BC Sessional Papers

Tourism British Columbia Annual Report 1979 British Columbia. Legislative Assembly [1980]

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The Honourable
Lieutenant-Governor of the
Province of British Columbia
I respectfully submit the Annual Report of Tourism British Columbia of
the Ministry of Tourism and Small Business Development for the year ended
December 31, 1979.
Yours very truly,
Minister of Tourism
The Honourable Pat J. Jordan,
Minister of Tourism,
Legislative Buildings,
Victoria, B.C.
I have the honor to submit the Annual Report of Tourism
British Columbia of the Ministry of Tourism and Small
Business Development for the year ended
December 31, 1979.
Yours very truly,
John PIul
Executive Director
Province of
British Columbia
Ministry of Tourism
and Small Business
Tourism British Columt
Annual Repo:
Tourism is the world's fastest growing industry.
World-wide travel spending, including domestic and international
travel, is estimated at $488 billion, about six per cent of the world's
gross product.
Futurists say tourism could be the world's largest industry by year
Canada is eighth, behind the United States, France, Germany,
Austria, Spain, United Kingdom and Italy, in international tourism
Tourism is Canada's largest employer. More than one million
Canadians hold tourism-related jobs — that's about nine per cent of
the work force, or one job out of every 11.
In 1978, tourism generated $11 billion in Canada, five per cent of
our Gross National Product. As the nation's sixth largest earner of
foreign exchange, tourism was worth $2 billion.
Tourism is British Columbia's third largest industry.
Governments at all levels — international, national, provincial,
regional and local — are involved in tourism development.
The tourism industry has the following sectors:
□ Transportation (airlines, bus companies, railways, rent-a-car firms,
shipping lines, etc.);
f_] Accommodation and Food Services;
□ Hospitality (information centres, special services);
QJ Travel Trade (tour producers, operators and wholesalers and travel
□ Travel Trade Press;
□ Associations (specialized industrial and trade associations that
represent each of the private sector interests);
□ Attractions and Recreational Services;
To increase tourism to and within British Columbia.
~2 Tourism revenues contribute to the provincial economy's growth.
Tourism receipts for 1979 are estimated at $1.63 billion, about five
per cent of the Gross Provincial Product.
□ Tourism is British Columbia's fourth largest earner of foreign
exchange after fabricated materials, crude materials, and edible
products. Visitors to the province in 1979 spent $900 million in
British Columbia.
O British Columbians, travelling in their own province, spent $730
million in 1979 to improve the travel account in the international
balance of payments and to invest their funds in their province's
□ Some 10,000 businesses in the province's tourism industry receive
the tourism revenues. Many thousands more benefit indirectly
through supplies to support this industry.
□ The province's tourist industry directly employs some 60,000
persons, or six per cent of the provincial work force. It indirectly
employs several tens of thousands more residents through support
Q The tax benefit from tourism in 1979 is estimated at $100.6 million
or more than $39 for every adult and child in the province. These
monies go towards improving health and social care, education,
recreation and cultural services, and transportation and
communications in the province ... all to benefit British
~] Tourism also contributes importantly to a number of
non-economical goals, such as national unity, international
understanding, restoring mind and spirit, maintaining and
enhancing health and education.
The provincial government's involvement in tourism dates back to
1894 when the Bureau of Statistics, under the Provincial Secretary,
started to compile data on travellers.
This bureau was later transferred to the Department of Finance
under a revised name of Bureau of Provincial Information.
It was this body that published, in 1926, the government's first
tourist-oriented publication, Highways, Motor Camps and Stopping
Places in British Columbia. Some 15,000 mimeographed copies were
printed in response to travel enquiries.
This publication, now the Tourist Accommodation and Campground
Directory, or more commonly, The Green Book, is now in its 55th
year, has over 100 pages of detailed information, and a circulation of
By 1938, the tourism industry had grown big enough to warrant the
creation of the British Columbia Travel Bureau within the
newly-formed Department of Trade and Industry.
On March 28, '57, the Department of Recreation and Conservation
was created by legislation. It had five sections, including the British
Columbia Travel Bureau drawn from the now-defunct Department of
Trade and Industry.
 In summer '59, the first issue of Beautiful British Columbia
magazine was published. Today it has a circulation of 420,000 with an
estimated two million readers in 211 countries.
Because of tourism's rapid growth in the 1960's, the Department of
Travel Industry was created on April 1, 1967, from two branches of
the Department of Recreation and Conservation — the British
Columbia Government Travel Bureau and the Photographic Branch.
In 1976, the Department of Recreation and Conservation was split
up with "recreation" joining "travel industry" to become the
Department of Recreation and Travel Industry.
A year later, in 1977, "recreation" became realigned with
"conservation" to become the Ministry of Recreation and
Conservation while "travel industry" was linked with the "office of
the provincial secretary" to become the Ministry of the Provincial
Secretary and Travel Industry.
Early in that year, a new name, Tourism British Columbia, was
adopted to facilitate marketing objectives.
On December5, '78, "travel industry" was separated from its
short-lived connection with the "provincial secretary" and joined with
the "small business assistance division" which was taken from the
Ministry of Economic Development to become the Ministry of
Tourism and Small Business Development.
On November 23, '79, the Ministry of Economic Development and
the Ministry of Tourism and Small Business Development were
merged, on a temporary basis, to form the Ministry of Industry,
Tourism and Small Business Development.
On January 10, 1980, the Ministry of Tourism was created.
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To Market British Columbia throughout the
world as a bargain vacation destination.
- Developing, recommending and implementing
short-term and long-term policies and
- Supervising the development and placement of
ads in the media in accordance with current
promotional themes;
- Monitoring and keeping the industry and the
public aware of changing market conditions
and advantages;
- Conducting promotional blitzes;
- Directing resident awareness programs;
- Supervising the special promotional tour, each
spring, of the Royal Hudson steam train;
- Publicizing the regular summer excursion run
of the Royal Hudson steam train between
North Vancouver and Squamish;
- Promoting the use of the Princess Marguerite
in its daily summer runs between Seattle and
Marketing Plans:
The ministry's 1979/80 Marketing Plan, made public in October '78,
was implemented during the year.
