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REPORT OF THE Department of Recreation and Travel Industry YEAR ENDED DECEMBER 31 1975 British Columbia. Legislative Assembly 1976

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Hon. Grace McCarthy, Minister R. L. Colby, Deputy Minister
Department of Recreation
and Travel Industry
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.
  Victoria, British Columbia, December 27, 1975.
To Colonel the Honourable Walter S. Owen, 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 Recreation and Travel Industry for the year ended December 31, 1975.
grace McCarthy
Minister of Recreation and Travel Industry
  Victoria, British Columbia, December 27, 1975.
The Honourable Grace McCarthy
Minister of Travel Industry.
Madam—I have the honour to submit the Annual Report of the Department
of Recreation and Travel Industry for the year ended December 31, 1975.
Deputy Minister of Recreation
and Travel Industry
  Introduction of this 1975 Annual Report gives me a great deal of pleasure.
It also pleases me to look forward to working with the many British Columbians
and their colleagues who make up this vital and exciting industry.
My intention is to direct our energies toward definite goals that will ensure a
balance between the supply of tourist facilities and the demand for tourism. Such
a plan will bring about orderly growth and, possibly, lift travel from third to first
revenue-producing industry in our Province.
Our vast homeland has an abundance of natural beauty that is admired by
other Canadians and the people of other nations. We welcome them to share it
all with us. We also know the undeveloped parts of British Columbia represent
opportunity and challenge to pioneer establishment of accommodation and the
amenities that would seem attractive and enticing to citizens of the world.
Part of my plan as Minister of Recreation and Travel Industry is to offer
encouragement in the expansion of tourism via means that will be in harmony with
the economic, environmental, and community interests and wishes of our own
citizens. This can best be achieved by Government and the private sector combining their experience and resources. For my part, I will welcome the advice,
counsel, and support of the private sector as we formulate the role of Government
in achievement of these ambitious objectives.
We will miss the knowledge and leadership of our former Deputy Minister,
Richard L. Colby. I am confident, however, that staff members of the Travel
Industry Branch will uphold and apply to their aggressive programs the traditional
energy established by Mr. Colby.
Introduction  11
Statement of Policy  7
Accommodation  21
Administration  14
Advertising  15
British Columbia House, London  32
Estimated Tourist Revenue  13
Film and Photographic Branch  18
Industry Development Branch  23
Los Angeles Office  34
Market Development Branch  27
Publicity  17
Research  12
San Francisco Office .  31
Special Promotions..   26
Special Services  20
Summary  37
Travel Counselling  16
Vancouver Travel Information Centre .... 20
Winter Travel  29
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 Report of the Department of
Recreation and Travel Industry, 197.5
Richard L. Colby, Deputy Minister
The concern felt by our industry on the possible decrease of visitors from outside the Province via the automobile, due to the increase in the price of gasoline, was
in fact justified for 1975. Fortunately, the decrease was slight. The loss was offset
to a large degree by the increase of visitors arriving by public carrier, so that the total
estimated revenue amounted to $970 million. This record travel revenue does not
indicate a large growth in the number of visitors, but rather reflects the effect of
Aiding the increase by public carrier was a series of direct promotions aimed
particularly at travel wholesalers and travel agents, in addition to direct consumers,
located in eastern Canada, the United States, and overseas. Similar promotions
were also directed to further stimulate the use of the Province as a convention
destination, and to enter the growing important field of incentive travel.
The research program has produced much valuable information for the Department and for the industry at large. Progress has been made in the establishment of
economic indicators so that the impact of the industry may be more accurately
measured. A dozen other studies have been completed, or are under way.
A new highway map is in preparation, and it will provide improved information
for our visitors. The tourist directory has been further refined, and the use of
computer composition has enabled the closing date to be extended well into
The excursion train Royal Hudson operated to near capacity in spite of the
lengthened season over 1974. A special charter run to Seattle on the occasion
of the visit of the American Bicentennial Freedom Train's visit to that city was
completely sold out. The event generated a great deal of valuable publicity for the
Province.    Details of the foregoing are contained in the body of this Report.
During the year the Community Recreation Branch was transferred to the new
Leisure Services Branch of the Department of the Provincial Secretary, and its
activities will be presented in the Annual Report of that department.
Once again I take pleasure in acknowledging the support and assistance we
have received from the private sector of the industry, including the B.C. Motels,
Resorts and Trailer Parks Association, the B.C. Hotels Association, the Canadian
Restaurant Association, the Convention Committee, the Regional Tourist Authorities, and the Provincial Tourist Advisory Council.
My thanks also go to the Departments of Public Works, Highways, Consumer
Services, Health, Recreation and Conservation, Economic Development, Provincial
Secretary, and many others.
As this will be my final year as a public servant, I wish to acknowledge the
support I have received for many years from a progressive and dedicated staff.
Without their enthusiasm and hard work this industry might well not have climbed
so rapidly to its present position as one of the three most important in the Province.
I am convinced that with proper planning, development, promotion, and the full
support of the private sector, the industry can steadily increase in importance.
G. David Hall
The 1975 year-end marked completion of two constructive years for the
Research Division. During this past year a number of projects were undertaken,
the success of which was due in part to the Canadian Government Office of Tourism
for cost-sharing with research funds.
A tourism-recreation facility inventory was initiated during 1975 in conjunction with the Department of Recreation and Conservation, Parks Branch. Work
on the accommodation sector resulted in the preparation of a detailed facility-type
and location coding manual. In addition, all establishments listed in the B.C.
Tourist Directory were tabulated and recorded. Next year, progress will be made
on the food service and events-attractions sectors, in addition to updating and
expanding the information on accommodation.
A B.C. Tourism Facts Book was prepared, which presents facts, figures, and
trends descriptive of tourism. This publication, containing material extracted from
a number of other sources, was assembled in chapters, including volume of visitors,
expenditures, employment, accommodation, and events-attractions.
The manpower problem within the hospitality sector was the topic of a review
conducted for the Department by three consulting firms. The result was an
extensive review of domestic and international literature on manpower shortages,
productivity, and labour turnover.
To assist the Research Division in its future project planning, a research
strategy was outlined. This provided the framework for determining the priority
of certain data-gathering activities. It also evaluated existing sources of data with
a view to determining the most timely and cost-efficient method of updating.
In light of increased Departmental operating costs, changing travel trends, the
energy situation, and an increasingly price-conscious traveller, a study was undertaken to assess British Columbia's traditional and potential markets. The report
documented facts about the population of the markets such as disposable income,
age-sex breakdowns, travel experience, competitive destinations, and access to
transportation. The results will allow timely marketing decisions to be made,
based on up-to-date knowledge of specific geographical areas.
At the request of the Department of Travel Industry the City of Vancouver
agreed to a study of a convention centre-exhibition hall complex in that city.
Objective was to determine the market for large conventions and assess economic
and social benefits, and costs of such a development. This project has only just
begun, with results expected in mid-1976.
A tourism planning directory was prepared to augment future planning
activities of the Department. It contains information relative to travel industry
development undertaken by other Government departments and private agencies
in the Province. It reviews the objectives and areas of concern of each agency as
it relates to tourism, plus identifying research and planning activities.
Another tourism planning activity was development of a framework to guide
formulation of plans. It outlines the objectives, participation levels, priorities, and
implementation mechanism for a flexible development plan.
In partial response to requests for timely statistics on tourism in British
Columbia, a list of "indicators" was prepared. This one-page publication is updated
monthly and sent to a mailing list of 300, including other Government departments,
industry personnel, and the interested public.    Changes in Canadian, American,
and overseas entries, hotel occupancy, room, restaurant, and gasoline sales, plus
reception centre registrations are tabulated by month in absolute value and percentage change.
Continuation of work begun last year included additional analysis of data
collected during the visitor "exit" survey and subsequent inputs and refinements to
the B.C. Tourism Impact Model.
The most exhaustive project undertaken by the Research Division was the
British Columbia resident travel survey which began in December 1975, and will
continue for 12 months. This survey was undertaken to evaluate the volume and
value of domestic tourism, in addition to documenting the characteristics of British
Columbia travellers. It is also designed to provide information on regional travel
by seasons. Data are being collected by telephone interviews to randomly selected
households. The final results of this study will not be available until early 1977,
but seasonal progress reports will be prepared as data are analysed.
