
to attract visitors to the Province and to develop a vibrant industry in
readiness for the tourist potential in the Province.
The "Golden Opportunity" tour included a spectacular audio-visual
presentation that spelled out tourism's dollar value and outlined Tourism British
Columbia's new marketing program.
The minister urged her audiences to "go the extra mile with an extra smile"
to encourage visitors to regard British Columbia as a warm and welcome
destination. A happy tourist this year is an investment for years to come when
those satisfied visitors return year after year.
The value of the tourist dollar left behind by visitors provides educational,
medical, and social services to British Columbians, services which visitors
do not use.   For this reason the "Golden Opportunity" phrase was selected.
 The "Golden Opportunity" presentations were made at Revelstoke,
Kamloops, Kelowna, Fort St. John, Nelson, Grand Forks, Vancouver,
Parksville, Victoria, Prince Rupert, Invermere, Penticton, Prince George, Williams
Lake, and Hope.
com urn
"We Have A Special Smile For You" Campaign
In spring 1977, Tourism British Columbia launched the "Smile" campaign
directed toward all who come in contact with visitors.
Everyone in the hospitality sector, as well as those in retail stores and
other visitor-service locations, were urged to wear one of the brightly
coloured lapel buttons.
These buttons, which were available in many languages, were distributed
along with matching placemats and other display pieces.
The response throughout the Province was overwhelmingly positive
and enthusiastic.
The "Smile" campaign generated considerable awareness on the
attitude of some people toward visitors through the wide coverage and the
commentaries it received from the news media.   It helped immensely in ensuring
that visitors to British Columbia are treated well.
Currency Exchange at Financial Institutions
At the request of Tourism British Columbia, financial institutions
launched a promotional campaign to encourage tourists to exchange their
United States dollars at their branches.
This program was launched following complaints that some local
businesses were not granting the exchange difference on the United States dollar
and were thus eliminating the much needed "extra value" incentive for visitors and
creating a source of unnecessary irritation.
Branches of banks, credit unions, and trust companies were asked
to place the following message on their windows: "Welcome visitors . . . exchange
U.S. dollars for Canadian funds here."
The campaign resulted in more Canadian dollars in the hands of
visitors and thereby eliminating the source of irritation.
 British Columbia
Presents The       «
Shopping Holiday
$t? $
_*-•-•'» —r-
Give a little, get a lot!
(24 Hours)
Ad placed in newspapers in the United States.       Ad placed in British Columbia newspapers.
Incentive Travel Promotions
A special seven-week invitation was extended to United States residents
to travel north to Canada and British Columbia for a shopping holiday
during the Christmas season.
The program was launched on both sides of the border on November 17
through extensive media advertising.
To spearhead the program in Canada, "Friendship Merchants" were
asked to place a colourful red, white, and blue sticker in their windows reading:
IS WORTH $1.10 IN CANADA."   British Columbia's business
community reacted to the program with energy and enthusiasm and over 10,000
stickers were distributed throughout the Province to participating businesses.
A brisk rise in tourists from the United States visiting British Columbia was
noted, particularly during the American Thanksgiving weekend.
In comparison to this same period in 1976, a 21-per-cent increase was noted.
"Marketer of the Year" Award for Minister
Travel Industry Minister Grace McCarthy received the "Marketer of the
Year" award in 1977 from members of the Sales and Marketing Executives
International (Northwest Council) for her ability to "market" tourism.
SMEI's international vice-president, Murray McBride of Portland,
Oregon, cited the Royal Hudson steam train's tour of Washington State, Oregon,
and California and the local "Smile" campaign as among "the greatest
sales campaigns ever."
 Design for British Columbia's float at the 89th annual Tournament of Roses parade
in Pasadena, California, depicts Captain Cook's two ships—the Discovery and the
Resolution—built to scale, in full sail, within a simulated floral bottle.
Vancouver's Kelvin Andrew was selected to portray Captain Cook during the Captain
Cook Bicentennial Year in 1978 and the choice has received unanimous and popular
approval.    Above, 'Capt. Cook' is swamped by autograph hunters.
 Capt. Cook Bicentennial Celebrations
Planning, programming, and promotion of the
Captain Cook Bicentennial celebrations began
in 1977 following the introduction and passage of the
Captain Cook Bicentennial Commemoration Act
by the Provincial legislature.