'Good Times '79' was the promotional theme. The 'Good Times
Headquarters' in Vancouver gave out 'Good Times' materials; cash
register decals, door decals, bumper stickers and flags.
A 'Good Times '79' rally was held at Vancouver's Robson Square
to mark the official start of the tourist season. A 1.2-by-2.4-metre
'Good Times' cake was cut by former Tourism and Small Business
Development Minister Elwood Veitch and a Paddington Bear from
Peru. Members of the hospitality industry, Vancouver sports scene,
multi-cultural groups, and the Vancouver City Police Motorcycle
Squad, RCMP officers in ceremonial dress, a Dixieland band, young
school children, and special 'Good Times' hostesses from the ministry
During the year, work was completed on the 1980/81 Marketing
Plan. It was made public in late summer. 'Funfest '80' was selected as
the promotional theme.
Tourism Thursdays:
Senior ministry officials continued to be 'on the road' every
Thursday for the first few months of the year visiting British Columbia
communities to explain to civic, business and service-club leaders the
ministry's policies, projects and the 1979/80 Marketing Plan. 'The
Tourism Thursdays' program was initiated in November '78.
Pasadena Rose Bowl Parade:
A graphic invitation to enjoy 'Good Times '79' in British Columbia
was extended to over 150 million persons by the province's entry in
the 90th annual Tournament of Roses Parade in Pasadena, California,
on January 1.
The ministry's award-winning float was seen by more than a million
paradegoers and an estimated 159 million television viewers in the
United States, Canada and several other countries.
Work was also completed, at year's end, on the province's entry in
the 91 st annual Tournament of Roses Parade at Pasadena to be held on
the first day of the new decade.
Daffodil Blitz:
The ministry participated in Victoria's tourism promotional
campaign in major cities in Washington and Oregon states.
Former Tourism and Small Business Development Minister Elwood
Veitch headed the delegation from the Garden City to promote the
province as a vacation destination and the British Columbia capital as
Canada's "best bloomin' city", by distributing freshly-cut daffodils
from Victoria.
Royal Hudson Steam Train Tour:
On March 26, the Royal Hudson steam train embarked on a 55-day
tour of the Pacific Northwest . . . 45 communities in British
Columbia, Alberta, Idaho and Washington State.
This was the legendary train's third promotional tour: in 1977 she
made a triumphant trip through Washington State, Oregon and
California; in 1978 she toured eastern Canadian and United States
In 1979, the train, dubbed the 'Good Times Express', visited
Richmond, Langley, Abbotsford, Spokane, Sandpoint, Creston,
Nelson, Castlegar, Trail, Cranbrook, Femie, Lethbridge, Calgary,
Golden, Revelstoke, Kelowna, Vemon, Salmon Arm, Kamloops,
Clearwater, Prince George, Smithers, Terrace, Kitimat, Prince
Rupert, Burns Lake, Dawson Creek, Fort St. John, Chetwynd,
Mackenzie, Quesnel, Williams Lake, 100 Mile House, Squamish,
Burnaby, Nanaimo, Courtenay, Comox, Port Albemi, Parksville,
Ladysmith, Chemainus, Duncan and Victoria.
The Royal Hudson 2860 powered the 'Good Times Express'
through the mainland — the same engine that pulled the Royal Jubilee
Tour train in 1977 and the Captain Cook Discover British Columbia
Tour train in 1978 — while on Vancouver Island, the train was pulled
by Number 1077, a narrower steam engine.
Over 200,000 persons of all ages and backgrounds clambered
aboard the 'Good Times Express' and thousands more lined the tracks
to see the steam train chugging by.
'Good Times Revue' star Gillian Campbell entertained visitors to
the famed steam train at every stop. One of the biggest hits this year
was the player piano installed in the Good Times '79 coach. At each
community, the mayor was presented with a plaque to commemorate
the tour.
Good Times Traveller's Cheques:
To encourage residents of the Pacific Northwest to tour British
Columbia, Good Times '79 Traveller's Cheques were distributed free
during the Royal Hudson steam train's Pacific Northwest Tour. Some
250,000 booklets were printed.
All B.C. businesses were invited to participate in the promotion by
offering discounts on quality services or goods. There was no cost to
the business for inclusions in the scheme.
The 256-page booklet each contained some 526 "cheques" —
coupons for discounts on goods, services and admissions to events and
attractions throughout the province.
The "cheques" were color-coded and arranged by tourist regions.
Good Times Golfing in British Columbia:
"Why wait? There is Good Times golfing in British Columbia,
Canada, right now."
This was the message sent in late March, along with a handful of
grass clippings, to some 400 golf clubs in eastern Canada and the
United States, which had their golf courses covered with snow.
These golf clubs were also in cities serviced directly by Canadian
airlines — New York City, Chicago, Minneapolis-St. Paul in the
United States and 10 major cities in eastern Canada.
Two letters from the Minister were sent along with the zip-lock bag
of grass.
One was addressed to the golf pro and requested that the second
letter and the bag of grass clippings be posted on the club's notice
The second was an "open letter' to the club's members informing
them that the grass was clipped on the morning of the letter's date —
Friday, March 20— from the 16th green at Vancouver's Marine Drive
golf course, when the sun was shining, the daffodils were blooming,
and the temperature outside was 16 degrees Celsius.
The letter went on to invite the club's members to fly to British
Columbia for 'Good Times' in golfing "right now".
"Spring Comes Early to British Columbia":
In a swift reaction to the early-in-the-year announcement of new
discount trans-Canada air fares by the major airlines, the ministry
launched a massive advertising campaign across the country inviting
Canadians to visit the west coast in the spring.
