Three things. First, I agree with Tony that HR is our number one issue, one of our top three. It's a challenge right across the country. It used to be just a summertime problem, in our peak season, but it's a problem throughout the year now. We have to do a better job of getting foreign workers to work in our country and allowing immigration to bring in workers for our industry.
Open Skies is not a costly venture. It doesn't impact the budget of the federal government. We need to be more open to liberalizing our airways and allowing for greater access from China and from other countries so that people can visit us. We are difficult to get to, and when they're here, Canada's airlines are expensive compared to those of the rest of the world. We don't have enough competition, and the government is in too many airlines' pockets. We need to take them out of the airports and the ATSC.
Finally, we have a competitive industry right now that's globally ready, market ready, but if you don't advertise, if you don't tell the world.... Australia, a country two-thirds the size of Canada, is now investing $150 million. We invested $85 million three years ago, and now $75 million. You cut our budget by $10 million in three years. When the rest of the world anted up, according to the UNWTO, with an 11% increase in promotion and marketing, we cut ours by 12% in three years.
So we're going in the wrong direction. You can't compete without advertising. If the world doesn't know about your product, they won't come. That's the challenge.