There are a couple of things that we're doing. There is an Atlantic Canada tourism partnership of New Brunswick, Nova Scotia, P.E.I., and Newfoundland and Labrador, along with ACOA. We are working very aggressively in the European market in particular. We are doing everything from familiarization tours with tour operators to travel agent training. We are putting on seminars and workshops for the people at these tour operator desks.
Another thing that we're doing is using the media. Their value of the media is incredible. If you're a passionate golfer, you're probably going to be much more impacted by an amazing article on a golf course than you are by an ad. So last year, for example, there were about 125 media in the New Brunswick and Nova Scotia region. Several of those groups were actually from the U.K. and there was also a group from Germany.
So what we're trying to do, in the absence of great marketing budgets, is to create a buzz about the region and the Bay of Fundy by working with the travel media and with tour operators that have a really good track record of selling Canada.
We are also partnering with those tour operators. If you take a company like Audley Travel out of the U.K., it's a very high-end, high yield tour operator. We're partnering with them so that they can go out and reach their client database. So we're doing promotions and marketing with them, and it's the same with Canusa, which is one of the biggest tour operators in Germany.
We're being very strategic. We're not going out with a shotgun; we're going in with a laser focus working with the tour operators that have the highest potential to sell to the right kind of people, because that's one thing that's very important moving forward. We want the right kind of people coming to the Bay of Fundy. We want the people who will appreciate what makes the Bay of Fundy area a special place to live and to visit. Put it this way: we're not Las Vegas, we don't pretend to be, and we don't ever want to be. We want to stay special and unique.