The promotion's theme was: "Spring Comes Early to British
"Don't Sell British Columbia Short":
In response to the gasoline shortage problems in the United States,
the ministry took concerted action to ensure that United States
residents were made fully aware that there was no gasoline shortage in
the province.
A message, "Don't Sell British Columbia Short", was sent to
16,000 travel agents in the United States and members of the
American Automobile Association.
The direct-mail piece stated three reasons why United States
residents should consider the province as their vacation destination for
the year: there was no gasoline shortage in the province; the Canadian
dollar was down, which meant the United States dollar was worth
more in Canada; and new United States customs regulations now
allowed an increase in the value of duty-free goods United States
residents could take home.
Fair Dollar Exchange:
To ensure that visitors to the province received the proper exchange
on the United States dollar, former Tourism and Small Business
Development Minister Elwood Veitch made a press statement blasting
businessmen who were not giving the fair exchange. The statement
received tremendous exposure and public comment, which was
beneficial to the fair-dollar-exchange campaign.
Telegrams were also sent to tourist-related industry associations
requesting them to bring to the attention of their members the necessity
of giving the proper exchange.
Catch our Fall.
This is the perfect time to
take a holiday in British
The weather's good, the
summer crowds are gone and,
best of all, you can take
advantage of off-season rates.
Many hotels and resort
areas have special fall
packages. So give your
favourite holiday spot a call.
Or see your travel agent.
His services won't cost you
anything and he can be a big
help. He'll tell you about
everything from a lovely
3-day city stay to a grand
16-day Circle Tour.
You can play ride'em
cowboy on a dude ranch.
There's a fall
holiday package
that's perfect
for you.
British Columbia, Canada
Or go sailing, sailing up
the spectacular Inside Passage.
Dig gold? You'll love
exploring the gold rush country.
If you'd rather be fishing,
the salmon are waiting.
If (he city is your beat,
sample the first class
restaurants, interesting shops
and diverse cultural activities
of our two cities by the sea —
Vancouver and Victoria.
British Columbia is one of
the best vacation values in the
And it's all yours.
So this fall, enjoy it.
Media Advertising:
The ministry's media advertising campaign followed the
recommendations of the 1979/80 Marketing Plan.
The domestic advertising program placed extra emphasis on the
British Columbia market and with a declining emphasis in relation to
distance from the province and projected revenue contribution.
The primary objective of the United States program was to increase
revenues from Washington State, California, Oregon, and east, north,
central and other western states, in that order of priority.
Off-shore advertising was timed to effectively influence vacation
destination decision-making and focussed on markets having the
greatest tourist potential: the United Kingdom, Germany, Japan and
All ads carried the 'Good Times' '79' annual theme and the 'Super,
Natural British Columbia, Canada' concept.
Resident Awareness Campaign:
To continue improving resident hospitality to visitors the resident
awareness campaign was kept on tracks during 1979 with the theme:
'Have a Good Time in British Columbia.'
Buttons, decals and bumper stickers with the slogan were produced
and distributed to employees in the hospitality and retail sectors.
Royal Hudson Steam Train Excursion:
1979 was a record year for the Royal Hudson steam train's
excursion run between North Vancouver and Squamish.
The train carried an average of 672 persons per trip compared with
635 persons per trip in the previous year.
Number of
Average Passengers/
The Princess Marguerite:
It was the best year of her life.
1979 was the fifth season the British Columbia Steamship Company
(1975) Ltd. operated the TEV Princess Marguerite between Victoria
and Seattle, Washington.
The vessel carried 360,078 passengers during the year, an increase
of 28 per cent over the previous year.
No. of Trips
Total Pass.
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To enlarge British Columbia content in
itineraries offered in all the market areas; and to
develop markets and promote travel to the
province through consumer shows, travel trade
presentations, and winter and convention
- Directing and co-ordinating the activities of
four field sales offices — San Francisco, Los
Angeles and Seattle in the United States and
London, United Kingdom;
- Directing promotional tours to market areas, to
convince consumers and wholesale and retail
agents that the province is a vacation
- Assisting the private sector in developing new
travel packages;
- Liaising with carriers, tour operators, travel
agencies and other municipal, provincial and
federal travel offices;
- Implementing a wide range of shoulder-season
programs to encourage off-season travel to the
- Supervising winter tourism development
programs through travel shows and
familiarization tours;
- Planning, co-ordinating and staffing consumer
travel/sport and travel trade shows in all
market areas;
- Marketing British Columbia as a convention
- Developing the Japanese markets by
encouraging longer stays and new package
- Setting itineraries for study tours for travel
agents, tour operators and travel editors, and to
escort the groups to ensure maximum coverage
in British Columbia;
- Advising on advertising, film and brochure
content and producing the Travel Agent's
- Monitoring the tourism industry in all market
areas for new promotional methods, ideas and
programs which can produce revenue through
travel to British Columbia.
Media Advertising:
Ads were placed in travel trade publications in the United States,
Canada, United Kingdom, Europe and Japan, and in special
promotions: the British and Dutch Canada Sales Guide and ABTA
Convention News.
FAM Tours:
The ministry hosted and cooperated in 42 FAM (familiarization)
tours from each market area, an effective way of selling British
Columbia to "sellers" of travel.
The eastern United States' markets received special attention due to
the frequency of direct flights from Chicago, Illinois, to Vancouver.
The ministry also hosted automobile club employees from
Manitoba, Saskatchewan, Alberta, Washington State, Arizona,
Oregon, Colorado and California.
Other FAM tours involved travel "sellers" from New Zealand,
Australia, Japan, West Germany, United Kingdom, Holland, Eastern
Canada and Mexico.
The ministry, with the Canadian Government Office of Tourism,
Air Canada and CP Air, sponsored agency tours from the United
Kingdom, Holland, Germany, Switzerland, and France.
