That is a very, very good question.
Over the years, we have tried to determine what the return on investment is. I heard that, for every dollar spent, $34 went back into the economy. However, I'm not sure whether that is the exact figure. I know that Destination Canada's research unit is studying the issue in order to gather more accurate data.
Clearly, there is an obvious correlation between investment in marketing and international arrivals. There are no two ways about it. We must realize that there is a direct link to marketing.