4 AGENDA

Kwantlen DEGVVednesdPROPOSAL

January

ASSESSMENT

2000 410MMITTEEUNIVERSITY COLLEGE Surrey Campus Room G3035

1 Call to Order 415 Dana Cserepes

2 Confirmation of Agenda 425 Dana Cserepes

3 Approval of Minutes of December 08 1999 430 Dana CserepesAttached

4 Draft Letter of Intent Non Degree 435 Karen Lemieux

Travel and Tourism Certificate Program Attached

5 Draft Program Concept 510 Maxine Mottl

Bachelor ofScience in Midwifery Judith McGillivrayAttached

6 Revision Bachelor of Technology in Information 540 Jim Gunson

Technology Degree BTech Attached

7 Revision Non Degree Horticulture Technician Certificate 600 Jack FinnbogasonProgram One Year Attached

8 For Information 615 Judith McGillivrayMinistry approval of Letter Of Intent forBachelor ofApplied Arts Major in Psychology

Guests

Item 4 Karen LemieuxJimGillis

Item 5 Maxine Mott Dean Community and Health StudiesItem 7 Jack Finnbogason Acting Dean School of Horticulture and Equine Studies

Distribution

Dana CserepesDave DavidsonSue Doucette

Barbara DugganVerian Farnsworth

Susan Morris

Dana Goedbloed

Jean Church

Linda RogersJudith McGillivray

Next Meeting 415pm Wednesday February92000 G2105

Barb MelnykKSA Rep TBAPaul Richard

Jim Gunson

Colin HaighFrank Ludtke

Casey McConillJohn Slattery

1

jtUNIVERSITY COLLEGE

Present

Dana Cserepes ChairDave Davidson

John SlatterySue Doucette Recorder

RegretsDana Goodbloed

Jim Gunson

2 Confirmation of Agenda

CARRIED

CARRIED

Jean Church

Colin HaighJudith McGillivrayBarbara Duggan

Barb MelnykMark Stephens

Guests

Maxine Mott Dean Community and Health Studies

1 Call to Order

The meeting was called to order at415 pm

3 Approval of Minutes of 06 October 1999

DRAFT

Richard FoxFrank Ludtke

Paul Richard

Moved by Barbara Dugganthat the Agenda be confirmed with the addition of I item

Liberal Education Courses for Applied Degrees

DRAFTNOTES

Degree Proposal Assessment CommitteeWednesday 08 December 415 pm

Surrey Campus Room G3035

Verian Farnsworth

Casey McConillLinda Rogers

Moved by Paul Edwardsthat the minutes of 06 October 1999 be approved with I change as followsDave Davidsonsname be removed from the list of those Present and be added to list ofRegrets

4 Definition of Applied DegreesJudith will be meeting with the Ministry on December 17 to discuss Applied Degrees and wasgiven the following suggestions in response to her request for Kwantlens interpretation of AppliedDegrees

primary intent is to enable students to gain employment as opposed to moving on to furthereducation

job related skills worked into curriculum and able to apply them on graduationstrong coop optionneed to include broader educational experience today and how we can build on it

December 8 1999 Page 1

general statement can say that applied degree builds on a liberal educationshould integrate values coop education is meeting the needs of the workplaceintegrate lib ed componentemployed could mean working for sonteone else or yourselfskillsets could be used to define certain areas

need to maintain an open perspective on word skillsetsprefer a broad definition rather than narrow

employability skills and liberal education applied with a discipline specific focusknowledge skills attitudes

could take back to Development Team for their input those that did an Applied Degree LOIapplied is sometimes redundantwe have changed our emphasis on training for graduate school to training for jobs thathas been our emphasisis graduate school element creeping back inif we focus on lib ed coop etc it is ahnost too muchis there a growing desire to have graduates of applied go into graduate school or into aresearchbased grad program

5 Response to Ministry re LOI Bachelor of Applied JournalismThe Ministry has approved this LO1 based on our responses to their queries

Some points to keep in mind for future LO1 submissionslet other institutes know that we are quoting them in our submission if we refer to them andwhat they are doingidentify in LO1 that we spoke with personsname and include their glowing remarks andconcerns

we need to talk to people in related areas within the institute if something looks familiar orclose to what is going on talk about it

6 Feedback from October 22 Meeting with Ministry Regarding the NonDegree ApprovalProcess

John Slattery Judith and Dana met with Arlene Paton and Dawn McKay from the Ministry onOctober 22 to discuss the Non Degree Approval Process The following points arose from thatdiscussion

Ministry want feedback as they look at this in a systems wide wayresponse to our submission could be rapid as there is no requirement to circulate to otherinstitutes for their review internal review onlyif a program is running successfully it would be viewed favourablyif we are in doubt we are welcome to contact them with questionsthey now understand the extent to which our course outlines are reviewedsome requests have been received by the Ministry from 1TAC two different sets ofrequirements Ministry now needs to meet with ITAC peopleMinistry would try and streamline formsstill need definition of certificate and citation

they want to approve anything that is approved by Education Council

7 Definition of Liberal Education Courses for DegreesBarbara Duggan suggested the Liberal Education Committee look at a definition of what constitutesa Liberal Education Course Can we identify which courses within the program meet the definition

Ed Council work on Lib Ed should be looked at as a reminder

has been looked at in a non traditional way by Ed Council

December 8 1999 Page 2

O

go back and look at learning outcomes of lib edhow does it lead towards these outcomes

8 No discussion

9 No discussion

The meeting adjourned at 500 pm

Next Meeting Wednesday January 12 20004I5pmRoom G3035 Surrey Campus3 weeks prior to Education Council meeting

December 8 1999 Page 3

NEW PROGRAM NON DEGREELETTER OF INTENT

Travel and Tourism

Certificate Program

Karin Lemieux

Facilitator Tourism Programs

Continuing Education

Jim Gillis Dean

Continuing Education

Submitted by

120199

NEW PROGRAM NON DEGREE LETTER OF INTENT

PART A MINISTRY REQUIRED INFORMATION

BASIC INFORMATION

Title of Proposed Program TRAVEL AND TOURISM

Proposed Start Date of Program March 2000

unkiLength of the Program 22 weeks followed bya24 week practicum for a total

of 2426 weeks

Credential to be Awarded

to Graduates Travel and Tourism Certificate4

Rationale for level of credential and program length

The length of the program is consistent with the minimum requirements for a KwantlenUniversity College Certificate and with the Canadian National Occupational Standards aspublished by the Canadian Tourism Human Resource Council and ACCESSsee Appendix A

Program length Twentytwo weeks will allow sufficient time to cover the essentialcomponents of the program such as the travel trade in particular and tourism in general workexperience the employment search and employability skills

Purpose and Benefits of the Proposed Program

a Purpose To enhance the employability of students by indepth instruction on the tourismsectors This program will be mainly targeted at students graduating from high school

adults seeking a career change or the unemployed seeking applied skills to enter therapidly expanding tourism industry The program also appeals to international studentswho originate in countries where tourism education and technology is less advanced

b Educational effectiveness This industrydriven program offers students a well balancedblend of academic content and portable applied skills that are transferable to all sectors ofthe tourism industry It incorporates extensive handson technology training and includesall the Employability Skills as defined by the Conference Board of Canada according toa recent survey of courses and programs at Kwantlen University College

see Appendix B

The program originally titled Travel Industry Training has grown from its first deliveryon one campus in 1990 to three deliveries per semester on three campuses This positiveexpansion is testimony to graduate students from this program securing employment

Page 2

c To ensure students employment or progression to further education the program coverscontent that is endorsed by the National Occupational Standards ACCESS is recognizedby the Pacific Rim Institute of Tourism PRIT and that is a component in the provincialladdering model for British Columbia Tourism Education see Appendix C Theprogram also qualifies for credits in the Association of Tourism Professionals ATP

d In 1996 Kwantlen forged an industry partnership with the Thomas Cook Group inrelation to the Travel and Tourism program which included the oncampus establishmentof Kwantlen Travel a bonafide fullservice travel agency This agency provides studentsand instructors with instant updated industry information provides services to thecollege and the community at large and is an inhouse practicum host In addition TheThomas Cook Group provides several live computer terminals in the technical traininglab

CURRICULUM AND DELIVERY

A Summary Description of the Program

Students will acquire the knowledge and skills necessary to secure employment in a varietyof tourism sectors including wholesale tour companies hotels and resorts airlines travelagencies ground transportation companies tourist boards event and conferenceorganizations and rail companies Upon graduation students will also have sufficient

knowledge to establish a tourismrelated company

Industry Standardsqhfre

Students will be prepared to write the national ACCESSlevel 1 exam

Students will successfully complete Superhost training

Students will be prepared to write an optional Travel Insurance exam

Graduate students will qualify for Association of Tourism Professionals ATP creditswhen they seek membership in the association

Educational effectiveness The program has the following componentscharacteristics thatwill ensure educational effectiveness

Fourweeks of work experience at a tourism related organization

Extensive technical training utilizing a number of tourism reservation systems theintemet and an automated accounting syste

G lat t PAc fedWell balanced content of academic and applied skills

Strong support and input from industry over the last 10 years

Page 3

strong focus on the development of high professional standards

worldwide portable skills

employability skills are taught as integral parts of program components with a strongemphasis on customer service communication skills and technology

Ways in which the program will be delivered

Classroom related instruction

Lecture materials include history geography geology and cultures as related to tourismdestinations in North America and around the globe

Instructors assign a number of inclass projects such as an advertising layout or theconstruction and staffing of a hotel to be completed in pairs or small groups

Videotaping is used in the selling skills and telephone techniques components of the

program Videotapes are also used to familiarize students with tourism destinations

Specific skills AA loivutyc rteivaiowtitrInstructors assist students in developing public speaking techniques for oral presentations bymeans of voice recording andor videotaping Students acquire skills in issuing manualairline tickets They acquire a limited amount of specific foreign language skills as they

apply to tourismrelated products They become adept at world geography

Reality learning environment

Students are placed in a variety of industryrelated organizations for work experience that asclosely as possible matches ultimate career objectives They participate in a number of siteinspections of tourism related organizations

EXTERNAL CONSULTATIONS

Extemal consultations have been ongoing over the past ten years Kwantlen University

College is represented on the provincial Tourism Education Committee TEC founded in theearly 90s See Appendix D and Appendix E for a list of TEC members Through TEC andthe annual tourism educators conference members are always in touch The facilitator ofKwantlenstourism programs Karin Lemieux is past chair of TEC and Pat Awmacktourism instructor at Langley campus is the current chair

LABOUR MARKET DEMAND lout O

Estimated market for graduates of this program sAAt time of writing there are unlimited employment opportunities in many sectors of tourismas the industry continues to grow not only in British Columbia but also globally

LYtPage 4

In the early 1990s Bill Barlee Minister of Small Business Tourism and Culture BCcommitted to generating 99 billion in tourism revenues by the end of 1999 In 1993tourism contributed 55 billion directly to the British Columbia economy Appendix F

includes a variety of articles and statistics relating to the growth of tourism in BritishColumbia the parallel growth in tourismrelated employment and the need for standardizedprofessional education

Evidence in support of this estimateio fFulf

Over the 10 years this program has been offered 85 to 90 of graduates securedemployment in tourism related fields We attribute this to the growth of the industry and alsoto the fact that our instructors have extensive related industry experience

Understandably the list of employers over a tenyear period is vast Therefore below is a

very brief list of employers who have recently hired graduates from KwantlensTravel and