Trade Shows:
London, United Kingdom, office —
Some 880 travel agents attended promotions in the United
Kingdom. In Holland, 250 agents attended the two-day Canada Travel
Market Place.
Major wholesale and retail tour brokers were exposed to British
Columbia at the International Tourism exchange in Berlin, West
Germany. This annual exhibition, the world's largest, also attracted
over 100,000 consumers.
The principals of major tour and retail organizations attended the
eight, two-hour workshops at the Association of Travel Agents
San Francisco, United States, office —
Travel trade educational promotions were held in spring and fall in
eight northern California cities with 400 travel agents attending in
spring and 300 in the fall.
A booth at the San Francisco April Trade Show of Travel Age West
was managed by the ministry.
Los Angeles, United States, office —
Travel trade promotions included 21 consortium seminars, held
January, February and March, and was attended by 2,000 travel
agents from southern California and Arizona.
Three receptions were held: Long Beach in February, and Los
Angeles in March and November.
The ministry also participated in two ASTA showcase presentations
featuring fall attractions and skiing.
A booth was manned at the Travel Age West show in Phoenix,
Arizona, and a consortium ad was run in 12 issues of Travel Age West
during the fall, resulting in 2,500 requests for travel information.
Educational Seminars:
London, United Kingdom, office —
Federal and provincial tourism authorities combined to present
educational seminars to the travel trade in Europe.
In the United Kingdom, five sessions were held and a two-day
Canada Travel School was conducted in the Netherlands.
The ministry also held educational sessions, independently, at
Hamburg, Frankfurt, Munich and Regensburg in West Germany;
Paris, France; Amsterdam and the Hague in the Netherlands; and
Brighton, London and Glasgow in the United Kingdom.
Travel Agent's Manual:
Some 15,000 copies of the Travel Agent's Manual were distributed
to travel agents around the world, at trade shows, and to all carrier and
transportation firms that sell British Columbia as a travel destination.
The manual lists commissionable U-drive, train, motor-coach tour
packages along with ranch vacations, raft expeditions, wilderness
tours and vacations for skiers, hunters, hikers and fishermen.
Rendez-vous Canada '79:
The ministry headed a British Columbia delegation to Rendez-vous
Canada 1979 at Montreal in September.
A record number of 67 persons, representing 35 British Columbia
travel 'sellers', attended the computerized travel marketplace that each
year brings together international 'buyers' and 'sellers' of travel.
The third annual Rendez-vous Canada attracted 132 organizations
from the Canadian tourism industry who 'sell' tourism and 154
'buyers' from international travel markets who market the Canadian
tourism product in foreign lands.
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During 1979 a new concept in British Columbia travel was
developed by the ministry and professional tour counsellors: Tourpak.
Tourpak, a brochure listing "32 of the best travelling experiences
our province has to offer" during the shoulder season was distributed
to travel agents across North America and in overseas markets.
It had vacation packages ranging from 4 to 17 days: fishing
vacations, circle tour vacations, camper vacations; touring vacations,
resort vacations; adventure vacations, cruise vacations and escorted
coach tours.
Special Mission to Japan:
In October, the Minister met editors and writers from Japan's travel
trade publications and executives of Japan Travel Bureau and Japan
Creative Tours during a trade mission to that country.
The minister also hosted a luncheon for some 40 representatives of
Japan's travel industry.
The Minister's talks were followed by the departure of a 25-member
delegation, representing British Columbia's tourism industry and
headed by the ministry, to promote the province's major ski areas and
to meet with members of the Japanese Association of Travel Agents.
Los Angeles, United States, office —
Three consumer shows featuring films and entertainment drew
capacity crowds in March. During the fall, film showings arranged
through the city's adult education branch were well attended.
Exhibits and Displays:
The ministry's 20-foot, custom-built display was exhibited at the
San Francisco Boat and Sport Show and the Toronto Sportsmen's
Show (over 400,000 attended).
The display was also viewed by audiences at the Pacific Northwest
Sportsmen's Show in Portland, Oregon, and the International
Vacation and Travel Show in Vancouver.
Trade shows participation including Rendez-vous Canada 1979 in
Montreal, Quebec, Alliance of Canadian Travel Associations in
Calgary, Alberta, and Travel Age West in San Diego, California.
Travel Writers' Tours:
The ministry arranged FAM tours for travel writers.
Journalists from Germany, Holland, Switzerland and France visited
the province. The ministry co-sponsored the tours with the Canadian
Government Office of Tourism, Air Canada and CP Air.
Writers from these areas also visited the province and wrote travel
features on British Columbia: United Kingdom, Australia, New
Zealand, Japan and the United States.
For the third year, the skimobile visited the major market areas: 20
cities in Alberta, Saskatchewan and Manitoba, where ski shows, press
conferences and carousels were held to introduce the British Columbia
ski experience. The skimobile also participated at the Vancouver Ski
Show and a number of northern British Columbia ski promotions.
During the year, the ministry attended:
- Western Conference of Association Executives in Phoenix, Arizona.
Some 550 delegates attended. The western conference will be held in
Vancouver in 1982;
- American Society of Association Executives Convention in St.
Louis, Missouri. Over 3,500 delegates attended. Some 143 leads
were developed;
- Institute of Association Executives Conference, Halifax, Nova
Scotia. Over 400 delegates attended. The conference will be held in
Vancouver in 1981;
- Meeting World '79 in Washington, D.C. Some 2,000 delegates
attended, more leads were pursued;
- Incentive Travel Trade Show in Chicago, Illinois;
- 'Sell Canada Blitz' in Chicago, Illinois, and Washington, D.C.
Many new leads were developed.
