First of all, I think we are doing a very good job internationally. The Canadian Tourism Commission is actually doing an extremely good job with the funds they have in some of these international markets. Effectively, what we're doing as an industry is responding to that very campaign you're talking about with this co-investment model.
Perhaps I could just take it one step further. I know we're short on time, but yours, in fact, is a unique situation, where it's not just of great attraction to the Americans, but it's a global attraction. As I said earlier, we were just on a mission to China. We had one of your local businesses, a company called the Prince of Whales, an award-winning whale-watching company.... The environmental piece makes us a global destination. It's one of those unique things that you're not going to see in other parts of the world.
So part of this is a promotion issue. What we have done traditionally as an industry is to come forward and ask for money for the Canadian Tourism Commission. This is a co-investment plan that we're prepared to back up.