Tourism program

Name

Air BC

Air Canada Vacations

Air Transat Holidays

American Airlines

American Express

BCAA

Best Western Hotels

Broadmoor Travel

Canada 3000

Canadian Airlines

International

Carlson Wagonlit

Cruise Holidays

Delta Hotels

Hilton Hotels

Holland America

Cruiselines

Hotel Vancouver

K Iwata Travel

LloydsTravel

Maverick Coach Tours

Perimeter

Transportation

Princess Cruises

Quarterdeck Travel

See Appendix G for letters of support from industrystudents

Number of students expected to graduate from this program 144 annually

PRESIDENTSSIGNATURE to be affixed upon the approval of Education Council

Date

Rocky MountaineerRailtours

Sheraton Hotels

Shoreside Services

Signature Vacations

Sommerville Travel

Sunquest

The Rider Group

Thomas Cook Group

Uniglobe

World of Vacations

Page 5

PART B SUPPLEMENTARY EDUCATION COUNCIL ANDADMINISTRATION REQUIRED INFORMATION

TARGET POPULATION

Description of the students for whom the Program is intended

Recent high school graduates individuals seeking a career change the unemployedhistorically funding has come from HRDC WCB Community Fisheries Forestry Renewalthe First Nations population the special needs population retirees seeking parttimeemployment international students

Will there be provision for PLA Yes

Expected annual intake 144 students

SPACE CONSIDERATIONS

Where will the program be offered Richmond Newton and Langley campuses

How much and what kinds of space will be needed

No additional space will be required Existing classrooms accommodate 24 studentsmaximum in each of three locations The technical training center lab at the Newtoncampus provides computer workstations for 24 students as well as the seven stationsprovided by The Thomas Cook Group

What space modifications will be required None

Will this space be available by intended start date of the program Yes

COSTS

Estimated preparatory costs

This program has always been a cost recovery program Preparatory costs are not required

Estimated ongoing costs

Revenue and fees will cover all costs

Faculty staff requirements how many of each nth

This is a cost recovery program

Note The program currently supports three regular full time faculty instructors one regularfull time facilitator shared by all tourism programs and two parttime faculty instructors

Page 6

Other operating and ongoing costs nth

Capital costs na

INTERNAL CONSULTATIONS

Continuing Education Jim Gillis and Lorraine Dotson

Registration process general information and promotion of the program in the CE flyer werediscussed

Education council Jim Gunson and Barb Melnyk provided a workshop

Individual courses have been submitted for approval pending DPAC process

INTERNAL APPROVALS

Divisional Curriculum Committee Chair Date

DPAC Chair recommendation Date

Education Council Chair Date

Page 7

Appendix ANational Occupational Standards for Tourism Programs ACCESS

Travel and Tourism Certificate Program

4t KKWAN NCollegeUniversity

Kwantlen University Co lege Employability Skills Matrix ProjectStudent Matrix

Program Students

Mequrtlo

TRVL

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Appendix BEmployability Skills Matrix Project

Travel and Tourism Certificate Program

Appendix B Part 2

EMPLOYABILITY SKILLS

Travel and Tourism Certificate Program

1 Creative thinking and problem solving Construct complex air itineraries andcalculate actual flying time from point oforigin to destination taking intoconsideration time zones crossed

Think critically and make appropriatedecisions in operational travel agencysetting

Analyze various career paths in tourism

Use artistic talents to prepare advertisinglayout including colour space andmovement

2 Oral Skills Discuss in class tourismrelated news items

and market trends

Read to classmates composed itinerary

Present a formal report from a sellingperspective

Present advertising project to class addingrhyme or jingle to printed layout

Professionally present project to class

Communicate with clients and staff

3 Interpersonal Skills Discuss employment opportunities andconditions with representatives from varioustourism sectors

Project positive attitude and sense ofhumour

4 Teamwork and Leadership Skills Work in a small team to inspectVancouversairports and prepare writtenreport

Work in teams to develop role playingmodels to practise selling techniques

Work in a small team with one leaderprepare questions and answers for the GreatEuropean Trivia Quiz form of review

Participate as a member of a travel agencyteam

113099 Page 1 of 3

Prepare reports of site inspections in smallgroups 34

Prepare in small team a competitiveadvertising project to be presented to andjudged by classmates

5 Personal Management and Entrepreneurial Skills

Manage time for research and delivery of apresentation

Develop a plan for a tourism organizationoffice by considering staff furnitureequipment and forms required to operate itsuccessfully

Adhere to hours of operation

Limit an oral presentation to a specifiedamount of time

6 Writing Skills Compose itinerary including Canadiantourism destinations

Compose an essay on Alaska featuring itshistory wildlife and other major attractions

Research and prepare written informationfor an oral presentation

Prepare text for advertising layout

Prepare site visit reports

Prepare a professional resume and coverletter

Write reports

7 Reading and Information Skills Read to class the composed itinerary

Analyzing brochure literature

Utilize agency procedures

8 Visual Literacy By using two or more cruise publicationscompare ships and point out visual featuresof different vessels

Compare ships and point out visual featuresof different vessels

Compare published packaged tourinformation from travel brochures

9 Mathematical skills Calculate final cost for a packaged tourproduct to a client and net revenuegenerated from a sale

113099 Page 2 of 3

Prepare detailed comparative costingrelating to optional tourism products in theCaribbean area

Calculate apparent and elapsed flying timewhen crossing the International Date Line

Calculate tariffs and applicable taxes to anair itinerary or segment thereof

10 Intercultural Skills Compare Canadian First Nations sites andattractions

Identify origins of First Nations of Alaskaand elements of the Polynesian language

Identify origins of Mexican and Caribbeanpeoples and language

Compare various Aboriginal cultures

Identify with cultural groupsthat havebeen studied in depth focusing on uniquecustoms and differences from Westerncultures

Identify and compare origins and history ofthe many cultures of the United Kingdomand Europe Discuss linguistic and artisticdifferences of same

Deal with a diverse client base

11 Technological Skills Use the Apollo reservation system tocomplete reservations for air travel hotelaccommodation and car rental

Use the Sabre reservation system tocomplete reservations for air travel hotelaccommodation and car rental

Operate computer systems

12 Citizenship and global perspective Match client needs with world based

possibilities

Comment on global ecological changes andthe importance of Ecotourism in fosteringawareness of preserving the planet

113099 Page 3 of 3

Appendix CBC Tourism Learner System

Travel and Tourism Certificate Program

PREFACE

Thework leading to the creation of this document was initiated

in September 1995 as part of the province wide efforts tocreate clearer career training pathways for students and better

linkages between secondary school and post secondary programmingThese efforts have been focused first on tourism training and educationbecause the demand for it is increasing there are numerous existingprograms and considerable work ie articulation laddering hasalready been done on linking these existing programs

In Canada where education and training is primarily a responsibilityof the provinces several reform initiatives have been launched Nationally the development of Industry Sector Councils such as the CanadianTourism Human Resources Council have in cooperation with provincialtourism education councils made available sets of National TourismIndustry Standards for training in industry and in public and privateinstitutions Human Resources Development Canada has provided bothfunding and leadership to establish these national initiatives

Over the past few years the various public and private sectoragencies interested in the development of BCs tourism workforce haveinvested considerable work in developing an accountable trainingsystem that provides relevant flexible and accessible lifelong learningfor people looking for a career in the tourism industry

A Pr posal for the BC Tourism Learner System

A key policy document was produced by the Pacific Rim Institute ofTourism in 1992 Tourism the Professional Challenge A Framework forAction outlined the key challenges and strategies needed to develop aprofessional and well developed workforce The mission statement of theFramework for Action strategy is To attract develop and sustain atourism workforce capable of offering internationally competitive standards of service to visitors travelling to and within British ColumbiaMichell 199219

The linkage of projected labour market need to education andtraining expenditure required cooperation between a number of stakeholders including government industry and educators The Pacific RimInstitute of Tourism was established in 1988 to provide a coordinatingcertification and promotional mechanism for tourism human resourcedevelopment Working with its education industry and governmentpartners the Pacific Rim Institute of Tourism was able to providecoordination as secondary schools public post secondary institutionsand private training institutes developed certificate and diplomaprograms in tourism The rapid rate of development was assisted bycooperative relations between the partners with colleges assisting eachother in initiating programs and through regular articulation meetingsand joint projects for curriculum coring and laddering

The Proposed BC Tourism Learner System

Grade 11

a v

drr

Grade 12

BC Tourism Career

Preparation ProgramsTourist 1112Tourisrp ElectivesWork Experience

170 ATP ieditsWr

Secondary School Apprenticeship

8

u

0

A Propoeel for the BC Tourism L

Industry EmploymentExperience Including related Tourism Apprenticeship privatendustry based training

Association of Tourism Professionals Credits reflect g

Standardised Prior Leaning Assessment Used to determine cademic cfedif

rear one

Post Secondary CertificatePrograms 1d0 At6Gedts

yen two

Post Secondary Diploma Programs

yew one

410AtrWl

you one 1 yeas two yell that

University Degree Programs including mandatory ndustry experience1

1

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yew lore

1760 ATPATP

Stan ardizedpilorLeariiinJs3essirfef t usedAo etert9lnega nricEEj

0 Association of Tourism Profess o a t tlo

I

Industry EmploymentExperience Including related Tourism Apprenticeship privateindustrybased training

Appendix DTourism Education Committee

Travel and Tourism Certificate Program

pritIpmlbQ141

Min of Advanced Ed T T

IMin of Tourism

Min of Education

PacUlc Rim Instituteof Tourism

1 Employment Immigration Canada

Tourism Supervisory ProgramsArticulation Committee

Tsm Dplma PgmsArtic Committee

HospArtic

Dplma PgmsCommittee

Private Career Training Associat on

Tourism Travel Programs Group

Revised BC

Tourism

Education Committee

exgfklo members Structure

proposed

Travel Programs ArticulationCommittee r T

Professional Cook Training rPstculatonCommittee

Recreation Education rArticulation Committee

0

Secondary Tourism EducatorsGroup I

University Tourism Programs IGroup r

Articulation Committees Coordinated by the Min of Adv Ed T T Meet regularly by teleconference and at an annual general meeting Forum to discuss curriculum articulatlon Instructor resources and professional development issues between programs with similar objectives

Special Interest Groups Self administered groups with membership consisting of programsof similar interest Focus on issues similar to those of Articulation Committees

Tourism EducatorsCoordinating Committee TECC Umbrella group Membership includesChairpersons of the above Articulation Committees and Special Interest Groups with participationfrom Govt Ministries PRIT and CEIC Coordinated by the Min of Adv EdT T Meets twicea year Stresses effective communication Deals with issues of interest to all provincialtourism hospitality and travel related programs

Appendix EMember List of Tourism Education Committee Travel Programs

Travel and Tourism Certificate Program

Note Public post secondary institutions are marked with an asterisk

111599 YON 1329 FAX 250 370 4104 CA110SUN SCH OF BUSINESS 14J002

ACCESS endorsed Travel Programs in BC April 199Pindicatcs provisional endorsement

