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This could be a full linked open date URI or an internal identifier"}],"FileFormat":[{"label":"File Format","value":"application\/pdf","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/elements\/1.1\/format","classmap":"edm:WebResource","property":"dc:format"},"iri":"http:\/\/purl.org\/dc\/elements\/1.1\/format","explain":"A Dublin Core Elements Property; The file format, physical medium, or dimensions of the resource.; Examples of dimensions include size and duration. Recommended best practice is to use a controlled vocabulary such as the list of Internet Media Types [MIME]."}],"FullText":[{"label":"Full Text","value":" OFFICE OF\nTHE MINISTER\nVICTORIA, B.C., JANUARY 15, 1980\nThe Honourable\nHENRY BELL-IRVING,\nLieutenant-Governor of the\nProvince of British Columbia\nMAY IT PLEASE YOUR HONOUR:\nI respectfully submit the Annual Report of Tourism British Columbia of\nthe Ministry of Tourism and Small Business Development for the year ended\nDecember 31, 1979.\nYours very truly,\nPAT JORDAN\nMinister of Tourism\n  OFFICE OF\nHE EXECUTIVE\nDIRECTOR\nVICTORIA, B.C.,JANUARY 15, 1980\nThe Honourable Pat J. Jordan,\nMinister of Tourism,\nLegislative Buildings,\nVictoria, B.C.\nMADAM:\nI have the honor to submit the Annual Report of Tourism\nBritish Columbia of the Ministry of Tourism and Small\nBusiness Development for the year ended\nDecember 31, 1979.\nYours very truly,\nJohn PIul\nExecutive Director\n  w\nProvince of\nBritish Columbia\nMinistry of Tourism\nand Small Business\nDevelopment\nTourism British Columt\nAnnual Repo:\n197\n  TOURISM:\nTourism is the world's fastest growing industry.\nWorld-wide travel spending, including domestic and international\ntravel, is estimated at $488 billion, about six per cent of the world's\ngross product.\nFuturists say tourism could be the world's largest industry by year\n2000.\nCanada is eighth, behind the United States, France, Germany,\nAustria, Spain, United Kingdom and Italy, in international tourism\nreceipts.\nTourism is Canada's largest employer. More than one million\nCanadians hold tourism-related jobs \u2014 that's about nine per cent of\nthe work force, or one job out of every 11.\nIn 1978, tourism generated $11 billion in Canada, five per cent of\nour Gross National Product. As the nation's sixth largest earner of\nforeign exchange, tourism was worth $2 billion.\nTourism is British Columbia's third largest industry.\nGovernments at all levels \u2014 international, national, provincial,\nregional and local \u2014 are involved in tourism development.\nThe tourism industry has the following sectors:\n\u25a1 Transportation (airlines, bus companies, railways, rent-a-car firms,\nshipping lines, etc.);\nf_] Accommodation and Food Services;\n\u25a1 Hospitality (information centres, special services);\nQJ Travel Trade (tour producers, operators and wholesalers and travel\nagents);\n\u25a1 Travel Trade Press;\n\u25a1 Associations (specialized industrial and trade associations that\nrepresent each of the private sector interests);\n\u25a1 Attractions and Recreational Services;\n MINISTRY'S\nMANDATE:\nRATIONALE:\nROOTS:\nTo increase tourism to and within British Columbia.\n~2 Tourism revenues contribute to the provincial economy's growth.\nTourism receipts for 1979 are estimated at $1.63 billion, about five\nper cent of the Gross Provincial Product.\n\u25a1 Tourism is British Columbia's fourth largest earner of foreign\nexchange after fabricated materials, crude materials, and edible\nproducts. Visitors to the province in 1979 spent $900 million in\nBritish Columbia.\nO British Columbians, travelling in their own province, spent $730\nmillion in 1979 to improve the travel account in the international\nbalance of payments and to invest their funds in their province's\neconomy.\n\u25a1 Some 10,000 businesses in the province's tourism industry receive\nthe tourism revenues. Many thousands more benefit indirectly\nthrough supplies to support this industry.\n\u25a1 The province's tourist industry directly employs some 60,000\npersons, or six per cent of the provincial work force. It indirectly\nemploys several tens of thousands more residents through support\nservices.\nQ The tax benefit from tourism in 1979 is estimated at $100.6 million\nor more than $39 for every adult and child in the province. These\nmonies go towards improving health and social care, education,\nrecreation and cultural services, and transportation and\ncommunications in the province ... all to benefit British\nColumbians.\n~] Tourism also contributes importantly to a number of\nnon-economical goals, such as national unity, international\nunderstanding, restoring mind and spirit, maintaining and\nenhancing health and education.\nThe provincial government's involvement in tourism dates back to\n1894 when the Bureau of Statistics, under the Provincial Secretary,\nstarted to compile data on travellers.\nThis bureau was later transferred to the Department of Finance\nunder a revised name of Bureau of Provincial Information.\nIt was this body that published, in 1926, the government's first\ntourist-oriented publication, Highways, Motor Camps and Stopping\nPlaces in British Columbia. Some 15,000 mimeographed copies were\nprinted in response to travel enquiries.\nThis publication, now the Tourist Accommodation and Campground\nDirectory, or more commonly, The Green Book, is now in its 55th\nyear, has over 100 pages of detailed information, and a circulation of\n850,000.\nBy 1938, the tourism industry had grown big enough to warrant the\ncreation of the British Columbia Travel Bureau within the\nnewly-formed Department of Trade and Industry.\nOn March 28, '57, the Department of Recreation and Conservation\nwas created by legislation. It had five sections, including the British\nColumbia Travel Bureau drawn from the now-defunct Department of\nTrade and Industry.\n In summer '59, the first issue of Beautiful British Columbia\nmagazine was published. Today it has a circulation of 420,000 with an\nestimated two million readers in 211 countries.\nBecause of tourism's rapid growth in the 1960's, the Department of\nTravel Industry was created on April 1, 1967, from two branches of\nthe Department of Recreation and Conservation \u2014 the British\nColumbia Government Travel Bureau and the Photographic Branch.\nIn 1976, the Department of Recreation and Conservation was split\nup with \"recreation\" joining \"travel industry\" to become the\nDepartment of Recreation and Travel Industry.\nA year later, in 1977, \"recreation\" became realigned with\n\"conservation\" to become the Ministry of Recreation and\nConservation while \"travel industry\" was linked with the \"office of\nthe provincial secretary\" to become the Ministry of the Provincial\nSecretary and Travel Industry.\nEarly in that year, a new name, Tourism British Columbia, was\nadopted to facilitate marketing objectives.\nOn December5, '78, \"travel industry\" was separated from its\nshort-lived connection with the \"provincial secretary\" and joined with\nthe \"small business assistance division\" which was taken from the\nMinistry of Economic Development to become the Ministry of\nTourism and Small Business Development.\nOn November 23, '79, the Ministry of Economic Development and\nthe Ministry of Tourism and Small Business Development were\nmerged, on a temporary basis, to form the Ministry of Industry,\nTourism and Small Business Development.