I'd like to add that a growing area of tourism is agri-tourism. When people go to another country, they don't go to that country to taste McDonald's or Tim Hortons or whatever; they want to experience something different. They want to experience the local cuisine, the local food, and the local culture.
One thing I really notice when I drive through Quebec, for example, is how much emphasis there is on local foods and local farming, that kind of thing. People stop for that kind of thing. If I go to France, I'm going to France for that food, not American or Canadian food. I think that's a really important thing, especially in rural parts of Canada. If you want to get people into the rural countryside and provide some kind of economy there, then there has to be some reason for them to stop and not just drive through.