Camosun College4461 Interurban Rd

Victoria BC V8X 3X1

Canadian Tourism College20710090 I52 StSurrey BC V7K 8X8

CanadianTourism College501 1755 West BroadwayVancouver V6J 4S5

CompuCollege School of Business2105021 KingswayBurnaby BC V5H 4A5

CompuCollege School of Business1201626 Richter St

Kelowna BC MY 2M3

CompuCollcge School of Business200889WPender St

Vancouver BC V6C 3B2

CompuCollcge School of Business2001290 Broad St

Victoria BC V8W 2A3

International Institute of Travel P10362 King George HwySte205Sunty BC V3T 2W5

Kwantlen University CollegePOBox 9030

Surrey BC V3W 2M8

North Island College1685 South Dogwood RoadCampbell River BC V9W SCI

Paula Carr CTC DMATPPhone 250 3704065

Fax 250 3704104

email carr@camosunbcca

Kim Beharrell SMATP

Phone 604 5821 122Fax 604 583 4092

email kimb@tourismeollcgccom

Gwen Donaldson SMATPPhone 604 7368000Fax 604 7319819

email gwcnatourimcollegecom

Phone 604 4352424Fax 604 4301473

Phonc 2504352424Fax

Lisa Stephenson crcPhone 604682 6600Fax 604 6870983

Phone 2503863432

Brian Williams

Phone 6045887795Fax 6045883477

Karin Lemieux

Phone 6042443707

Fax 6045992578

Email karinl@kwantlenhcca

Deborah ForsythPhone 2509239765

Fax 2509239703

Email forsythnicbccanicbcca

111599 MON 1330 FAI 250 370 4104

Okanagan UnivCollege1000 KLO RdKelowna SC MY 4X8

PENIntITravel Training Centre1530 Pembroke StVictoria BC V8R 1V9

SprottShaw Community College P84212 StNew Westminster BC V8M 213

SprottShaw Community College P200885 Dunsmuir StVancouver BC V6C INS

Tourism Training Institute201 10114 King George HwySurrey BC V3T 2W4

Tourism Training lnstirute1245 West Broadway 3rd floorVancouver BC V6H 1G7

Vancouver Community College250 West Pcndcr St

Vancouver BC V6B IS9

ce c fi t

s Vicku5c

CA4OSUN SCE OF BUSINESS 2003

Lynn Powell CTCPhone 2507625445Fax 2507626634

Email Ipowell@silknetcomEmail Irobinsonokanaganbcca

Pierre El Nahas CIC

Phonefax 5956310Email PEnahas@aolcom

Diane Sissons CTCPhone 5203900

Fax 5203033

Email dsissons@sprottshawcom

Phone 683 7400

see below

Roxanne Ang CTCDNIATPPhone 6047367008Fax 6047367723

Email tourismcaaionctcom

Jackie KinncrsleyPhone 6044438521Fax 6044438588

Email jkinnersleytkccbcc3

Appendix FA Decade of Growth in Tourism and Tourism Employment

Travel and Tourism Certificate Program

Global Tourism

Tourism has grown to become the single largest industryin the world with revenue and visitor volume

continuing to increase The World Tourism Organization

estimates that by 2010 global visitation will reach

1 billion up from 625 million in 1998 International

tourism receipts are forecast to reach an unprecedented

516 trillion in the same period

With growth comes intense international competitionCurrent competitors are stepping up efforts to capturetourist dollars with investments in transportationinfrisavcnue development and marketing Developingcountries are also entering the tourism industry inthe last year nations in Apia Asia and South America

each emerged as contenders in the global tourismmarketplace

COMPETITION

GLOBAL

AND LOCAL

TOURISM INDUSTRY REVIEW

TOURISM BP 11 ISh COLUMBIA 5 BUSINESS PLAN Q992000

BCTourism IndustryProvincial tourism revenues for 1998 reached

S88 billion an increase of 1249 million over 1997The

most recent Gross Domestic Product figures indicate thetourism industry contributed 46 billion to the BC

economy in 1996 ahead oftraditional mainstays such as

manufacturing mining agriculture and fishing

In the last decade the number of direct tourism jobs inBC has grown by 31 Today 113000 people areemployed direcdy as a result of tourism A total of

234000 British Columbians alt employed in

approximately 16000 tourism related businesses

throughout the province

Tourism British Columbiasvision is to bea recognized world leader in tourism destinationmanagementWework cooperatively with industry partnersto promote the development and growth of BCs tourismindustry and ensure its longterm success

Tourism British Columbiasgoal for 19992000 is to secure

provincial tourism revenues of 9 billion in what is one ofthe worlds most competitive global industries

1

5

9

17

19

23

27

28

19

CONTENTS

MESSAGE FROM THE CHAIR

MESSAGE FROM THE PRESIDENT A CEO

COMPETITION GLOBAL AND LOCAL

MARKETING A SALES

MARKETING PUBLICATIONS

TOURISM OPERATIONS

BUSINESS DEVELOPMENT

CORPORATE SERVICES AND

HUMAN RESOURCES DEVELOPMENT

FINANCIAL SUMMARY

TOURISM BC OFFICES

1449 r i 13 1999

I OL RISI

13R II IS I

Tourism BCFam ToursMedia Visits

May 14CanadianCathay Airlines FamPreRendezvows fam trip withmedia from Singapore andMalaysia to VancouverWhistler and Victora

May 18AAA Fam Tour

In partnership with the CTCfam tour with 30 navel agentsfrom North America toVancouver Coast and Mountains Cariboo Country andThompson Okanagan tourismregions

May410Canada 3000 Fam AustraliaMedia visit to KnightsInletThompson Okanagan andVancouver Island regions

May12138 May 1921Great Outdoors TV CrewAustralia New Zealand mediafam aboard Rocky MournainerRailtours to Prince GeorgePrince Rupert and the SkeenaRiver Valley

May14 18CTC McMIco Fam TourTravel agent fam tow toVancouver and Victoria with atrip to Alberta throughKamloops with RockyMountaineei Railtours

June 1 June 6CTCsCanada Travel SpecialistTraining Program UKTraining sessions on SuperNatural British Columbia for 60

travel agents from the UK

Tourism BC Overseas Update

Issue 48 May 12 1995

SUPER NATURALEAXPlease read circulate

TOURISM REVENUES REACH 88BILLION IN 1998Nearly 22 million overnight visitors generated S88 billion in revenues surpassing allprevious estimates according to results on the industrys 1998 yearend performancereleased this week by Tourism British Columbia BCspopularity as a vacationdestination with Americans was key to this growth Spending by American visitorsreached 522billion in 1998 up 117 per cent

Spending by European visitors was up 22 per cent to 5625 million Expenditures byAsia Pacific visitors totalled 5821 million a drop of 129 per cent Declines from Japanand Taiwan were slightly offset by moderate growth from Hong Kong and AustraliaOverall 218million overnight visitors came to British Columbia in 1998 a 19 per centincrease compared with 1997 The largest gains in arrivals came from the US marketup 101 per cent Nearly 440000 more American visitors came to BC in 1996compared to 1997These results demonstrate that we are on the right track with our provincial marketingprograms said Tourism BC board chair Jean Anderson While we saw continuedgrowth in visitation from the US market in 1998 last yearseconomic climate provedchallenging for many of our intemalional markets particularly Asia PacificOvernight visitation from Europe increased slightly up 11 per cent in 1998 from 1997This growth was driven primarily by the UK market up 71 per cent Conversely theeconomic slowdown in Asia Pacific resulted in a 147 per cent drop in visitation in1998

Performance from BCsoverseas tourism markets is forecast to improve in 1998and we have already seen positive signs in the first quarter of 1999 said Tourism BCpresident and CEO Rod HarrisOvernight entries from Asia Pacific are up 41 per cent and entries from Europe arc up20 per cent in the first two months of this year the most recent data available

Taiwan

Tourism BC has assembled six of Taiwans top tour operators for a cooperativeeditorial campaign in Taipeis largest newspaper Ma Shang Daily Half page adsinclude an advertorial featuring BC itineraries offered by operators with a unique callto action for each operator Itineraries feature new BC products in a wide range ofregions and covering springsurnmer fall seasons This is the largest consumercampaign Tourism BC has ever undertaken in Taiwan Ads will run from April throughJune

United Kingdom KP Foods Real McCoysCanadasWest chips promotionA major relaunch of Real McCoysvisps potato chips is featuring CanadasWest asits theme CanadasWest imagery is printed on the package along with the CTCmaple leaf logo Instore posters and display material will also promote the WesternCanada theme A consumer contest is being held with the major prizes being 10 tripsfor two to Western Canada KP Fonds has created a Real McCoyswebsitewwwmccoyscoukthat includes information on the Canadas West contest Thepromotion is to run from March to June In the first five weeks of the campaignI 1 million packages of crisps were sold a 50 per cent increase over last years sales

86 Hamby Srer Sth Floor Vancotreet BC Canada V6L 263 nne Nti 6603757 Fax 604 6603383

Customs Entries Jan 19 Feb99 Mar 99 Apr 99 May 99 Jun 19 Jul 99 1999 YTD

Ud rolal vnmli0 an Gay 377631 4063 441499 474427 831729 711171 704779

Mop 215 15 143 153 97 27 115

Ud Oaa1GgM 117621 119735 7191 771555 24701 10214 14111110

nip 281 249 207 1191 13 17 113

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IL76644 229131 714147 435123 564490 1114783

230 187 156 96 33 125

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suppled try 6C STA TS rOra7N 215 169 167 170

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ISSUE N 7

114 THIS ISSUE

June Customs Entries were up but volumes from AsiaPacifichave yet to reach 1997 levelsCustoms Entries for the first six months indicated that international

travel to British Columbia grew twice as fast as travel to Canada overall

Poor weather appears to have dampened spring visitor volumesto BC Parks

The back page provides some insight to the WTO rankings ofinternational tourism destinations

CUSTOMS ENTRIES

In the first six months of this yearintemational visitors took more than two

million overnight trips to BC an increaseof 125yeartodate compared to 56 forall of Canada More than one quarter ofinternational arrivals to Canada were via

British Columbia

Visitation by Americans continues to be thetop news story topping 15 million overnightvisitors as of the end ofJune marking a 133increase over the first six months of 1998

While volumes from AsiaPacific continued

above those in the first six months of 1998

they have yet to reach 1997 levels As of theend of June 1997 customs entries from theregion totaled more than 389713 comparedto a yeartodate total this year of359018For the first six months of 1999 Europeansmade 112more trips to BC Drivingthis was strong growth from the UK andGermany up 126and 84 respectively

OTHER INDICATORS

Provincial room revenue continued to performwell in April up 163 in April for a year to

date total of 53573 million an increase of17 over the first four months of 1998

Provincial occupancy fell slightly in Maycompared to the same month last yearbringing this yearsaverage to 598which was 15 above the same periodin 1998

PROVINCIAL INDICATORS

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While occupancy decreased slightly theaverage provincial room rate rose in Mayfor the sixth consecutive month up27BCsyeartodate average was I0635up 44 over January to May 1998

Passenger volumes at VancouverInternational Airport as of the end of Maywere up 54 over the same period lastyear Driving this increase were gains indomestic and AsiaPacific passengers up68 and 66 respectively

e focus of this issue is on the status of

tourism throughout the province with thearrival of the second quarter data for most of ourkey indicators Overall it suggests that while BritishColumbia continues to see significant growth fromour overseas markets the tourism business generatedby the markets closer to home may have beenimpacted by the unseasonably cool wet weatherduring the spring and early summer this year

BC Ferries passenger volume increasedI6 in July the first monthly increase sinceJanuary for a yeartodate total of more than12 million slightly under last years paceAccording to BC Parks the damper thanusual spring weather was a major factor inthe 135 drop in the number of campgroundvisitors to provincial parks during the firstseven months of 1999 This issues back pagecontains a feature article on campgroundattendance at BC Parks

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ROOM REVENUE 1 Not seasonally adjusted supplied by BC STATE 455172111

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3ECIOR INDICATORS

AccommodationFood BeverageProvincial accommodation room revenue in Aprilcontinued to be on the rise above levels seen in 1998driven primarily by very strong growth out of theVancouver Coast and Mountains region up morethan 25 for the third month in a row

April marked the first month of decline in accommodation revenue for the Thompson Okanagan in 1999down 16 April also saw continued declines fromNorthern BC marking a yeartodate drop of 134

Hotel occupancy rates in May ranged from a high of76 in Greater Victoria to a low of 332atWhistler Prince George saw the most significantdecline down 186 to 592occupancy for themonth of May while Kamloops saw the greatestincrease up 76 to 730

The average daily room rate in May was up in allreporting areas with the exception of Prince GeorgeThe greatest hikes were seen in Kelowna up 84 to8973 and Whistler up98 to SI 1195

TransportationPassenger volumes on the Coquihalla highway in Julywere back on track up 55 Yeartodate on the

highway the volume of passenger vehicles wasapproximately the same as last year totaling morethan 13 million vehicles

Activity at regional airports around the provincevaried widely in June with a 39 increase at PrinceGeorge airportctoria

on the other hand saw a

S I drop in bringing the yeartodate total

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1RANSPORTATION Jan 99 Feb 99 Mar 99 Apr 99 May 99 Jun 99 Jul 99