\nOn January 10, 1980, the Ministry of Tourism was created.\n yA>V* * Li\n %.h,w\n%%# \u25a0\n;\ny\n\u25a0\u25a0 J\u00a3\n>ft\n'$>W:\\       m.     I      m   ||j|r\nP\"\nBr\n\u25a0MB alMP ais: ^k\nQOOOTW\nMARKETING BRANCH\nOBJECTIVE:\nFUNCTIONS:\nTo Market British Columbia throughout the\nworld as a bargain vacation destination.\n- Developing, recommending and implementing\nshort-term and long-term policies and\nstrategies;\n- Supervising the development and placement of\nads in the media in accordance with current\npromotional themes;\n- Monitoring and keeping the industry and the\npublic aware of changing market conditions\nand advantages;\n- Conducting promotional blitzes;\n- Directing resident awareness programs;\n- Supervising the special promotional tour, each\nspring, of the Royal Hudson steam train;\n- Publicizing the regular summer excursion run\nof the Royal Hudson steam train between\nNorth Vancouver and Squamish;\n- Promoting the use of the Princess Marguerite\nin its daily summer runs between Seattle and\nVictoria.\n MARKETING\nBRANCH\nMarketing Plans:\nThe ministry's 1979\/80 Marketing Plan, made public in October '78,\nwas implemented during the year.\n'Good Times '79' was the promotional theme. The 'Good Times\nHeadquarters' in Vancouver gave out 'Good Times' materials; cash\nregister decals, door decals, bumper stickers and flags.\nA 'Good Times '79' rally was held at Vancouver's Robson Square\nto mark the official start of the tourist season. A 1.2-by-2.4-metre\n'Good Times' cake was cut by former Tourism and Small Business\nDevelopment Minister Elwood Veitch and a Paddington Bear from\nPeru. Members of the hospitality industry, Vancouver sports scene,\nmulti-cultural groups, and the Vancouver City Police Motorcycle\nSquad, RCMP officers in ceremonial dress, a Dixieland band, young\nschool children, and special 'Good Times' hostesses from the ministry\nattended.\nDuring the year, work was completed on the 1980\/81 Marketing\nPlan. It was made public in late summer. 'Funfest '80' was selected as\nthe promotional theme.\nTourism Thursdays:\nSenior ministry officials continued to be 'on the road' every\nThursday for the first few months of the year visiting British Columbia\ncommunities to explain to civic, business and service-club leaders the\nministry's policies, projects and the 1979\/80 Marketing Plan. 'The\nTourism Thursdays' program was initiated in November '78.\nPasadena Rose Bowl Parade:\nA graphic invitation to enjoy 'Good Times '79' in British Columbia\nwas extended to over 150 million persons by the province's entry in\nthe 90th annual Tournament of Roses Parade in Pasadena, California,\non January 1.\nThe ministry's award-winning float was seen by more than a million\nparadegoers and an estimated 159 million television viewers in the\nUnited States, Canada and several other countries.\nWork was also completed, at year's end, on the province's entry in\nthe 91 st annual Tournament of Roses Parade at Pasadena to be held on\nthe first day of the new decade.\n MARKETING\nBRANCH\nDaffodil Blitz:\nThe ministry participated in Victoria's tourism promotional\ncampaign in major cities in Washington and Oregon states.\nFormer Tourism and Small Business Development Minister Elwood\nVeitch headed the delegation from the Garden City to promote the\nprovince as a vacation destination and the British Columbia capital as\nCanada's \"best bloomin' city\", by distributing freshly-cut daffodils\nfrom Victoria.\nRoyal Hudson Steam Train Tour:\nOn March 26, the Royal Hudson steam train embarked on a 55-day\ntour of the Pacific Northwest . . . 45 communities in British\nColumbia, Alberta, Idaho and Washington State.\nThis was the legendary train's third promotional tour: in 1977 she\nmade a triumphant trip through Washington State, Oregon and\nCalifornia; in 1978 she toured eastern Canadian and United States\ncities.\nIn 1979, the train, dubbed the 'Good Times Express', visited\nRichmond, Langley, Abbotsford, Spokane, Sandpoint, Creston,\nNelson, Castlegar, Trail, Cranbrook, Femie, Lethbridge, Calgary,\nGolden, Revelstoke, Kelowna, Vemon, Salmon Arm, Kamloops,\nClearwater, Prince George, Smithers, Terrace, Kitimat, Prince\nRupert, Burns Lake, Dawson Creek, Fort St. John, Chetwynd,\nMackenzie, Quesnel, Williams Lake, 100 Mile House, Squamish,\nBurnaby, Nanaimo, Courtenay, Comox, Port Albemi, Parksville,\nLadysmith, Chemainus, Duncan and Victoria.\nThe Royal Hudson 2860 powered the 'Good Times Express'\nthrough the mainland \u2014 the same engine that pulled the Royal Jubilee\nTour train in 1977 and the Captain Cook Discover British Columbia\nTour train in 1978 \u2014 while on Vancouver Island, the train was pulled\nby Number 1077, a narrower steam engine.\nOver 200,000 persons of all ages and backgrounds clambered\naboard the 'Good Times Express' and thousands more lined the tracks\nto see the steam train chugging by.\n'Good Times Revue' star Gillian Campbell entertained visitors to\nthe famed steam train at every stop. One of the biggest hits this year\nwas the player piano installed in the Good Times '79 coach. At each\ncommunity, the mayor was presented with a plaque to commemorate\nthe tour.\nGood Times Traveller's Cheques:\nTo encourage residents of the Pacific Northwest to tour British\nColumbia, Good Times '79 Traveller's Cheques were distributed free\nduring the Royal Hudson steam train's Pacific Northwest Tour. Some\n250,000 booklets were printed.\nAll B.C. businesses were invited to participate in the promotion by\noffering discounts on quality services or goods. There was no cost to\nthe business for inclusions in the scheme.\nThe 256-page booklet each contained some 526 \"cheques\" \u2014\ncoupons for discounts on goods, services and admissions to events and\nattractions throughout the province.\nThe \"cheques\" were color-coded and arranged by tourist regions.\n MARKETING\nBRANCH\n MARKETING\nBRANCH\nGood Times Golfing in British Columbia:\n\"Why wait? There is Good Times golfing in British Columbia,\nCanada, right now.\"\nThis was the message sent in late March, along with a handful of\ngrass clippings, to some 400 golf clubs in eastern Canada and the\nUnited States, which had their golf courses covered with snow.\nThese golf clubs were also in cities serviced directly by Canadian\nairlines \u2014 New York City, Chicago, Minneapolis-St. Paul in the\nUnited States and 10 major cities in eastern Canada.\nTwo letters from the Minister were sent along with the zip-lock bag\nof grass.\nOne was addressed to the golf pro and requested that the second\nletter and the bag of grass clippings be posted on the club's notice\nboard.\nThe second was an \"open letter' to the club's members informing\nthem that the grass was clipped on the morning of the letter's date \u2014\nFriday, March 20\u2014 from the 16th green at Vancouver's Marine Drive\ngolf course, when the sun was shining, the daffodils were blooming,\nand the temperature outside was 16 degrees Celsius.\nThe letter went on to invite the club's members to fly to British\nColumbia for 'Good Times' in golfing \"right now\".\n\"Spring Comes Early to British Columbia\":\nIn a swift reaction to the early-in-the-year announcement of new\ndiscount trans-Canada air fares by the major airlines, the ministry\nlaunched a massive advertising campaign across the country inviting\nCanadians to visit the west coast in the spring.\nThe promotion's theme was: \"Spring Comes Early to British\nColumbia.