"233aa694-b011-4c2d-bd39-45092bdefb31"@en . "CONTENTdm"@en . "REPORT OF THE TOURIST INDUSTRY, 1967"@en . "http://resolve.library.ubc.ca/cgi-bin/catsearch?bid=1198198"@en . "Sessional Papers of the Province of British Columbia"@en . "British Columbia. Legislative Assembly"@en . "2018-04-11"@en . "[1968]"@en . "https://open.library.ubc.ca/collections/bcsessional/items/1.0365672/source.json"@en . "application/pdf"@en . " PROVINCE OF BRITISH COLUMBIA\nDEPARTMENT OF TRAVEL INDUSTRY\nHon. W. K. Kiernan, Minister R. B. Worley, Deputy Minister\nREPORT OF THE\nDepartment of Travel\nIndustry\nYEAR ENDED DECEMBER 31\n1967\nPrinted by A. Sutton, Printer to the Queen's Most Excellent Majesty\nin right of the Province of British Columbia.\n1968\n The Honourable W. K. Kiernan, Minister of Travel Industry.\n Victoria, B.C., January 24, 1968.\nTo Major-General the Honourable George Randolph Pearkes,\nV.C., P.C., C.B., D.S.O., M.C., CD.,\nLieutenant-Governor of the Province of British Columbia.\nMay it please Your Honour:\nHerewith I beg respectfully to submit the Annual Report of the Department\nof Travel Industry for the year ended December 31, 1967.\nW. K. KIERNAN,\nMinister of Travel Industry.\n Victoria, B.C., January 24, 1968.\nThe Honourable W. K. Kiernan,\nMinister of Travel Industry.\nSir,\u00E2\u0080\u0094I have the honour to submit the Annual Report of the Department of\nTravel Industry for the year ended December 31, 1967.\nR. B. WORLEY,\nDeputy Minister of Travel Industry.\n CONTENTS\nIntroduction by the Deputy Minister..\nHighlights of 1967\t\nEstimated Tourist Revenue\t\nAdvertising and Research\t\nAdministration and Contributing Grants.\nBritish Columbia House, San Francisco..\nLos Angeles Office\t\nAccommodation\t\n\" Beautiful British Columbia \" Magazine.\nConventions and Special Promotions\t\nExhibits and Displays\t\nInformation Services\t\nPublicity\t\nTourist Information Centres\t\nTravel Counselling\t\nPhotographic Branch\t\nPage\n- 9\n... 14\n... 16\n. 18\n_ 21\n- 24\n_ 26\n... 27\n_ 28\n_. 29\n... 31\n__ 32\n._ 34\n... 35\n_ 37\n._ 40\n 6*0 I\n. 0<_K-\nH\nPi\n<\nffl\nU\nO\n<\no\nUw C-.EU\nuj \u00C2\u00AB 3 g 5 -\nS5 if \u00C2\u00A3\n_.|llil|\n(Atels c__^ ,\n^K-1 < _\n_*\nO d\nz5 .\n_*\n-S\u00C2\u00B0< _3\n\u00C2\u00A3*5 el\"\no .5 S-. =\niffil\nK si -\n\u00E2\u0096\u00A0 c_ \u00E2\u0080\u00A2\u00C2\u00A3\nu_S\n_-i<\u00C2\u00A3.5'5|\n- ca_hE\n\"ofgSfll\nS |s-Scg_\n\u00E2\u0080\u00A2P \"1\n2* IS\n__.\n\u00E2\u0096\u00A0Nlli*_\n Report of the Department of Travel Industry, 1967\nINTRODUCTION\nBy Ronald B. Worley, Deputy Minister\nIn recognition of the rapidly increasing importance of tourism in British\nColumbia, an Act of the Provincial Legislature dated March 20, 1967, authorized\nformation of the Department of Travel Industry that became effective April 1, 1967.\nThe Department of Travel Industry comprises the former British Columbia\nGovernment Travel Bureau, Photographic Branch of the Department of Recreation\nand Conservation, and select promotional personnel of the British Columbia Ferry\nAuthority. The Department of Travel Industry now occupies premises at 1019\nWharf Street, Victoria.\nThe basic policies of the Department of Travel Industry are to provide leadership in the promotion of all phases of the industry by co-ordinating the activities\nof the private and public sectors wherever practical, as well as to encourage a high\nstandard in accommodation and related services within the Province with the objective of maintaining visitor satisfaction, and to improve the domestic appreciation\nof the importance of this industry to our economy so that continued growth can be\nfostered by public attitudes conducive to such growth.\nTo implement these policies, the Department of Travel Industry increased\nparticipation in sports and travel shows and exhibitions in Canada and the United\nStates. Increased advertising included special colour inserts in some of the world's\nmore popular publications; for example, Time Magazine, Reader's Digest, Saturday\nEvening Post, National Geographic, Better Homes and Gardens, The New Yorker,\nand Sunset. This advertising placed the British Columbia story in magazines located\nin areas from whence potential visitors were most likely to come; that is, neighbouring Canadian Provinces and States of the Pacific Northwest and Mid-west.\nIncreased use was made of the tremendous potential of television and radio\ninterviews, including national television shows, with as many as 17,000,000 viewers\nacross the continent. The advertising on such shows would cost up to $25,000 per\nminute. This generous time, granted on a free basis to the Department of Travel\nIndustry, was indeed valuable to the Province. In November I celebrated my 100th\nappearance on television on behalf of tourism in British Columbia.\nComplete reorganization of the Travel Bureau within the Department of Travel\nIndustry considerably improved the everyday mechanics to serve the public better,\nat the same time improving the presentation of British Columbia as an ideal\nvacation land at any time of year.\nSenior members of the staff were given individual responsibilities in order\nto specialize in their respective fields. In this manner the handling of inquiries\nis now decentralized by having the person in charge of a section deal directly with\ninquiries pertaining to his or her section. This practice has proved highly successful, and the work of the whole department is running smoothly. This can be more\ngraphically explained by referring to the Organization Chart as shown on page 8.\nIt was my pleasure to inaugurate the \" sister city \" project for Victoria and\nPalm Springs with a view to increasing tourist business from an area where it is too\nhot to stay comfortably in the summer. A new slogan, \" The Four-season Vacation-\nland,\" originated and had beneficial influence wherever it was used.\n Q 10\nBRITISH COLUMBIA\nPremier W. A. C. Bennett and the Honourable W. K. Kiernan, Minister of the\nDepartment of Travel Industry, welcome Michael Reagan, son of California's Governor\nRonald Reagan. Mr. Reagan was one of the winners on the popular television programme\nDating Game, and his prize was a trip to British Columbia. Publicity generated by this\ntrip was shown by 178 television stations, with an estimated audience of 17,000,000 people.\nIn early summer the increased advertising programme created a backlog of\ninquiries, and immediately after our move to the new quarters it was necessary to\ngive assistance to the mailing-room staff by having every member of the Travel\nDepartment take part in \" working bees \" to clear the avalanche of inquiries. In\nthis manner as many as 115 bags of mail per day were delivered to the post office\nfor mailing. The acquisition of the new Friden Flexowriter, soon after the move\nto Wharf Street, justified its expense by automatically typing labels and thus freeing\ntypists for other duties. In February, 1968, installation of a Phillipsburg inserting-\nmachine will further prove time-conserving and speed out-going mail tremendously.\nThese machines should eliminate inquiry backlogs in the future. Otherwise, temporary help was required to assist in the ever-increasing flow of tourist inquiries\nexperienced during 1967, and more would be required for the coming year.\nThe Department of Travel Industry was fortunate in obtaining the temporary\nservices of Mrs. Jean Hunter, whose broad experience in radio, the theatrical world,\nand television circles in North America helped immeasurably in the production of\nslide-film presentations for the various promotions.\nA unique departure from previous practices was the Department's decision to\npublish a 100-page full-colour book with a refined soft-sell approach. Publication\nof \"This . . . Is British Columbia\" on November 1st revealed instant appeal,\nwith excellent sales and continuing requests for copies. Production of the book\nhas evoked praise from reviewers and readers in many parts of the world.\nThe production of the Department's ever-popular colour quarterly, \"Beautiful British Columbia \" magazine, has come under closer control in an attempt\nto raise its present high quality.\n REPORT OF THE TOURIST INDUSTRY, 1967 Q 11\nAware of the vast potential of visiting journalists and photographers, the\nDepartment of Travel Industry applied even more intense effort to cultivate\npublicity from these sources. Staff members are to be congratulated for their\ndedication and enthusiasm in this respect and for the many week-ends, public\nholidays, and hours of overtime devoted to hosting and guiding these influential\nvisitors. The result of this work has shown immense effects in the publicity\ngained in many newspapers and magazines, both on this continent and overseas.\nThe Department has been most happy to co-operate with the Canadian\nGovernment Travel Bureau and the Department of External Affairs, Ottawa, in\nthis respect.\nThe Photographic Branch maintains its fine reputation for production of\nquality documentary films on British Columbia. Staff members of this Branch\ntravelled many thousands of miles in quest of fresh new photographs for Departmental use, for the use of other departments of Government, and for world-wide\nutilization. They also gave freely of their off-hours to present film showings at\nmeetings of organizations and other influential gatherings.\nThe Convention Section increased its activities during 1967. Conventions\nto British Columbia brought in the neighbourhood of $15,000,000, the largest\namount so far.\nResults from the Los Angeles Herald-Examiner Social Security Number\nContest were especially gratifying. Staff members represented the Province at\nconvention promotions in Montreal and Athens, Greece, and definite bookings for\ntwo conventions accrued from these, together with contacts made that could\nresult in more.