The Act set the stage for the Province-wide
celebrations in 1978 to mark the 200th anniversary of
the historic landing by Capt. James Cook on the
shores of what is now British Columbia.
The following were appointed members of the
celebrations committee headed by Mrs. Grace
McCarthy, Deputy Premier, Provincial Secretary and Minister of Travel Industry.
Education Minister Pat McGeer; Recreation and Conservation Minister
Sam Bawlf; Frank Calder, M.L.A.-Atlin; Rear-Admiral Michael Martin, CD.,
Commander, Maritime Forces Pacific and Commander, B.C. Region;
Commander N. Norton, Maritime Forces Pacific; Deputy Provincial Secretary
Gerald Cross; Deputy Travel Industry Minister Wayne Currie; David P.
Brown, Communications Planning Adviser to Cabinet; Dan Campbell, Director of
Intergovernmental Affairs; Provincial Archivist Alan Turner; John Plul,
Director of Conventions, Tourism British Columbia; H. J. Price, Comptroller,
Office of the Provincial Secretary; Peter Barkowski, Deputy Commissioner,
RCMP; Tom Fielding, Director, Arts and Cultural Branch, Ministry of
Recreation and Conservation; M. H. Smith, Director, Constitutional and
Administrative Law, Ministry of the Attorney-General; Ed Sweeney,
Executive Director, Captain Cook Bicentennial Committee.
The Provincial Government set aside half-a-million dollars for participating
grants to municipalities throughout the Province to encourage and support
the celebrations in the various communities.
The celebrations are expected to cost about $2 million, but these
costs will be far outweighed by the boost in tourism revenues and the world-wide
A search for a person to portray the role of Capt. James Cook during the
bicentennial celebrations was carried out by the Vancouver Sun newspaper
in 1977 and Kelvin Andrew of Vancouver was selected from more than
200 entries.   During the year, the real "Captain Cook" took part in
various promotions.   He acted as British Columbia's ambassador at the 1977
Grey Cup Parade in Montreal.   He attended the opening of the "1977 Fantasy in
White" at Vancouver's Bayshore Inn.   He presented a key to "Santa's
Treasure Chest" at the Harbour Centre.
In 1977, Tourism British Columbia also prepared a float for the
Rose Bowl Parade in Pasadena, California, on January 2, 1978.
This was British Columbia's first Rose Bowl Parade float since the Province's
award-winning entry in 1971, when British Columbia received the International
Award for the most beautiful float from outside the territorial United States.
British Columbia's 1978 float will commemorate the bicentennial
celebrations by depicting Captain Cook's two square-rigged sailing ships, the
Resolution and the Discovery, enclosed in the structure of a bottle.
This striking visual creation in blue, gold, and white will require over
200,000 roses, irises, chrysanthemums, carnations, and orchids.
About 126 million persons are expected to view the float on television
and along the parade route.
• To provide necessary support services to the three main operating branches
of the Ministry through research and organization, development,
co-ordination, and production of required literature, motion picture, and
film materials.
• To carry out research to assist in the development of policies, programs,
and marketing objectives.
• To lay out and produce Tourism British Columbia's publications.
• To serve as a printing clearing house for all Tourism British Columbia's
• To design, produce copy, undertake photography, and prepare for distribution
of 360,000 quarterly issues of Beautiful British Columbia magazine.
• To produce weekly "Roam-at-Home" travel stories and Tourism British
Columbia's news releases.
• To co-ordinate and produce still photographs and motion pictures for
Tourism British Columbia's promotional use.
• To operate Tourism British Columbia's film and still production laboratories.
• To maintain a film library.
• To liaise with regions in production of regional brochures and films.
• To solicit and assist major feature film studios in selecting locations and
producing films in British Columbia.
This division is responsible for research support to the four branches in
addition to maintaining a tourism data base on domestic and international
travellers, an inventory of facilities, producing performance indicators,
and providing market information.
The division's specific functions are:
• To organize and co-ordinate the Ministry's travel research program.
• To prepare projects for outside contract and oversee production.
• To produce monthly travel-indicator statistics for circulation to Government
and industry.
• To disseminate information on tourism performance to staff, other levels
of government, and private sector.
