Selling British Columbia: Tourism and Consumer Culture, 1890–1970

Karen F. Danielson, Ph.D., is a research consultant at Laurentian
University who specializes in leisure, textiles, family life, and Japan.

Although increased leisure time, disposable incomes, and improved
transportation were important to the development of B.C. tourism,
Selling British Columbia provides a well-documented analysis of
consumerism as an important factor.

Dawson begins with a review of the techniques used to recruit settlers
to British Columbia, as well as the strategies used to attract investors
and developers to the area. During the Depression, tourism offered a
chance for employment even though the economy was poor. At the same
time, holidays offered an alternative to increases in pay.

Dawson describes many controversial aspects of tourism promotion,
including the rivalry between Vancouver Island and the mainland as well
as the involvement of the federal government. And he looks at the
history of co-operation between the people of British Columbia and the
people in the northwestern United States.

After World War II, tourism was seen as an important strategy for
peace, since it could reduce fear of the unknown. At first, British
heritage was presented as the unique attraction in British Columbia;
later, it was various aspects of Aboriginal culture. Several models were
used—including those of Quebec and locations in the United States—to
develop promotional strategies.

Selling British Columbia is an important work for anyone currently
involved in the development of tourism, and may inspire others to look
at less-developed areas where tourism could be of value.