\nIn 1967 the travel industry received considerable assistance through the\ncommencement of new air-line services daily\u00E2\u0080\u0094by Canadian Pacific Airlines from\nSan Francisco to Vancouver non-stop and by Western Airlines from Los Angeles\nto Vancouver non-stop, San Francisco to Vancouver, and Portland to Vancouver.\nThese developments serve as springboards for the Province to plunge more deeply\ninto the rich potential of the western tourist market, and the Department is doing\neverything possible to assist fullest development and success of these services.\nFurther plans are being made with Canadian Pacific Airlines to promote\nincreased tourist influx from Europe, Australia, Hawaii, and Japan. It is very\npleasing to report that British Columbia is the first Province in Canada to promote\nsuch offshore business.\nIt is gratifying to be able to report the success of the co-operative project with\nWestern Airlines in its campaign, \"Answer the Call of North Country Adventures.\"\nThrough this massive advertising campaign, in which we participated with Alberta,\nthe Great Northern Railway, Trailways, Westtours, Hertz, and others, a special\ncolour rotogravure was delivered with every week-end newspaper to more than\n4,000,000 homes in California and Arizona. In other words, this attractive ostensibly non-advertising approach to publicity went to every home situated in one of our\nmost lucrative markets.\nThis, and other advertising campaigns by air lines and rent-a-car companies\noffering combined fares for both forms of transportation, has opened up a new world\nof tourists for British Columbia.\nThe \"Answer the Call of North Country Adventures \" supplement appeared\nsimultaneously with the annual Southern California promotion in April, and special\ntribute is paid to those businessmen who gave so freely of their time and efforts\nto help bring to a successful conclusion a gigantic operation consisting of 205 sales\npresentations in five days to service clubs and organizations interested in travel.\n Q 12\nBRITISH COLUMBIA\nStar of \" Checkmate \" and \" Family Affair,\" Sebastian Cabot applauds World Champion Jockey Johnny Longden, joined by Premier W. A. C. Bennett and the five-time\nnominated and two-time winner of the Oscar Award, Olivia De Havilland, at the Government luncheon in Los Angeles, April, 1967.\nPersonal support by the Honourable the Premier and members of the Cabinet assured\nsuccess of the week-long promotion.\nIt is important to point out that, in the travel industry, Southern California, and\nparticularly the Los Angeles area, is our most lucrative region for securing tourists.\nConsequently, the competition is strongest there.\nWith the thought in mind that if we are ever to make a name for British\nColumbia as a tourist Mecca, we must make it where such competition exists and\ncapitalize on the fact that it is the entertainment centre of the world.\nIn this manner we are being successful, and successful, too, in using the entertainment world to assist our transmitting our story to the world.\nOur promotion this year attracted such great names as Olivia De Havilland,\nGlenn Ford, Kathryn Hayes, Robert Vaughn, Johnny Longden, Sebastian Cabot,\nArthur Freed, and Charles Farrell\u00E2\u0080\u0094all of whom helped to advertise British Columbia.\nCognizant of the fact that almost every country of the world is fiercely engaged\nin luring the visitor's dollar, the Department is aware of the need for a more concerted drive toward meeting such world-wide competition. Fortunately for British\nColumbia, we have numerous natural and man-made advantages over many other\nparts of the world. The Department has therefore every intention of bringing our\ngreat heritage to the attention of more and more people. It further dedicates itself\nto earnest projection of our image and tourist advantages so that, as time goes on,\ntravel to our Province will be an even more important industry than it is today.\nMy sincerest appreciation is extended to those who, through the years, have\ndone a tremendous amount of groundwork to foster tourism in British Columbia,\n REPORT OF THE TOURIST INDUSTRY, 1967\nQ 13\nand likewise to all members of the present staff of the Department who readily\naccept the many challenges which confront them. Judging by past performance,\nthere is no doubt that the Department of Travel Industry will develop into a leader\nin the world of tourism. In the same manner that I express my appreciation of the\ncombined Departmental work, I likewise wish to thank the many other Government\ndepartments whose friendly co-operation and enthusiasm have contributed immeasurably to this, our first year of operation.\nOn the following pages, reports outline activities of the various sections of the\nDepartment.\n\u00E2\u0096\u00A0\n Q 14 BRITISH COLUMBIA\nHIGHLIGHTS OF 1967\nDEPARTMENT OF TRAVEL INDUSTRY\nEstablished April 1, 1967.\nRecord Tourist Season\n1961 $115,000,000\n1962 145,000,000\n1963 150,485,480\n1964 183,936,000\n1965 201,133,300\n1966 (final) 286,939,700\n1967 (estimated) 317,312,900\nAccommodation Section\nTwo thousand and sixty-three establishments of 21 different types, composed\nof 52,606 units, were registered as \" approved accommodation.\"\n\" Beautiful British Columbia \" Magazine\nAverage circulation per issue climbed from 145,000 to 165,000 in 1967. Subscriptions increased from 80,000 to 100,000.\n\"This ... Is British Columbia\" was introduced with great public acceptance.\nConvention Section\nEstimated revenue from convention business to the Province increased to\n$15,000,000.\nCounselling Section\nMore than 230,000 mail inquiries for tourist information were serviced, a\n30-per-cent increase over 1966.\nContributing Grants\nLargest expenditure and use of funds since the inception of the programme,\nwith 81 per cent of the allocated $175,000 expended to December 31st.\nPublicity\nTwo hundred and eight special stories sent out to editors and free-lance writers\nin many parts of the world.\nThirty-four leading press, magazine, and television personnel were shown some\nof the Province's attractions through the Blue Water Press Tour. The tour generated some $150,000 in publicity to December 31st.\nTravel Shows\nParticipation in nine travel shows in Canada and United States, with combined\naudiences of more than 2,180,000 people.\nTourist Promotions\nMajor promotional tours to Southern California and Prairie markets.\n prints\nREPORT OF THE TOURIST INDUSTRY, 1967 Q 15\nPHOTOGRAPHIC BRANCH\nStill Photography\nDarkroom production exceeded 3,200 negatives and 22,000 black-and-white\nProductions\nThree new films under production.\nMotion Pictures\nTwo new films won major awards. There are now 1,900 prints of Departmental travel films in circulation in the United States, with a total of 30,000\nshowings and an audience of 1,500,000 people.\nTelevision Screenings\nIn the United States there were 420 showings on television, 250 in colour, with\na potential audience of 70,000,000 viewers.\n Q 16\nBRITISH COLUMBIA\nESTIMATED TOURIST REVENUE, 1967\nThe 1967 motor-vehicle border crossing figures supplied by the Dominion\nBureau of Statistics have been reported in more detail than in former years, and\nthe 1966 estimated revenue has been revised upward accordingly, as the Dominion\nBureau of Statistics has now supplied the matching statistics for that year.\nBritish Columbia's tourist-visits increased in 1967 by 10.5 per cent for car\ntravel and by approximately 15 per cent by public carriers compared with 1966.\nTourist traffic from outside the Province produced an estimated revenue of\n$249,198,600, made up as follows: 2,774,062 Americans arrived by automobile\nacross the British Columbia-United States Border and produced $110,962,480;\n721,256 Americans arriving by automobile across the Alberta Border accounted\nfor $28,850,240; and Americans arriving via public carrier totalled 408,220, producing $16,328,800. (This is actually an increase over the 1966 figure, which was\nestimated in error to be $16,836,000; the 1966 figure should have been 354,974\nvisits for a total of $14,198,960.) American travellers, therefore, made a total of\n3,903,538 visits and produced an estimated revenue of $156,141,520. Canadian\nvisits by automobile totalled 2,326,427 and contributed $93,057,080, making the\ntotal out-of-Province visits 6,229,965 with a revenue of $249,198,600.\nIn addition to the above, it is estimated that British Columbians made 2,270,479\nvisits within the Province and spent $68,114,370. This brings the total estimated\ntourist revenue for 1967 to $317,312,970.\nFive times nominated and two times winner of the Oscar Award, Olivia De Havilland\nwatching the slide-film presentation of Deputy Minister Ronald Worley and Director\nRichard Colby at the Government luncheon held at the Beverly Wilshire Hotel on Thursday,\nApril 13, 1967.\n REPORT OF THE TOURIST INDUSTRY, 1967\nQ 17\n40\n30\n20\n10\nJan, Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.\nPercentage increase of border crossings of 1967 compared to 1966.\nThe up-swing in off-season travel was very encouraging. The following figures\nshow that the percentage increase of border crossings for 1967 compared to 1966\nwas generally higher than for the peak months of July and August: January, 8.8\nper cent; February, 4.5 per cent; March, 30.7 per cent; April, 10.1 per cent; May,\n5.6 per cent; June, 15.3 per cent; July, 2.8 per cent; August, 4.3 per cent; September, 13.3 per cent; October, 21.1 per cent; November, 23.9 per cent.\nThis trend is significant, and every effort should be made to sustain it.\n Q 18 BRITISH COLUMBIA\nADVERTISING AND RESEARCH\nRichard L. Colby, Director\nADVERTISING\nThe Department used a broad programme of advertising this year and extended\nthe scope both in co-operative ventures and off-season promotion. The programme\ncan be broken down under the following headings:\u00E2\u0080\u0094\n(1) General\u00E2\u0080\u0094Canadian.\n(2) General\u00E2\u0080\u0094American.