• To maintain the Tourism Economic Model.
• To maintain a research library.
• To provide assistance to advertising agencies with respect to media, markets,
and ad testing.
1400 —|
1200 -
900 -
800 —
500 —
400 —
300 —
200 —
100 —
1964  1965  1966  1967   1968  1969   1970 1971
1972  1973   1974 1975
1976      1977
NOTE—Revenue estimates for 1974 were based on a study of visitor expenditures.   Estimates for previous years
were not based- on detailed survey results and could be conservative.
Performance Indicators
Note—Revenue estimates for 1974 were based on a study of visitor expenditures.    Estimates for previous years were not based on detailed survey results and could be conservative.
A system of recording certain travel industry statistics was initiated in 1975.
The project has been maintained and expanded to include 15
"indicators" in 1977.
These include border crossings, ferry-loadings, occupancies, information
inquiries, restaurant sales, and air-traffic tallies.
Each month the latest figures are tabulated along with the percentage change
over last year and corresponding cumulative totals.
Results are available six weeks after the month's end and provides a
concise monitor of the performance of the travel industry.
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1. Border crossings—Statistics Canada information generated by Canada Customs published in "Travel
Between Canada and Other Countries":
Total United States vehicle entries—The total number of American vehicles, excluding commercial
trucks entering British Columbia via all customs borders (excludes Alberta/British Columbia
One or more night United States vehicle entries—The number of American vehicles crossing customs
borders staying in Canada one or more nights.
Total United States resident entries—The number of United States residents entering British Columbia
via the customs borders by land, sea, and air.
Total overseas entries—The number of persons entering British Columbia who reside in countries other
than the U.S.A. or Canada, by land, sea, and air.
2. Ferry-loadings—Total two-way passenger counts on B.C. Ferries routes between Vancouver Island and
the Mainland, provided by B.C. Ferries. The two routes totalled are Swartz Bay-Tsawwassen and Departure
Bay-Horseshoe Bay.
3. Room sales—Total British Columbia room sales generated from room-tax statistics made available by the
Ministry of Finance. Confidentiality of information requires that actual room sales not be published until the
end of each fiscal year. The figures pertain to all transient accommodation in the Province with the exception of
4. B.C. hotel occupancy—Statistics published by Pannell, Kerr, Forster and Associates for the B.C. Hotels
Association, based on approximately 60 regularly reporting establishments located throughout the Province.
5. Vancouver hotel occupancy—Statistics published by Laventhol and Horwath Management Consultants
based on a sample of hotels in the Greater Vancouver area.
6. B.C. motel occupancy—Statistics published by Pannell, Kerr, Forster and Associates for the B.C. Hotels
Association based on approximately 40 regularly reporting establishments located throughout the Province.
7. Information centre registrations—The number of persons stopping at the Douglas Reception Centre
requesting information on British Columbia.
8. Information inquiries—Total written travel inquiries handled by Tourism British Columbia, Victoria office.
9. Restaurant sales—Restaurant statistics supplied by Statistics Canada covering a sample of 280 chain and
independent establishments throughout British Columbia.
10. Gasoline sales—Wholesale gas deliveries by the 12 major distributors to retail gas stations in British
Columbia.  The figures refer to all three grades of road gas, i.e., unleaded, regular, and premium.
11. Rogers Pass traffic—Passengers in Canadian and foreign automobiles and buses leaving Glacier National
Park in a westerly direction.
12. Air traffic—Total number of persons deplaning in Vancouver, Victoria, Kelowna, Prince George, Kamloops, Penticton, Prince Rupert, Castlegar, and Terrace.
Regional Tourism Fact Books
Tourism Fact Books were prepared on each of the eight tourism regions.
These 70-page reports contain detailed analyses of the travel industry
in the regions, supported by statistics on travellers and revenues.
Figures from 1970 to date provide trends in the industry and a
comparison to Provincial totals.
Information on traveller characteristics (origin, length of stay, party size,
and activities) is also provided.
The report also deals with the accommodation sector, employment totals,
and lists of events and attractions.
Accommodation Inventory
Some 2,000 accommodation establishments are registered in Tourism
British Columbia's accommodation directory.
During registrations, information is collected on the recreational facilities
available, house policies, and dining/convention facilities.