Site Inspections:
The ministry hosted three groups inspecting convention facilities
during 1979:
- Washington, D.C. Association Executives toured Vancouver and
Victoria. Four conventions were booked;
- International Society of Wine and Food — Vancouver is being
considered for the society's convention;
- International Association of Seed Crushers — Vancouver is being
considered for 1985 or 1986.
Venue Canada:
The Canadian Government Office of Tourism, the ministry and the
industry hosted a Venue Canada dinner to develop the international
congress market. Over 22 persons attended and the group will pursue
six international congresses for Vancouver.
Convention business in the province increased by over 25 per cent
in 1979.
Some 22 international congresses decided during the year to meet in
the province in the future. This number is an increase of nearly 200 per
cent over the previous year.
Conventions Servicing:
The ministry mailed out some 80,000 promotional packages to
potential convention delegates encouraging them to attend their
conferences in the province.
HU1& Columbia.
l ((>11 Mill \ We've got moun-
MNvtSK     '     tains and mountains, of
snow. Sensational ski
areas (at least 64) from the Rockies to the Pacific. With
hardly a lift line in sight. And the skiing is choice.
'EWorld Cup runs for downhill racers. Gentle
slopes for easy riders. Bowls of fresh
powder for masters of the deep.
Ami hundreds of miles of .
cross-country trails u> yodel about.
We boast the longest lift-
serviced vertical in North America.
ill*you want mote, we'll sake you
heli- skiing.)   :
And when you consider the steep lift prices at   ,
major U.S. and Buropean resorts, plus the discount
on the Canadian dollar, we give you a better run for
your money. In fact, we're one of the world's best
ski values.
You can fly in and out with the greatest of ease.
■   ' We've got all kinds of economical ski packages.
So get the snowball rolling. Write for our brochure
(thafs where you'll gel the wop on everything our
super resort > > luinbia,
Dept. ?i\ HIT Wharf St.,
Victoria, British Columbia,
Canada V8W2Z2,
Or see your mivci agent or
airline reservation desk-
Then ski off the beaten track.
In Super, Natural British Columbia.
British Columbia, Canada.
Travel Shows:
London, United Kingdom, office —
Some 17 travel presentations were made throughout the United
Kingdom in co-operation with travel agents, clubs, and Canadian
airlines' representatives.
The ministry's travel feature films and other audio-visual materials
were viewed by some 2,300 persons.
San Francisco, United States, office —
In addition to the popular British Columbia consumer shows held
during March in Fresno, Modesto, Stockton and Sacramento, the San
Francisco sales office participated in the San Francisco Sports and
Boat Show (400,000 attended), the Sacramento Bee Travel Fair
(3,500 attended), the Travel Expo '79 in Concord, the North Bay
Vacation and Travel in Marin County, the Oakland/Alameda Ski Expo
'79 (21,000 attended), the San Francisco Ski Show '79, and the
Chicago Ski Show.
Ski Consumer Shows:
The ministry, along with the Ski Marketing Advisory Committee,
was actively involved in the spring carousels in Los Angeles, San
Francisco and Chicago in the United States as well as consumer shows
in those cities in the fall.
PURPOSE:        To meet visitors' expectations and
encourage extended visits through the
development, upgrading, training and
co-ordination of in-province tourism
resources and services.
FUN CT IONS:   - Administering the year-round and seasonal
information centres;
- Providing travel counsellors on British
Columbia ferries during peak hours in the
- Inspecting and registering tourist
- Preparing the Tourism Accommodation and
Campground Directory;
- Counselling accommodation operators on new
management techniques and operation
- Training seasonal travel counsellors;
- Liaising with the Ministry of Labor on the
summer job program;
- Recruiting and supervising some 70 seasonal
and permanent travel counsellors;
- Providing staff support for out-of-province
travel promotions;
- Maintaining, controlling and distributing
available industry publications;
- Warehousing and distributing all the ministry's
travel literature.
Accommodation Inspection, Registration
And Counselling:
Accommodation counsellors visited and inspected more than 2,000
tourist accommodation establishments in 1979.
More than 1,800 were approved for inclusion in the Tourist
Accommodation and Campground Directory in 1980.
A number of operators were encouraged to upgrade their
establishments. All registered and approved establishments were
mailed room-rate cards.
Tourist Accommodation and Campground
In 1979, the 54th consecutive issue was published.
Work was also completed on the 1980 edition. Some 900,000
copies will be mailed to points around the world.
Serving Written, Phone And
Over-The-Counter Enquiries:
The ministry's 12 information centres were open during the year
according to the dictates of visitors' traffic patterns.
New information centres were opened at the Vancouver
International Airport and at Mount Robson Provincial Park.
Total enquiries over-the-counter, by phone and by mail exceeded
Int'l Airport
Mt. Robson
Dawson Creek
Tourist Alert:
The ministry assisted the RCMP locating travellers throughout the
province, to attend to urgent personal matters, under the Tourist Alert
Program. The ministry provides a list of contacts, names and
addresses and phone numbers where the Tourist Alert notices can be
posted. The ministry also produced the red-and-white logo stickers for
the program and distributed them to the contacts.
Foreign Currency Exchange Service:
A foreign currency exchange at the Douglas Information Centre was
opened by the ministry in co-operation with Mercury International.
The exchange, operated by the firm, has operating hours established
by the ministry and Mercury International.
Travel Counselling on British Columbia
Travel counselling services were offered during peak hours aboard
the British Columbia ferries plying between Horseshoe Bay/Departure
Bay and Tsawwassen/Swartz Bay, from May 16 till the end of the
Labor Day weekend.
Over 100,000 passengers were helped.
npj\ i^iii i
□ Reference Manual:
A detailed reference manual containing some 70 information sheets
was produced to aid the ministry's travel counsellors in aiding visitors.
The manual contains information on a variety of topics, such as
blossom times in the Okanagan and Creston valleys, bicycle routes,
cruise ship arrivals, and recreational vehicle rentals.