The results of the resident survey, in conjunction with the recently completed
visitor survey, will allow the preparation of a total travel report.
Estimated tourist revenue during 1975 was $970 million. This total includes
all visitor expenditures as well as the dollars spent by British Columbia residents
touring within British Columbia.
The figure, $101 million or 11.5.per cent more than 1974, mainly reflected
increased travelling costs.
Figures available to the end of the third quarter indicated a slight decrease
in the total number of visitors. Americans arriving by all modes of transportation
decreased by 3.3 per cent, while the number of United States residents staying
one or more nights decreased by 7.7 per cent over 1974.
Canadians from other provinces visited British Columbia in greater numbers
than ever before. There was a shift in mode of transportation, also automobile
entries via the Alberta border decreased, whereas a significant increase in air traffic
was recorded.    This resulted in a net increase of about 6 per cent.
The most dramatic increases were in overseas visitors, up 23 per cent over
last year.
Changes in all visitor patterns resulted in an over-all decrease of slightly less
than 1 per cent. Canadian entries were expected to total 3.1 million, American
visitors approximately 3.8 million, and visitors from all other countries about
Room sales were up 14 per cent throughout the Province. This reflected
increased hotel and motel accommodation costs, an increase in the number of units
available as occupancy rates have trailed last year's. Hotel occupancy in British
Columbia was down 5 per cent. Vancouver hotels fared better than the Provincial
average, but were still down 2 per cent over 1974.
More people travelled to Vancouver Island in 1975 as passenger loadings
were up 2.3 per cent on B.C. Ferries.
Restaurant and gasoline sales increased by 10 and 11 per cent, respectively.
The dining services increase does not reflect any upsurging in business, but rather
the increased costs of food. The increase in gasoline consumed is up substantially
as the figure represents the gallonage sold, independent of price.
 G  14
These statistics indicate some growth in the industry during the past 12
months, but the rate of increase has slowed down over previous years.
In relation to the general economic conditions throughout Canada, the U.S.A.,
and the western world, the travel industry in this Province has performed reasonably
well. With no real gains made, the industry nevertheless managed to keep up with
Visitors Reception Centre, Golden.
D. Livingstone
Concurrent with a study to examine and recommend changes in structure and
programs, the Department is planning a five-year reorganizational implementation.
Reorganization will be predicated on the particular need to monitor supply and
demand in the travel industry, and rectify any imbalance.
The study recommends acquisition of increased expertise in the areas of
knowledge, research, educational and financial guidance pertinent to industry
development. This will help to bring about orderly growth in the Province, by
ensuring that accommodation, attractions, events, and activities are sufficient to
retain a balance with the demand for travel.
The plan stresses the need for changes that will intensify the demand for
travel to and within the Province by advertising, publicity, and trade activities.
During 1975 a busy Departmental staff put together some extremely effective
programs. New packaged tours and convention arrangements were instigated
through strong promotional presentations to the travel trade and to association
executives in and outside Canada. Beautiful British Columbia magazine, hampered
by a postal strike, remained one of the top magazines printed in Canada.
A new series of mini-stories and publicity releases resulted in much free
Films of the film and photographic division continued their award-winning
A well-documented study, "Visitors '74," was favourably received and utilized
by the travel industry following its 1975 completion.
The "Green Book" (Tourist Directory) retained its identity as the key to
accommodation for visitors and residents.
The aforementioned subjects represent only a few of the 1975/76 highlights.
A description of each activity conducted by the Market Development Branch, the
Industry Development Branch, the Production Services Branch, and the Research
Division is contained in separate sections of this Report.
The 1975 advertising investment of the Department was concentrated in three
major market areas—the United States, other Canadian provinces, and British
Columbia. These market areas represent the sources of more than 90 per cent
of British Columbia's travel revenue.
A small investment in Japan during 1975/76 marks the beginning of a more
concentrated promotional effort in that market to capitalize on the Japanese
propensity to travel and on the rapidly increasing acceptance of British Columbia
as a travel destination for the Japanese.
Highlight of the 1975/76 advertising campaigns was the award received by
the new series of British Columbia travel television commercials. This series won
first prize among 700 entries in the U.S. Television Commercials Festival as the
best entry in all classifications for film production and video effects.
A brief description of the advertising campaigns follows.
The national campaign in the United States was created to develop travel
interest in all U.S. markets, filling coverage gaps left by the more concentrated
U.S. regional campaigns. Magazine advertising provided the primary campaign
thrust, with secondary emphasis in national newspapers.
The neighbouring States of Washington and Oregon were exposed to a campaign directed primarily to automobile travellers through newspaper advertisements
and television spots. Bus boards reinforced this major media effort to provide
greater penetration.
A newspaper campaign was conducted in conjunction with a series of consumer and travel trade presentations in the California market.
Magazine advertising in the western region of the United States was superimposed on the California and Washington-Oregon regional markets, extending
into other important state markets in the West.
Television spot advertising was concentrated in the important Cleveland and
Detroit markets, and magazine advertising purchased on a regional basis covered
the north-eastern part of the United States.
Participation in one Canada West magazine advertising feature along with
other provincial partners and Canadian air lines was the extent of the 1975/76
campaign in the burgeoning Japanese market.
Co-operative ski advertising with airline partners and a small campaign in
convention publications were also conducted in the United States during 1975/76.
Participation in "Explore Canada" issues of leading magazines in Canada
provided the primary domestic advertising thrust on a national scale. This was
backed up with regional campaigns in the Prairie provinces and Ontario in newspapers, television, farm magazines, and bus boards.
The campaign addressed to residents was primarily designed to encourage
British Columbians to explore their own Province, thus, circulating resident travel
expenditures within British Columbia and reducing the historically large expenditures by residents to foreign destinations.
The media employed were daily and weekly newspapers, ethnic and special
interest publications, trade papers, and television spots.
Mrs. Grace Long
Labour disputes within the postal service eliminated any mail travel inquiries
after October 21.
Although the 74,667 mail inquiries serviced throughout the 10-month period
represent the lowest number for many years, the letters are very selective in the
type of information requested, and require considerable detailed research.
In general, the mail inquiries reflect the trend toward group travel and all-
inclusive itineraries and very competitive "shopping" to find the best value for the
vacation dollar.
Once again 35 travel counsellors were selected and trained for work aboard
vessels of the British Columbia Ferries. The recruiting, training, provision of
uniforms, scheduling, and supervision of these employees throughout seven widely
dispersed terminals is a time-consuming challenge.
G  17
Favourable comments received from the travelling public, however, make this
a worth-while program.
Regular travel counsellors on head office staff function in many areas beyond
their normal counselling duties.
Research of all recreational-type activities is a constant program. This covers
almost every facet of recreational events and attractions throughout the Province.
While acting as secretary to the Branch Director, Mrs. Gail Carrie is also involved in many other office procedures. These activities include servicing employees
in all the outside visitor reception centres and assistance with preparation for the
various travel counsellors training programs. Mrs. Carrie also attended a course
on instructional techniques training from which she gained a great deal of
Mrs. Debbie Buick has taken over preparation of the "Calendar of Events"
which involves assembling events that take place throughout the Province for the
four seasons. The fall and winter calendar has just recently been completed; work
will now commence on the spring and summer issue for release April 1, 1976.
Other duties cover the distribution of brochure for the "Two Nation Vacationland,"
involving the States of Washington and Oregon, and British Columbia. Mrs. Buick
also answers "detailed travel correspondence," assisted by other counsellors. This
year she represented the Province at the "Klondike Days" celebrations held in
Edmonton, Alta., and the San Francisco Boat and Sports Show.
Miss Darlene Deyholos is involved in research and updating of the "portable"
reference files containing detailed information on all aspects of travel throughout
the Province; other counsellors assist in this work. Reference files are distributed
to travel counsellors aboard the ferries and all information centres, providing fast
accurate information for the travelling public. Miss Deyholos also assists with
detailed letter and counter inquiries.
Mrs. Ida Lindsay assists with "detailed travel correspondence," and keeps the
stockroom well stocked with regional brochures of all types. Mrs. Lindsay also
assists with counter inquiries and all types of research, and represented the Province
at the Canadian National Sportsman's Show in Toronto.
