Maybe I'd start and then pass it on to Murray, who lives tourism every day of his life.
One of the things we've seen from other jurisdictions when they've done economic impact analyses is the importance of tourism. We suspected before this that it would be very important, particularly in Ontario and British Columbia, given how close we are to the border and how important tourism is in general.
When the figures came out, I think even we were surprised by the overall economic impact and how important it is. You see a high correlation between tourism to winery regions and overnight stays, and of course as we all know in tourism, your real key is to get people to stay overnight because that's when the real dollars and revenues increase for the economy.
The key for wineries....If you're the smallest of the smallest winery, you're number one and in a lot of cases your only distribution is at your cellar door, it's right there. So the lifeblood of a small winery is someone coming through that door and buying right from the tourism facility.
That's also why they have to make those investments in terms of the winery being visitor-friendly and tourism-friendly. You have to make that investment because that's where they're going to sell when they start their business. Even for the larger wineries, they've made the investments over time because we're in the hospitality business as well. Wine and food, and regional food and regional wine, all sort of interconnect together as being extremely important.
When we talked in our presentation about having a domestic marketing program, that is really all about trying to own more of our market, and part of that is to increase the focus on tourism in wine regions because if we can do that, then we can start to see the dollars work their way through the entire value chain.