This information has been computerized to produce tallies of various
facilities by region and by the establishment's classification.
The system also enables the preparation of address labels, size category
groupings, and the tracing of property turnovers.
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 "Beautiful British Columbia"
Magazine Readership Profile
A questionnaire was designed and included in the fall 1976 issue of the
Beautiful British Columbia magazine.
Over 7,300 usable questionnaires were returned, which were analysed
with a review of the computer mailing list.
Questions centred around the readers' evaluation of the magazine in
terms of topics and written material, while additional information was obtained
on magazine uses and number of readers.
These details were related to province, state, or country of origin, age,
sex, and income.
Additional information was obtained on non-British Columbia residents
in order to determine the magazine's promotional impact.
The results were:
The magazine has maintained a stable readership.
Two-thirds of its readership has been receiving the magazine for up
to five years and 20 per cent are long time readers—from 6 to 10 years.
The magazine picked up 10 per cent of its new readers.  Another 10 per cent
have been reading it for over 11 years.
A wide cross-section of topics appeal to readers.
General scenic stories and photographs were mentioned by four out of
five readers, while articles about individual personalities rated low—only
one in seven.
Articles about wilderness, history, outdoor activity, and special events
were of varied interest.
Little preference was stated for types of written material.   Factual, historic,
and descriptive articles were mentioned by nearly two-thirds.
The overwhelming majority, 90 per cent, stated they use the magazine
for general interest.   However, a surprisingly large number, 24 per cent, use it for
educational purposes, while 45 per cent said they referred to it for
travel information.
The magazine appears to have a good circulation within the household.
Two-thirds of its total circulation gets read by up to four persons and
over a quarter is circulated between 5 and 10 persons.
Age distribution of readers are amazingly uniform.   The magazine
appeals to readers of all ages.    Respondents indicated approximately 30 per cent
fell into each age category from youths to senior citizens.   (Adds to
more than 100 per cent due to multiple responses.)
The same holds for income levels as the magazine is read by an equal
proportion of households from those earning under $6,000 to the
upper middle class.
Nearly one quarter, however, indicated a household income in
excess of $20,000.
Ski Survey
A ski survey was designed jointly with representatives of the
Canada West Ski Association to provide information about existing markets to
guide future market planning for the industry.
Originally 10 hills were slated for participation, but due to bad snow
conditions in 1977, only four areas were actually surveyed.
Results from these areas provided details on age/sex backgrounds,
origin, mode of transportation used, and accommodation.
It served as a useful pilot survey to test the questionnaire and interview
procedures and will aid the 1978 program.
 Television Commercial Evaluation
(B.C. and Alberta)
Two sets of television commercials were developed.
One set of two commercials was designed to stimulate travel and the other
to create an awareness of tourism's importance.
The travel commercials were evaluated by focus groups—two in
Vancouver and two in Edmonton.
Findings allowed a fine-tuning of creative approaches and strategies.
The second set of two commercials were to be viewed by British Columbia
audiences and deal with tourism's importance.
Findings allowed the commercials to be refined to better explain how
tourism benefits the community.
Commercial Accommodation
Occupancy Monitor
Planning and data-gathering procedures were established for this project
which will start in January 1978 with monthly performance reports on
hotels, motels, and campgrounds by regions.
A separate tally will be made for Victoria and Vancouver.
Occupancy data will be supplemented by information on average room rates
and their fluctuations by month.
Some 150 properties will participate in the program.   It will provide
a representative sample of accommodation establishments geographically, by type
of establishment and by size category.
Tourism Performance Model
Tourism British Columbia contracted a project to design and produce a
computer model capable of describing the travel industry's performance.
The project underwent two years of design and 1977 produced the
first set of results.
The model provides year-end estimates of the number of travellers by mode
of transportation, regional distributions, and balance of payments estimates.
A separate section presents information on each of the eight tourism
regions, including expenditures by sector, length of stay, employment,
and accommodation facility information.
The model also produces short-term forecasts based on current trends.
The system has become a useful tool in determining performance at
any point in time, including year-end.
Tourism British Columbia designs, produces copy, undertakes photographs,
and prepares for distribution 360,000 copies per issue of the quarterly
Beautiful British Columbia magazine—to entice and encourage out-of-Province
residents to visit British Columbia.  A total of 300,000 is distributed in
211 countries.