\"\n\"Don't Sell British Columbia Short\":\nIn response to the gasoline shortage problems in the United States,\nthe ministry took concerted action to ensure that United States\nresidents were made fully aware that there was no gasoline shortage in\nthe province.\nA message, \"Don't Sell British Columbia Short\", was sent to\n16,000 travel agents in the United States and members of the\nAmerican Automobile Association.\nThe direct-mail piece stated three reasons why United States\nresidents should consider the province as their vacation destination for\nthe year: there was no gasoline shortage in the province; the Canadian\ndollar was down, which meant the United States dollar was worth\nmore in Canada; and new United States customs regulations now\nallowed an increase in the value of duty-free goods United States\nresidents could take home.\nFair Dollar Exchange:\nTo ensure that visitors to the province received the proper exchange\non the United States dollar, former Tourism and Small Business\nDevelopment Minister Elwood Veitch made a press statement blasting\nbusinessmen who were not giving the fair exchange. The statement\nreceived tremendous exposure and public comment, which was\nbeneficial to the fair-dollar-exchange campaign.\nTelegrams were also sent to tourist-related industry associations\nrequesting them to bring to the attention of their members the necessity\nof giving the proper exchange.\n MARKETING\nBRANCH\nCatch our Fall.\nThis is the perfect time to\ntake a holiday in British\nColumbia.\nThe weather's good, the\nsummer crowds are gone and,\nbest of all, you can take\nadvantage of off-season rates.\nMany hotels and resort\nareas have special fall\npackages. So give your\nfavourite holiday spot a call.\nOr see your travel agent.\nHis services won't cost you\nanything and he can be a big\nhelp. He'll tell you about\neverything from a lovely\n3-day city stay to a grand\n16-day Circle Tour.\nYou can play ride'em\ncowboy on a dude ranch.\nThere's a fall\nholiday package\nthat's perfect\nfor you.\n\u00aeH!\u00bbffl)\nSuper.\nNatural\nBritish Columbia, Canada\nOr go sailing, sailing up\nthe spectacular Inside Passage.\nDig gold? You'll love\nexploring the gold rush country.\nIf you'd rather be fishing,\nthe salmon are waiting.\nIf (he city is your beat,\nsample the first class\nrestaurants, interesting shops\nand diverse cultural activities\nof our two cities by the sea \u2014\nVancouver and Victoria.\nBritish Columbia is one of\nthe best vacation values in the\nworld.\nAnd it's all yours.\nSo this fall, enjoy it.\nMedia Advertising:\nThe ministry's media advertising campaign followed the\nrecommendations of the 1979\/80 Marketing Plan.\nThe domestic advertising program placed extra emphasis on the\nBritish Columbia market and with a declining emphasis in relation to\ndistance from the province and projected revenue contribution.\nThe primary objective of the United States program was to increase\nrevenues from Washington State, California, Oregon, and east, north,\ncentral and other western states, in that order of priority.\nOff-shore advertising was timed to effectively influence vacation\ndestination decision-making and focussed on markets having the\ngreatest tourist potential: the United Kingdom, Germany, Japan and\nAustralasia.\nAll ads carried the 'Good Times' '79' annual theme and the 'Super,\nNatural British Columbia, Canada' concept.\nResident Awareness Campaign:\nTo continue improving resident hospitality to visitors the resident\nawareness campaign was kept on tracks during 1979 with the theme:\n'Have a Good Time in British Columbia.'\nButtons, decals and bumper stickers with the slogan were produced\nand distributed to employees in the hospitality and retail sectors.\n MARKETING\nBRANCH\nRoyal Hudson Steam Train Excursion:\n1979 was a record year for the Royal Hudson steam train's\nexcursion run between North Vancouver and Squamish.\nThe train carried an average of 672 persons per trip compared with\n635 persons per trip in the previous year.\nNumber of\nTotal\nAverage Passengers\/\nYear\nTrips\nPassengers\nTrip\n1974\n87\n46,000\n529\n1975\n113\n68,073\n602\n1976\n103\n60,732\n590\n1977\n108\n68,385\n633\n1978\n107\n68,004\n635\n1979\n99\n66,509\n672\nThe Princess Marguerite:\nIt was the best year of her life.\n1979 was the fifth season the British Columbia Steamship Company\n(1975) Ltd. operated the TEV Princess Marguerite between Victoria\nand Seattle, Washington.\nThe vessel carried 360,078 passengers during the year, an increase\nof 28 per cent over the previous year.\nNo. of Trips\nPercentage\n(including\nIncrease\nPass.\/\nYear\ncharters)\nTotal Pass.\n(Decrease)\nTrip\nAutomobiles\n1975*\n240\n225,581\n940\n10,896\n1976\n258\n264,047\n17\n1,023\n11,423\n1977\n290\n250,001\n(5.32)\n862\n12,471\n1978\n292\n281,599\n12.6\n964\n13,206\n1979\n321\n360.078\n28\n1,122\n13.907\n: DOES NOT INCLUDE VICTORIA-PORT ANGELES RUN\nB9EiBiilli\u00a7i^E9 ^Bhfcj\u2014?^tMg\"-._ &. www .^S8&.\n BEAUTIFUL\nSRQTSHCOL\n MARKET\nDEVELOPMENT BRANCH\nPURPOSE:\nFUNCTIONS:\nTo enlarge British Columbia content in\nitineraries offered in all the market areas; and to\ndevelop markets and promote travel to the\nprovince through consumer shows, travel trade\npresentations, and winter and convention\npromotions.\n- Directing and co-ordinating the activities of\nfour field sales offices \u2014 San Francisco, Los\nAngeles and Seattle in the United States and\nLondon, United Kingdom;\n- Directing promotional tours to market areas, to\nconvince consumers and wholesale and retail\nagents that the province is a vacation\ndestination.\n- Assisting the private sector in developing new\ntravel packages;\n- Liaising with carriers, tour operators, travel\nagencies and other municipal, provincial and\nfederal travel offices;\n- Implementing a wide range of shoulder-season\nprograms to encourage off-season travel to the\nprovince;\n- Supervising winter tourism development\nprograms through travel shows and\nfamiliarization tours;\n- Planning, co-ordinating and staffing consumer\ntravel\/sport and travel trade shows in all\nmarket areas;\n- Marketing British Columbia as a convention\ndestination;\n- Developing the Japanese markets by\nencouraging longer stays and new package\ncontent;\n- Setting itineraries for study tours for travel\nagents, tour operators and travel editors, and to\nescort the groups to ensure maximum coverage\nin British Columbia;\n- Advising on advertising, film and brochure\ncontent and producing the Travel Agent's\nManual;\n- Monitoring the tourism industry in all market\nareas for new promotional methods, ideas and\nprograms which can produce revenue through\ntravel to British Columbia.\n MARKET\nVELOPMENT\nBRANCH\nTRAVEL TRADE SALES\nMedia Advertising:\nAds were placed in travel trade publications in the United States,\nCanada, United Kingdom, Europe and Japan, and in special\npromotions: the British and Dutch Canada Sales Guide and ABTA\nConvention News.\nFAM Tours:\nThe ministry hosted and cooperated in 42 FAM (familiarization)\ntours from each market area, an effective way of selling British\nColumbia to \"sellers\" of travel.\nThe eastern United States' markets received special attention due to\nthe frequency of direct flights from Chicago, Illinois, to Vancouver.\nThe ministry also hosted automobile club employees from\nManitoba, Saskatchewan, Alberta, Washington State, Arizona,\nOregon, Colorado and California.