24 + REPORT OF THE GOVERNOR OF THE VIRGIN ISLANDS Tourist Expenditures Again utilizing 1951-52 as a base year, tourist expenditures in the Virgin Islands have increased more than sevenfold since that time. The 1951-52 figure was $4,100,000. This fiscal year saw tourist ex- penditures totalling $35,100,000, up from $25,817,000 for fiscal year 1960-61. Visitor's Bureau The Visitor's Bureau, previously known as the Division of Tourism, was renamed during the present fiscal year. It is responsible for the development of tourist traffic to the Virgin Islands and for the overall supervision of vacationers and proper operation of resort facilities. There is an office in St. Thomas and one in St. Croix to accomplish these objectives. Promotional Program The Department's advertising campaign in all media was stepped up with effective results. Tourists interests and both air and sea carriers to the Islands cooperated to give this campaign more scope and im- pact. Supplemental tie-in campaigns with department stores and resort wear manufacturers were undertaken successfully. Newspaper advertising insertions were increased in proven markets and new areas opened with advertising campaigns in several new cities. Spot com- mercials were utilized on radio in New York City. Of particular note was the completion of a new promotional motion picture, in color and black and white, for showing on television and to serve as a tool in selling group promotion. Advertising in travel trade media also was accelerated with good results. Virgin Islands Rum Council The past fiscal year saw the first major effort by the Virgin Islands Government, through the Virgin Islands Rum Council, to promote its rums on a national scale. This has succeeded, as revealed in U.S. Treasury figures on excise taxes collected and returned to the Virgin Islands from rums shipped to the mainland during the last fiscal year. A record $7,761,935 was returned to the Virgin Islands Treas- ury, an increase of $841,493 over the previous year. Stepped up ad- vertising had a beneficial impact on the liquor industry-the first insert was selected by the trade as "the best liquor advertisement of the year." In addition, promotional material has been eminently suc- cessful and wide distribution is in progress.