 During its 19th publication year some changes were made in the
magazine's editorial format and an aggressive new subscription drive, with an
ambitious one-million-copies-per-issue target, was initiated.
The subscription list was up 10 per cent over 1976 to 290,000 with
news stand sales holding steady at 50,000.
The subscription price was raised from $3 to $4 to keep pace with
rising production costs.
A subscription push was initiated in the fall with a school subscription drive,
where 100 schools throughout the Province sold 4,400 subscriptions.
This fund-raising project for schools paid the school $1 per subscription.
Special Publications:
Three special editions were produced under the magazine's sponsorship
in 1977: Beautiful British Columbia's Great North; Tall Ships Sail the
Pacific; and the Queen Elizabeth II—Royal Hudson commemorative edition.
These were designed as promotional and sales pieces, and by year-end,
5,000 packages containing the three editions had been sold through the
magazine's subscription office.
The last copies of This is . . . British Columbia, Volume III: A Poetic
Reflection, were sold in 1977.
Published in 1974, 75,000 soft-cover and 7,500 hard-cover editions
of Volume III have been sold.
Beautiful British Columbia magazine revenues from news stand sales,
subscription sales, and special editions totalled $1,207,770 in 1977.
 "Beautiful British Columbia" Magazine's
Essay Contest
An essay contest for junior- and senior-secondary school students in
British Columbia was sponsored in 1977 by the Beautiful British Columbia
The students were asked to submit essays describing a favourite place or event
in the Province. They responded in force.
More than 700 entered the contest.
The contest was designed to encourage students to explore their own
Province and to discover why it is an attractive living place and vacationland.
The two winning students received $500 each and their entries will be
published in the magazine's spring 1978 issue.
Maureen Dobbin of Vancouver's Convent of the Sacred Heart won
the junior section with her essay: "Sealife—Shells and Sentiments," a description
of Qualicum Beach.
Gary Hasler of Kamloops Senior Secondary School won the senior
category prize for "Bennett Station" in British Columbia's northwest.
News Releases
Tourism British Columbia periodically issued news releases on its plans,
policies, programs, and projects.
These news releases were issued to keep the public informed on the
Ministry's activities.
Four Tourism British Columbia newsletters were published in 1977 to
supplement the news releases and other material put out by the Ministry.
These newsletters, geared specifically for the tourist industry, gave more in-depth
information on the Ministry's plans, policies, programs, and projects.
 'Roam-at-Home' Series
Tourism British Columbia mailed 52 mini travel stories under the
"Roam-at-Home" series to all the weekly and daily newspapers in British
Columbia. The travel stories, designed to promote in-Province travel, were mostly
written by free-lance writers.   Black-and-white photographs accompanied
each story.
Travel Features
Tourism British Columbia commissioned 13 free-lance writers in 1977
to write 27 full-length travel features on various attractions in British
Columbia for out-of-Province newspapers and magazines.  Travel features were
also written by staff to meet specific requests from travel and trade
'Capt. James Cook' Series
A Vancouver-based free-lance writer was commissioned to write a series
of articles on the life and exploits of Capt. James Cook for the Captain
Cook bicentennial celebrations in 1978. The 26-part series will be mailed to all
weekly and daily newspapers in the Province for their use.
Promotion Publication:
During 1977, the following publications were produced by Tourism
British Columbia:
1. Four issues of Beautiful British Columbia magazine—375,000 copies each.
2. Calendar diary for Beautiful British Columbia magazine—375,000 copies.
3. Beautiful British Columbia's Great North—20,000 copies.
4. Tall Ships Sail the Pacific—200,000 copies.
5. The Royal Hudson Tour Honouring the Jubilee of H.M. Queen
Elizabeth II—40,000 copies.
6. Meet in Beautiful British Columbia—(new conventions brochure,
revised and expanded)—100,000 copies.
7. Road Map—250,000 copies.
8. Calendar of Events
i. Fall/Winter—85,000 copies,
ii. Spring/Summer—400,000 copies.