\nOther FAM tours involved travel \"sellers\" from New Zealand,\nAustralia, Japan, West Germany, United Kingdom, Holland, Eastern\nCanada and Mexico.\nThe ministry, with the Canadian Government Office of Tourism,\nAir Canada and CP Air, sponsored agency tours from the United\nKingdom, Holland, Germany, Switzerland, and France.\nTrade Shows:\nLondon, United Kingdom, office \u2014\nSome 880 travel agents attended promotions in the United\nKingdom. In Holland, 250 agents attended the two-day Canada Travel\nMarket Place.\nMajor wholesale and retail tour brokers were exposed to British\nColumbia at the International Tourism exchange in Berlin, West\nGermany. This annual exhibition, the world's largest, also attracted\nover 100,000 consumers.\nThe principals of major tour and retail organizations attended the\neight, two-hour workshops at the Association of Travel Agents\nCongress.\nSan Francisco, United States, office \u2014\nTravel trade educational promotions were held in spring and fall in\neight northern California cities with 400 travel agents attending in\nspring and 300 in the fall.\nA booth at the San Francisco April Trade Show of Travel Age West\nwas managed by the ministry.\nLos Angeles, United States, office \u2014\nTravel trade promotions included 21 consortium seminars, held\nJanuary, February and March, and was attended by 2,000 travel\nagents from southern California and Arizona.\nThree receptions were held: Long Beach in February, and Los\nAngeles in March and November.\nThe ministry also participated in two ASTA showcase presentations\nfeaturing fall attractions and skiing.\nA booth was manned at the Travel Age West show in Phoenix,\nArizona, and a consortium ad was run in 12 issues of Travel Age West\nduring the fall, resulting in 2,500 requests for travel information.\n MARKET\nDEVELOPMENT\nBRANCH\nEducational Seminars:\nLondon, United Kingdom, office \u2014\nFederal and provincial tourism authorities combined to present\neducational seminars to the travel trade in Europe.\nIn the United Kingdom, five sessions were held and a two-day\nCanada Travel School was conducted in the Netherlands.\nThe ministry also held educational sessions, independently, at\nHamburg, Frankfurt, Munich and Regensburg in West Germany;\nParis, France; Amsterdam and the Hague in the Netherlands; and\nBrighton, London and Glasgow in the United Kingdom.\nTravel Agent's Manual:\nSome 15,000 copies of the Travel Agent's Manual were distributed\nto travel agents around the world, at trade shows, and to all carrier and\ntransportation firms that sell British Columbia as a travel destination.\nThe manual lists commissionable U-drive, train, motor-coach tour\npackages along with ranch vacations, raft expeditions, wilderness\ntours and vacations for skiers, hunters, hikers and fishermen.\nRendez-vous Canada '79:\nThe ministry headed a British Columbia delegation to Rendez-vous\nCanada 1979 at Montreal in September.\nA record number of 67 persons, representing 35 British Columbia\ntravel 'sellers', attended the computerized travel marketplace that each\nyear brings together international 'buyers' and 'sellers' of travel.\nThe third annual Rendez-vous Canada attracted 132 organizations\nfrom the Canadian tourism industry who 'sell' tourism and 154\n'buyers' from international travel markets who market the Canadian\ntourism product in foreign lands.\nr    :\nmt\n^E^s\nvtllvUCUL.,!\n1     ^^Pi^^\n_^^h_i\nH^mlosM^^^^^^^^\nM^%-:    t^^\n-\u25a0\u00a3_\u25a0     Iks\n MARKET\nVELOPMENT\nBRANCH\nTourpak:\nDuring 1979 a new concept in British Columbia travel was\ndeveloped by the ministry and professional tour counsellors: Tourpak.\nTourpak, a brochure listing \"32 of the best travelling experiences\nour province has to offer\" during the shoulder season was distributed\nto travel agents across North America and in overseas markets.\nIt had vacation packages ranging from 4 to 17 days: fishing\nvacations, circle tour vacations, camper vacations; touring vacations,\nresort vacations; adventure vacations, cruise vacations and escorted\ncoach tours.\nSpecial Mission to Japan:\nIn October, the Minister met editors and writers from Japan's travel\ntrade publications and executives of Japan Travel Bureau and Japan\nCreative Tours during a trade mission to that country.\nThe minister also hosted a luncheon for some 40 representatives of\nJapan's travel industry.\nThe Minister's talks were followed by the departure of a 25-member\ndelegation, representing British Columbia's tourism industry and\nheaded by the ministry, to promote the province's major ski areas and\nto meet with members of the Japanese Association of Travel Agents.\nLos Angeles, United States, office \u2014\nThree consumer shows featuring films and entertainment drew\ncapacity crowds in March. During the fall, film showings arranged\nthrough the city's adult education branch were well attended.\nExhibits and Displays:\nThe ministry's 20-foot, custom-built display was exhibited at the\nSan Francisco Boat and Sport Show and the Toronto Sportsmen's\nShow (over 400,000 attended).\nThe display was also viewed by audiences at the Pacific Northwest\nSportsmen's Show in Portland, Oregon, and the International\nVacation and Travel Show in Vancouver.\nTrade shows participation including Rendez-vous Canada 1979 in\nMontreal, Quebec, Alliance of Canadian Travel Associations in\nCalgary, Alberta, and Travel Age West in San Diego, California.\nTravel Writers' Tours:\nThe ministry arranged FAM tours for travel writers.\nJournalists from Germany, Holland, Switzerland and France visited\nthe province. The ministry co-sponsored the tours with the Canadian\nGovernment Office of Tourism, Air Canada and CP Air.\nWriters from these areas also visited the province and wrote travel\nfeatures on British Columbia: United Kingdom, Australia, New\nZealand, Japan and the United States.\nSkimobile:\nFor the third year, the skimobile visited the major market areas: 20\ncities in Alberta, Saskatchewan and Manitoba, where ski shows, press\nconferences and carousels were held to introduce the British Columbia\nski experience. The skimobile also participated at the Vancouver Ski\nShow and a number of northern British Columbia ski promotions.\n MARKET\nDEVELOPMENT\nBRANCH\n MARKET\nIVELOPMENT\nBRANCH\nCONVENTIONS BUSINESS\nSales:\nDuring the year, the ministry attended:\n- Western Conference of Association Executives in Phoenix, Arizona.\nSome 550 delegates attended. The western conference will be held in\nVancouver in 1982;\n- American Society of Association Executives Convention in St.\nLouis, Missouri. Over 3,500 delegates attended. Some 143 leads\nwere developed;\n- Institute of Association Executives Conference, Halifax, Nova\nScotia. Over 400 delegates attended. The conference will be held in\nVancouver in 1981;\n- Meeting World '79 in Washington, D.C. Some 2,000 delegates\nattended, more leads were pursued;\n- Incentive Travel Trade Show in Chicago, Illinois;\n- 'Sell Canada Blitz' in Chicago, Illinois, and Washington, D.C.\nMany new leads were developed.\nSite Inspections:\nThe ministry hosted three groups inspecting convention facilities\nduring 1979:\n- Washington, D.C. Association Executives toured Vancouver and\nVictoria. Four conventions were booked;\n- International Society of Wine and Food \u2014 Vancouver is being\nconsidered for the society's convention;\n- International Association of Seed Crushers \u2014 Vancouver is being\nconsidered for 1985 or 1986.