□ Travel Counsellor Training Manuals:
The ministry prepared a set of seven manuals for travel counsellors
attending the travel counselling techniques course. A set covers
tourism, geography, industries and resources, transportation, history,
recreation, and a resource guide.
□ Calendar of Events:
This semi-annual publication details attractions and events in nearly
every part of the province from art exhibits to sea festivals and winter
The Fall/Winter and Spring/Summer calendars have a combined
circulation of 490,000.
Brochure Warehousing and Distribution:
To effectively distribute the ministry's brochures and promotional
material, three distribution warehouses were operated in Victoria,
Burnaby and Seattle.
Weekly stock reports are compiled from each warehouse to
maintain control of available literature.
Brochure Distribution on British Columbia
The $ 126,000-subsidy for the distribution of brochures on British
Columbia ferries was continued in 1979. Some 600 individual
brochures representing all aspects of the tourism industry in the
province were placed on the ferries. All brochures carried by the ferry
fleet were approved by the ministry.
Ministry of Labor Program:
Liaison was maintained with the Ministry of Labor on the annual
summer job placement program.
A new program, which subsidized the wages of certified travel
counsellors at local information centres throughout the province, was
established in 1979. Monetary assistance was also given to centres
where staff attended the travel counsellor techniques course. $300,000
was allocated for this program in 1979.
Travel Counselling Techniques Course:
During 1979, 11 courses were offered at community colleges
throughout the province.
The 30-hour, five-day course is co-sponsored by the Ministry of
Education and is recognized by this ministry as the provincial core
curriculum for travel counsellors.
Some 227 persons successfully completed this mandatory course for
the ministry's travel counsellors.
Travel Counselling Techniques
Correspondence Course:
During 1979 a pilot travel counselling techniques correspondence
course was introduced and 53 persons successfully completed it.
Hospitality Certificate Course:
The ministry's Hospitality Certificate Course continued to generate
enthusiasm in its third year.
During the year, 147 courses were offered in 57 communities. The
classes were held at the convenience and need of the industry and the
Since the course was introduced, some 7,000 tourism-oriented
employees have completed the eight-hour program.
To provide research support to the ministry's
four branches; and to maintain an up-to-date
data bank on all aspects of tourism.
- Organizing and co-ordinating the ministry's
research programs;
- Undertaking survey and research projects;
- Monitoring monthly performance of the
tourism industry through selected indicators;
- Maintaining liaison with the ministry's
information offices and tourism associations in
compiling regional and sector information;
- Undertaking an annual inventory of tourist
- Preparing regular articles and reports on
tourism status for public distribution;
- Maintaining a toursim research library;
- Providing assistance to advertising agencies
with respect to media, markets and ad testing,
and updating the Marketing Plan;
- Participating with federal/provincial agencies
to ensure compatible research techniques and
- Assisting in the administration of the Travel
Industry Development Subsidiary Agreement
together with the Ministry of Industry and
Small Business and the federal government.
Performance Indicators:
To obtain a concise monitor of the travel industry's performance, a
system of monthly recordings of 15 selected travel industry statistics
has been maintained since 1975.
The monthly indicators include border crossings, air and ferry
traffic, hotel and motel occupancies, restaurant sales and information
Accommodation Inventory:
Information on some 2,000 accommodation establishments listed in
the ministry's annual Accommodation Directory is computerized to
produce an inventory of facilities by types and sizes and property
turnovers by region and classification.
Visitors '79:
A survey of some 14,000 visitors to the province was conducted
from April to November. The questionnaire was drafted to determine
travel characteristics, destination, expenditures, transportation modes,
accommodation used, and party composition and is expected to yield
regional data to assess the economic impact of out-of-province
Visitors '79 is an expanded update of the Visitors '74 survey and
will therefore allow for comparisons and trend details.
The survey was contracted out by the ministry and was funded by
the federal-provincial Travel Industry Development Subsidiary
Tourism Facts Book 1979:
The ministry gathered data to update the eight regonal Tourism
Facts Books published in 1977.
The revised Tourism Facts Book 1979 will be a single condensed
report containing nine chapters — one on each region. The new format
will allow for a comparison of regions and each region's performance
relative to that of the entire province.
Publication and distribution is scheduled for April 1980.
Resident Travel Monitor:
Initiated in 1978, the continuing resident travel monitor provides
quarterly estimates of resident travel volume and value, travel
characteristics, resident characteristics in relation to their trip-taking
Tourism Performance Model:
In 1977, a tourism performance model was developed to measure
the travel industry's performance.
This computer model provides year-end estimates of the number of
travellers by mode of transportation, regional distributions with details
of within-region tourism activity, and balance of payments estimates.
The model is a useful internal planning tool for determining
performance and measuring objectives of programs in addition to
producing short-term forecasts based on current trends.
Commercial Accommodation Occupancy
In 1978, the commercial accommodation occupancy monitor was
put in place to yield monthly provincial and regional performance
reports on representative sample of hotels and motels. Victoria and
Vancouver occupancies were monitored separately.
This on-going program also provides information on average room
rates, guests per room and food and beverage sales.
Travel Information Package Survey:
In November, a four-month survey was started of Canadian and
United States residents, whose travel enquiries were serviced from the
ministry's Victoria office by mail. The respondents were asked to
complete a mail-back questionnaire, which was enclosed with the
requested travel information or forwarded separately.
The survey was designed to determine the time taken to process
requests, condition of the package and its contents upon receipt, and
adequacy of the material enclosed for travel plans.
Tourism Highlights:
Tourism Highlights is an annual statistical report on British
Columbia's travel industry.
It details current tourism revenues, market information and the
demographic and psychological profiles of travellers to the province.
Data on regional tourism activity is also featured.