9. Tourism Accommodation Directory—1 million copies.
10. Four Seasons Vacationland general brochure—650,000 copies.
11. Four Seasons Vacationland (four languages)—100,000 copies.
12. Courtesy Calendar Diary—25,000 copies.
13. Tourism British Columbia newsletter
Vol. 1, No. 1—10,000 copies.
Vol. 1, No. 2—19,000 copies.
Vol. 1, No. 3—16,000 copies.
Vol. 1, No. 4—21,000 copies.
14. Travel Agents' Manual—14,000 copies.
15. Ferry Sheet—165,000 copies.
 16. Posters—No reprint since (1975, 4,000)
Tulip posters—4,000.
17. Postcards, eight jumbo postcards—10,000 each, and
pocket folder—10,000.
18. Shell brochure—217,000.
19. Royal Hudson brochure—1976 printing 150,000.
20. Fly British Columbia brochure—15,000.
21. Research Highlights—5,000 copies.
22. Facts Book for eight regions—500 copies each (800 copies for
Region A, Vancouver Island).
23. Resident survey—300 copies.
24. Q.S.L. Postcards—25,000.
25. Convention Kit pocket folder—50,000.
26. Air Facilities Map—12,000.
Graphic Design and Photographic Productions
Tourism British Columbia assisted in the graphic design and production of
some 20 brochures for the Ministry and other ministries.
Some 28,420 colour photographs and 26,679 black-and-white prints
were produced in Tourism British Columbia's darkrooms for the Beautiful British
Columbia magazine, other brochures and publications, posters, postcards,
the "Roam-at-Home" travel stories, and for use in newspapers, magazines,
and other publications around the world.
The 1977 total of 55,099 prints is a 23-per-cent increase over the
47,500 prints produced in 1976.
The studio for the taking of photographic portraits of Cabinet Ministers,
Members of the Legislative Assembly, and senior Government officials
was active throughout 1977.
Four new travel films depicting various British Columbia regions were
accepted in 1977 for international distribution by the Canadian Travel
Film Program.
The 16 mm, colour films were submitted by Tourism British Columbia's
special services branch.
"This Is The Place" is a 15-minute travelogue on the Sechelt and the
Sunshine Coast.
Directed by staff cameraman Norman Keziere, whose previous travel films
have won numerous awards, the film includes such attractions as fishing in
Jervis Inlet and nearby waters, the Royal Hudson, Alta Lake, and
Pemberton Valley.
Some 293 English-version prints are being produced for international
distribution through the Canadian travel film libraries.
The film has also been dubbed in Japanese and German and these prints
are now being test-marketed in the two countries.
 "The Land Between" is all about the Cariboo and the Chilcotin and has
been received enthusiastically in the United Kingdom and Europe.
Reports from Japan and Germany also indicate an excellent reception
for the Japanese and German versions.
A French-language version is at present under production.
Most of the 270 English-language prints will be distributed through
the Canadian film libraries in Tourism British Columbia's major market areas in
the United States.
"// / Didn't See It I Wouldn't Believe It" was produced in 1976 and
submitted to the evaluation committee in early 1977.
The Japanese and German language versions are at present being
test-marketed in the two countries and initial reports indicated excellent
A French-language version is now under way.
Jubenville and Embra Films Ltd. of Vancouver have completed and
delivered the fourth film ... on the Peace River area.
The film had its premiere showing at Dawson Creek in May 1977 and
is now being test-screened in the United States.
Joint purchase of its prints by Tourism British Columbia and the Canadian
Government Office of Tourism will depend on the results of the test.
The film centres on the Dawson Creek-Fort St. John-Hudson's Hope-Pine
Pass area and includes such subjects as gold-panning, hiking, fishing,
farming and farm vacations, accommodations, and the towns of the regions.
The four new films mean that over 1,100 additional prints on British
Columbia are now available to television, cablevision, and non-theatrical
distribution circuits in Canada, the United States, and United Kingdom.
During the year the 24-minute film "// / Didn't See It I Wouldn't Believe It,"
won the "Maple Leaf Award" for the best Canadian travel film for 1976
and the "Silver Cindy Award" of the Information Film Producers' Association.
The film was produced by Norm Keziere of Tourism British Columbia.
And, in a new angle for the Canadian travel film program, the sponsors
of the new travel films have agreed to supply 20 three-quarter-inch
video tape cassettes of the films for distribution to television and cablevision
systems which are not on a distribution network.