\nVenue Canada:\nThe Canadian Government Office of Tourism, the ministry and the\nindustry hosted a Venue Canada dinner to develop the international\ncongress market. Over 22 persons attended and the group will pursue\nsix international congresses for Vancouver.\nBusiness:\nConvention business in the province increased by over 25 per cent\nin 1979.\nSome 22 international congresses decided during the year to meet in\nthe province in the future. This number is an increase of nearly 200 per\ncent over the previous year.\nConventions Servicing:\nThe ministry mailed out some 80,000 promotional packages to\npotential convention delegates encouraging them to attend their\nconferences in the province.\n MARKET\nDEVELOPMENT\nBRANCH\niet;i..ll\u20acli,\u00abw\n-4AIBKKIA\nVOliKiS^\nHU1& Columbia.\nl ((>11 Mill \\ We've got moun-\nMNvtSK     '     tains and mountains, of\nsnow. Sensational ski\nareas (at least 64) from the Rockies to the Pacific. With\nhardly a lift line in sight. And the skiing is choice.\n'EWorld Cup runs for downhill racers. Gentle\nslopes for easy riders. Bowls of fresh\npowder for masters of the deep.\nAmi hundreds of miles of .\ncross-country trails u> yodel about.\nWe boast the longest lift-\nserviced vertical in North America.\nill*you want mote, we'll sake you\nheli- skiing.)   :\nAnd when you consider the steep lift prices at   ,\nmajor U.S. and Buropean resorts, plus the discount\non the Canadian dollar, we give you a better run for\nyour money. In fact, we're one of the world's best\nski values.\nYou can fly in and out with the greatest of ease.\n\u25a0   ' We've got all kinds of economical ski packages.\nSo get the snowball rolling. Write for our brochure\n(thafs where you'll gel the wop on everything our\nsuper resort > > luinbia,\nSuper\nNatural\nDept. ?i\\ HIT Wharf St.,\nVictoria, British Columbia,\nCanada V8W2Z2,\nOr see your mivci agent or\nairline reservation desk-\nThen ski off the beaten track.\nIn Super, Natural British Columbia.\nBritish Columbia, Canada.\nCONSUMER SALES\nTravel Shows:\nLondon, United Kingdom, office \u2014\nSome 17 travel presentations were made throughout the United\nKingdom in co-operation with travel agents, clubs, and Canadian\nairlines' representatives.\nThe ministry's travel feature films and other audio-visual materials\nwere viewed by some 2,300 persons.\nSan Francisco, United States, office \u2014\nIn addition to the popular British Columbia consumer shows held\nduring March in Fresno, Modesto, Stockton and Sacramento, the San\nFrancisco sales office participated in the San Francisco Sports and\nBoat Show (400,000 attended), the Sacramento Bee Travel Fair\n(3,500 attended), the Travel Expo '79 in Concord, the North Bay\nVacation and Travel in Marin County, the Oakland\/Alameda Ski Expo\n'79 (21,000 attended), the San Francisco Ski Show '79, and the\nChicago Ski Show.\nSki Consumer Shows:\nThe ministry, along with the Ski Marketing Advisory Committee,\nwas actively involved in the spring carousels in Los Angeles, San\nFrancisco and Chicago in the United States as well as consumer shows\nin those cities in the fall.\n  OPERATIONS BRANCH\nPURPOSE:        To meet visitors' expectations and\nencourage extended visits through the\ndevelopment, upgrading, training and\nco-ordination of in-province tourism\nresources and services.\nFUN CT IONS:   - Administering the year-round and seasonal\ninformation centres;\n- Providing travel counsellors on British\nColumbia ferries during peak hours in the\nsummer;\n- Inspecting and registering tourist\naccommodation;\n- Preparing the Tourism Accommodation and\nCampground Directory;\n- Counselling accommodation operators on new\nmanagement techniques and operation\nstandards;\n- Training seasonal travel counsellors;\n- Liaising with the Ministry of Labor on the\nsummer job program;\n- Recruiting and supervising some 70 seasonal\nand permanent travel counsellors;\n- Providing staff support for out-of-province\ntravel promotions;\n- Maintaining, controlling and distributing\navailable industry publications;\n- Warehousing and distributing all the ministry's\ntravel literature.\n DERATIONS\nBRANCH\nACCOMMODATION SERVICES\nAccommodation Inspection, Registration\nAnd Counselling:\nAccommodation counsellors visited and inspected more than 2,000\ntourist accommodation establishments in 1979.\nMore than 1,800 were approved for inclusion in the Tourist\nAccommodation and Campground Directory in 1980.\nA number of operators were encouraged to upgrade their\nestablishments. All registered and approved establishments were\nmailed room-rate cards.\nTourist Accommodation and Campground\nDirectory:\nIn 1979, the 54th consecutive issue was published.\nWork was also completed on the 1980 edition. Some 900,000\ncopies will be mailed to points around the world.\n\u25a0***$\u00a3''\nSANI-STATION\n OPERATIONS\nBRANCH\nCUSTOMER SERVICES\nServing Written, Phone And\nOver-The-Counter Enquiries:\nThe ministry's 12 information centres were open during the year\naccording to the dictates of visitors' traffic patterns.\nNew information centres were opened at the Vancouver\nInternational Airport and at Mount Robson Provincial Park.\nTotal enquiries over-the-counter, by phone and by mail exceeded\n900,000.\nLocation\nCounter\nPhone\nMail\nVictoria\n24,453\n10,839\n77,632\nVancouver\n98,140\n105,187\n16,706\nVancouver\nInt'l Airport\n22.219\n\u2014\n\u2014\nDouglas\n200,393\n2,621\n\u2014\nAbbotsford\n159,929\n4,015\n\u2014\nSeattle\n3,457\n2,677\n\u2014\nOsoyoos\n23,334\n500\n\u2014\nYahk\n23,239\n\u2014\n\u2014\nLocation\nCounter\nPhone\nGolden\n55,830\n\u2014\nBanff\n33,372\n1,200\nMt. Robson\n28,167\n\u2014\nDawson Creek\n7,373\n\u2014\nTourist Alert:\nThe ministry assisted the RCMP locating travellers throughout the\nprovince, to attend to urgent personal matters, under the Tourist Alert\nProgram. The ministry provides a list of contacts, names and\naddresses and phone numbers where the Tourist Alert notices can be\nposted. The ministry also produced the red-and-white logo stickers for\nthe program and distributed them to the contacts.\nForeign Currency Exchange Service:\nA foreign currency exchange at the Douglas Information Centre was\nopened by the ministry in co-operation with Mercury International.\nThe exchange, operated by the firm, has operating hours established\nby the ministry and Mercury International.\nTravel Counselling on British Columbia\nFerries:\nTravel counselling services were offered during peak hours aboard\nthe British Columbia ferries plying between Horseshoe Bay\/Departure\nBay and Tsawwassen\/Swartz Bay, from May 16 till the end of the\nLabor Day weekend.\nOver 100,000 passengers were helped.\n OPERATIONS\nBRANCH\nnpj\\ i^iii i\nINFORMATION MATERIALS\n\u25a1 Reference Manual:\nA detailed reference manual containing some 70 information sheets\nwas produced to aid the ministry's travel counsellors in aiding visitors.\nThe manual contains information on a variety of topics, such as\nblossom times in the Okanagan and Creston valleys, bicycle routes,\ncruise ship arrivals, and recreational vehicle rentals.\n\u25a1 Travel Counsellor Training Manuals:\nThe ministry prepared a set of seven manuals for travel counsellors\nattending the travel counselling techniques course. A set covers\ntourism, geography, industries and resources, transportation, history,\nrecreation, and a resource guide.\n\u25a1 Calendar of Events:\nThis semi-annual publication details attractions and events in nearly\nevery part of the province from art exhibits to sea festivals and winter\ncarnivals.