Travel Industry Development Subsidiary
The ministry continued to be involved in policy administration of
the five-year, federal-provincial Travel Industry Development
Subsidiary Agreement. The $50-million agreement was signed on
The agreement covers five program areas: i. Planning; ii. Industry
Organization; iii. Industry Upgading; iv. Travel Generators; v. Skiing
There is a technical sub-committee for each program and this
committee makes recommendations on applications to the
management committee.
The ministry is represented on the five technical sub-committees
and on the management committee.
 U>r~::"fiX:''3'7:::<. :
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To create and produce materials — editorial,
photographic, graphic and cinematic — to
further the province's tourism industry; to
provide support services for the ministry's other
branches and other provincial ministries; and to
co-ordinate regional tourism associations.
- Producing and distributing the quarterly
Beautiful British Columbia magazine and other
related publications that are sold to the public;
- Producing travel features for the print media;
- Producing news releases;
- Liaising and providing editorial and
photographic material to travel editors and
travel trade media throughout the world;
- Publishing the Tourism British Columbia
- Producing travel films;
- Producing the ministry's tourism promotional
- Soliciting and assisting major feature film
studios in selecting locations and producing
films in British Columbia;
- Preparing broadcast-ready editorial material
for radio stations;
- Drafting speeches, messages and reports for
the Minister and senior ministry officials;
- Scheduling, ordering and expediting the
ministry's printing requirements;
- Co-ordinating regional tourism associations;
- Producing still photographs for the ministry
and other government agencies;
- Operating the ministry's film and still
production laboratories;
- Maintaining movie films and still photo
- Administering the 1979/80 Travel Writer's
Awards program;
- Liaising with regional tourism associations in
production of regional brochures and films;
- Producing the ministry's annual report.
Financial Assistance:
The ministry extended financial assistance to the nine regional
tourism associations under the Contributing Grants Program. The total
budget for this program is shared by each region on a fixed percentage
To ensure and encourage maximum private sector support,
payments to a region from its share of the budget is made on a 60/40
basis (60 per cent from the ministry and 40 per cent from the
association) for the following items: one regional brochure, up to three
area brochures, advertising, membership in selected national,
international and regional associations, regional signs, publicity,
salary of the regional co-ordinator, travelling expenses (maximum
share for ministry is $5,000), mailing and shipping, and long-distance
phone calls (maximum: $1,000), salary for secretarial assistance,
related expenditures.
In addition, the ministry extended direct grants for certain displays
and exhibits used outside the region and for the operation of
community information booths.
The ministry held regular meetings with the co-ordinators and
executives of the regional associations to co-ordinate promotional
programs and tourism development policies.
The quarterly Beautiful British Columbia magazine observed its
21 st anniversary with the publishing of the summer '79 issue.
Some 420,000 copies per issue were published in 1979. The
magazine had 355,000 paid subscribers, up from 335,000 in 1978.
Newsstand sales held steady at 50,000. The remaining copies were
distributed as travel publications. A total of 1,620,000 copies were
distributed in 211 countries.
The school subscription drive was continued in 1979. The
fund-raising project paid the schools $ 1 for every subscription sold.
Over half of the Lions Clubs in the province joined in a subscription
drive, under the auspices of the British Columbia Lions Society for
Crippled Children, during the Timmy's Telethon with $1 per
subscription going towards the charity. Over 10,000 subscriptions to
the magazine were sold.
Subscription coupons were also placed in the billing statement
envelopes of British Columbia Hydro and Eaton's.
Special Publications:
During 1979, the following special publications were produced
under the magazine's sponsorship:
[~J For the first time in the magazine's history, an issue of the
magazine was published in four languages: Japanese, German, French
and English.
Some 20,775 copies of the magazine's summer edition were
produced in French (the magazine first published a French edition in
spring '78), some 38,683 copies were published in German and
61,855 copies were in Japanese.
The foreign-language issues were mailed free to relatives and
friends of British Columbia residents in their native countries.
[~J 20,000 copies of the Southeast Corner and 25,000 copies of
Vancouver Island were produced in 1979.
The full-color, 36-page special publications continued the series of
regional 'specials' published by the magazine.
Previous editions in the series include Beautiful British Columbia's
The Great North, the Okanagan-Similkameen and the Land of the
^f\ This is British Columbia, Volume IV: Recipes Through the Years,
produced jointly by the agriculture ministry and the magazine staff,
continued to be on sale in 1979.
Beautiful British Columbia magazine revenues from newsstand
sales, subscription sales, and special editions totalled $1,630,909 in
Special issue sales (1979 only)
- This is British Columbia, Volume IV: Recipes Through the Years -
hard cover: 4,309 copies; soft cover: 14,935;
- The Great North - 7,900 copies;
- Land of the Thompson - 15,200 copies;
- Okanagan-Similkameen - 16,100 copies;
- Southeast Corner - 11,640 copies;
- Vancouver Island - 11,180 copies.
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News Releases:
The ministry periodically issued news releases on its plans, policies,
programs and projects and on the performance of the travel industry.
Four Tourism British Columbia newsletters were published in 1979
to supplement the news releases and other material issued by the
ministry. The newsletters, geared specifically to the tourist industry,
gave in-depth information on the industry's performance and trends
and on the ministry's plans, policies, programs and projects.
Tour British Columbia series:
The ministry mailed 52 mini travel stories to all weekly and daily
newspapers in the province and other interested individuals or media
The Discover British Columbia series, which was introduced during
the Captain Cook Bicentennial year, was replaced by the Tour British
Columbia series, which emphasized mini tours of the province.