\n(3) Fall.\n(4) Winter.\n(5) Co-operative.\n(6) British Columbia.\n(7) Miscellaneous.\nThe advertising this year stressed the activities and attractions created by the\nCentennial celebrations in addition to the natural beauties and excellent tourist facilities of the Province. A new slogan, \" The Four-season Vacationland,\" was also\ndeveloped in support of the importance and desirability of increasing the number\nof tourist visits during the off-season months. Our standard slogan, \" Beautiful\nBritish Columbia,\" is also being retained. It is concise, visual, and has become\nwell established.\nOur budget received additional funds from the Centennial Committee.\nDETAILS OF ADVERTISING SCHEDULES\nGeneral\u00E2\u0080\u0094Canadian\nThis campaign used the Financial Post \" Canadian Holiday \" issue and 20 other\nnewspapers covering Alberta, Saskatchewan, Manitoba, Ontario, and the City of\nMontreal. Radio was also used in the Provinces of Alberta, Saskatchewan, and\nManitoba, and part of the campaign was timed to take advantage of the large number\nof visitors at Edmonton's \" Klondike Days,\" the Calgary Stampede, and the Pan-Am\nGames at Winnipeg.\nTelevision commercials used on the Prairies included spots featuring the world-\nfamous television star Sebastian Cabot.\nGeneral\u00E2\u0080\u0094American\nAdvertisements were placed in the following 16 magazines (unless otherwise\nindicated, all were four-colour, full page; the figures refer to the number of insertions): Sunset (2); Westways (3) (two-colour); Motorland (1); National Motorist (2); Better Homes and Gardens (Pacific Edition) (2); Western Outdoors and\nField and Stream (1) (one-third page, black and white); Outdoor Life (Western)\n(1); National Geographic (Western) (1); Redbook (1\u00E2\u0080\u0094Los Angeles) (1\u00E2\u0080\u0094San\nFrancisco); Woman's Day (Los Angeles-San Francisco) (1); Family Circle (Los\nAngeles-San Francisco) (1); Seattle Magazine (1); The Instructor Magazine (1)\n(two-colour); Pace Magazine (1); Palm Springs Life (1) (two-colour).\nRotogravure advertisements were used in each of Los Angeles Times \" West\"\nmagazine, Los Angeles Herald-Examiner \" California Living,\" and the San Francisco\nExaminer-Chronicle \" California Living \"\u00E2\u0080\u0094one insertion, one page, four-colour\neach.\n REPORT OF THE TOURIST INDUSTRY, 1967 Q 19\nTwenty-eight newspapers in the Western States were also used for a total of\n142 insertions.\nRadio commercials used in the Pacific Northwest featured spots by Bob Hope.\nFall Campaign\nA full-page four-colour advertisement was used in Sunset Magazine and one full-\npage two-colour advertisement was used in Westways. Full-page four-colour rotogravure advertisements were also used in \" West\" magazine and in \" California\nLiving.\" In addition, 12 newspaper insertions were used in Alberta and Saskatchewan, and 23 were used in newspapers in the Western States. Space was also taken\nin two issues each of Sunday magazine sections in Los Angeles and San Francisco.\nWinter Campaign\nIn Canada, six newspapers were used in the Prairie Provinces and also the\nwestern edition of Time (Canada). One advertisement in the Toronto Globe and\nMail produced a very favourable response, and others were used in the Country\nGuide, Western Producer, Free Press Weekly, Family Herald, and the Reader's\nDigest (Prairie Edition).\nIn the United States, advertisements were run in two Seattle papers, one in\nSpokane, and also Seattle Magazine and Ski.\nCo-operative Advertising\nThe Department firmly believes in the advantages of co-operative advertising\nto reinforce the regular campaigns, and this approach was expanded this year, with\nthe following results:\u00E2\u0080\u0094\n(1) The Department again spearheaded a special supplement on British Columbia in Sunset Magazine. This resulted in a supplement of 24 pages,\nfour taken by the Department and the remainder supported by 20 advertisers representing the regional tourist organizations and the private sectors\nof the industry in the Province. One hundred thousand copies of the\nsupplement were ordered as an overrun and distributed to travel agents,\nsport shows, and other tourist outlets.\n(2) The Department continued the traditional co-operative campaign with the\nStates of Washington and Oregon. The \" Two-nation Vacation \" was\npromoted by three four-colour advertisements each in Holiday, Venture,\nand New Yorker magazines.\n(3) The Western Canada campaign was continued jointly with the Provinces\nof Alberta and Saskatchewan. This campaign was directed at the Provinces of Ontario and Quebec, and one-half the cost was paid by the Canadian Government Travel Bureau as its part of the promotion to encourage\nmore interprovincial travel.\n(4) A co-operative campaign with Canadian Pacific Airlines and Hertz was\ncarried out in the Cities of San Francisco, San Jose, and San Rafael.\n(5) The co-operative campaigns with Western Airlines in its \" North Country\nAdventures \" and \" Ski Western America \" and the British Columbia-\nWestern Airlines-Hertz promotions were profitable.\nBritish Columbia Campaign\nA radio campaign was carried out during the summer months within the Province. The purpose was to persuade our own citizens to travel in British Columbia,\nand to encourage our tourists to stay longer and travel farther in the Province.\n q 20 british columbia\nMiscellaneous\nA continuing programme of advertising in trade magazines was carried on with\nthe view to encourage the development of convention travel to British Columbia.\nA series of travel stories was prepared by various British Columbia writers on\ndifferent areas of the Province. These, along with photographs, were distributed\nwidely to newspapers in Canada and the United States and were well received.\nResearch\nInvestigations were carried out in co-operation with air lines which established\nthe value of combined U-drive and air travel. As a result, the Department supported\na joint campaign directed at that market.\nWe were pleased to learn that the Canadian Government Travel Bureau is conducting several surveys that could be of great value to us and to the industry in\ngeneral.\nPROVINCIAL TOURIST ADVISORY COUNCIL\nThis Council enables the Provincial Government to work closely with all\nsegments of private enterprise concerned with the Provincial tourist industry, and\nalso with the regional tourist authorities. The closed spring meeting was held, as\nusual, in Victoria, and the general fall meeting was held in Prince George. It was\ngenerally conceded by all concerned that the latter was one of the most rewarding\nto date.\nI had the pleasure of representing the new Department at conventions or\nannual meetings of the following groups: Canadian Tourist Association, Provincial\nTourist Advisory Council, Western America Convention and Travel Institute, British\nColumbia Motels and Resorts Association, Canadian Travel Film Committee, Western Provincial Travel Directors, Pacific Northwest Travel Directors, and Alberta\nTourist Association.\nAmong other promotions, I took part in the inaugural flight of Western Airlines new service from Los Angeles to Vancouver. One result was a fishing trip\nto the Province by Mr. and Mrs. Glenn Ford, which resulted in valuable press and\ntelevision publicity.\nAn interesting travel pattern has developed with regard to our American border\ncrossings. The following is a tabulation as received monthly from the Dominion\nBureau of Statistics covering 1967 from January to October:\u00E2\u0080\u0094\nPercentage Percentage\nIncrease, 1967 Increase, 1967\nCompared Compared\nMonth to 1966 Month to 1966\nJanuary 8.8 June 15.3\nFebruary 4.5 July 2.8\nMarch ..... 30.7 August 4.3\nApril 10.1 September 13.3\nMay 5.6 October 21.1\nIt will be noted that the increases are generally greater for the off-season\nmonths as compared to the peak travel months of July and August. It is felt that\nthis may well be a reflection of our fall-winter-spring promotions, directed to a\nmarket that is now benefiting from increased leisure time and longer and multiple\nvacations.\n REPORT OF THE TOURIST INDUSTRY, 1967\nQ 21\nGENERAL ADMINISTRATION, EDUCATION, PRINTING,\nAND CONTRIBUTING GRANTS\nJ. Buckley, Assistant Director\nGeneral administrative duties involving personnel, accounts, statistics, and related correspondence increased in 1967 commensurate with the over-all growth and\ndevelopment of the Department. The general expansion of the visitor industry\nwithin the Province brought many inquiries from individuals and organizations seeking statistics and projections for the future to guide them in their plans for expansion\nand development of the tourist plant.\nPRINTING\nThe 1967 Road Map and Camp-site and Fishing Guide was redesigned, with\nthe entire Province now shown on a new base map, where coverage formerly extended\nonly to the 56th parallel. The new edition enables a visitor to use one map showing\nroutes of travel from the North-west States through British Columbia to the Yukon\nand Fairbanks, Alaska. Acceptance of the map by all concerned is most encouraging. Continued high demand for this publication made it necessary to print 1,000,-\n000 copies.\nSix hundred thousand revised copies of the general folder \" Beautiful British\nColumbia \" were printed, incorporating minor copy changes and a new cover.\nThree folders were produced to assist the private sector of the industry. Tips\non Producing an Effective Rack Folder was designed as a guideline to up-grade literature produced by the smaller operator or organization. The second was a reintroduc-\ntion of an amended folder entitled \" For a Change of Pace Try Beautiful British\nColumbia.\" This may be obtained in quantity by organized tourist groups for\nimprinting on the blank back page of regional messages for external distribution.