\nThe Fall\/Winter and Spring\/Summer calendars have a combined\ncirculation of 490,000.\nBrochure Warehousing and Distribution:\nTo effectively distribute the ministry's brochures and promotional\nmaterial, three distribution warehouses were operated in Victoria,\nBurnaby and Seattle.\nWeekly stock reports are compiled from each warehouse to\nmaintain control of available literature.\nBrochure Distribution on British Columbia\nFerries:\nThe $ 126,000-subsidy for the distribution of brochures on British\nColumbia ferries was continued in 1979. Some 600 individual\nbrochures representing all aspects of the tourism industry in the\nprovince were placed on the ferries. All brochures carried by the ferry\nfleet were approved by the ministry.\n OPERATIONS\nBRANCH\nSTAFFING AND TRAINING PROGRAMS\nMinistry of Labor Program:\nLiaison was maintained with the Ministry of Labor on the annual\nsummer job placement program.\nA new program, which subsidized the wages of certified travel\ncounsellors at local information centres throughout the province, was\nestablished in 1979. Monetary assistance was also given to centres\nwhere staff attended the travel counsellor techniques course. $300,000\nwas allocated for this program in 1979.\nTravel Counselling Techniques Course:\nDuring 1979, 11 courses were offered at community colleges\nthroughout the province.\nThe 30-hour, five-day course is co-sponsored by the Ministry of\nEducation and is recognized by this ministry as the provincial core\ncurriculum for travel counsellors.\nSome 227 persons successfully completed this mandatory course for\nthe ministry's travel counsellors.\nTravel Counselling Techniques\nCorrespondence Course:\nDuring 1979 a pilot travel counselling techniques correspondence\ncourse was introduced and 53 persons successfully completed it.\nHospitality Certificate Course:\nThe ministry's Hospitality Certificate Course continued to generate\nenthusiasm in its third year.\nDuring the year, 147 courses were offered in 57 communities. The\nclasses were held at the convenience and need of the industry and the\nemployers.\nSince the course was introduced, some 7,000 tourism-oriented\nemployees have completed the eight-hour program.\n m\n\/v\n?\n1\nI\n RESEARCH DIVISION\nPURPOSE:\nFUNCTIONS:\nTo provide research support to the ministry's\nfour branches; and to maintain an up-to-date\ndata bank on all aspects of tourism.\n- Organizing and co-ordinating the ministry's\nresearch programs;\n- Undertaking survey and research projects;\n- Monitoring monthly performance of the\ntourism industry through selected indicators;\n- Maintaining liaison with the ministry's\ninformation offices and tourism associations in\ncompiling regional and sector information;\n- Undertaking an annual inventory of tourist\nfacilities;\n- Preparing regular articles and reports on\ntourism status for public distribution;\n- Maintaining a toursim research library;\n- Providing assistance to advertising agencies\nwith respect to media, markets and ad testing,\nand updating the Marketing Plan;\n- Participating with federal\/provincial agencies\nto ensure compatible research techniques and\nresults;\n- Assisting in the administration of the Travel\nIndustry Development Subsidiary Agreement\ntogether with the Ministry of Industry and\nSmall Business and the federal government.\n RESEARCH\nDIVISION\nRESEARCH PROJECTS:\nPerformance Indicators:\nTo obtain a concise monitor of the travel industry's performance, a\nsystem of monthly recordings of 15 selected travel industry statistics\nhas been maintained since 1975.\nThe monthly indicators include border crossings, air and ferry\ntraffic, hotel and motel occupancies, restaurant sales and information\ninquiries.\nAccommodation Inventory:\nInformation on some 2,000 accommodation establishments listed in\nthe ministry's annual Accommodation Directory is computerized to\nproduce an inventory of facilities by types and sizes and property\nturnovers by region and classification.\nVisitors '79:\nA survey of some 14,000 visitors to the province was conducted\nfrom April to November. The questionnaire was drafted to determine\ntravel characteristics, destination, expenditures, transportation modes,\naccommodation used, and party composition and is expected to yield\nregional data to assess the economic impact of out-of-province\nvisitors.\nVisitors '79 is an expanded update of the Visitors '74 survey and\nwill therefore allow for comparisons and trend details.\nThe survey was contracted out by the ministry and was funded by\nthe federal-provincial Travel Industry Development Subsidiary\nAgreement.\nTourism Facts Book 1979:\nThe ministry gathered data to update the eight regonal Tourism\nFacts Books published in 1977.\nThe revised Tourism Facts Book 1979 will be a single condensed\nreport containing nine chapters \u2014 one on each region. The new format\nwill allow for a comparison of regions and each region's performance\nrelative to that of the entire province.\nPublication and distribution is scheduled for April 1980.\nResident Travel Monitor:\nInitiated in 1978, the continuing resident travel monitor provides\nquarterly estimates of resident travel volume and value, travel\ncharacteristics, resident characteristics in relation to their trip-taking\nbehavior.\nTourism Performance Model:\nIn 1977, a tourism performance model was developed to measure\nthe travel industry's performance.\nThis computer model provides year-end estimates of the number of\ntravellers by mode of transportation, regional distributions with details\nof within-region tourism activity, and balance of payments estimates.\nThe model is a useful internal planning tool for determining\nperformance and measuring objectives of programs in addition to\nproducing short-term forecasts based on current trends.\n RESEARCH\nDIVISION\nCommercial Accommodation Occupancy\nMonitor:\nIn 1978, the commercial accommodation occupancy monitor was\nput in place to yield monthly provincial and regional performance\nreports on representative sample of hotels and motels. Victoria and\nVancouver occupancies were monitored separately.\nThis on-going program also provides information on average room\nrates, guests per room and food and beverage sales.\nTravel Information Package Survey:\nIn November, a four-month survey was started of Canadian and\nUnited States residents, whose travel enquiries were serviced from the\nministry's Victoria office by mail. The respondents were asked to\ncomplete a mail-back questionnaire, which was enclosed with the\nrequested travel information or forwarded separately.\nThe survey was designed to determine the time taken to process\nrequests, condition of the package and its contents upon receipt, and\nadequacy of the material enclosed for travel plans.\nTourism Highlights:\nTourism Highlights is an annual statistical report on British\nColumbia's travel industry.\nIt details current tourism revenues, market information and the\ndemographic and psychological profiles of travellers to the province.\nData on regional tourism activity is also featured.\nTravel Industry Development Subsidiary\nAgreement:\nThe ministry continued to be involved in policy administration of\nthe five-year, federal-provincial Travel Industry Development\nSubsidiary Agreement. The $50-million agreement was signed on\nOctober'78.\nThe agreement covers five program areas: i. Planning; ii. Industry\nOrganization; iii. Industry Upgading; iv. Travel Generators; v. Skiing\nDevelopment.