Miss Linda Bishop is in charge of the "master mailing list," covering worldwide distribution of brochures on British Columbia, involving the processing of
approximately 5,500 labels, plus bulk shipment labels. Miss Bishop also assists
in research and counter inquiries.
Miss Leta Lohr is in charge of all incoming mail, delegating each letter to its
appropriate section, also assists with semi-detailed travel inquiries, all types of
research, and is presently reviewing and updating our regular filing system. Miss
Lohr also assists with counter inquiries.
Harry P. McKeever
Eighty-one stories were written in response to requests from North America
and overseas. Several international writers were hosted and assisted by tours of
their own requesting.
Comments were received from freelance writers who felt official story distribution did not help their chances of placing material in a market that grows smaller
every year.   These writers cited the curtailment of whole travel sections in some
newspapers and space reduction and no further travel budget allowance in others.
Veteran travel writers across the continent say increased costs and the likelihood
of even higher operating expenses are viewed gravely by editors and publishers.
They agree the situation was not alleviated by the disappearance altogether of
markets otherwise responsive for many years.
Some editors in North America frankly admit their reliance on "official handouts and tours" for their travel columns because they themselves can no longer
afford to send staff. In Europe, travel writers interpret the outlook there as
Numerous press releases and messages were prepared. The Annual Report
was produced and regional and other promotional material was edited and, where
necessary, rewritten. The customary liaison was maintained with publishing houses
to prepare and check material.
A book manuscript was appraised for Canada Council. One book embodying
history, outdoors, and travel was completed for a California publisher whose intent
is to place it in 65,000 libraries in the United States and Canada. A second book
on the Province's wilderness territories was begun for another California publisher.
Production of a Departmental book of "literary portraits" and pen and ink sketches
was proposed toward the end of the year.
Meetings of Ministers' information officers were attended. Help was extended
to the Information Services Branch with an advertisement regarding opening of the
Golden Reception Centre. An invitation to address senior students at Belmont-
Fisher High School was accepted. A prize-giving reception sponsored by the
T. Eaton Company for the best 10 books produced in British Columbia the previous
year was attended.   This office was honoured to be included.
Writers with CP Air's Los Angeles-Vancouver inaugural flight were hosted
during their day-tour of Victoria and environs. Arrangements were made through
the courtesy of CHEK-TV, Victoria, for a completely new series of personality-
documentary programs to precede the start of the 1976 tourist season. A new
booklet was planned for COMDA, Vancouver. Invitations to be interviewed on
CBC Television and CBC Radio, Vancouver, were accepted.
S. H. Haines
The Canadian Government Office of Tourism, through the offices of the
National Film Board, welcomes the provinces and territories of Canada that
produce promotion or general interest films of tourism to submit samples of their
motion pictures to determine their value for inclusion in the Canadian Travel Film
This Province has been fortunate in that almost all our film productions for
a number of years have been accepted into the program, as have other films made
for us by private producers. Our participation in this field has been so successful
that today there are more than 2,000 prints of our 19 current titles in circulation
through this medium.
It is gratifying to note that of all the provinces and territories of Canada,
British Columbia has the greatest number of film titles in distribution with the
Canadian Travel Film Libraries.
The value of this distribution program can be better understood when computerised reports from Ottawa show the continuing acceleration of telecasts, cable-
casts, and direct screenings. Literally millions of viewers become acquainted with
our Province's tourist attractions and recreational possibilities in this manner at a
cost that is infinitesimal.
Computer print-out sheets received regularly from Ottawa advise of the user
demand of our films included in the Travel Film Program. These reports show
increased use in the United States, United Kingdom, France, Germany, Netherlands, and also here in Canada. Nontheatrical screenings alone indicate an
audience in excess of 2 million persons. Telecasts and cablecasts have increased
to more than 2,000 to an estimated audience of more than 70 million. Further,
each of many telecasts in Japan of our films in the Japanese language has an
audience potential of more than 10 million persons.
The annual meeting and seminar of the Canadian Travel Film Committee,
held this year in Ottawa, was attended by B. H. Atkins. Bulk of film distribution
for this Province is done via libraries of the Canadian Travel Film Committee
throughout the world. The balance of the distribution is handled mainly by the
Government Film Library in Vancouver, with a small additional library maintained at head office.
Well aware of the potential audience their films will be exposed to, our three
director cameramen are extremely careful to see that the finishing laboratories
complete the film according to their exacting specifications. They are highly
proficient in their craft, as the end results show. It would not be immodest to
say that our film makers have won more awards than any other provincial film
group in Canada, and have on occasion been considered the best in all North
Five films are in production at present, covering tourist accommodation and
tourist attractions throughout the Province. The areas concerned range from
Vancouver in the south to Whitehorse in the north, and include the Cariboo.
Three of these films are in their final stages of completion, and should be released
in late spring.
In competition with film makers from 38 different countries throughout the
world, our film "Mirrors to the Sun" won six gold medal first place awards. Of
this outstanding achievement, director cameraman Norman Keziere can be justly
Considering the mail slowdown in March and April, and the long strike in the
late fall, the Vancouver Library did extremely well. More than 5,000 films shipped
from this facility were to be viewed by more than 225,000 persons.
The library also co-operated with broadcasting and sports clubs to assist with
program planning and content. Segments of our films were selected for taping
to enhance their programming as required.
The general office now operates a vehicle pool for the Department, making
the vehicles more readily available to staff members concerned.
Other duties include processing accounts, local purchase orders, requisitions,
terminations, appraisals, sick reports, and annual leave.
Excellent and pleasant liaison was maintained with the Canadian Travel Film
Committee and other private film producers whose work was of interest to this
A new inventory system has been established by the Department of Finance
to maintain a better control of all furniture and equipment in Department offices.
B. H. Atkins
Beautiful British Columbia magazine is now in its 17th year of publication.
Major change in 1975 was awarding the contract to a new printer. This means
the magazine will be Vs" shorter so that it can be printed on a Webb press. First
issue in the new size will be spring 1976.
Some 340,000 copies of the fall 1975, 360,000 copies of the winter 1975,
and comparable numbers of the spring and summer 1975 issues of the magazine
were printed for distribution to the 265,000 regular subscribers in 80 countries
and to news-stands throughout the Province. Some 300,000 copies of the 1976
calendar diary were offered as part of the pre-Christmas promotion.
The magazine presented 25 stories on such diverse topics as a dog-team run
near Atlin, the Province's wine industry, and restoration of the Parliament Buildings.
Our four photographers continued their travels through the Province producing material for Beautiful British Columbia magazine, negative files, and to update
slide files.
Some 40,000 prints were produced in the colour and black and white darkrooms for Beautiful British Columbia magazine, for other Departmental uses, for
other Government departments, and for publications promoting travel in British
Columbia. A new project saw weekly stories to encourage in-Province travel by
residents distributed to more than 100 newspapers throughout the Province.
Forty thousand copies of a special publication titled The Royal Hudson and
the History of Railroading in British Columbia, a 48-page booklet designed as a
companion piece to other Royal Hudson brochures, were printed and distributed
through the Royal Hudson excursion area.
Layout, design, and production of two dozen promotional brochures was
handled, bolstered this year by addition of a graphic artist.
T. A. Notley
More than 28,000 counter inquiries were served by staff in this location, and
in excess of 32,000 telephone inquiries were handled. The work load in both
categories peaked during July and August, with some 20 per cent of the total
occurring in that period.
In addition to normal counselling duties, staff participated in a variety of
outside activities.
Kate Jenvey helped to represent the Department at Edmonton's "Klondike
Days" and Joan Lumley participated in the California promotion.
Staff assisted with information counter for the Explore Canada display and
Karen Banzet helped with the reception duties for the TIAC film presentation.
Rick Lemon participated in all travel counsellor training, working with the
Assistant Director in organizing these programs, and also as lecturer. Mr. Lemon
also attended an advanced course on "Training Techniques" as provided by the
Public Service Commission staff training group.
On behalf of the Branch Director, Rick Lemon also provided supervision of
the outside reception centres, making a total of three Province-wide circuits in the
course of this duty.
The supervisor was called upon to host approximately 35 visiting dignitaries.
These included travel writers from all over the world gathering material for a wide
variety of periodicals and newspapers.