\nAnother folder entitled \" Here's Proof \" was produced, explaining the value of the\ntravel industry to the economy of the Province. This provides valuable assistance\nto the regions in raising promotional funds.\nEDUCATION\nLiaison was continued with the industry throughout the year through attendance\nat such gatherings as the semi-annual meeting of the Sidney branch and the annual\nmeeting of the British Columbia Motels and Resorts Association\u00E2\u0080\u0094Canadian Government Travel Bureau Red Carpet Hospitality Programme. Other meetings attended, either as guest speaker or Departmental representative, included annual\nmeetings of the Prince George and Golden Chambers of Commerce, the annual\nconvention of British Columbia Hotels Association, Vancouver, and the White Cane\nClub, Victoria. Departmental liaison was also extended to the Victoria committee\npromoting Visitor Appreciation Week. Several television appearances were made\nin the Province and in the United States.\nThe American Marketing Association Seminar at Simon Fraser University was\nattended, and the exchange of thoughts and ideas presented were of value in providing information on the rapidly changing marketing trends. A further meeting,\nwhich was attended as a panelist, was the Symposium of Recreation and Tourism in\nBritish Columbia, sponsored by the Urban Affairs Department of the University of\nBritish Columbia.\n Some of the publications produced by the Department.\n REPORT OF THE TOURIST INDUSTRY, 1967\nQ 23\nDuring the year a number of meetings of the directorate or committees of the\nPacific Northwest Travel Association were attended. Activities of this group each\nyear are as follows: (1) To bring to British Columbia three recognized travel editors\non an organized 10-day tour, and (2) to provide British Columbia literature for\ndistribution at seven international travel shows in the United States, some of which\nwill have British Columbia representatives in attendance.\nTRAVEL WRITERS AND TRAVEL EDITORS\nFollowing the pattern set in previous years, the Department, in co-operation\nwith the British Columbia Ferry Authority and Vancouver Island Coach Lines,\nconducted a six-day tour to expose North American newspaper, magazine, and television media to the attractions of Southern Vancouver Island, the Gulf Islands,\nVancouver, Fraser Valley, the Merritt, Kamloops, Shuswap areas, as well as Three\nValley, the Okanagan and Similkameen Valleys. A further objective was to demonstrate to the 34 key people, from as far away as Montreal, Dallas, and Los Angeles,\nthe ease, comfort, and enjoyment of the modern package tour. The tour successfully created an awareness of the visitor industry to the co-operating communities\nalong the route by encouraging them to display their finest attractions. The tour\nalso demonstrated the importance of co-operative action by Government community\norganizations and private industry in developing British Columbia's third industry.\nPreliminary and planning meetings of the three sponsors were attended, and a\n\" dry run \" through the areas to be covered was undertaken to finalize all arrangements for what turned out to be a highly successful promotion. Estimated editorial,\nradio, and television coverage resulting from this tour could be valued at close to\n$150,000, with further stories appearing on a continuing basis. All this was\nachieved at minimum cost to the Department.\nCONTRIBUTING GRANTS\nAs in the past, the contributing grants plan (formerly matching grants) continued to play a significant role in the development and promotion of the tourist\nindustry in the Province. It would appear the majority of the regions involved will\nutilize their share of the 1967 allotment of $175,000. We are very appreciative of\nthe fact that all regional authorities are most co-operative in seeking guidance and\nsuggestions from the Department prior to the production of regional literature or\nembarking on external promotions.\n Q 24 BRITISH COLUMBIA\nBRITISH COLUMBIA HOUSE, SAN FRANCISCO\nNewton P. Steacy\nTourist inquiries in 1967 almost doubled those of the previous year. This tremendous expansion resulted from, and reflects, the advertising programme, the promotional work of the Department of Travel Industry, and efforts of the staff of\nBritish Columbia House in Oregon, California, the Mid-west, and Central, Southern,\nand South-eastern United States.\nCoupons requesting literature have not produced as many inquiries as have\nbeen received from our attending fairs, exhibitions, and sports shows in California.\nThe travel shows promoted in conjunction with transportation companies have\nproved very productive. The procedure at travel shows is for the co-operative\norganization to sponsor the meeting, to invite people from senior citizens' clubs,\nprivate travel clubs, travel clubs of organizations, travel agencies, transportation\npersonnel, and any other possible sources.\nThese programmes feature three 30-minute films on British Columbia. A\n^-hour travel talk is given between films describing the area, usually based on\npackage tours, but also includes travel by private car or trips of individual desires.\nReports from these organizations confirm the value of these meetings attended\nby people desirous of travelling and by personnel of travel organizations who attend\nto increase their knowledge of travel information.\nMeetings are planned well in advance at the most convenient time acceptable\nto the sponsoring bodies, arranged in conjunction with British Columbia House.\nIn addition to travel shows, the staff of British Columbia House shows films\nand presents addresses to service clubs and many interested groups throughout the\ncountry.\nWe work very closely with air lines flying direct to British Columbia as well as\nwith United States continental air lines who act as feeder lines to the services flying\nto British Columbia.\nIn July, 1967, British Columbia placed a booth in the Nut Tree Vacaville Air\nShow. The attendance was well in excess of 10,000, among them more than 5,000\nprivate aeroplane owners and pilots. The attendance at our booth showed a great\ninterest in air travel to British Columbia. Inquiries included requests for information on fishing, hunting, pleasure travel, and business. Since the show we have had\nmany requests for literature, air facility maps, films, and invitations to speak at aero\nclubs throughout the State.\nIn the Mid-west, Central and Southern United States, requests for our films\ncontinue to increase from business organizations, pleasure groups, travel clubs, and\ntransportation companies who are continuing to hold travel shows.\nIn Omaha, Nebr., a travel agency requested films for five showings on a television station that has an audience of 1,000,000. We are now working with this\nagency to use our ski film, which has been used for a staff showing at their several\nbranch agencies.\nBritish Columbia House has worked very closely with Greyhound and Continental Trailways to develop escorted and charter tours. We have worked in conjunction with these companies to put on travel shows in their respective districts,\nwhere they are using our films with great success.\nThe results attained from our booths at fairs, exhibitions, and sports shows have\nbeen exceptionally good. At six shows held throughout the State, British Columbia\nhas been exposed each year to tens of thousands of potential visitors.\n REPORT OF THE TOURIST INDUSTRY, 1967 Q 25\nAt all fairs, literature has been distributed and general information given out.\nRequests for additional information continue to come to British Columbia House\nin an exceptionally large volume throughout the year following each exhibition and\nshow. Our films are used extensively both at our booths and in the exhibition\ntheatres.\nIn response to coupons in 1967, 28,145 kits were mailed out. More than 700\nconsignments of literature were shipped to automobile clubs; 121 Continental Trail-\nway travel offices received our literature; 84 Greyhound travel agent offices received\nshipments of our literature.\nApproximately 3,000 shipments of kits and bulk shipments were sent to travel\nagencies, rail transportation companies, air lines, charter tour lines, and travel\norganizations.\nOur films are in constant service. Due to transportation delays we were unable\nto comply with all requests for certain films, but substitutions were made, and a total\nof 365 showings was given to audiences of more than 30,440. The National Film\nBoard has relieved us of a great number of requests for films.\nOne hundred and sixty-three talks and film presentations were given by the staff\nof British Columbia House during 1967, in addition to their regular duties.\nThe Greyhound continental tours and their respective agencies throughout 1967\nhave increased the number of escorted tours to British Columbia, which they attribute\nin part to the influence of British Columbia films.\nAt several A.A.A. clubs, seminars and film presentations made at staff meetings\nexplained travel in British Columbia.\nWe are working with air lines and other agencies in an endeavour to increase\ntravel to British Columbia in the fall and winter months to lengthen the season for\ntravel, with emphasis on ski-ing. It is hoped that accommodations will increase to\ntake care of the increasing tourist traffic during the summer months.\nDuring 1967 British Columbia House made reservations with British Columbia Ferry Authority and Vancouver Island Coach Lines for 480 persons.\nAt the trade seminar held in San Francisco on November 9, 1967, I was included in a panel of four men who discussed tourism as part of the programme.\nOur new transparency display in the convention room received many complimentary\nremarks.\n Q 26 BRITISH COLUMBIA\nLOS ANGELES OFFICE\nHarry Harrod\nEffective July 1, 1967, the need for full-time Department representation in\nthe heavily populated Southern California area was filled by the transfer of the\ntravel representative in British Columbia House, San Francisco, to temporary offices\nin Los Angeles. The jurisdiction of this field office was set from Bakersfield-\nSan Luis Obispo to San Diego.