Okay. I will start.
Bringing people to Banff is a challenge, in many ways. They may come to Banff, but they don't necessarily come to the Banff festivals, because they're really coming to see the Rocky Mountains. It is a challenge.
I think it's a really critical piece when people are thinking about the kinds of interests there are in tourism now. There's a whole range of reasons that people want to visit places, and enjoying the culture is a very key piece. In all of our tourism marketing for Canada we should be thinking about ensuring that we're not just talking about—what's the line?—“moose, mountains, and Mounties”, but are also talking about the cultural offerings in all of our communities, because in fact, when people are travelling they're very interested in knowing what those opportunities are. I think that needs to be embedded in all of the tourism marketing that we do, both for internal, domestic tourism—province to province, etc.—as well as for international tourism.
The other thing is that Canadians need to be made as aware of the importance and the range and the excitement of culture as they are of some of our sporting activities. Again, that's a challenge that collectively we can deal with in terms of marketing the opportunities for people to see things, recognizing that you don't all have to go to Toronto or Montreal in order to see interesting things, or even to Vancouver, but that there are really wonderful activities going on in centres right across the country. It's a collective marketing piece that then gets individually and specifically focused on your own community.
That's certainly what we do. We work with Travel Alberta and with Banff Lake Louise Tourism to embed our messages within the much broader messages of the region and the province.