C0ua4LLA Oa4rP d t 94614 519148 147743 191151 2389383 220134 353053

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1441eae 4773 71377 74751 43001 63554 41910 403544

Nrp 55 75 110 62 30 03 577

CYeaee4 7338 714 7525 5653 5140 1175 41107

da30 102 159 132 111 47 123 51

Mae 04aw 23737 24348 26669 38941 25897 25426 32387 115125

r 4115 91 50111 62 34 39 291 0915

PIES P88411971ola4

MOPS eresrwrNol 59754 517511 742233 155503 1100520 1015110 1452102 6270620

35deeps Re12430 24 220 11 04 161 15 03

Peel Runty to Prince Rnpt 1338 1311 4040 11705 14917 48320

Rb10440 541 9 977 521 041 041

PRODUCT Jan 99 Feb 99 May 99 Jun 99 Jul 19 1999 YT0

Cdarevenuepassages Vemanr 153335 157091 2445 54014

96d

17 152 991

Fl l Ledges 442205 514143 1174577 1217320 6971499 1e509 14v44

capSaee BC 97415 1151 59 621 150 100

PUBLIC ATTRACTIONS Pik Al4ralanc4

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65010ane Cant7r 43 5572 14152 11711

wp 979 154 413 ea 12103904 0440 1001 22431

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CONFERENCE DELEGATE DAIS suppOM by Individual centres

Meath Conference Cabe 3110 4537 5430 11425 4m 7454 174 54125

leap 147 301 1726 1230 46 5111 10059 1237

11hb6a rypeence Cate 7411 544 791 11531 4015 15714

Pape 2425 707 519 494 459 304

amenCannes Ethaeon Cate 35700 25504 9414 19410 30714 15420 221193

dap 41551 295 25251 153 0 212 461 193

Petdnn T4a 4 47710671 Cate 0 544 2100 149 1133 14450 1310 2025

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Pte Osage Oslo Caner 0 1500 134 414 0 144

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SERVICES Jan 99 Feb 99 Mar 99 Apr 99 May 99 Jun99 Jul 99 1999 YT0

TOURISM BC 1400 RESERVATION AND INFORMATION SERVICE44447NA 04 Remens 404 4910 5244 6657 1032 4270 1144

dap 1102 440 111 417 41 15 46 389

Na al Ism9p Cab 14513 91125 400 5119 47512 4947 47221 229142

51 779dap 11 1611 3T1 46 135 116

VISITOR INFO CENTRES No al pent

1b Wawa 1343 16297 19339 43383 37948 4303 4377 3447

camp 194 02 23 St St 45 09 194394405

VaeeaCot M5P5aa4 11737 1143 19944 13311 30433 48471 237389

deep 571 61 20 11 53 641 39

Tlarpel Otse9a1 7502 444 12270 17011 31445 411977 75301 194290

641 dap 04 31 177 20 4011 22 06

Cantle Chbab COI 332 430 571 114 1815 479 4484 17539

dap 3251 29 10 o 197a 472 207 1162 206

AC Rivas 404 tan 4345 5773 11354 4217 42596 13327

dap 732 53 6 23711 237 150 106 36 156

NsIan SS 1153 145 1105 LON 445 38315 41452 6916

10w91 1121 3711 25310 Its 1251 1691 011 1631

0C MS 33519 39413 4394 73503 127909 157438 40751 4444

61 1Tdam4 171 101 54 43 06q 03

Passenger vo mes aboard BC Ferries major routesstayed muc same as last year as of the end ofJuly Total vo umes on routes 12 and 30 betweenVancouver Island and the mainland topped the sixmillion mark as of the end of July up03over thesame period last year

Product

Vancouverscruise product is showing strong growthover last year as of the end of July Julys increase of152 in revenue passengers brought the yeargrowth to 99 for a total of560184

Victoria is also having a strong cruise season with35 ships expected this year compared to 28 duringthe 1998 season

In this issue we are pleased to add data from two ofBritish Columbiasheritage properties Yeartodatecounts for Barkerville and Fort Steele show that more

than 40000 people visited the sites in the threemonthperiod between April and June

Attendance at the Royal British Columbia Museumtotaled more than 66000 visitors in July marking a13 decrease over July of 1998

Services

Buoyed by strong performances during winter andspring the number of reservations and incoming callsmade at Tourism BCs reservation and information

service were up 189 and 116 respectively as ofthe end of July

For the first seven months of 1999 the number ofparties visiting Visitor Info Centres throughout theprovince remained virtually unchanged from the sameperiod last year totaling 866668 Growth from theBC Rockies has especially been strong all year up188as of the end of July

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Introduction Page 1

Revenue and Volume Page 2

Tourism Employment Page 5

Tourism GDP Page 8

Exports Page 10

Accommodation Room Revenue Page 11

Tourism Related Businesses Page 14

Over the last decade tourism in British Columbia has

seen some remarkable developments The exposure ofBC to the world as a result of Expo 86 left the provincewell positioned to build on its Super Natural reputationthroughout the final decade of the millennium

In 1990 approximately 178 million people visited the

province in 1999 the number is expected to top 22 million

Tourism in BC is most frequently measured in terms of

the number of people that visit the province and their

expenditures However it is also useful to look at the

impact of this industry on the provincial economy as

well as its rate of growth in a number of key performanceareas as this document does This is the Value of

Tourism

Tourism Employment by Industry Sector 1998Total 112940

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Food Beverage Accommodation 21Services 26

SOURCE Sroiai Canada Surer of Empbymem Payroll uC Harr SEPHI

Growth in Tourism EmploymentGrowth in tourism employment rose 31 in the 10year

period from 1989 to 1998 approaching nearly double the

provincial average of 19

Growth in Tourism Employment19891998 up 31Z

SOURCE Ssaiti Canada Survey of Emlymm Payroll mE Ham SEM

1120

Wages and SalariesWages and salaries in the tourism industry totalled26 billion in 1998 Of this total which did not include

tips or gratuities 33 840 million was earned in theTransportation Storage Communication sectorfollowed by the Accommodation 490 million and

Food Beverage 350 million sectors

The average weekly earnings within the tourism industryin 1998 was 437 Air Transportation workers averaged

the highest weekly earnings 862

Average Weekly Earnings B0 Labour Force

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Dined employment in BCsS85billion tourism industry hasgrown by 39 per cent since 1987well ahead of the provincial employmatt growth rate of 30 per centTourism Minister Ian Waddell andTourism British Columbia chair leanAnderson announced December 8 atthe Royal British Columbia Museumsite of the recordbreaking Leonardoda Vinci exhibit

For the first time BC

06 07 DEC 22 1998

Super Natural Fax Page 3

TOURISM JOBGROWTH UP

s

bee u e number of

dirge jobs in tourism and direct jobgrowth Almost 113000 people aredire employed in this sector notincluding self employed workersmany of whom work in outdoorrecreation and ecotourism This

growth in tourism jobs demonstratesthat government and tourism businessoperators and associations areworking effectively to build ontourismsrecord as a strong economic generator and job creator inthis province

Tourismsdirect employment isnow ahead of employment intraditional goods producing industries Tourism jobs range from entrylevel jobs for young people to seniorpositions in airlines worldclassresorts and other businessesWaddell said tourism relatedbusinesses have increased to 16572in 1997 from 10000 in 1991

The number of tourism

generated jobs in the transportationand communications industries rose

10 per cent in 1997 providing muchof the impetus for growth within thetourism sector according to BCStats lob growth was also strong inthe food and beverage service industy up 63 per cent Workers in thetourism sector earned an estimatedS26 billion in 1997 not includingtips

PRODUCT CLUBS WANTED

The Canadian Tourism Commission is invitingproposals for the creation of new product clubs tobe established in 1999 The product clubs wouldhe developed by small or mediumsized tourismbusinesses and would create new or enhance

existing tourism products in Canada

Product Club program provides partnerships for tourism consortia tolop wider diversity of marketready tourism products Product clubs buildess networks increase business opportunities and encourage cooperative

urelpartnerships

To obtain a proposal package contact Sylvain Diamond @ tel 8199561772 fax 819 9972229 email sylvalndlamondigpwgscgccaor check the website 43wwecanndatourismcomproductclubs

TOURISM BC HIGHLIGHTS

Asia Pacific

TV AustraliasGetaway program returned to BC to film two segments flyidrivesouthern and central Vancouver Island as well as grizzly bear watching at Knight

Inlet The first segment aired November 27 in AustraliaTourism BCs representative in Australia participated in a travel education forum atboth Australia and New Zealand educating over 200 agents and in addition attendedthe Suntravel Adventure Expo in Auckland Over 2500 consumes attended theshow

016989 PRGE 44

Research Services

Tourism BCs Research Senices Unit is pleased to announce the appointment ofMark Gingtas as Manager Research Services Mark brings with tan an extensivebackground in both quantitative and qualitative market research working for avariety of local national and multinational clients He has successfully operated aresearch company Contours International for the past ten ears in Montreal andOttawa Prior to mmning his on business he has worked for BCM R JBell CanadaCanadian Facts and Sorecom Marketing

Tourism BC hosted over 20 trade and media visits from the Asia Pacific regionbetween Sepumber to December 1998 Some key ones were Japan NOdceiSatellite New DC Gold Card Magazine Vacation Magazine Taiwan MoakMagazine Gulden Legend Television Philippines Travel Update and Korea ThingsMagazine KBS1 TV

EuropeTourism BC hosted me 20 Gennan Canada Travel Specialist agents on a SuperFamthrough Northern BC Their itinerary included stops an Prince George Terrace andPrince Rupert

A trine page feature on the West Coast Trail was published in sdtoner nun aGerman consumer magazine In addition a fivepage article featuring an RV tripfrom Vancouver to Vancouver Island the Inside Passage and Prince Rupert over toAlberta appeared in Mall Magazine

865 Hamby Street 8th Floor Vancouver BC Canada V6Z 2G3 Fhcne 604 660375 Fax 604 6603383

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lmewatimulvisitors generated 536billion In revenue in1997 making tourism the semad largest apart Imdttattyin RC after boss

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GREETINGSROM 1OURISM BC

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Business Updateby Angus Wilkinson

NEW HOTEL OPENINGS 1998VANCOUVER AREA

Fourteen new hotels opened their doors with 17 ms In

he first nine months of 1998 This will likely be a record yearthough the record will probably be broken In 1999 and 2000While Delta Management SeMces now owned by CP Hotelstakes on the management of the largest number of hotel roomsRTM Hospitality aBC management company takes over threehotels and 277 rooms followed by the giant hotel companyStanwood Hotels BResorts which now manages the SheratonFour Ponds In Rldrnond as well as the Westin Bayshore

R hill011111011 w morntal ran nsowrr ear ier

HOTELS UNDER CONSTRUCTIONVANCOUVER AREA AND VICTORIA

Fawn new hotels are under construction with 3292 roomsand opening dates from fall 1998 June 2000 fl the proposedexpansion to the Vancouver Trade Convention Centre and theRichmond Trade Centre both gel approval to build then It Is anyonesguess as to he many more hotels will be constructed InVictoria Royal LePage Is marketing a prime site close to the Inner Harbour and Convention Centre which Is suitable for a new

200 to 300room hotel Microtel the fastest growing franchiser InUSA Is promofing its launch In Canada and Is seeking pad

Ws for six sites inBC Service Plus Inns Suttee has openedfs first hotel In Alberta and plans to build and open several moreIn Alberta and Sasludd swan Cali us for details