\nThis representative was charged with the responsibility of co-ordinating the\nefforts of the existing retainer service, Transportation Consultants, Inc., out of its\noffice in Hollywood, and working closely with the Department's representative, Mr.\nIvan Stauffer, at Metro-Goldwyn-Mayer Studios.\nFrom a tourist promotion point of view, the area surrounding Greater Los\nAngeles is the most important to benefit British Columbia. It is generally recognized\nin the tourist industry as being the greatest tourist-producing area in the world,\nconsequently the competition is very great. It is important to note that the\n8,000,000 population of Greater Los Angeles is greater than that of the four\nWestern Provinces.\nOver the past six years the Deputy Minister has developed successful annual\npromotions to this area, and in doing so has developed an image of British Columbia\nas being \" in the tourist business.\"\nEach year the promotions have grown in magnitude, and whilst this year\naccounted for 205 presentations in five days by British Columbians, the interest is\nso great that it could conceivably be larger in 1968.\nIn this all-important area, British Columbia has become known for the quality\nof its presentations, and this fact is an honour in itself because Los Angeles is the\ncentre of the entertainment world and the centre of professionalism in the approach\nto advertising and promotion.\nWith this fact established, British Columbia is able to attract important figures\nof the entertainment world to project our image on television and radio everywhere.\nActivities of the Los Angeles office have been directed toward contacting\ngroup-tour organizers who could be encouraged to plan group tours to British\nColumbia in 1968, setting up and manning the Department's exhibit in the Los\nAngeles County Fair, September 15th to October 1st, and arranging film presentations to organizations in the Los Angeles area. While general promotional activities\ncontinued, special emphasis was given during the final months of the year to preparations for the April promotional tour to Southern California.\nAppointments were made with service clubs and large employee recreation\nclubs for the lecture-slide presentations of the April delegation, and arrangements\nwere made for British Columbia participation during the first week of April in\nnational television shows originating in the Los Angeles area. Assistance was also\ngiven in the execution of special promotions, including participation in a Canadian\npresentation to the 1,200 members of the Hollywood Chapter, National Academy\nof Television Arts and Sciences, and tributes to British Columbia's vacation attractions announced on radio and television by leading motion-picture celebrities.\nIt is my pleasure to work for the cause of British Columbia and to be so well\nreceived, a pleasant condition created by the excellent groundwork already done.\n REPORT OF THE TOURIST INDUSTRY, 1967\nQ 27\nACCOMMODATION SECTION\nArthur E. Abram\nFIELD WORK\nA complete coverage of tourist accommodation establishments was carried out\nby six experienced accommodation counsellors between April 15th and July 31st.\nA total of 2,063 establishments with 52,606 units, representing 19,201,190 room\nunits per year, was approved and registered. Ninety-five establishments with 997\nunits were non-approved. In addition to inspection, counsellors were able to assist\noperators in writing copy for the 1968 Tourist Directory\u00E2\u0080\u0094better known as the\n\" Green Book \"\u00E2\u0080\u0094and advise them on many points that would improve their operation. These fieldmen were further able to check information in the Directory other\nthan accommodation. Seventy-three and two-tenths per cent of all establishments\nlisted their rates for the 1968 Directory. The first printing of 450,000 Directories\nhad to be increased to a total run of 550,000 to meet the demand.\nOnly 20 written complaints were received from the travelling public. As 30\nper cent of these were on rates not being specific enough, consideration is being given\nto recommending the compulsory listing of rates in the 1969 Directory and posting\nin units or rooms.\nGENERAL\nThe proposed new regulations governing camp-sites and trailer parks by the\nHealth Branch were reviewed. Several additions and alterations were suggested.\nOne hundred and seventy inquiries were received in 1967 from people interested in building tourist establishments in British Columbia.\nPROMOTION\nThe Accommodation Section assisted the Exhibits and Displays Section at\ntravel and sports shows in Portland, Chicago, Toronto, Seattle, Calgary, Edmonton,\nand the International Trade Fair in Vancouver. Members of this Section also participated in the \" Hi, Neighbour \" tour in Alberta and Saskatchewan, conducted or\nassisted in such tours as Quebec Press Ethnic Group, Canadian Government Travel\nBureau representatives, Canadian Automobile Association, and two tours with the\ntravel counsellors working on British Columbia Ferries. The Section is assisting in\nthe planning for the promotional tour of the Pacific Northwest in March of 1968.\n Q 28 BRITISH COLUMBIA\n\"BEAUTIFUL BRITISH COLUMBIA\" MAGAZINE\nB. H. Atkins\nPaid subscribers to \" Beautiful British Columbia \" magazine numbered 83,445\non December 15, 1967. This would be an incomplete figure as most subscriptions\nbecome due in December and advertising and promotion is geared for pre-Christmas\nsales. An indication of the rate of subscription processing can be gained by the figures for the week ended December 15th, when 8,370 subscriptions were processed.\nOnly when the \" Christmas rush \" is completed can an accurate percentage\nfigure be provided to show where the magazine goes. However, the origin of subscriptions will not likely change much from earlier in the year, when records indicated the following: British Columbia, 20 per cent; rest of Canada, 16 per cent;\nUnited States, 15 per cent; United Kingdom, 45 per cent; other countries, 4 per\ncent.\nThe average number of copies printed per issue in 1967 was 165,000. The\n1967 winter issue saw a printing of 179,289 copies. The difference between the\nnumber printed and the number of paid subscribers is accounted for in counter\nsales, stock held on hand, and for promotional and administrative purposes.\nEditorially, the magazine in 1967 ran more than 330 photographs in 23 stories\nwith seven supporting maps and four featured paintings. The stories ranged from\nsurveying mountains in the north to a close look at butterflies; they showed the construction of dams and the hooking of a rug; told of visits to Vancouver Harbour\nand to the historical site of Adventure Cove.\nThe magazine office also designed a series of six posters and a new fall-winter-\nspring brochure. The general folder for tourist promotion was up-dated, as was the\n\" Change of Pace \" brochure. The cover for the British Columbia road map was\nredesigned, as was the \" Ski\" brochure. A completely new general booklet was\ndesigned for the 1968 tourist season. The book \"This ... Is British Columbia \" was produced in soft and hard cover.\nNew techniques were introduced, which will result in a substantial increase in\nthe reproduction quality of the photographs.\nL\n REPORT OF THE TOURIST INDUSTRY, 1967 Q 29\nCONVENTIONS AND SPECIAL PROMOTIONS\nK. B. Woodward\nCONVENTIONS\nThe end of 1967 completes five years' operation of the Convention Section,\nnow of the Department of Travel Industry. The number of conventions held in\nBritish Columbia in 1967 showed a great improvement over the previous year.\nSince the start of the Convention Section, the number of conventions held in\nthis Province has more than doubled. In 1967 conventions contributed nearly\n$15,000,000 to the economy of our Province. Convention organizers throughout\nthe world are now searching for new and exciting convention sites. Through our\nconvention promotion, we have been able to bring to the attention of many convention organizers throughout the world the excellent convention sites that we have in\nour Province. The biggest single convention promotion took place in Montreal,\nand members of our Department, in company with Provincial executives, attended\nthe American Society of Association Executives' convention. Here, an effective\nselling programme was presented to more than 1,000 convention organizers in five\ndays.\nConvention promotion to British Columbia is conducted by the following\nmethods: (1) Direct mail, (2) personal contact, and (3) national advertising.\nDepartment of Travel Industry brochures are extensively used to stimulate\nattendance already booked in British Columbia and to encourage convention delegates to consider pre- and post-convention tours to our Province.\nSPECIAL PROMOTIONS\nMany and varied special promotions were planned and carried out by this\nSection. In April of 1967, the Department of Travel Industry, under the direction\nof the Deputy Minister, organized another Southern California promotion. This\nproved to be bigger and better than ever before, and 205 programmes were presented\nin five working-days, using the services of Department staff, civic and business\npersonnel.\nA special \" Hi, Neighbour \" tour to the Prairie Provinces proved to be most\nsuccessful in convincing the neighbouring Provinces that British Columbia is a\nMecca for tourists.\nIn co-operation with the Gray Line of Victoria and the British Columbia Ferry\nAuthority, our Department participated in the Los Angeles Herald Examiner Social\nSecurity Contest. Fifteen four-day holidays in British Columbia were offered as\nprizes along with a grand prize of a two-week holiday in our Province. The\nresulting editorial and travel copy in the newspaper covered a period of 16 weeks,\nand the space so obtained amounted to an estimated $57,800, all for a cost to date\nof only $184.