Meanwhile, Tourism British Columbia's special services branch has recently
also produced two films that are geared for specific areas:
"A People Place" is a hard-sell sales film promoting conventions in
all areas of the Province.
"There Should Be No Strangers" is a training film for travel counsellors
that is now included in the Hospitality Certificate Course.
Some 135.49 million persons in Canada, United States, United Kingdom,
France, Germany, and the Netherlands saw a film on British Columbia
for the year ended September 30, 1977.
Statistics indicate there were 38,115 bookings for the 3,817 prints of
the 23 titles on British Columbia.  There were 642 TV telecasts and
4,923 cablecasts.
Tourism British Columbia was active in co-ordinating the development
and promotion of film and television production in the Province in 1977.
The residents of Lillooet and Qualicum Beach experienced the filming
of movies in their communities in the summer.
The $2.5-million French movie, "Le Violents," staring Yves Montand and
Carole Laure was filmed partly in Lillooet.  The English-dubbed version
is called "The Threat" (initially titled "Flashback").   The local economy
received a $100,000-boost from the action-thriller movie produced at this location.
Several British Columbia residents were hired to help with the
production, including 15 school-children.
Some $250,000 was spent in the Qualicum Beach area during the filming
of a movie, "It Happened at Lakeside Manor" ("Ants"), starring
Myrna Loy and Lynda Day George, it was shown on the ABC Television
Network in the fall.
A Japanese film team from JOCX-TV Tokyo was on location in Vancouver
at year's-end to film the first hour-long episode in a 26-part TV drama-spectacular,
"Onna No Katei" (closest translation, "Mending the Home").
During the year, Tourism British Columbia also assisted many movie
production studios, through intensive promotions and selection of
location sites, and there are now possibilities for 13 movies to be produced in
British Columbia in 1978.
Shoot the works.
Film British Columbia,
Tourism British Columbia
1117 Wharf Street
Victoria, B.C. V8W 2Z2
Marketing Branch
Industry Development and
Visitor Services Branch
Special Services Branch
Information Centre
Tourism British Columbia
Robson Square
800 Robson Street
Vancouver, B.C. V6Z 2C6
• Attractions and Special
Events Branch
• Information Centre
Tourism British Columbia
British Columbia House
1 Regent Street
London, England SW1Y 4NS
Travel Sales
Tourism British Columbia
Suite 585, 3303 Wilshire Blvd.
Los Angeles, California 90010
Travel Sales
Tourism British Columbia
Suite 400, 100 Bush Street
San Francisco, California 94104
Travel Sales
Tourism British Columbia
1823 Eighth Avenue
Seattle, Washington 98101
Information Centre
Tourism British Columbia
356 King George Highway
RR 7, White Rock, B.C. V4B 5A8
• Information Centre
Tourism British Columbia
Highway 1 at Whatcom Road
Box 321, RR 4
Abbotsford, B.C. V2S 4N9
• Information Centre
 DIRECTORY continued
Tourism British Columbia
Junction Highways 3 and 97
Box 644
Osoyoos, B.C. VOH 1V0
• Information Centre
Tourism British Columbia
Junction Highways 3 and 95
Box 36
Yahk, B.C. VOB 2P0
• Information Centre
Tourism British Columbia
Highway 1, half-mile east
Box 473
Golden, B.C. VOA 1H0
• Information Centre
Tourism British Columbia
Box 630
Mile 0 Camp-site, Alaska Highway
Dawson Creek, B.C.
• Information Centre
Tourism British Columbia
224 Banff Avenue
Box 43
Banff, Alberta TOL 0C0
• Information Centre
Tourism British Columbia
632 Connaught Drive
Box 1509
Jasper, Alberta TOE 1E0
Information Centre
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
 Minister's Message
1977 was a very exciting year for the travel industry in
British Columbia.
Credit for the dramatic increase in tourism should go
to the citizens of British Columbia who recognized the
potential of this great industry, members of the private sector who
are on the "front line" of serving our visitors, and tourist
organizations throughout the Province who proved that British
Columbia can be the friendliest place in the world.
Members of the Tourism British Columbia team can share in
the achievement of this great tourism year, and I thank each
of them for their special effort.


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