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HOTEL RENOVATIONS CONVERSIONSAND NEW MANAGEMENT

The Landis Hotel on Homby Street has been converted to aResidence Inn by Manion The Hotel Georgia completed its majorrenovation and has been branded as a Crowne Plaza The NiagaraHotel on West Pander Street was completely gutted and hasopened as a Ramada Limited Perhaps we will see the GatewayLinden and Dakota Hotels on Granville Street seeking brand identification As more new hotels open In 1999 existing hotels willneed to Invest heavily to remain competitive Renovating programs will be underway at the Century Plaza Westin Bayshoreand The Empire Landmark The Pan Pacific Hotel recently completed a 810 million renovationandproudly regained Its five diamond rating horn AM Stanwood Hotels Resorts the worldsWryest hotel RER has taken over the management of two Vancouver area hotels Sheraton Wail Centre and Sheraton FourPoints

Angus Wilkinson Is with the Hospitality Division of RoyalLepage Commercial Inc In Vancouver He can be reached atPhone 6046831111 Fax604683043236Email awllkinsC

INNFOCUS AUTUMN 1998 35

1101 AUG 10 1998

SUMS

Tourism BC Signs Aboriginal Tourism AccordIn an important partnership to develop and promote BCsunique Aboriginal tourism product Tourism British Columbiaand the Aboriginal Tourism Association of British Columbia have signed a new Aboriginal Tourism AccordTourism BC chair Jean Anderson and Sandra White president of the Aboriginal Tourism Association of British Columbiamade the announcement at a signing ceremony held July 29 in Prince Rupert

The association and its members play an important role in the future development of the Aboriginal tourism sector of ourindustry said Andcrson We look forward to working with them to help identify new opportunities for growth

Through the Accord both organizations pledge to work closely to raise awareness of the opportunities of tourism to theAboriginal community in BC to assist the Association to build a strong membership and to participate in joint industryplanning sessions

Were pleased to work with Tourism BC to help our members capitalize on the growing consumer demand for our productsand services said Sandra White president of the Aboriginal Tourism Association of BC

A series of six regional workshops throughout the province areplanned this fall to introduce Aboriginal business people andother tourism operators to the Association and the opportunitiesfor development of Aboriginal tourism products and services

Visitors are seeking cultural and heritage experiences as paof their vacation inBCsaid Anderson Through thisAccord our joint efforts will ensure that our visitors are moreaware of the unique cultural activities open to them

KUDOS

The North American Travel Journalists

Association has picked Vancouver as the 1998 BestInternational Destination

44th 9SIssue 31 August 5 1998

SUPER NATURAL FAX

The road that leads to Whistler the Sea to Shy Highway hasbeen rated one of the Most Romantic Roads in the world inthe prestigious Robb Report magazine Whistler has alsoreceived accolades from Seattle Magazine ranking the resortas the favorite ski destination in the Pacific NorthwestJapanese publication Bludeguide Ski Magazine rated Whistlerthe Number One International Destination for the tenthconsecutive year

TOURISM BC SALES MISSIONSList ofpanning major aacshows

so f Canadian Travel Agents Augonto Ontario

lion ravel Exchange Septand

Oct MeetingIncentive Travel

Executives Chicago IL

Canada Roadshow Germany Oct

CanadasWest Marketplace Nov

Penticton Canmorc

National Tour Association Annual Nov

Marketplace St Louis MO

World Travel Market 1998 London Nov

865 Hornby St 8 Floor Vancouver BC Canada V6Z 2G3 Phone 604 6603757 Fax 604 660

08160 PAGE 23

Region Annual Revenue 1997 Smillion

Vancouver Coast Mountains 6639

Greater Vancouver 5315

Whistler 975

The Islands 1978

Victoria 1231

Thompson Okanagan 1269

Northem BC 810

BC Rockies 612

Cariboo Country 170

Total 114790

0711 JUL 16 1998Super Natural Fax Page 2 y n

t73b7 PAGE 3

Issue 29 July 15 1998

1997 Tourism Room Revenue Sets Record

BC tourism room revenues grew 58 per cent to a record S11 billion in 1997 Over half of the revenue wasearned in the Vancouver Coast Mountain tourism region with revenue jumping 63 per cent to 664million Following VCM in growth were Northern BC49 per cent and BC Rockies 41 per cent

The figures also show that American travellers took 59 million trips to Canada via BC an increase of72per cent over 1996 and nearly one third of all visitor entries into Canada by residents of overseas countrieswere to BC

Growth inBCstourism industry is a direct result of the strong marketing efforts by Tourism BC and itsindustry partners throughout the province said Tourism BC chair Jean Anderson This increase in roomrevenue is reinvested in enhancing our marketing initiatives

BC Slats June 1998

KUDOS

nnual Room Revenue by Tourism Region

Tourism BCs SuperHost Face to Face program continues to gamer international kudos Most recently theWorld Travel and Tourism Human Resource Centre WTTHRC highlighted SuperHost in their Steps toSuccess Manual The Centre placed SuperHost at the top of its list ofsuccessful tourism and human resourcedevelopment programs around the world

BCsbooming ecotourism industry was highlighted in the July 6 issue ofMacleansmagazine Successfulecotourism operators at the Royal BC Museum and tours to the Gwaii Haanas a protected area in the QueenCharlotte Islands were featured

Tourism BC board member Carol Sable received top award as the BC Restaurant FoodsetvicesAssociationsRestaurateur ofthe Tear Carol is the owneroperator of the Fairmont Hot Springs Resort inthe BC Rockies Congrats to Carol and her entire staff for their achievements

Preferred Hotels Resorts Worldwide awarded the Ocean Pointe Resort Hotel Spa in Victoria a highscore of 91 per cent surpassing the worldwide average of 88 per cent The hotel is also a proud recipient of theConde Nast Traveller magazinesGold List who ranked it u the number one hotel in VictoriaCongratulations

865 Hornby St 8 ROCK Vancouver BC Canada V62 2G3 Phone 6134 6603757 Far 604 6603383

22 19 JUL 24 1998

pc y 9S6323 PAGE 23

Issue 30 JJy 24 1998

SUPER NATURAL FAXIona

BRITISH COLUMBIA SETS THE PACE FOR CANADASTOURISM INDUSTRY

Continued strong visitation from the United States in May pushed yeartodate growth up 11 per cent over1997

During the first five months of the year over 965000 American visitors traveled toBC on an overnighttrip up more than 95000 visitor from 1997 The number of overnight trips from the United States toBCcontinued its upward climb in May increasing 68 per cent largely due to the strong American dollar and robustUS economy

We attribute this significant increase in American visitor to the excellent exchange rate and aggressivemarketing efforts of Tourism BC and industry in the USsaid Tourism British Columbia Board chair JeanAnderson

During the period from January to May overnight visitors from the US generated approximately 5430million in revenues Visitors from overseas contributed 5363 million for the same period 0

The US market is big close and has a high awareness ofttourismcontinuedgopportu e

BC has to offer

said Anderson This market has proven itself as having strong potential

Increases from the US and a 16 per cent yeartodate jump in visits from the UK have helped offset adecline from some overseas markets particularly Asia Pacific

An increased number of scheduled direct flights between the UK and BC are expected to help boost UKentries through the summer

BC and Canada have seen a decrease in visitation from Asia Pacific due to the economic downturn in theregion The number of Japanese tourists entering Canada via BC is down 75 per cent yeartodate but theprovince continues to do better than other parts of Canada Entries to Ontario the second most popular province ofentry after BC for Japanese travel fell 47 per cent during the same period

Australia continued to be Asia Pacificsbright spot with entries jumping 19 per cent in May This was thefourth consecutive month of growth in excess of 15 per cent

The first five months have shown steady growth forBCstourism industry said Rod Harris TourismBritish Columbia president and CEO We will continue to focus our marketing efforts on the US andclosely with key international tour operator to increase visitation from important and highlycompetitive overseasmarkets

865 Hornby 51 8 Floor Vancouver BC Canada V6Z 2G3 Phone 604 6603757 Fax 604 660

0

Questions Concerns Future ProjectionsPRESENTED HERE ARE SOME OF THE NEEDS CONCERNS AND QUESTIONS EXPRESSED

BY THE PEOPLE WHO NOW SHAPE ANO WILL SHAPE

BCS TOURISM WORKFORCE

FIGURE 3 EMPLOYMENT PROJECTIONS

IN THE TOURISM RELATED INDUSTRY TO 2001

SECTORS

FOOD BEVERAGE

ACCOMMODATION

TRANSPORTATION

ATTRACTIONS

ADVENTURE REC

TRAVEL TRADE

TOURISM SERVICES 500

SOMCC ANCNOIA 1 EMNaYMENT IN THE TOOa14M INOYRII

IN SMIT1AM COLUMSIA OCT loin 17

Frontline EmployeesCan 1 support myself childcare housingtransportation with this jobHow can 1 manage my personal responsibilities aroundthe seasons shifts and hours this industry requiresHow can I get the help 1 need to learn about changesin this organization and the new equipmentDo other employers offer better wages benefitsand working conditions hours and trainingDo 1 want to try for a promotion or another positionin this company and how do I go about ItIs this job what I really want or should I be lookingfor another career or maybe start my own business

NET

EMPLOYMENT

1990 1993 1997 2001 INCREASE

78400 83900 94700 108600 30200

30100 32200 36400 41700 11600

43100 45000 46200 47200 4100

14000 15400 18300 20900 6900

9200 10100 11900 13600 4400

4500 5000 5900 6900 2400

EVENTSCONFERENCES 1800 1900 2100 2400 600

600 700 700 200

Students

hat kinds of jots are out thereWhat kind of career will Imnide me withiud wages jib security interestinga ark and oppon unities to let aheadhat kind of education do l need to get

a ttod jobi spend my tiny and money gelling an

c4ucation will the tab 1 et be worth itow do the things tm teaming nowrate to the real world

sw can I get practical experience soplovers will hire me

Displaced WorkersAfter all these years in one Industrywhat else am 1 qualified to do nowHow an I find a lob with the same kindof wages and benefits so 1 can supportthe family and pay off my houseAm 1 going to be able concentrate onstudying again after all this timeHow can I get training to do somethingelse

Can I afford to go bad to school andsupport my familyIs my age going to go against me Inapplying for jobs

TOURISM THE PROFESSIONAL CHALLENGE A Framework for Anion

11

C

CENTRE FOR

TO UR 15M

POLICY AND

RESEARCH

I

2 um n nTy

The Future IsntWhat It Used To Be

Implications for BC Tourism Programs

Dr John WalshSchool of Hotel and Food Administration

University of Guelph

Teaching Tourism rends Tools Tactics4th Annual Professional Development Workshop for Pacific Northwest Tourism Educators

August2224 1994

CThe Future IsntWhat it Used To Be

Implications for BC Tourism Programs

Tourism today an industry that iscoming of age Without being toograndiose the great sweep ofeconomicdevelopment in the 20th century has movedWestern societies from agricultural toindustrial to emergent postindustrialeconomies In the new economy the birthofwhich we are living through today theimpact ofnew technology and globalcompetition have forced an economicrestructuring that puts service industries atthe team ofeconomic opportunity for thefuture and the tourism industry is clearly amajor com vent in this service basedeconomy e eart o a successful

tourist industry lie two fundamental issuesyou have to have a tourism product andyou havet have aworkforce that candeliver that product in the marketplaceboth in terms of domestic markets and interms of international markets

er e srsaecaeo

significant education reform The ratherlinear progression from elementary tosecondary school and for a minority on topost secondary education does not workwell in an economy where individuals willhave multiple careers during their workinglives and need to access education and

trilling opportunities as adultsSimilarly the artificial distinction

between education and training whereeducation becomes largely institutionallybased and training becomes the job

Dr John Walsh University ofGuelph

ofindustry does not serve as well as it hasin the past

With predictable labour marketsand stable technologies linear educationmodels the distinction between generaleducation goals and specific job skills andinstitutionally based education can workwell But every indicator we have tells usthat the future is one ofextremely volatilelabour markets and rapid technologicalchange

Curriculum is no sooner designedthan it becomes obsolete Research on

occupation requirements is no soonerpublished than it requires revision Nowonder that todayls education reformagenda is concerned with careerpreparation school to work transitionrelevance and flexibility

