I'll add a couple of points to that, seeing that you are familiar with the business.
We have tour operators who are based in the U.K., London, France, etc. We've struggled to have the Maritimes, the Atlantic region, on their Canadian itineraries over the length of time and to the depth we would like. Being able to go to those tour operators with this significant icon of being a finalist for one of the new seven wonders of nature has meant a great increase in business from tour operators carrying New Brunswick product and Nova Scotia product. For example, there are tour operators from Germany who are citing a 30% increase in bookings to the Maritimes, New Brunswick and Nova Scotia in particular, a result of having Bay of Fundy itineraries on the shelf.
The other thing, the reality in our world, is that we have a relatively short tourism season, even though we have the capacity for a much longer tourism season. To put it bluntly, we still have a lot of rooms at the inn and a lot of beds that we can still fill in that June-to-October period. And thinking really big--and I'm sure Mr. Moore can attest to that--there's nothing more spectacular than the Bay of Fundy in the winter, when you have the amazing ice and those sorts of things.
So it also gives us the ability to increase the tourism season significantly for the region. And it isn't just about the Maritimes, it is about Canada. You go to other countries, and they know about the new seven wonders and have these on their bucket list of places they want to go.