One major motion-picture group spent several days in the area gathering
information and material for a film scheduled to be produced in 1976.
Most of these visitations involved providing information on the Vancouver
area, Harrison Hot Springs, and Whistler Mountain area.
Assistance was provided to many Departmental meetings, receptions, film
showings, and radio interviews.
On the 24th of November the Vancouver office was relocated at 1190 Melville
Street. After many years of operation at 652 Burrard Street the change was quite
disruptive, particularly as the postal labour strike prevented notification of change
of address.
By the end of the year, however, most difficulties were overcome and the
operation was again functioning smoothly.
The accommodation counsellors' programs continued with great success, and
they were well received by staff and operators of establishments throughout the
The counsellors assisted operators in many of the industry's problems prevalent today. Liaison was increased with various departments of Government, including Health, Highways, Education, and the Attorney-General. Their assistance and
co-operation is deeply appreciated.
One significant fact established through our permanent accommodation counselling program is: More than 10-per-cent increase in accommodation registration
and fewer establishments removed from the registry over last year. Counselling
was responsible for several operators being upgraded to registration standards.
The program to produce the British Columbia Tourist Directory by computer
was completed during 1975. Deadline date for directory information and listings
was extended from August to October, and future plans will allow this date to be
December. This gives operators of establishments additional time to study and
plan changes to their property and assess costs for the coming year.
Numerous changes were made throughout the directory.
"Soft metric" was introduced this year, meaning that all reference to miles
is now shown with kilometre equivalent. This involved adding conversions to the
Canada and U.S. Customs information, provincial and national park listings, all
maps and establishment listings. To acquaint visitors with metric conversion, the
mileage chart was moved from the back cover to the centre of the book as a two-
page spread. The mileage chart is now "soft metric," showing mileages with
kilometre conversions.
The 34 strip maps were removed and replaced by 17 more detailed maps.
The new maps show mileages with kilometre conversions. In addition, all maps
have been redrawn to cover the entire Province, whereas in the past only parts were
Also this year the maps are two colours instead of one, adding greatly to the
Border crossing information, always important in advising visitors of customs
regulations, is now grouped under Canada border crossing information and U.S.
border crossing information. This assists visitors with customs information for both
sides of the border.
This year, information on area tourist interest is placed in alphabetical order
to assist tourists in finding information faster.
More than 120 directional references were added to the directory; visitors,
when travelling, will be advised that highway junctions are near; reference is made
to the junction and the highways intersecting it.
More reference to entry and exit to highways is shown, giving a clearer picture
of the highway travelled, and additional highways that intersect.
In future planning, symbols will be placed on file. Included will be symbols
to be used for campgrounds, trailer parks, and sani-stations, in conjunction with
operators' listings. Reference to acceptability of pets, the question mark emphasizing Department of Travel Industry reception centres, and the wheel-chair symbol
will be used advising physically handicapped visitors of suitable establishments.
With the co-operation of the Government of the Yukon Territory, permission
was given to solicit operators of establishments in the Yukon on the Alaska Highway for inclusion in the directory. This will link the Alaska Highway complete
from Dawson Creek to Atlin. To date we have received excellent response from
all operators contacted in the Yukon and it is hoped to have all establishments
listed in the near future.
Eight more pages were added to the directory. Once again, 900,000 copies
were printed for world-wide distribution, the first edition being available February 1.
Although complaints have declined slightly this year, the major complaint is
still lack of cleanliness. Upgrading facilities to meet the required standard will
be the priority objective of our counsellors during 1976.
Meetings with industry associations continue to prove successful. Included
in future planning for the directory is listing vacation farms. Further meetings
will be held with guide-outfitters who are able to offer outdoor recreational-type
vacations that would include photography and hiking safaris. This will cover
other vacation areas of tourism for the Province.
Educational Programs
The counsellors attended a seminar organized by the Canadian Government
Office of Tourism. The seminar, held in British Columbia, introduced the counsellors to the CANTRAV program available through the Federal Government.
This program offers assistance to operators who wish to establish their financial
position, identify the problems, analyse them, and provide help with cost control,
and assist the operator in planning any future expansion.
A number of operators expressed keen interest in this program and the
counsellors were able to increase the total goal set by the Federal Government by
100 per cent.
Ed Norman
Although reorganization is not yet sufficiently advanced to make this Branch
fully effective, the basic steps have been taken.
With the industry counselling and planning sections still to be implemented,
existing staffs are extremely limited in the time and effort that can be devoted to
these essential functions that are becoming increasingly important to the private
The Branch was nevertheless involved in assisting in the studies of several
industry proposals and developments. In this we were greatly assisted by the
Canadian Government Office of Tourism.
Not all plans submitted for study were capable of development into a segment
of the industry. Such studies were, however, of inestimable value in assisting the
entrepreneur to replan before becoming involved in a financial loss situation.
The Accommodation Section has made excellent progress during the first full
year of operation under the reorganized format. Accommodation counsellors are
now well established in their territories and have achieved good acceptance from
accommodation operators. A continuing upgrading of the accommodation industry
is the constant goal of this group of dedicated employees.
Travel Information Services, although affected by some budgetary cut-backs,
managed to maintain a most effective presence in all locations.
Reported reductions in U.S. border crossing figures were not reflected to any
serious extent in traffic figures through the various reception centres.
Douglas Reception Centre was host to 208,000 visitors in 76,000 vehicles
during 1975, as opposed to 197,000 visitors in 71,500 vehicles during 1974.
Abbotsford Reception Centre, operating over an eight-month period, received
165,000 visitors in 65,500 vehicles, compared to 161,000 visitors in 63,000 vehicles.
Without the impetus of Expo '74 in Spokane, the reception centres at Yahk
and Osoyoos reverted to the more traditional pattern.
Official opening of the Golden Reception Centre in May was a major milestone. This facility provides the visitor with a most gracious reception to our
Province. Highway construction and the provision of highway access during much
of the summer prevented full potential. Prior to the season's end, however, these
difficulties were resolved and the operation reported a good measure of success.
Banff and Jasper operations again proved most effective in generating traffic
from those areas. The success of these endeavours depends largely on the co-operation we receive from the national parks and our associates in Travel Alberta. We
are most grateful for the good will and co-operation of both.
Travel counsellors once again served on board vessels of the British Columbia
Ferries, receiving many favourable comments from the travelling public.
Literature distribution proved to be a major problem. Growth of an industry
constantly demanding more and more servicing with promotional and informational
literature in the face of extreme inflationary trends of paper, printing, freight, and
postal costs, and the disruptive pattern of the last, contrive to place this section in a
formidable squeeze.
In order to stay within the budgetary limits stringent practices were maintained
throughout the year, including rigid inventory controls and many new and innovative shipping practices.
Training programs for travel counsellors were conducted in three areas of the
Province in May and June. Two senior staff members attended instructional training courses presented through the Public Service Commission.
Continuing liaison was maintained with the Tourist Services Training Officer
of the Department of Education. Again during the spring of 1975 the Department
assisted the Tourist Services Training Officer in providing numerous crash training
programs for young people preparing to work within the tourist industry in the
summer months.
Liaison with our counterparts in western provinces and territories continued to
develop several areas of co-operation, particularly in travel information.
To function satisfactorily, this branch is dependent on the co-operation and
assistance of many other departments. In this regard we are particularly grateful
to the Departments of Public Works, Highways, Recreation and Conservation,
Consumer Affairs, Attorney-General, and Lands, Forests, and Water Resources.
Elaine Johnston
A variety of activities required the attention of the Assistant Director, Industry
Development Branch, during 1975.
Membership on the Interdepartmental Metric Conversion Committee, and two
subcommittees, required attendance at many meetings and seminars. Plans are
under way for the orderly metrication of the Department of Travel Industry's
information bulletins and publications. Branches of the Department, including
those in the United States and England, as well as representatives of the hospitality
and food industries, and printing firms doing Department of Travel Industry work,
are kept advised of the latest information available from the Federal Metric
Checking and authenticating British Columbia travel stories was provided
for the Canadian Government Office of Tourism, Reader's Digest, and the National
Geographic Society. In addition, research on travel destinations and transportation
services in British Columbia was provided for the Canadian Government Office of
Assistance and detailed information were prepared for special interest groups
such as senior citizens exchange visits, Ministers and Deputy Ministers of Public
Works conference, Canadian Armed Forces, Victoria Natural History Society, and
Richmond Convention and Visitors Bureau.
