Thank you for your question.
Demand being what it is, no matter how much promotion we do, what will make a difference is the money people will receive to take concrete action for the economy.
Mechanisms must be put in place to stimulate tourism demand, whether for business or individual tourism. Travellers could receive compensation or credits. Businesses must be stimulated to hold events or travel to hotels and convention centres within Canada and the provinces concerned. If money is put back into customers' pockets in some way, they will be more inclined to spend. This is the first step.
Secondly, we must position ourselves as the destination of choice. We saw this after the attacks of 2001. Canada, including Quebec and Ontario, became a safe zone for Americans on the east coast of the United States, just as western Canada became a safe zone for people in Washington State.
Once the pandemic is over, can Canada once again become that safe zone where people can thrive safely, both in terms of health and crime? The answer is certainly yes. In order to do so, Destination Canada and the tourism ministries in each province need to promote Canada aggressively and in a well-organized manner in our nearby border markets.
If we can orchestrate this by giving money to our members, our citizens and our businesses to spend on business and leisure tourism, they will take planes to get to our hotels and restaurants. This will also stimulate business for taxis and all those who are tied to our industry.
In addition, Destination Canada will work to bring people in neighbouring areas to our destination, including through substantial and much larger budgets than in the past. We're doing poorly when it comes to the money we spend promoting Canada.