\nOther promotions planned and completed were the Dating Game promotion;\nAmerican Society of Travel Agents promotion; Foley's Houston, Texas, promotion;\nWestern Airlines inaugural flight promotion.\nThis branch is also charged with the responsibility of meeting visiting dignitaries interested in travel and to show them as much of our Province as possible.\nThese visitors included people from Holland, Japan, the United States, South\nAmerica, Italy, Ottawa, and Great Britain.\n The Honourable Patricia lordan addressing members and guests of the Calgary\nKiwanis Club during the \" Hi, Neighbour \" goodwill tour.\nThe Honourable Isabel Dawson addressing a joint luncheon of the Rotary Club and the\nRegina Pressmen's Association during the \" Hi, Neighbour \" goodwill tour.\n REPORT OF THE TOURIST INDUSTRY, 1967\nQ 31\nEXHIBIT AND DISPLAY SECTION\nR. J. Fraser\nExhibits and displays were provided for Department personnel who participated\nin nine travel shows during 1967. There were two booths used\u00E2\u0080\u0094one 10-foot\nbooth, and one 20-foot booth which was shared with the British Columbia Ferry\nAuthority. The 20-foot booth has since been acquired from the Ferry Authority\nand has been redesigned to be more Provincial in scope.\nThe nine travel shows in which the Department participated were: The Portland Boat, Trailer and Sport Show, Portland, Oreg.; the Chicago Boat, Travel and\nOutdoor Show, Chicago, 111.; the Canadian National Sportsmen's Show, Toronto,\nOnt.; the Pacific Northwest Travel Show, Seattle, Wash.; the Sports, Vacation and\nTravel Show, Los Angeles, Calif.; the Calgary Sportsmen's Show, Calgary, Alta.;\nthe Northwest Industrial Trade Fair, Edmonton, Alta.; the Seattle Ski Fair, Seattle,\nWash.; and the British Columbia International Trade Fair, Vancouver, British\nColumbia.\nThese shows attracted an approximate attendance of 2,180,000 potential visitors to British Columbia.\n, Exhibits and displays were also provided to Department personnel participating\nin Western Airlines \" North Country Adventures \" and \" Ski Western America \"\ntravel agent seminars held in California, Arizona, and Minneapolis. The seminars\nhad an attendance of approximately 5,500 travel agents and travel representatives.\nA new, more versatile 20-foot display has been constructed. The design of this\ndisplay is such that sections of it may be used for display purposes throughout the\nyear.\nA free standing display for British Columbia House, London, is presently in\nthe design stage, as well as free standing window exhibits for travel agencies, air-line\noffices, and other potential travel information outlets.\nA large attractive walk-in British Columbia exhibit has been constructed for\nthe Niagara International Centre Exhibition Building at Niagara Falls, Ont. The\nmulti-million-dollar centre with its 520-foot Skylon tower is expected to attract\n4,000,000 visitors during 1967.\nA revision of the Department's travel-show calendar for 1968 will see the\naddition of two new shows\u00E2\u0080\u0094the Sportsmen's Vacation and Travel Show, Los Angeles, Calif., and the Sports and Boat Show, San Francisco, Calif. These additions\nare made in order that the Province of British Columbia, through the Department\nof Travel Industry, will get the best possible exposure to an even greater number of\npotential visitors who patronize the above-mentioned travel shows.\nIn conclusion, the Exhibit and Display Section of the Department of Travel\nIndustry is called on throughout the year to provide displays for special promotions,\nconvention solicitation, and other events depicting British Columbia as a vacation\ndestination to potential visitors from outside our Province.\n Q 32 BRITISH COLUMBIA\nINFORMATION SERVICES\nEd Norman\nWith the formation of the Department of Travel Industry on April 1, 1967,\ncertain programmes already formulated with the British Columbia Ferry Authority\nwere carried forward. Foremost among them was the Southern California promotion, April 10th to 15th. Throughout this promotion it was my duty to act as coordinator under the order of the Deputy Minister.\nThe month of May was largely spent organizing the training of the 20 tourist\ncounsellors employed on board vessels of the British Columbia Ferry Authority, and\nplanning their familiarization trip throughout the Province.\nJune was highlighted with a promotional trip to Alberta and Saskatchewan,\nwhich included the preparation of a slide presentation and script. Two days were\nspent helping with the Banff seasonal information office and assessing the various\npossibilities of future locations.\nJune also involved our moving into new offices and setting up new procedures\nfor answering inquiries. The early months' phenomenal intake of mail and attendant\nmove produced a tremendous backlog of unanswered mail. Through the co-operative\neffort of all staff members taking part in two work bees, 35,000 inquiries were filled\nand the mail room was able to keep abreast of ensuing inquiries.\nWith a view to improving next year's operation, an inspection trip was made\nof all seasonal information centres throughout the Province.\nIn September, as a start toward developing a tourist counsellor in-service training programme, four members of the information staff were enrolled in the night-\nschool programme \"Beautiful British Columbia,\" a series of 10 lectures held\nthroughout the winter months. Training was commenced also on the operation of\nthe new Friden Flexowriter, a machine that saves manual typing of some 27,000\nlabels a year. This machine was installed to speed up the servicing of mail inquiries\nby automatically handling all referrals from the Canadian Government Travel\nBureau.\nResearch on the problem of speeding up the packaging of folders and information material resulted in the placing of an order for Phillipburg inserting equipment.\nThis machine will remove the congestion presently existing in answering mail inquiries. At full capacity, it will package a maximum of 6,000 envelopes per hour with\nup to eight pieces of literature, including such large pieces as the Tourist Directory.\nIt will also package \" Beautiful British Columbia \" magazine, a process at present\ndone manually.\nSeptember was also a month of preparation for \" Ski Western America.\" This\nprogramme, running from October 1st to 21st, was spearheaded by Western Airlines\nand incorporated participation of the 10 major ski areas of Western America. The\npromotion involved presentations to 11 travel agent seminars and two three-day ski\nshows in the 20 effective days.\nFurther training and instruction to be undertaken by our travel counsellor staff\nwill result in even greater labour savings. A programme of in-service training is\nbeing undertaken to achieve these results.\nWe constantly work toward developing a central shipping warehouse in Vancouver, from where all items developed from a variety of printing establishments can\nbe assembled and shipped at one time, thereby eliminating a considerable amount of\nshipping charges.\n REPORT OF THE TOURIST INDUSTRY, 1967\nQ 33\nMeetings are presently taking place with the Department of Education with\na view to up-dating and making more effective the Tourist Counsellors' Training\nCourse held in May each year. These changes will involve the use of more visual\naids, much more use of simulated on-the-job situations, the introduction of lectures\nfrom persons in specialized fields, and a greater use in the course of utilizing tourist\ncounsellors of long experience.\n Q 34 BRITISH COLUMBIA\nPUBLICITY\nHarry P. McKeever\nTwo hundred and eight special stories were sent out to editors and free-lance\nwriters in many parts of the world. Nine issues of the British Columbia Government\nNews were prepared. Story material was checked for National Geographic, Washington, D.C; Canadian Government Travel Bureau; American Automobile Association, Washington, D.C; Sunset Magazine; and several other top-flight publications. Liaison was maintained with publishing houses in the preparation of special\ntravel books. Several press releases were prepared during the year.\nTravel folders were rewritten and up-dated as necessary. The Department's\nnew 100-page colour book \"This ... Is British Columbia\" was written.\n\" Beautiful British Columbia \" magazine was proofread. The narration for a Glenn\nFord fishing film was written. A speech was prepared for delivery at the University\nof British Columbia symposium in November. The new convention folder was\nchecked.\nThe Publicity Section was represented at the Los Angeles County Fair, Pomona.\nOther out-of-office trips were taken with editors, writers, columnists, and travel\nagents from Canada, the United States, Europe, New Zealand, Australia, and\nZambia. The net result of these was considerable world-wide publicity.\nThe year's activities included an ever-increasing amount of correspondence and\nresearch created by the enlarged advertising and promotional programmes. 1967\nended with the image of British Columbia projected on an even broader field of\ninternational publicity than ever before.\n REPORT OF THE TOURIST INDUSTRY, 1967 Q 35\nTOURIST INFORMATION CENTRES\nG. Ed Meade\nBritish Columbia Mainland information centres forged ahead to new record\ntraffic during the 1967 season. Early travel was a particular feature of this increase.\nDuring January, travel inquiries at the Vancouver office were up 73 per cent over\nJanuary of 1966, and the 12-month total of 49,885 compared favourably with\n45,280 inquiries in 1966, During the summer months it was estimated that every\ninquiry represented at least three potential travellers. In-person inquiries at the\nVancouver office were estimated at 80 per cent of the total number of persons\ncoming into the centre. Literature racks were arranged in such a way that many\npersons could satisfy their requirements by a serve-yourself system. Other centre\nstatistics are as follows: Abbotsford, 69,547 visitors, compared to 57,798 in 1966;\nDouglas, 62,442, compared to 57,304 in 1966; Osoyoos, 20,397, compared to\n19,381 in 1966; Sicamous, 19,410, compared to 23,200 in 1966; Banff, 7,694;\nKootenay Hatchery, 5,690.