In this short dismission I would like

to examine the im lications of these two

themes the economic ro a an unpa otourismana the eaucauon reformmovement of the 1990 for Tounsm

programsum ra

Tourism and EmploymentIt is difficult to predict precise

labour requirements for speaficoccupations in particular communities overshort time periods of time However at amore aggregate level we have a betterpicture of tourism employment and careersfor the future

2

In Canada as a whole

Tourism employment growth ishigher than that of the generalCanadian workforce

e ounsm

the Canadian workforce

M Tourism will employ morewonthanthe Canadian workforce in general

Ii Tourism has high levels ofpart timeand seasonal work

Tourism has low levels ofpostsecondary education particularly inmanagement

Ili Equity group employment in Tourism isabove Canadian workforce averages

D I

ecificall

1 m 5 new jobs creat to 2001in tourism

2 out of 3 of the 60000 new jobs intourism will be in food and beverageservice and accommodation

T There will be occupational shortagesfor Cooks and Chefs ManagersSupervisors and Travel CounselorsShortages in these occupations willgenerally require post secondaryeducation and training and offer salariesin the 518000 545000 range

and in British Columbia s

If the strategic planning undertakenby the Ministry of Small Business Tourismand Culture yields anywhere near therevenue goals established in its recentBusiness Plan of599 billion by 1999 thejob opportunities in tourism will be evenrtrore ronounced

y ntrs um

internationally recognized world classprestige core tourism product Thiscombined with massive revenue and

employment potential means that in publicpolicy terms tourism will be much moresignificant ih the future than it has been inthe past

Tourism Education

The role ofeducation and trainingin order to ensure that the British Columbia

economy benefits fully from the tourismotential that exists is k As in many

of er countnes ere is a growingrecognition that a highly educated trainedand flexible workforce is central to a

prosperity strategy that will work This isespecially true in the new economy whereincreasingly sophisticated technology andservice sector growth define opportunityfor the future

Of particular interest to educatorsare the comments ofthe 1993 NationalTourism Human Resources Symposiumwhere the most critical human resourceissues were defined for tourism in Canada

These were

MI Skills deficiencies in the work forceLittle or no training at entry levelNegative career imageLack of management skillsLack of company support forcontinuing education and trainingHigh turnover

113 Little recognition of importance oftourism

Inadequate supply of skilled workersPoor communication between industryand educational institutions

Management labour relations

El

Clearly educators at both thesecondary and post secondary levels areseen to be a key part of preparing peoplefor the work that will be there in the futureIt is also clear that both the scale and scopeof education and training in the tourismindustry itself also presents majorchallenges

he corn ina ion o occupa ion

demand and the ability of educators to

3

Corganize a curriculum response has resultedin explosive growthintourism educationAt the secondary school level in 1988 therewere 6 tourism preparation programs inBritish Columbia By 1990 there were 17and by 1992 there were 40 and this yearhas seen that number more than double so

that today we see 90 tourism preparationprograms operating across the province

There is no doubt that we should

celebrate this kind ofsuccess as educators

Too often we allow a public perception toemerge unchallenged that education movestoo slowly and is somehow out of touchwith the realities of todayseconomy Thisis not so and we should vigorouslyrepudiate that kind ofsimplistic educationbashing which too often masquerades ascritical comment on teachin and learnin

e same tune owever wemust not rest on our laurels content to

compare the progress we have mace in4ounsm sector with that mace in otherindustries and disciplines

We do however face majorchallenges in terms of

1 validating curriculum relevancy1 quality and standards1 managing school towork

transition as well as we manageschool to post secondarytransition andin finding new more cost effectiveways to deliver our education andtraining product

The performance and fiscalimperatives for education are no differentfrom those that dominate in other parts ofthe economy We have to prepare ourselvesto do things very differently in the futureand to generate a continuously improvedproduct quality that is more relevant to ourclient and at a lower cost I must insist

however nol because we have done thingsbadly in the past but because tomorrow isvery different from today and we mustaciapt to that different environment

The recognition that there is anurgent need to do more when one hasalready done a lot and a lot morethanothers at that is a particularly difficultchallenge to respond to But this is ourposition in tcurism education today

Intaistiryand Education PartnershipOne of the macro strategic themes

that will shape education reform not onlyin tourism but across a whole range ofdisciplines is industry and educationpartnership Such partnerships are alreadyan established part oftourism educationand again we have a situation where in thetourism area we are not starting fromscratch

s context we mi t

the general evolution ofindustryeducationpartnerships Partnership graduallydevelops across three phases

IF Partnerships which are ad hoc projectbased or local and driven primarily bypersonal contact

1 Partnerships which are system wideinstitutionalized multidimensional andongoing and which function primarilyon an advisory basis

1 Partnerships which are dominantorientations for both industry andeducation featuring strong comanagement and decision making onresource allocation

In education today the forcesdriving us forward along the partnershippath are obvious First there is noconceivable strategy that can replicate inour schools the technology or the facilitiesthe teaching materials or indeed theinstructional capability that already exists in

v

industry and which is required to keep ourcurriculum up to date and relevant

Second the demand for educationand training is outstripping any possiblecapacity of either the secondary orpostsecondary system Two out of three newjobs to the year 2001 will require somefonn of post secondary education andtraining The demand for adult retrainingand literacy education has producedwaiting lists across the province and thecost of traditional institutional basededucation is beyond any possible publicpurse

partnership with industry offers apossible solution to these problems but itentails moving away from an agenda thatdefines education u the job of educatorsaway from an agenda that protects thestatus quo of educational administrationand away f om an agenda that tries toseparate the connection between educationand work

Finally it is appropriate to indicatewhere precisely educators might usefullyfocus attention if the arguments I presenthere are seen to have substance There arefive

Industry participation in validating thecurriculum

Workplace based deliveryIndustry professionals as teachersIndustry involved in program evaluatioand accreditation

1 Labour market data and employmentperformance components in funding

I am aware of course that each othese alone constitutes a substantialagenda for change Nevertheless as welook to the future I submit that it will benecessary to face squarely the necessity forsubstantiechange in how we do what wedo in education The choice for us is

simple We can either defend the status quoand ultimately suffer the traumaticconsequences that follow when neededchange is blocked or we can look aheadembrace the need for change and get onwith the job while we are still in control of

I1 l 1

In tourism education in BritishColumbia we need to offer opportunity toall continually increase the elevance ofour programs and strengthen the linkagebetween what takes place in the classroomand what is needed in theworlrforce Ikriorplhe thisistiotair agenda ofco eaimceifwewete interested isconvenience I doubt we would be in thetourism business in the first place

u

REFERENCES

Tourism The Professional Challenge AFramework for Action Pacific Rim Institute ofTourism 1992

Canadian Tourism Human Resource CouncilHandbook

Job Futures British Columbia OccupationalO I s Employment and Immigration Canadaand the Ministry of Advanced Education 1993

John Walsh is an Associate Professor inthe School ofHotel and FoodAdministration at the University ofGuelph He is currently seconded to theMinistry ofSkills Training and Labour inBritish Columbia

Telephone 604 3876151Fax 604 3568322

5

swwwre S

DevelopmentofTourism Products

Gets Boost

1

upp y actors r e a ng ttourism products and enoughca acity are critical especiallysInoeiburism Minister BillBarlee committed to generating199billion in tourismrevenures by 1999 an overallincrease of 165 million visitorsover the next four years

Thatswhy the lburismDivision was recently reorganized creating theProdueVDevelopment Branch Were

What is the connectionbetween demand for BCs tourism products and the provincessu and ca

strateasingsome oour resources on the productside to ensure that BC has sufficient supply to handle the

aggressive growth expectationsestablished by MinisterBarlee says Assistant DeputyMinister Rod Harris Thismove also reflects changes inthe new Tourism Act

Heading the new ProductDevelopment Branch is Director Raymond Chan whoworked most recently as Executive Director of Business

Planning and ExecutiveOperations with the Ministryof Government Services

With eight years experiencein government a businesseducation and a backgroundin both policy and operationshe has excellent skills todevelop and implement strategies that will help BCs tourismindustry achievll its long termobjectives

All of us whether were inindustry or government need

to take a good hard look atsome very basic but importantquestions says Mr ChanFor example

To what extent is ourprovincestourism productcapacity sufficient to help usreach our visitor volume andrevenue targetsAre our tourism products interms of quality and typeappropriate for marketdemand

How are government policieshelping or hindering theachievement of our targetsHow do community interestsor constraints affect ourobjectivesRight now we canteven

answer those questions saysMr Chan Thatswhy ourProduct Development Unit isstarting to research evaluateand respond to these issues andopportunities as they relate todifferent geographical regionsand sectors like accommodation or transportation Once weget that information well beable to help industry quantifythe risk of investing expandingor improving our tourismproducts

At the same time theIndustry Development Unitis identifying and addressingconstraints to industry development including governmentpolicy and legislation affectingtransportation air land andwater access Were looking

at ways to position tourismissues and interests withinthe complex network of legislation policies programs and

relationships says Mr ChanRight now were working withindustry on a five year growthstrategy to the year 2000 thatwill be developed at the BCpurism Industry Conference

in DecemberMarket intelliguce plan

ning tools and expertise will beprovided to communities andregions through the Commun D Unit

ere s en quite a eman

for Workshops like bedbreakfast product packagingend Marketing and wereplanning to aeuver meat saysMr Chan Wellalso continue

to help communities with theirtourism action plans

Fm excited about consulting with our key clients andstakeholders including thetourism industry to help usrefine the focus and prioritiesof this branch Our biggestchallenges are determiningwhere to focus our resourcesfor the biggest bang andmaking sure that our servicesare relevant

US Singles Flockto BC

Bd is the third mostpopular destination for USsingles according to theChicago Tribune quoting areport published by theSingle Traveler newsletter

Yours truly

J3iBill Barlee

Minister

Encldsure

Province of

British Columbia

0

er

y

Ref 17947

1 November 12 1993 mmP

Dear Sir or Madam

am pleased to provide you with a copy of the 19931994 Tourism BusinesPlan of the Ministry of Small Business Tourism and Culture which clearlyidentifies the tourism goals activities and priority projects of the Province ofBritish Columbia for the fiscal year

The actions and corporate priorities outlined in the this plan are focused onincreasing tourismspotential for creating sustained economic growth andnew employment opportunities By meeting these goals and objectives theministry is helping to foster a longterm vision for the tourism industry whichoffers continued benefits to all British Columbians

Tourism will be a major economic and social force in this province over theynext decade The industry currently contributes direct revenues of over55 billion dollars to the provincial economy and employs over 180000people I believe we can build on this base and create tourism strategies

tfor sign cant growth while meeting our mutual goals of sustainability andregional development

I welcome your comments and inquiries on this document and I hope it willserve as a worthwhile resource tool for you If you require additional copiesof the plan please contact the Public Relations Branch of this ministryat 3566305

Minister of

Small BusinessTourism and Culture

Parliament BuildingsVictoria British ColumbiaV8V 1X4

1

Appendix GLetters from IndustryStudents

Travel and Tourism Certificate Program

10i15 9e FRI 1028 FAX 804 887 1537

00 td

October 151999

Ms Liana JohnstonKwaNlsn Univsretly College12666 72 MenaSurrey BCV3W 2348

Dear Ms Jolmzton

1 would like to thank you rot providing us with Fraction Students over the pad years

The students 1 have had the opporMety to work with in the put have been enthusiastic about doing theirpacticwna with Signsltm Vacations

They crone to us with peat narking knowledge of the Travel Industry and ate able to adept to ourfast pacad awirorunari They also possess the qualifications we took for when hiring staffOn several occasions we have also had positions posed within ow companywhere sScna have applied end seared a position with Sipaturc Vacations