Travel counsellor training programs were carried out at three locations during
1975. The first, at the University of British Columbia in Vancouver, was held
May 9 to 16. Forty-five permanent and seasonal employees of the Department,
plus resort and sightseeing attraction operators, participated in an intensive seven-
day training course on all aspects of British Columbia travel information.    Forty-
eight persons participated in the regional travel counsellor training course at the
Naramata Centre for Continuing Education, May 28 to 31. Thirty-one participants
completed the regional travel counsellor training course at the British Columbia
Vocational School, Dawson Creek, June 11 to 15.
Revised copy for the British Columbia air facilities map was forwarded to the
Queen's Printer in early spring. Distribution of 10,000 copies commenced upon
delivery of the new map. Revision of Fly Beautiful British Columbia was undertaken and completed in the spring, and 15,000 copies were printed and circulated
before, during, and after the Abbotsford International Air Show. Assistance
received during revision of these publications from the British Columbia Aviation
Council, Ministry of Transport, Atmospheric Environment Service, Canada
Customs, and the Abbotsford International Air Show Society is respectfully
Co-operation was extended to the British Columbia Aviation Council's conference planning committee for their annual general meeting and convention,
September 19 to 21. The Department is represented by the Assistant Director of
Industry Development Branch on the council's board of directors.
Opening of the new reception centre in Golden May 6 required much detail.
Arrangements for invitations, catering, commemorative plaque, programs, platform
party, and opening ceremonies were completed by the Administrative Officer,
Department of Public Works, and the Assistant Director, Industry Development
Branch. Co-operation and advice of the Department of Public Works, and Government Agent at Golden is gratefully acknowledged.
At the invitation of the Salmon Arm Chamber of Commerce, the Assistant
Director addressed members and their guests in Salmon Arm at their annual
installation banquet. Assistance was provided with guest speakers and conducting
workshops to the Kootenay-Boundary Chamber's of Commerce hospitality seminar
at Radium Hot Springs. An annual British Columbia travel information workshop
was presented to the Canadian Government Office of Tourism in Ottawa.
With assistance of the Public Service Commission, a supervisors' workshop
was held in Victoria for supervisory staff from the Department's reception centres,
including Victoria, Vancouver, Douglas, Abbotsford, Osoyoos, Golden, Yahk, and
Banff.   Success of this first workshop clearly showed it should be an annual event.
Revision and checking Departmental publications such as the road map and
tourist directory were completed, and suggestions made for future editions.
In order to keep up to date with new methods and ideas useful in conducting
the annual travel counsellors' training courses, the Assistant Director successfully
completed an advanced instructional techniques course at the British Columbia
Institute of Technology in Burnaby. Preliminary arrangements are now under way
for an updating and revision of the travel counsellors' course curriculum.
The co-operation and good will of Federal and Provincial departments and
private industry is most gratefully acknowledged.
The year under review was the second year of operation of the Royal Hudson
steam excursion train from North Vancouver to Squamish. The passenger capacity
of the train was increased by the addition of two coaches, making a total of nine
passenger coaches, one club car, one observation coach (40 seats in enclosed
section), and one baggage car, making a total of 12 cars.
Passenger accommodation was increased on Sundays by replacing the club
car with a passenger coach during July, August, and early September as required.
This arrangement gave us 610 seats on week-days and 674 on Sundays.
Seats in the open section (57) of the observation car were not sold so that
passengers could move around on the train.
The operating season was lengthened from May 16 to October 13 (Tuesdays
through Sundays and statutory holidays), which gave 113 trips in 1975 as compared
to a shorter season in 1974 of 87 days.
The number of passengers carried in 1975 was 68,073 as compared to 46,000
in 1974, an increase of 22,073, or 47 per cent. Average daily passenger count of
602 gives a 97.9-per-cent load factor for the season.
During the season a number of travel writers and photographers on board
resulted in several good articles and pictures in newspapers, magazines, and trade
Following the completion of steam excursion season, arrangements were made
to operate an "off line" promotional and excursion trip to Seattle over B.C. Rail,
CNR, and Burlington Northern Lines to Seattle. Object of the trip was to meet
and have a ceremony in Seattle in conjunction with the U.S. Bicentennial Freedom
Train. Members of the press, TV, and radio stations were invited and, with excursion passengers, 800 people were on the trip.
Soon after leaving the B.C. Rail North Vancouver station, people began
showing up at crossroads and small and large towns all the way into Seattle. In
some towns such as White Rock, Blaine, Bellingham, and Anacortes people were
out by the thousand.
While excursion passengers were delighted with the trip and the Freedom
Train, it appeared that the TV and radio coverage on U.S. and Canadian stations
made the trip an outstanding success.
During the year, activities included a trip to the Peace River District to assist
in organizing and planning the annual spring travel writers' tour of the Peace River
District. The tour took place in June and we had representation from Canada,
United States, England, Germany, Holland, and Japan.
In late March and April we had the California spring promotional tour of
three-and-a-half weeks' duration which covered the San Francisco Bay area, the
Central Valley, and Los Angeles areas.
In 1975 this promotion consisted of 14 consumer shows, travel agents'
luncheons and dinners. Attendance at all the events exceeded former years and
it would appear that continued efforts along these lines will ensure a continuing
flow of tourists to British Columbia in years to come.
K. B. Woodward
Activities are governed by marketing meetings, held with the co-operation of
the private sector of the industry.
These sessions determine to which of the travel markets throughout the world
British Columbia will introduce its products.
In 1975 it was decided to cover eastern Canada, eastern United States, California, and Japan, promoting through the travel trade and consumer programs,
in an attempt to stimulate spring, winter, and fall traffic to British Columbia. The
concept was to emphasize package tours, with special concentration on Region H
(Peace River area). This theme was carried out throughout the area's activities.
In the Market Development Branch the main promotional activities are carried
out through the following:
Travel, Trade, and Consumer Programs.
Convention and Sales Meetings and Contributing Grants.
Exhibits and Displays.
Winter Travel Development.
Familiarization Tour Programs.
Travel Editors Tour Programs.
General Promotions Through Our External Offices in London, England,
San Francisco and Los Angeles, Calif.
The activities, therefore, will be outlined under the above headings.
During February, March, and April, travel agents, tour operators, and consumers were made aware of British Columbia in the following cities: Ottawa,
Toronto, Montreal, Chicago, Washington, D.C., New York City and suburbs,
Philadelphia, San Francisco, Modesto, Fresno, Stockton, Sacramento, Los Angeles,
Long Beach, Pasadena, Santa Barbara, San Bernardino, Santa Ana, Van Nuys,
Azusa, and San Diego.
Using the theme "Spring Comes Early to British Columbia," along with a
strong sales approach directed at travel agents and operators, we presented audiovisual, press releases, and daffodils to strengthen our position in this important
Throughout California we solicited the use of the "Honourable B.C. Beaver,"
Chairman of the Board of Vancouver's Stanley Park Zoo. The British Columbia
Television Company was most interested in this promotion and, in view of its
importance, produced a 15-minute documentary release on our presentations.
For the first time we arranged live entertainment at our California Consumer
Shows. Each auditorium where our presentation was shown had a standing-room-
only situation. In each of our presentations we invited the private sector to cooperate, which made a greater impact in view of the many people from British
Columbia affiliated with the travel industry who took advantage of the situation to
sell their products, using our presentations as their vehicle.
In each city we visited convention and sales meetings; calls and presentations
were also made.
In spite of the fact that the position of director of conventions was not filled
during 1975, successful convention promotions were carried out in Toronto, Ottawa,
Montreal, Washington, D.C., New York City, San Francisco, and Pasadena.
We were successful in having our bid for the American Society of Association
Executives spring meeting accepted and it was held in Vancouver in April 1975.
This gave us an opportunity to present our convention products to 300 association
executives while they visited British Columbia.
The majority of these organizers were from California and they budgeted their
time to allow travels throughout the Province to view our various convention cities.
Highlight of the convention promotion year was the presentations made in
London, England; Paris, France; and Montreux, Switzerland, by B. A. Lee in cooperation with the private sector and the Vancouver Convention and Visitors Bureau.