\nThe Kootenay Hatchery Information Centre was an experiment to ascertain\nthe number of out-of-Province or other-area visitors and to encourage them to travel\nfarther in British Columbia. Statistics from this centre showed that the hatchery\nis a major attraction, particularly to persons living in the East Kootenay area.\nA study of trailer-camper travellers and British Columbia visitors bound for\nExpo '67 showed that the Western United States provided the greatest number of\nBritish Columbia visitors headed for Montreal, but that they constituted only 6 per\ncent of the total number of vehicles checked over a 55-day summer period. Trailers\nand campers provided 51 per cent of all traffic checked during this same period.\nThese statistics were gathered at the Abbotsford Centre, where the number of\nvehicles stopping in 1967 was 73 per cent greater than 1964. It was also noted\nthat there was a considerable upswing in Eastern Canadian vehicles, especially from\nQuebec and Ontario.\nPROMOTION\nI was called upon to provide information and assistance to an unprecedented\nnumber of North American and foreign writers, broadcasters, and photographers,\nalong with visitors brought to British Columbia by various levels of government and\nprivate organizations. These included an Australian student travelling under the\nsponsorship of International Lions Clubs; government officials from Australia and\nNew Zealand, including a Minister of Travel and his deputy from Australia; writers\nfrom Germany, France, Japan, the British Isles, Scandinavia, and Italy. An Italian\nwriter compiled a travel directory that covers British Columbia in detail. The\nNational Geographic sent a photographer to this area on two occasions to compile\nillustrations for a book on Canada. The Canadian Government commissioned a\nSan Francisco photographer to prepare a considerable documentary on our Province.\nAn interesting visitor was Mrs. Jarmila Stenglova, from Czechoslovakia, the\nfirst visiting Czech writer to be brought to Canada under Department of External\nAffairs sponsorship. Mrs. Elva Fletcher, a farm writer from Manitoba, was assisted\nin her work of preparing a series of vacations-for-farmers stories for Country Guide.\nA 400-trailer convention was serviced in Washington State as part of a promotion\nto bring an 800-trailer convention to British Columbia at a future date.\nThe usual flow of Automobile Association representatives were given every\npossible assistance.\n Q 36 BRITISH COLUMBIA\nFIELD WORK\nAll normal outlets were maintained throughout the year, and again it was\nnoted that Canada Customs and Immigration have both become highly conscious\nof the value of the visitor industry. Traffic at the Vancouver Airport made spectacular gains during the year, and literature racks are permanently maintained in the\nImmigration Section.\nI spent 10 days at the San Francisco Boat and Vacation Show and at the Seattle\nTravel and Vacation Show. Field trips were made to the Seattle area to promote\nthe ski season, and a number of regional and local meetings were attended.\nLIAISON\nA number of technical courses were broadened to include the visitor industry,\nwith my being called upon to assist in assembling material for such vocational courses\nas Hotel Management, Waitress Training, and the business sections of the Grades\nXI and XII high-school curriculum. Final printing of the tourist counsellors' manual was most successful, and the seven-volume manual was out of print by mid-year.\nThe travel counsellors' course in the spring had a full enrolment. Meetings were\nattended when called by the Federal Department of Trade and Commerce who were\ndealing with business visitors to Expo, and, as in past years, excellent co-operation\nwas extended by the British Columbia Departments of Highways and Public Works.\nPUBLICITY\nA number of British Columbia programmes were aired throughout the Seattle\narea by radio and television. I made a number of tapes for use in Seattle during\nthe Vacation Show there, and also for the CHAN-TV \" Holiday in British Columbia \" show. Full length showings of several Photographic Branch films were arranged with KTNT-TV in Seattle.\nThere was a high demand for business and technical publications by visiting\nbusinessmen, and historical publications gained considerably in popularity.\nThe display window of the Vancouver Centre maintained a professional dressing throughout the year. A particularly popular display was one of books about\nthis Province and its people.\nOur travel posters were shipped all over the world and to such unusual outlets\nas a Russian research vessel which visited Vancouver Harbour, and to a high-school\nvice-principal in Ashanti, Ghana, for use by his students.\n REPORT OF THE TOURIST INDUSTRY, 1967 Q 37\nTRAVEL COUNSELLING SECTION\nMiss Elaine Johnston\nInquiries of 12,384 during January were up 277 over January, 1966. Research\nwas undertaken to revise the one-page ferry information sheet. A request for information to be included in the spring and summer edition of the Calendar of Events\nwas circulated to Provincial Chambers of Commerce and visitors' bureaux. Two\nstaff members of the British Columbia Information Centre in Vancouver were given\nfamiliarization tours of Victoria.\nA suggested itinerary for one-, two-, and three-day visits to Victoria and Vancouver Island was prepared for the Canadian Government Travel Bureau. Five\nhundred Victoria accommodation information sheets were prepared for the Fish and\nWildlife Branch in connection with the American Association for Conservation\nInformation Conference, June 11th to 14th. Two travel counsellors participated in\na press tour to the Forbidden Plateau area, and much valuable information was\nacquired.\nFebruary inquiries of 12,530 were up 1,025 over February, 1966, and the\nmonth's outgoing mail averaged 14 sacks daily. The spring and summer edition of\nthe Calendar of Events was prepared. A summary of events from June 1st was\nforwarded to the Canadian Government Travel Bureau, Ottawa, for inclusion in\nEvents in Canada, for distribution in Europe.\nInquiries during March (26,505) were up 10,818 over March, 1966. Information for the summer edition of the Canadian Government Travel Bureau's Events in\nCanada, for distribution through Canada, was forwarded to Ottawa. Miss Barbara\nBaxter, stewardess, Western Airlines, was conducted on a familiarization trip in order\nthat she could represent the Province in her company's promotions. The Counselling\nSection prepared 350 special kits for the American Association for Conservation\nInformation Conference. Approximately 1,300 special kits invited square dancers\nto visit British Columbia.\nInquiries totalling 29,123 during April were up 4,569 over April, 1966. Two\nhundred additional kits were prepared for use at the A.A.C.I. Conference. The\nspring and summer edition of the Calendar of Events was sent out. Mimeographed\ninformation sheets used by the Counselling Section were revised, and those used by\ncounsellors on the vessels of the British Columbia Ferry Authority were up-dated.\nMay inquiries totalling 34,469 were down 3,804 from May, 1966. As Senior\nTravel Counsellor, I acted as driver-guide for a group of British Columbia Ferry\nAuthority travel counsellors May 7th to 13th. The 1967/68 British Columbia road\nmaps were distributed. Five thousand kits were prepared for Western Airlines inaugural flight from Los Angeles to Vancouver, and 2,000 kits were prepared for the\nPrairie promotion tour. As Senior Travel Counsellor, assistance was given to the\nBritish Columbia Ferry Authority travel counsellors with a tour of Victoria and\nVancouver.\nInquiries for June (23,027) were up 1,817 over June, 1966. The one-page\nferry information sheets were added to the basic kit. A calendar of events was prepared for the Canadian Government Travel Bureau and for the winter, 1967, edition\nof \" Beautiful British Columbia \" magazine. An information desk was staffed at the\nA.A.C.I. Conference at the Empress Hotel, Victoria. Three Pacific Northwest\nTravel Association travel editors and writers were given a familiarization tour of\nVictoria and Vancouver Island.\n Q 38\nBRITISH COLUMBIA\nJuly inquiries of 24,890 were up 10,824 over July, 1966. I participated in the\ntaping of \" Holiday in B.C. \" programme on CHAN-TV, Channel 8, July 4th. This\nprogramme appeared on Channels 6 and 8 on August 4th.\nIn August, inquiries of 14,851 were up 7,028 over August, 1966. The new\nFriden Flexowriter machine arrived, and the Canadian Government Travel Bureau\nwas asked to send referrals on tape that could be fed through the machine. This\ninnovation assisted immensely to speed mailing. I assisted at the American Society\nof Association Executives Convention in Montreal.\nInquiries numbering 18,908 in September were up 12,682 over September,\n1966. A letter requesting information to be included in the 1967/68 fall and winter\nCalendar of Events was circulated to Provincial Chambers of Commerce and visitors'\nbureaux. Calendars of events were prepared for the Canadian Government Travel\nBureau and the Rand McNally Company, Chicago, 111.\nTotal inquiries of 6,769 during October were up 1,157 over October, 1966.\nApproximately 500 travel-literature questionnaires requesting distribution informa-\nINQUIRIES BY MAIL\n48,000\n46,000\n44,000\n42,000\n40,000\n38,000\n36,000\n,34,000\n32,000\n30,000\n28,000\n26,000\n24,000\n22,000\n20,000\n18,000\n16,000\n14,000\n12,000\n10,000\n8,000\n6,000\n4,000\n2,000\n\ /\ny 1967\n1\n*\ni\n*\n*\nt\n*\nt\nf\nt\n\\n%\n/\nf\n\\n\\n/\n\u00E2\u0096\u00A0\ni\n%\n/\n*\ni\n/\n,JU-nr.