I look forward to working with you again this upcoming season

Thxdc you

Sincerely

viradhAnoNash Va novenaAssistant Ticketing Supravlsor

SK R6 ACATiOJS ENC1766 Morti Sweet JOG 300 VerlOJa BC Canada Vet 3Z3 Meet 604 65e ti D2FAXES bnhistronoNNR604 6660465 AccountingTOKaErG004 667OoeroIors 604 0662652 Sales SYataina 06827466 PfodLCKvatemer Relekke 604 6096601PoNondimanatin9 604 6096502 saservotcaC6G4 6864191 G cuss 604 6096507

20 110I8 hCINVYOI 6LLL66S709 80C9 6665 CLtt

Wits221999 1621 CPNRDIPN PIS0UrS

60 IEEbd

Canadian

November 3 2 ggu

Karin Lemieuxfacilitator Tourism and Hospttality ProgramsKwantlon University Collegex2666 72 AvenueSurrey BC V3W M8

Dear Karin

The recruitrnent requirements for our Sales Service agent positions at Canadian Airlineshave been completed for dtls yeti

1 appreciated the opportunity to speak with your graduating classes at the Richmond Campusin order to generate interest In positions with our airline The graduates from yourhospitality programs possess strong foundational skills in all aspects of the tourism industryThe students hired by Canadian Airliner for cur Sales A SenicLagent

positions have excelled

during our training program and proven to be Valuable employ1 look forward to our partnership in the future

Yours truly

Marlene Critch

Employment SpecialistCanadian Airlines

Fae KwadeaMmt

30 FOIE 311NbriN

604 279 6159 P0202

Canadian AirlineEmployment OfficeMail Drop YVRo4boos Grant McConachle WayRichmond BC V7B tK3

Fax 6o4S99

TOTPL P02

6U1662P09 9060 6661 CLTI

c KwantlenUNIvERSITY COLLEGE

15 November 1999

Karin LemieuxFacilitator Tourism and Hospitality ProgramKwantlen University College1266672 AvenueSurrey BCV3W 2M3

ZO TVd

Dear Karin

It has been my pleasure to have the graduates from the Travel and Tourism Trainingprogram as practicum students in our office at Kwantlen University College RichmondCampus

Over the years the students from this program have completed work experience withThomas Cook Marlin Travel throughout the lower mainland and many of them havebean hired

Thomas Cook has enjoyed the industry partnership existing with Kwantlenn ly beneficial

College for the past three years and we look forward to many ityears together

Yours truly

ManHG aDDIESS126C6 72rdaenueSul fly KCrude V3WY 2M

Alison MoodySwartManagerKwantlen Travel Thomas Cook

30 FCIr NIIINVVY

TELEPHONE

EECd S9921ODNEB VIEwwwRwanaebcu

6ZLZ669t09 B0 C0 6667 CZTT

July 3 1999

Mr Jim Gillis

Dean of Continuing EducationKwantlen University CollegeNewton BC

Dear Sir

Re Mrs Susan Dewar Instructor

Kwantlen University age

Mrs Dewar is one of my instructors in the Travel Industry Training Program at KwantlenUniversity College in Richmond I consider her to be an effective communicator and an excellentrole model for those of us aspiring to be in the travel industry

I have found Mrs Dewar to be very approachable personable professional and willing to assistand provide support Her knowledge has been a real asset to our class she draws from herexperiences and provides us with interesting anecdotes which assist us in understanding our futureroles

On a personal level Mrs Dewar motivated me to excel in my performance and encouraged me topursue the Canadian Airlines job opportunities She knew of my goal to be a reservations agentand recognized my potential for the position In this regard she contacted the Human ResourcesDepartment at Canadian and was instrumental in recommending me for a reservations agentposition for which I was a successful candidate

I am very grateful for the opportunity to be instructed by Mrs Dewar and consider her to be anasset to her students

Your

Adrienne Revai

ncerely

Adrienne Revai

204 5852 Patterson Avenue

Burnaby BC V5H 2M8

NOU17999 1856

Is

16NOV 1999

MS KARIN LEMIEUXFACILITATOR TOURISM PROGRAMKWANTLEN UNIVERSITY COLLEGERICHMOND

BC

DEAR MS LEMIEUX

IWfTR TFAUELRCHMD 604 684 6282 P0102

Fax Transmittal from KIwata Travel Service Ltd774 Thurlow St

Vancouver BC V6E 1V8

Telephone 604 6805101Fax 604 6846282

FOR MANY YEARS WE HAVE BEEN FORTUNATE TO ENJOYA MUTUALLY BENEFICIAL ASSOCIATION BETWEEN OURAGENCY AND KWANTLEN UNIVERSITY COLLEGE

1 WOULD LIKE TO CONGRATULATE YOU ON A WELL PLANNEDTOURISM PROGRAM

I HAVE HAD FIRST HAND EXPERIENCE WHERE STUDENTSWHO SUCESSFULLY COMPLETED THE RETAIL AND ORWHOLESALE TRAVEL AGENT PROGRAM HAVE TODAYBECOME PROFESSIONALS IN OUR INDUSTRY

K IWATA TRAVEL SERVICE HAS HAD THE PLEASURETO HOST SEVERAL STUDENTS FOR THE PRACTICUM REQUIREDTO SUCCESSFULLY COMPLETE THE TOURISM PROGRAMEACH TIME WE HAVE BEEN PLEASANTLY SURPRISEDWITH THE QUALITY OF BASIC KNOWLEDGE THE STUDENTSDEMONSTRATED IN THEIR DAILY DUTIESGRADUATES OF THE KWANTLEN UNIVERSITY TOURISMPROGRAM RADIATE ENTHUSIASM AND DETERMINATIONTO EACH REACH THEIR GOAL A CAREER IN THE TOURISMINDUSTRY

THE RETAIL TRAVEL SECTOR THE WHOLESALE SECTORAND THE AIRLINE INDUSTRY ARE PRESENTLY GOING THROUGHA PERIOD OF MAJOR CHANGE AND ADJUSTMENTIT IS ESPECIALLY AT THIS TIME VERY IMPORTANT THAT THEGENERATION OF TODAY AND THE FUTURE RECEIVES A WELLROUNDED EDUCATIONAL BACKGROUND PRIOR TOENTERING THE MAINSTREAM OF THE TOURISM INDUSTRY

UIUV1 10 70 WHIM IKMVCLIKLMIJJ

THE INSTRUCTORS IN THE KWANTLEN UNIVERSITY COLLEGEPROGRAM EACH DEMONSTRATE AN ACADEMIC AS WELL ASPRACTICAL KNOWLEDGE OF OUR INDUSTRYI HAVE HAD THE PLEASURE TO SPEAK TO THEGRADUATES IN THE CLASS ROOM AND THE DEDICATION OFINSTRUCTORS AND STUDENTS IS NOTICED AT ONCE

I AM WRITING TO YOU TO WISH YOU WELL NOW THAT WEARE APPROACHING THE YEAR 2000

I TRUST FUNDING WILL BE AVAILABLE FOR THE TOURISM PROGRAMIF BRITISH COLUMBIA IS TO BE READY FOR TOURISM IN THE NEXTMILLENIUM WE WILL NEED YOUR PROGRAM TO CONTINUE SO THATA NEW GENERATION CAN BE READY AND IS ABLE TO KEEP OURPROVINCE AT THE VERY TOP IN THE TOURISM INDUSTRY

KWANTLEN GRADUATES VINNA REDDY KATSUKO GAGNON ANDBRENT LAM WERE ALL OFFERED POSITIONS WITHIN THE K IWATA TRAVELSERVICE GROUP

THEY EACH WERE AN ASSET TO OUR COMPANY AND AFTER WORKINGWITH US FOR A FEW YEARS THEY HAVE NOW GONE OFF ON THEIR OWNINTO THE MAINSTREAM AS IT WEREVINNA WORKS FOR AIR PACIFIC KATSUKO WORKS AT THE HARRISONHOTSPRINGS HOTEL AND BRENT LAM WORKS FOR A LOCAL WHOLESALER

I LOOK FORWARD TO A CONTINUED ASSOCIATION WITH KWANTLENJNIVERSITY COLLEGE

SINCERELY

S C STEE C

MANAGERK IWATA TRVAL SERVICE LTD

C04 004 OLOC ruC

TOTAL P22

Name Division Campus Telephone EMail

Maxine Mott Community and HealthStudies

Surrey 5992263 maxine@kwantlenbcca

Douglas College

4

SKwantlenUNIVERSITY COLLEGE

Please limit your submission to three pages Submissions longer than 3 pages will be returned Additional materialmay be included in the form of appendices Please send your completed submission to the Degree ProposalAssessment Committee co Sue Doucette DPAC Secretary Surrey Campus

A Originating Group

Who is the principal contact person for the above group Maxine Mott

B Basic InformationName of proposed program Bachelor of Science in MidwiferyProposed Credential to be granted BSM

Expected length of program in years 4

DEGREE PROGRAM CONCEPT

6703ZHow many students would you expectenrolled in each year of the program yearl year 2 14 year 3 ri year 4

C Student Profile

Who are the target students Where do they come from Are they recent high school graduatesTransfers from other institutions Mature workers with families

3 categories of studentsshort courses or workshops to prepare individuals who have educational and experiential backgroundto prepare for licensing examination and registration in BCfull educational program for individuals who have not been involved in the field of Midwiferyprograms designed to help midwives who have been educated elsewhere andor have not practicedmidwifery for some time to prepare to enter the field a return to practice program

January 6 2000 Page I

D Program Description

Provide a broad description of the program content

The program would allow graduates to meet the competencies of Midwives as stated by the College ofMidwives of BC It would also meet national and international standards for accreditation

The general content would include university transfer courses specific midwifery courses and liberal1education

courses 6A46

Provide a broad outline of the instructional strategies to be employed

Classrooin PLARsimulated practice practicumclinicaVcoop distributed learning

Describe any other special features of the proposed program

This is a collaborative proposal with Douglas College see Concept Paper

Outline any requirements for special materialsie equipment specialized space etc

Psychomotor skills lab the current nursing Tabs would require one additional lab room and a potentialincrease to the learning resource centre

Explain how this program relates to the other existing or proposed programs here at KwantlenUniversity College

This program is a new concept but it will fit in with other health offerings and can offer nursing students anarea of specialization

January 6 2000 Page 2

E Outcomes

What is the nature of the work that students are being prepared for

In Canada the model being followed is that of communitybased independent regulated midwives skilled inproviding care from early pregnancy to six weeks post partum and including attendance at both home andhospital births It is this model that shows the lowest medical intervention rates without compromisingoutcomes for mothers and babies Ministry of Health 1998

What other individual or societal benefits can be expected

BC has a growing population and certain areas of the province Lower Fraser Valley have a high birth rateSimultaneously many GPs who have been the backbone of obstetrical care are deciding to change theirpractice caseload to exclude maternity responsibilities This is beginning to create a shortfall between theneed for maternity care and the ability of the system to provide this care Also women and couples areexpressing the need to have more control over and participation in the birth of their children and to have theoption of delivering their child at home when their situation warrants it These factors combined with theimperative to providecosteffective health care will lead inexorably to the need for a wider base for entrylevel midwifes in BC

F Consultations

Who have you consulted with internally regarding this proposal

Divisional Curriculum Committee

NUFatWho have you consulted with externally regarding this proposal

Douglas College

College of Midwives ofBC

br riuues ovd11

January 6 2000 Page 3

4 KwantlenUNIVERSITY COLLEGE

MADJNG ADDRESS TELEPHONE

12666 72Avenue 604 5992100Sony BCCanada V3W2MS

TO Jim Gunson Chair Education Council

C Abhijit Sen

FROM Gordon Lee local 3250

DATE Wednesday December 22 1999

RE REVISION IN BACHELOR OF TECHNOLOGY

IN INFORMATION TECHNOLOGYDEGREE

Background

1 MemorandumSCHOOL OF BUSINESS

01GfwfS fl 6212

The School of Business Curriculum Committee at its December meeting approved a revisionto the Bachelor of Technology in Information Technology Degree BTech requirements Werequest that Education Council review and approve this change Thank you