These meetings were attended by the Institute of Association Executives, the American Society of Association Executives, and the Association of Conference Executives.
It is interesting to note that during these presentations organizations from three
continents were exposed to British Columbia's convention products.
B. A. Lee attended the Travel Incentive Show in Chicago, where many inquiries
were answered and excellent contacts set up to allow us to follow up this important
part of the travel industry.
Many mailouts of British Columbia literature to delegates were made prior to
their arrival in British Columbia. In addition, bulk shipments of literature were
issued to various organizations throughout the world for distribution by them to
their potential delegates.
As a follow-up to our convention promotions in the spring, and in co-operation
with Air Canada, we invited 20 association executives from eastern Canada and the
United States to visit British Columbia late in September. This operation proved
highly successful and the interest shown has developed into actual bookings of conventions in British Columbia cities.
The contributing grants for all regions was administered by this section and
the use of "This Is the House That Jack Built" presentation was again made available throughout the eight tourist regions, and was received with great enthusiasm.
Meetings of the regional co-ordinators and staff members of the Market Development Branch were held during the spring and fall and, where possible, our staff
members attended the meetings in the regions.
Travel Shows
In January the Department participated in the San Francisco Sport and Vacation Show. The British Columbia booth was staffed by personnel from Victoria,
assisted by our San Francisco office.
It was estimated that 400,000 people attended the show during the 10-day run.
In March we were represented at the Canadian National Sportsmen's Show in
Toronto, where attendance was in excess of 350,000. It was interesting to note that
virtually every province was represented at this show.
In October the director of winter development travelled to Los Angeles and
San Francisco to staff the two major ski shows held in those cities. In addition to
the assistance received from the field offices, representatives from the British Columbia ski areas were there to provide valuable assistance.
G 29
For the second year the Department was represented at the Chicago Incentive
Show. The British Columbia booth was staffed by sales directors of the major Vancouver hotels and by the convention manager of the Greater Vancouver Convention
and Visitors Bureau.
The director of the Los Angeles office staffed the Travel Age West Show which
catered to travel agents in the Los Angeles area. This was the first time for our
participation in this show and many inquiries and excellent contacts were made.
Our portable display was sent to various cities in Canada to be used for promoting British Columbia as a vacation and convention destination.
In October the Department purchased a new portable display constructed of
lightweight material for ease of shipping. This display will be used for many of the
Department's promotions and will also be available to private organizations wishing
to promote British Columbia.
Other Promotions
The section was involved with many of the convention section promotions that
took place during the year. Assistance was also given to the director of market
development in carrying out various promotions.
P. F. Barry
British Columbia offers so many year-round activities that, in 1975, the director of winter travel found it difficult not to be involved in many promotional activities
of the Department related to "other seasons."
While programs to promote winter travel were expanded, much "off-season"
time was shared with other members of the marketing section in their promotional
Early in January, to take advantage of excellent winter conditions, four tours
of various Provincial ski areas were conducted. Our partners in these promotions
were CP Air, Canadian Government Office of Tourism (California offices), and
Western Airlines, all of whom were extremely helpful in selecting key personnel
from top travel agents, travel writers, air line interline sales representatives and air
line reservations staff. The hospitality offered by British Columbians at various ski
areas throughout the Province should not go unmentioned. These people, too, are
key partners in all the Department's promotions within the Province.
An extensive tour of cities in eastern Canada and eastern United States, and a
tour of major California cities with the "Honourable B.C. Beaver," were conducted
in February and March. Winter promotional activities were suspended briefly to
take part in both these effective campaigns.
April proved once again that winter and spring share the stage simultaneously
in British Columbia. With Air Canada, early in April, a tour of coastal ski areas
was conducted for several ski writers from eastern Canada, while later in the month
a "Spring Comes Early" tour of Vancouver and Victoria was conducted for eastern
Canadian travel agents.
An opportunity to host the Western U.S. Association Executives during their
convention in Vancouver was another April highlight.
May, ski-ing, and California do have a common denominator, as once again
the Department attended the annual Ski Travel Carousels in San Francisco and Los
Angeles under the sponsorship of the Far West Ski Association. A "Ski Canada
West" theme was the show highlight and involved our favourite partners, Alberta,
CGOT, CP Air, PWA, and several British Columbia ski area operators.
August in Vancouver means PNE and in co-operation with the CGOT and the
provinces and territories the section participated in the Explore Canada travel
In late September we once again hosted key representatives of the Japanese
Travel Trade on a tour of the Lower Mainland and Vancouver Island.
Early in October we were presented with an opportunity to participate in
another first for British Columbia, hosting a tour of U.K. travel trade representatives
in co-operation with Wardair, highlighting ABC charters from Europe.
The major ski-show circuit heralded yet another ski season and the section was
southward bound to San Francisco and Los Angeles, where nearly 200,000 anxious
skiers came to talk about the upcoming season.
The East Kootenay Tourist Region, in preparation for their biggest-ever winter
season, conducted a comprehensive three-day seminar for members of the hospitality-
ski industry.   The Department was pleased to participate.
Early snow in December enabled the Department to conduct two key tours to
British Columbia ski areas—
(1) a long-planned-for tour with key members of the Far West Ski Association (representing 35,000 skiers); and
(2) a product-testing tour for a large California ski wholesaler with 20
of its key travel agents.
Comprehensive advertising and direct mail campaigns supported our active
"in-the-field" familiarization tours and marketing promotions.
Pacific Western Airlines, the largest wholesaler of ski packages in British Columbia, was supported in their regional campaign in Alberta, Saskatchewan, Manitoba, and Washington as well as internally in the Province.
Additionally, a direct mail campaign to 250,000 skiers in California, Arizona,
and Minnesota was conducted jointly by the Department and Western Airlines,
highlighting ski areas in the Province.
Keeping pace with Canada's program of metrification, the annual Provincial
ski brochure was the first Department publication to be printed in a "soft" metric
conversion format.
Expanded facilities in many of our ski areas, extra services offered by major
air carriers into the Vancouver gateway, and stronger interest than ever before in
British Columbia as a ski destination, bring promise of yet another healthy growth
year for winter travel.
Familiarization tours were again carried out in 1975 in co-operation with airlines, the other provinces and the Federal Government.
Travel agents and tour operators from every continent visited British Columbia
to view first-hand the vacation facilities available to sell in their market areas.
The main and most important fact in our familiarization program is that each
itinerary shown is a marketable package travel sales forces in all the markets of the
world can sell in their areas.
It is the opinion of the private sector of the travel industry of British Columbia
that this has proved to be the most successful method to produce additional revenue
for our tourist regions.
The British Columbia Travel Agents Manual is widely used in co-operation
with our familiarization tours.   This important manual was distributed to travel
agents in most countries. Each itinerary listed can be marketed and a commission
earned on each itinerary by accredited travel agents. Demand for this manual in
1975 was so great it will be necessary to increase the number printed in 1976.
The 1975 press tour featured the Peace River District in Region H, and press
personnel from California, London, Germany, Holland, Italy, Japan, Quebec, and
Ontario joined our group to view British Columbia. The many clippings of stories
generated by this tour are most impressive and the coverage obtained in the numerous important publications far exceeds the cost of the tour.
The co-operation received from the private industry of Region H was greatly
appreciated. Along with familiarization tours, backed up by travel stories, Region H
has enjoyed an increase in foreign visitors.
Harry Harrod
In the early months of 1975 the continuing inflationary trend of the United
States economy resulted in a general belt-tightening which had serious effects on
many sectors of the economy, including travel.
Reports indicate overseas travel suffered the greatest setback. Judging from
inquiries received in this office, however, it became apparent that reduced spending
would also be the watchword in the domestic market.
Even when the economy seemed to be taking an up-turn in the middle of the
year a larger than normal percentage of inquiries related to the less expensive
forms of vacation such as camping and RV travel.
The actual total of tourist inquiries, projected to the end of the year, estimated at 8,944, compares favourably under the circumstances with last year's
total of 9,100, and shows that interest in British Columbia as a tourist destination
is holding its own. Approximately 10 per cent of the inquiries were from travel
agents, and this would seem to show our efforts to promote the package-tour
concept are having the desired effect.