\nThere is a technical sub-committee for each program and this\ncommittee makes recommendations on applications to the\nmanagement committee.\nThe ministry is represented on the five technical sub-committees\nand on the management committee.\n U>r~::\"fiX:''3'7:::<. :\njT-\n-\n SPECIAL SERVICES BRANCH\n,. \u25a0..\u00ab\u00a3\u00a3\u00a3..\nPURPOSE:\nFUNCTIONS:\nff\nJl-   0t-\nTo create and produce materials \u2014 editorial,\nphotographic, graphic and cinematic \u2014 to\nfurther the province's tourism industry; to\nprovide support services for the ministry's other\nbranches and other provincial ministries; and to\nco-ordinate regional tourism associations.\n- Producing and distributing the quarterly\nBeautiful British Columbia magazine and other\nrelated publications that are sold to the public;\n- Producing travel features for the print media;\n- Producing news releases;\n- Liaising and providing editorial and\nphotographic material to travel editors and\ntravel trade media throughout the world;\n- Publishing the Tourism British Columbia\nnewsletter;\n- Producing travel films;\n- Producing the ministry's tourism promotional\npublications;\n- Soliciting and assisting major feature film\nstudios in selecting locations and producing\nfilms in British Columbia;\n- Preparing broadcast-ready editorial material\nfor radio stations;\n- Drafting speeches, messages and reports for\nthe Minister and senior ministry officials;\n- Scheduling, ordering and expediting the\nministry's printing requirements;\n- Co-ordinating regional tourism associations;\n- Producing still photographs for the ministry\nand other government agencies;\n- Operating the ministry's film and still\nproduction laboratories;\n- Maintaining movie films and still photo\nlibraries;\n- Administering the 1979\/80 Travel Writer's\nAwards program;\n- Liaising with regional tourism associations in\nproduction of regional brochures and films;\n- Producing the ministry's annual report.\n SPECIAL\nSERVICES\nBRANCH\nREGIONAL TOURISM ASSOCIATIONS\nFinancial Assistance:\nThe ministry extended financial assistance to the nine regional\ntourism associations under the Contributing Grants Program. The total\nbudget for this program is shared by each region on a fixed percentage\nbasis.\nTo ensure and encourage maximum private sector support,\npayments to a region from its share of the budget is made on a 60\/40\nbasis (60 per cent from the ministry and 40 per cent from the\nassociation) for the following items: one regional brochure, up to three\narea brochures, advertising, membership in selected national,\ninternational and regional associations, regional signs, publicity,\nsalary of the regional co-ordinator, travelling expenses (maximum\nshare for ministry is $5,000), mailing and shipping, and long-distance\nphone calls (maximum: $1,000), salary for secretarial assistance,\nrelated expenditures.\nIn addition, the ministry extended direct grants for certain displays\nand exhibits used outside the region and for the operation of\ncommunity information booths.\nCo-ordination:\nThe ministry held regular meetings with the co-ordinators and\nexecutives of the regional associations to co-ordinate promotional\nprograms and tourism development policies.\n SPECIAL\nSERVICES\nBRANCH\nBEAUTIFUL BRITISH COLUMBIA MAGAZINE\nThe quarterly Beautiful British Columbia magazine observed its\n21 st anniversary with the publishing of the summer '79 issue.\nSome 420,000 copies per issue were published in 1979. The\nmagazine had 355,000 paid subscribers, up from 335,000 in 1978.\nNewsstand sales held steady at 50,000. The remaining copies were\ndistributed as travel publications. A total of 1,620,000 copies were\ndistributed in 211 countries.\nThe school subscription drive was continued in 1979. The\nfund-raising project paid the schools $ 1 for every subscription sold.\nOver half of the Lions Clubs in the province joined in a subscription\ndrive, under the auspices of the British Columbia Lions Society for\nCrippled Children, during the Timmy's Telethon with $1 per\nsubscription going towards the charity. Over 10,000 subscriptions to\nthe magazine were sold.\nSubscription coupons were also placed in the billing statement\nenvelopes of British Columbia Hydro and Eaton's.\nSpecial Publications:\nDuring 1979, the following special publications were produced\nunder the magazine's sponsorship:\n[~J For the first time in the magazine's history, an issue of the\nmagazine was published in four languages: Japanese, German, French\nand English.\nSome 20,775 copies of the magazine's summer edition were\nproduced in French (the magazine first published a French edition in\nspring '78), some 38,683 copies were published in German and\n61,855 copies were in Japanese.\nThe foreign-language issues were mailed free to relatives and\nfriends of British Columbia residents in their native countries.\n[~J 20,000 copies of the Southeast Corner and 25,000 copies of\nVancouver Island were produced in 1979.\nThe full-color, 36-page special publications continued the series of\nregional 'specials' published by the magazine.\nPrevious editions in the series include Beautiful British Columbia's\nThe Great North, the Okanagan-Similkameen and the Land of the\nThompson.\n^f\\ This is British Columbia, Volume IV: Recipes Through the Years,\nproduced jointly by the agriculture ministry and the magazine staff,\ncontinued to be on sale in 1979.\nSales:\nBeautiful British Columbia magazine revenues from newsstand\nsales, subscription sales, and special editions totalled $1,630,909 in\n1979.\nSpecial issue sales (1979 only)\n- This is British Columbia, Volume IV: Recipes Through the Years -\nhard cover: 4,309 copies; soft cover: 14,935;\n- The Great North - 7,900 copies;\n- Land of the Thompson - 15,200 copies;\n- Okanagan-Similkameen - 16,100 copies;\n- Southeast Corner - 11,640 copies;\n- Vancouver Island - 11,180 copies.\n SPECIAL\nSERVICES\nBRANCH\n3    \u201e   fR^^^C^T^\nPUBLICITY AND PROMOTIONAL MATERIALS\nNews Releases:\nThe ministry periodically issued news releases on its plans, policies,\nprograms and projects and on the performance of the travel industry.\nNewsletters:\nFour Tourism British Columbia newsletters were published in 1979\nto supplement the news releases and other material issued by the\nministry. The newsletters, geared specifically to the tourist industry,\ngave in-depth information on the industry's performance and trends\nand on the ministry's plans, policies, programs and projects.\nTour British Columbia series:\nThe ministry mailed 52 mini travel stories to all weekly and daily\nnewspapers in the province and other interested individuals or media\noutlets.\nThe Discover British Columbia series, which was introduced during\nthe Captain Cook Bicentennial year, was replaced by the Tour British\nColumbia series, which emphasized mini tours of the province.\n SPECIAL\nSERVICES\nBRANCH\nTravel Features:\nThe ministry commissioned free-lance writers to write full-length\ntravel features on various attractions in British Columbia for\nout-of-province newspapers and magazines. Travel features were also\nwritten by staff to meet specific requests from travel and trade\npublications.