Travel Features:
The ministry commissioned free-lance writers to write 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
Informational/Promotional Publications:
During the year, the following publications were produced by the
□ Four issues of Beautiful British Columbia magazine — 420,000
copies each;
[J 1979 Calendar Diary, Beautiful British Columbia magazine,
360,000 copies;
□ French edition, Beautiful British Columbia magazine, Summer '79
— 20,775 copies;
l~J German edition, Beautiful British Columbia magazine, Summer '79
— 38,683 copies;
[~J Japanese edition, Beautiful British Columbia magazine, Summer
'79 — 61,855 copies;
Q Beautiful British Columbia's Southeast Corner — 20,000 copies:
E] Beautiful British Columbia's Vancouver Island— 25,000 copies;
E] Year of the Child foldout, Beautiful British Columbia magazine,
Winter '79 — 400,000 copies;
□ British Columbia Road Map — 1,150,000 copies;
□ All About Us foldout — 200,000 copies;
E] Calendar of Events
i. Fall/Winter— 90,000 copies;
ii. Spring/Summer - 350,000 copies;
□ Accommodation Directory — 850,000 copies;
I   I Courtesy Calendar Diary — 30,000 copies;
_____ Tourism British Columbia newsletter
Vol. 3 No. 1 — 80,000 copies;
Vol. 3 No. 2 —- 25,000 copies;
Vol. 3 No. 3 — 20,000 copies;
Vol. 3 No. 4 — 30,000copies;
[~J Travel Agent's Manual— 12,000 copies:
□ Vancouver Visitor's Map — 200,000 copies;
□ Ski brochure — 125,000 copies:
□ Royal Hudson Train pamphlet — 100,000 copies:
E] Jumbo posters — nine scenes, 36,000 copies;
□ Large pictorial envelopes — 200,000 envelopes;
□ Menu shell — 110,000 shell;
□ Tourism Highlights '78 — 5,000 copies;
□ Convention kit pocket folder— 100,000 folders;
\ff\I978 Annual Report — 100 copies.
Graphic Design and Photographic
The ministry designed and produced brochures for its own use and
assisted in the graphic design and production of promotional materials
for other ministries and regional associations.
Some 61,000 black-and-white and color prints were produced by
the ministry during the year. The photographs were used in the
Beautiful British Columbia magazine, other brochures and
publications, posters, for the Tourism British Columbia newsletter,
news releases, travel stories and to meet requests from newspapers,
magazines and other publications around the world. In 1978, a total of
59,073 prints were produced.
The Ministry's four photographers travelled a total of over 50,000
kilometres by car during the year to take some 15,000 photographs of
the province's landscapes, peoples, attractions and special events.
They covered every region in all the seasons.
The ministry's still photo library now has some 65,000 negatives on
file, updated photo albums on each region, and a selection of color
The photographic studio for taking portraits of cabinet ministers,
members of the Legislative Assembly, and senior government officials
was active throughout the year.
Some 102,200 pieces of information/photographs were mailed out
during the year. These include news releases, Tour British Columbia
series, travel features, information packages, individual photographs,
etc. This total does not include the Tourism British Columbia
newsletter, which is handled by the provincial postal branch.
Computerized mailing lists and other special mailing lists are
continually being updated.
Film Library:
The ministry operated the film library in Vancouver. During the
year the 29 titles of travel films produced by the ministry were
borrowed for 1,337 screenings.
The film library also handles films produced by other ministries.
Last year, these films were borrowed for 4,960 screenings.
Some 226,505,988 persons in Canada, United States, United
Kingdom, France, Germany and the Netherlands saw a film, produced
by the ministry, on British Columbia during 1979.
Out-of-province film distribution is handled by the Canadian
Government Offices of Tourism and the National Film Board offices.
Statistics indicate that persons in "captive" audiences in 1979
totalled 3,323,988. There were 169,078,000 television viewers and
54,104,000 cablevision viewers.
Two new travel films were produced in-house by the ministry
during 1979, a third was produced on-contract by an outside firm, and
a fourth is nearing completion.
The \4-minute Atlin, a travel documentary on British Columbia's
northernmost town, was completed. The 16 mm color film is now
available for screening.
Ski Supernatural was also completed during the year. It is a
14:45-minute travel film that highlights skiing in the province's major
ski areas.
Majesty of Water, produced for the ministry by an outside firm,
covers the Thompson-Shuswap region. The 25-minute color
travelogue brings the total number of films from the ministry to 29.
The others are Royal Hudson (8 mins.), Steelhead River (12:21
mins.), Happiness Is (14 mins.), Impressions of the Peace (14 mins.),
The Fraser Canyon (18 mins.), Land of the Red Goat (20 mins.), Big
Game Camera Holiday (14:13 mins.), Echoes of Gold (15 mins.), The
Great Annual Bathtub Race (13:20 mins.), Unknown Rockies (20
mins.), Vancouver Pacific Celebration (20 mins.), If I Didn't See It I
Wouldn't Believe It (18 mins.), Valley of the Swans (24 mins.), A
Place of Refuge (26 mins.), Highways to Splendour (25 mins.), Guide
to a Salmon (24 mins.), Sounds of Silence (24 mins.), Island Eden (25
mins.), 'Ksan (28 mins.), Mirrors to the Sun (25 mins.), Because It's
Home (29 mins.), The Land Between (26 mins.), Highway (27 mins.),
This is the Place (25 mins.), and The Way Back (45 mins.).
1979 was the best year to date for the province in the field of feature
film and television production.
Eleven films with budgets totalling a record $40 million were
produced during the year in the province. Another three films, with
budgets totalling $13.2 million, were nearing completion at year's
This brings the grand budget total to $53.2 million for 1979.
The films that were completed were: Bear Island ($13.5 million),
The Changeling ($6.2 million), Letters from Frank ($1.5 million),
Klondike Fever ($5.7 million), The Love Boat— a TV special ($2.2
million), Huckleberry Finn and His Friends — a TV series ($3
million. Strange Companions ($1.2 million), Pam Ayres Christmas —
a TV special ($500,000), Ce Be ($3 million), Up River ($1.2 million),
and Element of Risk ($2 million).
Films started in 1979 and scheduled for completion in early 1980
are: Flowers from Felix ($ 1.2 million), The Bed Next to Mine ($4
million), and All Washed Up ($8 million).


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