Area-wide promotions to the travel trade were conducted in the spring and
fall in co-operation with Canadian Government Office of Tourism, Travel Alberta,
CP Air, Air Canada, Pacific Western Airlines, and Western Airlines.
These consisted of Package-Tour Canada seminars in Sacramento, San
Francisco, Berkeley, San Jose, Denver, and Monterey in February, March, and early
April, and Ski Western Canada seminars in Menlo Park, San Jose, Fresno, Santa
Rosa, Emeryville, San Francisco, Sacramento, Stockton, and Modesto in October
and early December.
In each case, a specially designed audio-visual presentation prepared by the
Canada group was shown to a select invitation list of retail and wholesale travel
agents and travel press at breakfast, luncheon, and dinner seminars. Total attendance was more than 1,200 representatives of the travel trade.
In addition, this office was pleased to assist and participate in (a) the Association Executives' dinner in San Francisco in March, promoting that group's
Vancouver convention, at which 168 potential delegates met the "Honourable B.C.
Beaver," on sabbatical from Stanley Park Zoo; and (b) the Annual Travel Agents
British Columbia dinner in San Francisco in April, attended by 162 representatives
of Bay area travel agencies.
This office also assisted at a Canada exhibit in the TravelAge West Trade
Show in San Francisco, May 9-11.
Two major direct mailings were made in April and November to more than
750 travel agents and automobile clubs featuring the Department's Travel Agents
Manual and supporting literature in the spring and a ski information package in
the fall.
Major promotions to the travelling public followed the pattern of previous
years with 20-foot exhibits at the San Francisco Sports and Boat Show in January
and the San Francisco Ski Show in October. A new and very effective dimension
was added to the annual Central Valley Promotion in April when the traditional
travel films were supplemented by a live show featuring the Jock Dunbar Trio.
These consumer shows, staged in Fresno, Modesto, Stockton, and Sacramento with
the co-operation of McClatchy Newspapers, the Stockton Record, CP Air, and
local travel agents, drew full houses in all cities with the total audience again
exceeding 5,000.
The San Francisco office also joined in co-operative Canadian presentations
at the Sacramento Bee Travel Fair in February, the Far West Ski Association
Carousel at San Francisco Airport Hilton in May, and a special seminar for the
ski press in San Francisco in early December.
The importance of continuing mass-media publicity for British Columbia's
recreational attractions in this high-potential market area cannot be over estimated,
and a major thrust in this direction was made in June with the return to our
Department-sponsored press tour in co-operation with CP Air. This representative
selected and accompanied five writers from Northern California on the week-long
tour of the Peace River, and excellent press coverage resulted.
Throughout the year, individual familiarization tours for travel agents and
story-research trips for writers were arranged in co-operation with CGOT, CP Air,
Air Canada, and PWA to other vacation spots in the Province. Nine such visitors
travelled to Vancouver Island and the Lower Mainland, Whistler Mountain, the
Okanagan, and the Central Interior.
As a result of the assisted research mentioned above and various material
from files, more than 90 British Columbia articles appeared during the first 10
months of the year in 41 different publications.
By the use of our posters in travel agency windows, the provision of literature
for special gatherings, lending our travel films to travel agencies and social clubs,
and continued personal contact with automobile clubs, transportation services, and
other travel activators, the public and the trade were kept aware of the growing
number of recreational attractions and services throughout the Province.
In the final months of the year, arrangements were under way which (it is
hoped) will result in a comprehensive display and demonstration of British Columbia handicrafts in the California Academy of Science complex in San Francisco's
Golden Gate Park during the late spring and early summer of 1976 in conjunction
with local events to be staged as the U.S. Bicentennial draws to its climax on July 4.
P. D. Crofton
The director of travel promotion arrived in England at the end of January and
the first month was spent mainly in meeting and having discussions with key people
in the travel trade.
Air Canada held two day-long seminars for front office personnel of travel
agencies in London and many parts of England. We were able to meet and talk
to many key agents.
The director called on all the United Kingdom conference executives who were
on the Canada West tour in 1974. These executives were unable to make any firm
commitments partly due to the difficult economic situation. In one case, the World
Petroleum Association stated that they would like to come to Vancouver, but as
they have 4,000 delegates they did not consider Vancouver has large enough conference facilities.
The director called on Jan Clarys, Secretary General of the Biomechanics of
Swimming, in Brussels. They have since decided this symposium will be held in
Edmonton, due to a strong commitment from the University of Alberta.
The director called on Mrs. Phyllis Saunders of the World Council of Churches
and also met with Mr. Day, the Secretary General of this organization. Although
no firm commitments were made, whole or parts of this organization might go to
A call was made on Dr. Blum, Secretary General for the International Association for the Protection of Industrial Property in Zurich. Dr. Blum said there was
a distinct possibility British Columbia will be considered at some future date.
The director and Mrs. Mair, with the co-operation of CP Air and Travel
Alberta, attended a number of consumer shows throughout the United Kingdom.
Attendance at these shows, in the hundreds of thousands, gave us a good opportunity
to talk direct to the consumer.
The Canadian Government Office of Tourism, Air Canada, and this Department sponsored a series of seminars for travel agents in Denmark, Norway, Sweden,
and Finland.
The Travel Trade Fair in West Berlin was attended, sharing booth space with
CP Air and Travel Alberta. Besides being able to contact the consumer, talks were
held with the press, tour operators, and travel agents. This is the largest travel trade
fair in all Europe.
The director attended a seminar for travel agents and wholesalers in Amsterdam. This was sponsored by CP Air, CGOT, and KLM and a good discussion was
held with Long Range Travel with the possibility of their packaging tours to British
Several discussions were held with R. Roberts, Chairman of the "Over 40"
Club. This resulted in a group travelling to British Columbia this June, with another
group expected to travel in 1976.
The director travelled to Frankfurt, where he met with Keith MacGregor of
CGOT, and Horst Mueller, a tour operator. Mr. Mueller wanted more details so
that he could complete his packages going into British Columbia.
A series of training sessions for Wardair staff were held in the conference room
of British Columbia House. The director and Mrs. Mair gave talks, showed films,
and answered questions.
The director had several meetings with Tim Sheppard of CP Air to discuss the
selection of the group to go on the press tour in June. The director travelled on this
press tour. As a result, an excellent article by Bill Spicer of the London Daily
Express resulted in a tremendous number of telephone calls, visits, and letters to
this office wanting details of wilderness experiences in the Peace River area.
The Department sponsored a luncheon for joint meetings of the Institute of
Association Executives (Canada) and the Association of Conference Executives
(UK). Three hundred delegates attended this function, at which British Columbia
salmon was served. Our new presentation of convention facilities in British Columbia was very well received by these important groups. Barry Lee from the Department of Travel Industry in Victoria, and Fred Oakley of the Vancouver Visitors
and Convention Bureau, attended this function and also made calls in the United
Kingdom and Switzerland on executives of international associations.
This Department owes very special thanks to Miss Valerie Le Moignan, CP
Air's Conference Sales Manager, Europe, who was mainly responsible for arranging
these calls.
The director has attended several meetings of the Association of Conference
Executives, including their annual convention in Torquay.
A Federal-Provincial committee (UK) was formed, consisting of the Canadian
Government Office of Tourism and the travel departments of the Alberta, Ontario,
Quebec, and British Columbia Governments. This committee was formed to persuade the carriers to have joint promotions to the travel trade throughout the United
Kingdom. In the past, Canadian air lines in particular would carry out separate
promotions to more or less the same agents in the same cities throughout the United
Kingdom. CGOT and the provinces felt this was a duplication of effort and expense.
The result was that promotions were carried out in November to travel agents and
wholesalers in the major cities of the United Kingdom by all Canadian travel
The director represented the Agent-General at several functions in the United
Kingdom and Brussels.
Air Canada, CGOT, Ontario, and this office held a series of seminars to travel
agents in the major cities in Switzerland. Excellent response was received. Although the population of Switzerland is not large, the economy is very sound and
the people have the money to travel.
There was a large increase in the number of subscriptions for Beautiful British
Columbia magazine. A complimentary mailing of this magazine for promotional
purposes was done four times in the year to a select list of persons and organizations.