Currently students are required to take 18 courses in the 3 and 4 years of the BTech Degreeand 2 Coop courses 9 credit each for a total of 72 credits Coop is mandatory

RevisionWhAf If Itor wmk

The proposed revision makes Coop optional Students can choose to graduate withaI 41

Bachelor of Technology in Information Technology Coop or a Bachelor ofTechnology in prhrillInformation Technology Regular

Rationale p v4 111114 v look of VW fK aoeK kudolly

Most students in the degree program are working full time in the industry They do not tne144Irequire the coop semester experiences and learning Also they refuse to pay tuition for 9credits since Kwantlen is not providing any coop placement services students have jobsalready

in t 4 rStudents will graduate with a minimum of 124 credits regular program 70 credits for theCISY Diploma and 54 credits for the 3 and 4 years For coop program students themaximum number of credits will be 159 87 credits for the CISY coop Diploma and 72credits 54 credits for courses and 18 coop credits for the BTech Coop 3 and 4 years

bi imepeiStvio co op crctGtfadd t roIucs

i

4

Kwantlen

eUNIVERSITY COLLEGE

MAILING ADDRESS TELEPHONE

12666 72nd Avenue 604 5992100Surrey BCCanada V3W 2M13

TO George Douglas Executive Director Operations

C Judith McGillivray Manfred Baur Jack Finnbogason

FROM John Slattery

DATE 27 October 1999

suBJECT 2000 2001 ITAC ELTT Program Profile

Memorandum

EDUCATIONAL PLANNING

Attached are hard copies of our submission as requested Copies of this memo and of thethree Appendices also appear on the disk version

Please note that there appears to have been a column reversal error in the ApprenticeshipTechnical Training Plan for the two Industrial Warehousing classes If this is correct thenthere could be a problem with the proposed class size which is now reduced to 8 Although weshare ITACs concern for greater utilization of apprenticeship classes we do however feelthat this rationalization should not reduce Kwantlensobligation and commitment to the fulltime regular apprenticeship instructor for that program

Appendix 1 describes our work to date in ensuring ITACfunded programs are consistent withITACs strategic objectives While similar to last yearsAppendix 1 it does contain someimportant new information which we believe will be of interest to you

The ITACELTT progProfile document contains a number of changes to this years allocationsPlease note that we are reducing the FTEs for Floristry to match our actual capacity but areasking for an FTE increase in Horticulture The rationale for the latter can be found inAppendix 2 The increases in the trades areas Welderfitter and bricklaying are the ones weasked for a year ago Their rationales can be found in Appendix 3

Finally here is a note about the ITAC program approval process In a telephone conversationhad last week with Kerry Jothen I mentioned that nothing was included about any Letter of

Intent requirements He agreed that this was an oversight and I will assume that somethingwill be forthcoming in due course I also pointed out that ITACs information requirements forthe Full Program Proposal while similar to those of the Ministrysnon degree program FPPs

were not identical and that this could be a source of some confusion to our own programapproval bodies For the University Colleges in particular coping with these and with thedegree program approval requirements which are somewhat different from either of these israther a lot to ask

On Friday October 22 three of us from Kwantlen met with three Ministry officials to discuss acertain lack of clarity regarding their non degree approval processes and they agreed thatfurther work is needed at their end in consultation with the rest of the system It would behelpful it their work could take place in conjunction with ITACs and you might wish to contactDawn McKay at the Ministry to exchange ideas on the subject

Strategic Objectives

APPENDIX 2

Kwantlen University CollegeSchool of Horticulture

Horticulture Technician Certificate Program

Requestfor FTE Adjustment

At present 27 FTEs are allocated to the Horticulture Technician Certificate Program This includes anincrease of89 FTE over the year before that allowed us to add a Landscape Maintenance Technicianspecialization to the Greenhouse Vegetable Technician specialization that we were then offering

To complete the educational plan that we submitted last year we are now requesting a further increaseof 18 FTE This will allow us to add a Retail Horticulture Technician specialization within the HTCprogram Our original submission which includes the rationale for all three HTC programspecializations is reproduced below Ithas been slightly modified to bring it up to date

Background

The Horticulture Technician Certificate Program has been a part of the educational offerings atKwantlen University College in Langley since January 1994 From the time the program wasintroduced the students were taught the basics of ornamental horticulture and technology with anemphasis on turfgrass maintenance Students also learned about greenhouse production landscapingnursery work and pest management We soon discovered that the general nature of the curriculum didnot meet the deeds of our students While finding work after graduation was not a problem many ofstudents did not seek employment in the area of turfgrass maintenance At the same time they wereinadequately prepared to do well in the other horticultural disciplines

In 1997 KwantlensEducation Council supported the decision of the Divisional Curriculum Committeeto suspend student intake into the Horticulture Technician Certificate Program in January 1998 TheCommittee elected to restructure the program and to reintroduce the revised program in September1998 The objectives for the restructuring were as follows

align the program format and focus with ITACsstrategic objectivesdevelop a core curriculum for the Horticulture Technician Certificate Program thatconsists of the following1 generic to all horticultural disciplines therefore cost effective in delivery2 block transfer of credits to Horticulture Technology Diploma Programs the Practical

Horticulture Apprenticeship Program and Horticulture Technician CertificatePrograms at other postsecondary institutions in BC the articulation agreement wasapproved by the Trade Advisory Committee at a regular meeting on May 27 1998and by the Provincial AgricultureHorticulture Articulation Committee at a regularmeeting on May 30 1998

3 suitable for distance delivery to grade 11 and 12 students in the secondary schoolsystem the intent is to offer the core curriculum under a dual credit arrangement and

7

i

give secondary students advanced credit towards post secondary training programsPractical Horticulture Apprenticeship Horticulture Technician Certificate andHorticulture Technology Diploma secondary students complete the courserequirements by electronic means during grades 11 and 12 and attend two weeks ofpractical training at Kwantlen prior to graduation a pilot is planned for delivery inthe Langley School District subject to funding

develop a program format which will accommodate mature students the programfacilitates part time employment L dart

develop a highly focused Horticulture Technician Certificate Program which prepares thestudents well for entrylevel employment in a specific horticultural discipline

New Specializations

tt

4

The Divisional Curriculum Committee identified three areas of study suitable for delivery through theHorticulture Technician Certificate Program

Greenhouse Vegetable Technician introduced in September 1998 with tLandscape Maintenance Technician introduced in September 1999 ert1 ill rimed

Retail Horticulture scheduled for introduction in September 2000

These three industry segments have excellent potential for growth and employment opportunities

Program Structure

Each specialization in the Horticulture Technician Certificate Program has 15 seats This class sizeallows for effective and safe laboratory instruction and efficient teaching of the core subjects bycombining the student groups

Greenhouse VegetableTechnician

2 mandatory credits15 students

Horticulture Technician

Certificate 9 monthslO core credits

45 students

Landscape MaintenanceTechnician 1999

21 mandatory credits15 students

Retail Horticulture

Technician 2000

24 mandatory credits15 students

c eiCsO G

SuAC w

ItiMC 5 titlnT 11 8

tt f

Satisfying IndustrysNeeds

Since 1993 the BC Horticulture Centre has been offering horticulture education at KwantlenUniversity College Our experience during these past five years has shown that the demand for ourgraduates by far exceeds the supply Every year many industry requests for students and trainedemployees have to be left unanswered

In response to an ever increasing demand for gardening services and healthy food products thehorticulture industry has grown at an exceptional rate

The greenhouse vegetable industry projects an annual growth rate of25 over the next fiveyears

The landscape maintenance and retail horticulture industry segments have experienced stronggrowth 42 increase in sales in five years and are expected to continue to expand as thedemand for garden care services and products increases with the number of baby boomersapproaching retirement age

The export of omamental nursery products from BC has increased by 413 over the pastsix years

l source BC Landscape and Nursery Association February 19987 PC Lafouv 4vuicc lxra

In tight ofthe projected industry growth the addition a specialization in retail horticulture in 2000 isboth timely and appropriate

HorticukuteTrainingat Other BC Institutions

Comparable entrylevel training in horticulture is offered at the following institutions

Capilano College one year program with a focus on landscape constructionCamosun College one year program with focion landscape construction production andretail training including garden centre trainingMalaspina University College one year program with foci on estate maintenancegreenhouse and nursery productionUniversity College of the Fraser Valley one year program with a focus on ornamentalnursery crop production

University College of the Cariboo one year program with a focus on landscape constructionand maintenance

College of the Rockies one year with a focus on fruit production and allied areas

Most of the above programs are oversubscribed and have wait lists for applicants None of the proposedspecializations for the Horticulture Technician Certificate Program at Kwantlen conflict with theexisting programs

9

JHN074000 12 b 1kUM KWHNI LEN LANGLEY CAMPUS TO 2235

Kwantlen University CollegeSchool of Horticulture

Semester I Fall

Retail Garden Centre Technician Certificate

P0216

7o eU COavc9t JAW r0 t

1R ffIrk iU frivV

September 5 to November 24 2000 12 weeksCMNS 1105 c Intro to Interactive Communication 20 credits 30 hrs lec 00 hrs lab

HRTT 1102 c Botany 20 credits 20 hrs lec 20 hrs lab

HRTT 1103 c Basic Pest Management 20 credits 20 hrs lec 20 hrs labYl f F f

September 5 to December 20 2000

NvLl1AL 46ae LY k YY RC61CHORT 1145 c Intro to Plant Identification

Semester II Spring

6 1 f ltillTL11COItYAn

November27 2000 July 27 2001 500 hoursHRTT 1100 Horticultural Work Experience

January 08 March 30 2001 12 weeksBUSI 1204 c Supervisory Skills for Hort TechniciansHRTT 1202 c Soils and Growing Media

January 08 April 25 2001 15 weeksHORT 1240 Arboriculture

Semester III SummerMay 22 August 15 2001

HORT 2325 Plant Identification III

Q 4 412rsYrJ

HRTT 1206 c Mechanics and Trouble Shooting

b core courses

rctailprofiledoc

as weeks

12 weeks

25 credits

145credits

20 credits

30 hrs lec 00 hrs lab

15 hrs lec 100 hrs lab

20 credits 30 hrs lec 00 hrs lab

20 credits 20 hrs lec 20 hrs lab

30 credits 20 hrs lec 30 hrs lab

90 credits 70 hrs lec 50 hrs lab

25 credits 40 hrs lec 00 hrs lab

43Ftir Pt Fro X 1 zffcs

rrt21W20 credits 20 hrs lec 30 hrs lab

75 credits 9 hrs lec 60 hrs lab

7Total 310 credits

122399

BRETISHCOLUMBIA

Skip TJlett PresidentK l en University College126 72n AveS y BC V3W 2M8

December 20 1999 File 6055520KUCDEG

The MinistrysInternal Degree Program Review Committee has now reviewed KwantlenUniversity CollegesKUC Letter of Intent for a Bachelor of Applied Arts Major inPsychology and the additional information requested

The Committee was pleased with the thoroughness of KUCsresponse to the questionsraised and you are now invited to proceed to the Full Program Proposal stage Once theFull Proposal has been finalized please forward 16 copies to the Ministry so that it maybe scheduled for review at a subsequent meeting of the Degree Program ReviewCommittee

I look forward to receiving the Full Proposal

Sincerely

Arlene Paton

ithibirector

Pc Edith c G illiray Vice President Education KUCAlanna Schlatter Manager Degree Approval and Institute LiaisonDebbie Andersen Manager Institution and Program SupportDawn McKay Manager Institution and Program SupportDonna Woo Coordinator

Ministry of Advanced EducationTraining and Technology

University Colleges andProgram Planning Branch

Post Secondary Education DivisionPO Box 8877 Stn Prov GovtVictoria BC V8W 9T6

RECEIVEDDEC 30 1999

CCrr

cV

Telephone 250 3876189Facsimile 250 9526110