\nInformational\/Promotional Publications:\nDuring the year, the following publications were produced by the\nministry:\n\u25a1 Four issues of Beautiful British Columbia magazine \u2014 420,000\ncopies each;\n[J 1979 Calendar Diary, Beautiful British Columbia magazine,\n360,000 copies;\n\u25a1 French edition, Beautiful British Columbia magazine, Summer '79\n\u2014 20,775 copies;\nl~J German edition, Beautiful British Columbia magazine, Summer '79\n\u2014 38,683 copies;\n[~J Japanese edition, Beautiful British Columbia magazine, Summer\n'79 \u2014 61,855 copies;\nQ Beautiful British Columbia's Southeast Corner \u2014 20,000 copies:\nE] Beautiful British Columbia's Vancouver Island\u2014 25,000 copies;\nE] Year of the Child foldout, Beautiful British Columbia magazine,\nWinter '79 \u2014 400,000 copies;\n\u25a1 British Columbia Road Map \u2014 1,150,000 copies;\n\u25a1 All About Us foldout \u2014 200,000 copies;\nE] Calendar of Events\ni. Fall\/Winter\u2014 90,000 copies;\nii. Spring\/Summer - 350,000 copies;\n\u25a1 Accommodation Directory \u2014 850,000 copies;\nI   I Courtesy Calendar Diary \u2014 30,000 copies;\n_____ Tourism British Columbia newsletter\nVol. 3 No. 1 \u2014 80,000 copies;\nVol. 3 No. 2 \u2014- 25,000 copies;\nVol. 3 No. 3 \u2014 20,000 copies;\nVol. 3 No. 4 \u2014 30,000copies;\n[~J Travel Agent's Manual\u2014 12,000 copies:\n\u25a1 Vancouver Visitor's Map \u2014 200,000 copies;\n\u25a1 Ski brochure \u2014 125,000 copies:\n\u25a1 Royal Hudson Train pamphlet \u2014 100,000 copies:\nE] Jumbo posters \u2014 nine scenes, 36,000 copies;\n\u25a1 Large pictorial envelopes \u2014 200,000 envelopes;\n\u25a1 Menu shell \u2014 110,000 shell;\n\u25a1 Tourism Highlights '78 \u2014 5,000 copies;\n\u25a1 Convention kit pocket folder\u2014 100,000 folders;\n\\ff\\I978 Annual Report \u2014 100 copies.\n SPECIAL\nSERVICES\nBRANCH\nGraphic Design and Photographic\nProductions:\nThe ministry designed and produced brochures for its own use and\nassisted in the graphic design and production of promotional materials\nfor other ministries and regional associations.\nSome 61,000 black-and-white and color prints were produced by\nthe ministry during the year. The photographs were used in the\nBeautiful British Columbia magazine, other brochures and\npublications, posters, for the Tourism British Columbia newsletter,\nnews releases, travel stories and to meet requests from newspapers,\nmagazines and other publications around the world. In 1978, a total of\n59,073 prints were produced.\nThe Ministry's four photographers travelled a total of over 50,000\nkilometres by car during the year to take some 15,000 photographs of\nthe province's landscapes, peoples, attractions and special events.\nThey covered every region in all the seasons.\nThe ministry's still photo library now has some 65,000 negatives on\nfile, updated photo albums on each region, and a selection of color\nslides.\nThe photographic studio for taking portraits of cabinet ministers,\nmembers of the Legislative Assembly, and senior government officials\nwas active throughout the year.\nMail-outs:\nSome 102,200 pieces of information\/photographs were mailed out\nduring the year. These include news releases, Tour British Columbia\nseries, travel features, information packages, individual photographs,\netc. This total does not include the Tourism British Columbia\nnewsletter, which is handled by the provincial postal branch.\nComputerized mailing lists and other special mailing lists are\ncontinually being updated.\n TRAVEL FILMS:\nFilm Library:\nThe ministry operated the film library in Vancouver. During the\nyear the 29 titles of travel films produced by the ministry were\nborrowed for 1,337 screenings.\nThe film library also handles films produced by other ministries.\nLast year, these films were borrowed for 4,960 screenings.\nDistribution:\nSome 226,505,988 persons in Canada, United States, United\nKingdom, France, Germany and the Netherlands saw a film, produced\nby the ministry, on British Columbia during 1979.\nOut-of-province film distribution is handled by the Canadian\nGovernment Offices of Tourism and the National Film Board offices.\nStatistics indicate that persons in \"captive\" audiences in 1979\ntotalled 3,323,988. There were 169,078,000 television viewers and\n54,104,000 cablevision viewers.\nProduction:\nTwo new travel films were produced in-house by the ministry\nduring 1979, a third was produced on-contract by an outside firm, and\na fourth is nearing completion.\nThe \\4-minute Atlin, a travel documentary on British Columbia's\nnorthernmost town, was completed. The 16 mm color film is now\navailable for screening.\nSki Supernatural was also completed during the year. It is a\n14:45-minute travel film that highlights skiing in the province's major\nski areas.\nMajesty of Water, produced for the ministry by an outside firm,\ncovers the Thompson-Shuswap region. The 25-minute color\ntravelogue brings the total number of films from the ministry to 29.\nThe others are Royal Hudson (8 mins.), Steelhead River (12:21\nmins.), Happiness Is (14 mins.), Impressions of the Peace (14 mins.),\nThe Fraser Canyon (18 mins.), Land of the Red Goat (20 mins.), Big\nGame Camera Holiday (14:13 mins.), Echoes of Gold (15 mins.), The\nGreat Annual Bathtub Race (13:20 mins.), Unknown Rockies (20\nmins.), Vancouver Pacific Celebration (20 mins.), If I Didn't See It I\nWouldn't Believe It (18 mins.), Valley of the Swans (24 mins.), A\nPlace of Refuge (26 mins.), Highways to Splendour (25 mins.), Guide\nto a Salmon (24 mins.), Sounds of Silence (24 mins.), Island Eden (25\nmins.), 'Ksan (28 mins.), Mirrors to the Sun (25 mins.), Because It's\nHome (29 mins.), The Land Between (26 mins.), Highway (27 mins.),\nThis is the Place (25 mins.), and The Way Back (45 mins.).\n SPECIAL\nSERVICES\nBRANCH\n SPECIAL\nSERVICES\nBRANCH\nSCREEN AND TELEVISION SERVICES:\n1979 was the best year to date for the province in the field of feature\nfilm and television production.\nEleven films with budgets totalling a record $40 million were\nproduced during the year in the province. Another three films, with\nbudgets totalling $13.2 million, were nearing completion at year's\nend.\nThis brings the grand budget total to $53.2 million for 1979.\nThe films that were completed were: Bear Island ($13.5 million),\nThe Changeling ($6.2 million), Letters from Frank ($1.5 million),\nKlondike Fever ($5.7 million), The Love Boat\u2014 a TV special ($2.2\nmillion), Huckleberry Finn and His Friends \u2014 a TV series ($3\nmillion. Strange Companions ($1.2 million), Pam Ayres Christmas \u2014\na TV special ($500,000), Ce Be ($3 million), Up River ($1.2 million),\nand Element of Risk ($2 million).\nFilms started in 1979 and scheduled for completion in early 1980\nare: Flowers from Felix ($ 1.2 million), The Bed Next to Mine ($4\nmillion), and All Washed Up ($8 million).\n ","attrs":{"lang":"en","ns":"http:\/\/www.w3.org\/2009\/08\/skos-reference\/skos.html#note","classmap":"oc:AnnotationContainer"},"iri":"http:\/\/www.w3.org\/2009\/08\/skos-reference\/skos.html#note","explain":"Simple Knowledge Organisation System; Notes are used to provide information relating to SKOS concepts. 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Library. Sessional Papers of the Province of British Columbia","attrs":{"lang":"en","ns":"http:\/\/purl.org\/dc\/terms\/source","classmap":"oc:SourceResource","property":"dcterms:source"},"iri":"http:\/\/purl.org\/dc\/terms\/source","explain":"A Dublin Core Terms Property; A related resource from which the described resource is derived.; The described resource may be derived from the related resource in whole or in part. 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