\n.,'\u00E2\u0080\u00A2\"1\n\\n%\n%\n\\ny\n* /\n\u00C2\u00BBi\u00C2\u00BB*\nV\n\\n%\n\\n- 1965\n\\ny\n\\n\\ny\\n*\n\\n\\n\\n++\n\u00E2\u0080\u0094\u00E2\u0080\u0094\nA\n<,<**\n1962 -*\n'\\n\"\u00E2\u0080\u00A2-\u00C2\u00BB\n>:..\nApr.\nMay\nJuly\nAug.\nSept.\n REPORT OF THE TOURIST INDUSTRY, 1967\nQ 39\ntion for 1968 Departmental publications were mailed during the week of October\n3rd. A calendar of events was prepared for the spring, 1968, edition of \" Beautiful\nBritish Columbia \" magazine. The draft for the 1967/68 fall and winter edition of\nthe Calendar of Events was prepared.\nThe present counselling staff consists of a Clerk 3, a Clerk 1, and two Clerk-\nTypists.\nPublications Produced. \u00E2\u0080\u0094 British Columbia Calendar of Events \u00E2\u0080\u0094 spring and\nsummer, fall and winter; ferry information sheet; road report, 1967.\nSummary of Inquiries.\u00E2\u0080\u0094January to November, 1966, 165,624; January to\nNovember, 1967, 217,848; increase, 1967 over 1966, 52,224.\nThe Senior Travel Counsellor answers by detailed letter approximately 101\ninquiries each month. This involves detailed research into many items not covered\nin our regular literature. Questions might be on customs and immigration, coastal\ncruises in private and commercial vessels, historic sites, rockhounding, industrial\ntours, private aircraft, auto storage and rentals, canoeing, highways under construction, museums, liquor stores, automobile insurance, ghost towns, and related subjects.\nThe Counselling Section is grateful for the assistance of the Bureau of Economics and Statistics, Department of Industrial Development, Trade, and Commerce, in replying to an average of 75 to 80 requests each month for information on\nsettlement in British Columbia.\n Q 40 BRITISH COLUMBIA\nPHOTOGRAPHIC BRANCH\nF. W. E. Round\n1967 was another year of change and continued growth in the Photographic\nBranch. On April 1st the Branch became part of the new Department of Travel\nIndustry, and the staff was brought to full complement.\nFavourable weather conditions for the major portion of the shooting year,\ntogether with the addition of one more stills photographer, resulted in the addition\nof more than 4,000 new colour prints and negatives to the Branch files. Greater\nemphasis was placed on picture stories for \" Beautiful British Columbia \" magazine,\nand Branch photographers travelled the length and breadth of the Province on\nmagazine assignments.\nLocations for travel-film production ranged from the west coast of Vancouver\nIsland to the eastern slopes of the Rockies, and from the East Kootenay to the\nAlaska Panhandle and the Yukon.\nField personnel travelled more than 60,000 miles on their assignments.\nThree new travel films were released during the year. They were \" Breath of\nSpring,\" \"Echoes of Gold,\" and \"Ski B.C.\" A 15-minute film featuring Glenn\nFord and Kathryn Hays fishing at Campbell River was completed and is now at\nthe Metro-Goldwyn-Mayer Studios for the inclusion of Mr. Ford's commentary.\nNew film productions under way include a film on the East Kootenay region,\n\"Autumn in British Columbia,\" and \" Ferry Liners North,\" on the tourist aspects of\nthe new ferry link to Prince Rupert. Filming scheduled on board the \" Queen of\nPrince Rupert \" had to be postponed when the vessel was damaged in early August.\nOne new motion-picture cameraman was added to the Branch establishment\nin July.\nThe Branch purchased 348 prints of our 16-mm. colour-sound travel films to\naugment those already in circulation through the Canadian Travel Film Libraries\nabroad. These prints, matched by a like number purchased by the Canadian Government Travel Bureau, should reflect in greatly increased showings and audiences\nin the United States, the United Kingdom, and foreign countries. British Columbia\nnow has the greatest number of prints in circulation in the United States, and the\nhighest number of showings and largest audiences, of any Canadian Province.\nBy the end of 1967, 1,900 prints of British Columbia travel films were in circulation in the United States, with a total of 30,000 showings and an audience of\n1,500,000.\nThe travel-film programme in the United Kingdom has been under way for only\na few years. British Columbia films had a total audience of 7,630 for 1967 up to\nthe end of October.\nForeign-language versions of British Columbia travel films produced in 1967\nwere French, German, and Japanese versions of \" Vancouver Island.\" French,\nGerman, and Japanese versions of \" Breath of Spring \" are now under way. These\ncome under the same cost-sharing agreements with the Canadian Government Travel\nBureau.\nA major new development in interprovincial travel promotion was inauguration\nof the new Canadian travel-film programme in Canada, on an equal cost-sharing\nbasis between the Provinces and the National Film Board of Canada. By the end of\nthe year, prints of British Columbia travel films were available on free loan in 29\nCanadian centres from coast to coast. The Branch purchased 279 prints of British\nColumbia films for this programme, and a like number was purchased by the\n REPORT OF THE TOURIST INDUSTRY, 1967\nQ 41\nr-\n1\n\\no\\n1\nvo\nvo\nA\ny_\\nVi\n%\\nm\nV1^ \\n*\\n2\n\u00E2\u0096\u00A0?\\nH\nA\nZ\nA\nVI\n5/5 P\nvO\nk S o\ne/>*\n-\n\u00C2\u00B0 si \u00C2\u00B0\n^\nz E __\nN SHOW\nOF\nLUMBIA\nTHE\nT> OTHE\nA\n<\n2 ozz\nvi UM<\nVO\nOv\n\"_\u00E2\u0096\u00BA h* GO\nw S a\n_j >\u00E2\u0080\u0094\u00E2\u0080\u00A2 r.\nUJ h <\nr '\u00E2\u0080\u0094' I\u00E2\u0080\u0094I\nH erf g\npq\nQ\nW\nH\n<\u00C2\u00AB\u00E2\u0096\u00A0>\nZ\nOv\nP\nvo\n2 \u00C2\u00A9 o o- o o S\no in o w-i o m \u00C2\u00AB\n2 \u00C2\u00B0 S\n\u00C2\u00BB> \u00E2\u0096\u00A0\u00C2\u00BB 9 r\u00C2\u00BB pi \u00C2\u00AB r\n< -, -,\nsdni/Wohs _to yaawaM\n Q 42\nBRITISH COLUMBIA\nVi\nQ\nZ\n<\np\nO\na\nO\nz\n2\nw\nw\nt/3\n1962\nPHOTOGRAPHIC BRANCH\nNON-THEATRICAL SCREENINGS\n31\n30\n29\n28\n27\n26\n25\n24\n23\n21\n20\n19\n18\n#/\n17\n* /\n16\n15\nl/L\n\u00C2\u00AB5 /\n14\n13\nV\n5\n11\n10\n9\n8\n7\n6\n5\n1963\n1964 1965\nYEAR\n1966\n1967\n REPORT OF THE TOURIST INDUSTRY, 1967 Q 43\nNational Film Board. There have been no audience reports on this new programme\nas yet, nor on its television distribution.\nThe Branch also purchased 42 motion-picture prints for the Branch library in\nVancouver for Departmental use and for British Columbia House, San Francisco,\nand British Columbia House, London.\nDistribution of our films through the Department of Education film library in\nVancouver is now proceeding smoothly. This library reports 3,800 showings, and\nother outlets in British Columbia report 650 showings during the year.\nTelevision screenings of our films in the United States totalled 420 showings,\n225 in colour, to a potential audience of 70,000,000 viewers. Canadian television\nshowings totalled eight from our own Branch library.\nDuring the year, motion pictures produced by the Branch were entered in eight\nmajor film festivals and competitions. \" East 1\u00E2\u0080\u0094West 1 \" took a \" best in class \"\naward at the Michigan outdoor writers' competition, while \" Breath of Spring \" won\na major award in the industrial film awards, sponsored by \" Industrial Photography \"\nmagazine, and was also selected as one of the four finalists in the Outdoor Writers'\nAssociation of America film competition, and shown at the North American Wildlife\nand Natural Resources Conference in San Francisco.\nA new departure for Branch stills photographers was assignments to cover\npromotional tours and travel promotion events for newspaper, magazine, and television release. A photographer accompanied the highly successful promotional tour\nto Southern California. Other promotions in Birtish Columbia, including the Dating\nGame and inaugural flight of Western Airlines, were also covered.\nA new colour-slide file was inaugurated during the early months of the year,\nand now better than 900 35-mm. colour slides are on file; 4,450 duplicates have\nbeen made for Departmental slide shows for Photographic Branch files, and 647\nslides were shipped in response to requests from outside sources. Other colour-\nslide presentations are being produced for the coming year.\nFour thousand one hundred colour negatives were selected and dispatched from\nthe Branch files in response to requests for loan.\nDarkroom production surpassed 3,200 negatives and 22,000 black-and-white\nprints; 7,400 of these were mailed in response to requests from writers and\npublications.\nThe black-and-white negative files were reorganized, and outdated negatives\nand prints removed. New up-to-date albums are being prepared.\nA contract was assigned to a free-lance photographer to produce black-and-\nwhite negatives and prints on various areas of the Province; 350 new negatives\nobtained under this arrangement have been added to the files.\nSpecial assignments during the year included the opening of the Legislature in\nNew Westminster and illustrations for the Budget Speech and the Department of\nFinance.\nPrinted by A. Sutton, Printer to the Queen's Most Excellent Majesty\nin right of the Province of British Columbia.\n1968\n1,530-1267-10,000\n"@en . "Legislative proceedings"@en . "J110.L5 S7"@en . "1968_V02_10_Q1_Q43"@en . "10.14288/1.0365672"@en . "English"@en . "Vancouver : University of British Columbia Library"@en . "Victoria, BC : Government Printer"@en . "Images provided for research and reference use only. For permission to publish, copy or otherwise distribute these images please contact the Legislative Library of British Columbia"@en . "Original Format: Legislative Assembly of British Columbia. Library. Sessional Papers of the Province of British Columbia"@en . "REPORT OF THE Department of Travel Industry YEAR ENDED DECEMBER 31 1967"@en . "Text"@en . ""@en .