On receipt of the Travel Agents Manuals from Victoria more than 500 were
mailed to key agents, wholesalers, and tour operators in Europe. General promotional literature was also sent out to organizations in the travel trade throughout the
United Kingdom and continental Europe.
A particularly busy year showed a large increase in inquiries to this office in
person, by telephone and mail. It is gratifying to note an increase in travel to
British Columbia from Europe in spite of severe economic conditions, particularly
in the United Kingdom. To maintain this increase it is essential that we keep up
or increase our promotions as some areas, particularly Germany, are virtually
Mrs. Joyce Mair is taking a course in German. This will be of great assistance
in carrying out promotions to this important market.
James Willis
An overview of Southern California's economic condition, if taken early in
the year, would have indicated a region beset by inflation, high unemployment,
rapidly escalating transportation costs, and a travel industry concerned with the
prospects of significant reductions in spending on personal and business travel.
In the realm of vacation journeys it was obvious that these factors would cause
a major shift in destination preference, with overseas points being less desirable due
to the foregoing economic factors, coupled with the continuing instability of U.S.
currency in relation to foreign funds.
Interpretation of this scenario was important to our own program of market
solicitation and, as a result, the Department of Travel Industry expanded its
emphasis, particularly in the field of travel agency involvement, through development and promotion of package tours and group movements.
This was accomplished through co-operation with transportation companies,
tour operators, and media sources with consumer and trade affiliations. This
approach resulted in the expansion of several existing tour programs and the creation
of new ventures with established operators heretofore not involved in the British
Columbia market.
Solicitation of the large body of private vehicle vacationer was primarily accomplished via the offices of the Southern California Automobile Club, and, to a lesser
extent, the facilities of the National Automobile Club. These clubs maintain and
distribute travel information through specific departments within their own organizational structure and between them represent approximately 60 per cent of
motorized vacations originating in Southern California.
In co-operation with the Canadian Government Office of Tourism, a series of
travel industry seminars was conducted throughout Southern California, Arizona,
and Nevada during February and early March with the intent to focus Canada as a
primary destination. Within this structure British Columbia's tourist attractions
were allocated a specific segment, and related to the air services existing at the
point of origin. Attendance at these functions was high and interest shown by the
agency personnel encouraging.
During the latter half of March, and in preparation for the annual British
Columbia Consumer Show presentations, seven educational programs were presented to the travel trade in Pasadena, Long Beach, Van Nuys, Azusa, Santa Monica,
Santa Barbara, and San Bernardino. A delegation of Vancouver hoteliers participated and acted as escort to the "Honourable B.C. Beaver," whose promotional
impact in all areas visited was astounding. Through a series of public appearances
this animal gained widespread publicity and was instrumental in providing additional
incentive to our agency promotions.
A national advertising campaign utilizing Harper's Bazaar Magazine and
featuring British Columbia was particularly beneficial in the Southern California
area by the participation of the Robinson's Company, a fashionable department
store chain with several principal locations throughout the state. At these points,
promotional materials were exhibited and distributed coincidental to the magazine
Operation of the Southern California Consumer Shows is a feature of the
Department's coverage of this market's solicitation. Maximum exposure was gained
during April, when seven performances were presented to large audiences in those
locales previously indicated. Sponsored by the Department, these ventures are
supported by Western Airlines and local newspapers who publish a special tabloid
edition featuring the Province and provide excellent pre- and post-coverage. The
format this year featured live entertainment and films representative of a wide
range of British Columbia attractions.
Special market development is part of local function and winter activities to
bolster key areas and shoulder season traffic a priority objective. To support such
intent the Department collaborated with the Far West Ski Association in the presentation of their "Spring Ski Carousel." This function attracts principal ski clubs, and
representation on behalf of the various clubs is at the decision-making level in
relation to individual and group travel. This source is undoubtedly lucrative, based
on membership numbers and area of control.
The Peace River International Press Tour operated in early June with five
writers selected from this region. Invitations were extended to prestigious outdoor
magazines and newspaper services. As a result, articles recommending the Peace
River country have appeared and will continue to appear in Field & Stream, Western
Outdoor News, Santa Monica Outlook, San Diego Union, and have been syndicated
by Copley News Services.
Marketing efforts during October included display and information services to
the trade at the TravelAge West seminar at the Disneyland Convention Centre. This
event, the premier display opportunity for the Pacific states, attracted more than 200
exhibitors and was viewed by 2,500 retail travel agents. It served us well in allowing extensive personal contact with agents and operators excluded from programmed
solicitation by territorial consideration.
The Southern California Ski Show, held at the Los Angeles Convention Centre
and running concurrently with the TravelAge West promotion, was considered to
be a resounding success. The Provincial exhibit manned by Department staff and
several British Columbia operators made a favourable impact, based on reports from
the ski fraternity. Its consumer appeal was reinforced by the full-page colour
advertisement that appeared in the Far West Ski News October edition. These
contributed greatly to our identification in this market.
Ski seminars completed during October and November were presented to the
retail trade in Costa Mesa, South Bay, Phoenix, Riverside, West Los Angeles, and
San Diego. All were well attended and interest in the packages offered was high.
Current bookings to British Columbia and Alberta exceeded 2,500, a tremendous
increase over previous years. The programs offered should add considerably to
these figures and benefit participants, who were Canadian Government Office of
Tourism, British Columbia, Alberta, Air Canada, Airwest, CP Air, Western; plus
the wholesalers, Laughlin, Global, Ski, the Giants, and Westwind.
Our initial promotional event of the year in this special market took place at
the National Tour Brokers Association Congress held in San Diego during mid-
January. This association, the governing body of tour operators in North America,
is of vital importance to the construction of packaged tours. Valuable contacts
were renewed and several operators were introduced to our area of interest. British
Columbia sponsored a dinner during the course of this Congress and its presentation
was used to educate and encourage tourism to the Province.
Special attention to the business and convention trade was maintained throughout the year with numerous agencies. Of these, the American Society of Association Executives and the National Industrial Recreation Association are of prime
interest. Through these channels contact was regularly established and developed
to further our efforts.
Representatives of these and other business associations were participants at
presentations given in Los Angeles by head office staff and Provincial hotel management groups.
Our premises were well utilized by consumer contact, with the peak periods
of office visitation running May through mid-August. Telephone inquiry was
consistent throughout, with heavy demand by travel agency sources. Distribution
of promotional information peaked in July, with numerous requests indicating
delayed vacation decisions in view of rising gasoline prices. Programmed distribution to all locations in our territory provided sales materials to these points of sale,
and were instrumental in the'production of traffic.
Audio-visual materials were controlled from this point, with numerous clubs,
groups, and associations presenting programs to their membership. Los Angeles
staff assisted in many of these showings and provided additional support.
Mail and delivery services were used in disseminating literature to all points of
inquiry and demands on our stocks were heavy and repetitive. Planning and organization of our various presentations and solicitation patterns required an allocation
of time in periods of reduced consumer demand.
Belying the existence of a commercially recessed economy, continuing progress
was apparent in the field of domestic travel for vacation purposes. Increased air-line
seat capability between this market and British Columbia, plus the successes of
coastal cruising to the Alaska shoreline and a marked increase in coach tour operations, surface indicators augur well for constructive development. It should be
noted, however, that increasing market penetrations by competitive regions have
been registered during the year. Principally, this challenge originates with states
in the mid- and southwest. Gasoline prices, and reduced speed limits have discouraged motorists distant point itineraries. This will magnify as the awareness
of the U.S. Bicentennial increases and neighbouring states compete for traffic.
Conversely, the availability of tour-basing fares by public carrier and the
approval of domestic charter flights by the U.S. Government have had significant
effect in stimulating packaged and independent tours. It is in these areas our well-
being lies.
The market plan set for 1975 by the Market Development Branch was closely
followed by all sectors of the organization. The main objective for 1975 was to
funnel more travel traffic into Region H. The Regional Co-ordinator has recently
informed us of many additional tours that visited his area in 1975, and of many
more booked for 1976.
The Market Development Branch continues to present British Columbia in the
travel markets throughout the world in a manner that is acceptable to the vacation
destinations in British Columbia.
Printed by K. M. MacDonald, Printer to the Queen's Most Excellent Majesty
in right of the Province of British Columbia.


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