I was just in a meeting this morning where they were talking about what the opportunities are to adjust businesses, target new markets and explore new opportunities because of climate change and because the earth is warmer now. What it very much comes back to all the time is this: How do we protect the land, protect the people, and protect the arts, culture and heritage of Canadians while still...?
The link to tourism is incredibly important in that, but by sharing the stories and by sharing the values, cultural heritage and practices around the land, this is what people in northern Canada see as a way of protecting their history. It's a way of proudly sharing what Canada is all about. It is very much top of mind.
When we look at what happened in Jasper this year and the wildfires, some conversations are now very much top of mind. How do we make sure we are prepared? What steps and actions can we take now to protect not only our town but also our people, in case something like Jasper should happen in Banff, as an example? These conversations are happening more and more now. It's a change that I've seen in recent years. These conversations have risen to the top of the priority list. We'll be hosting our tourism congress in Vancouver in the first week of December. Emergency preparedness is a very large topic. It's about making sure we look after not only the guests but our people as well.