I think we do absolutely have an incredible story to tell, and I think we've seen some really effective and incredible marketing campaigns coming out of the CTC and out of individual jurisdictions across Canada in recent years. What we don't have is consistent, sustainable funding currently at a level that would allow both the CTC and their partners--because virtually every jurisdiction in Canada buys into partnering with the CTC somewhere in the world--to plan ahead and to be really strategic and to enter some of these really significant growth markets.
One of the big things with the markets that are growing rapidly is we need to really build destination awareness with them. And you need a certain amount of money to keep our presence among countries that are just investing.