I would say yes, very much so. When you mention ecotourism, let me just say that my association has a program called Green Key, which is used as a rating system for hotels right across the country. It determines environmental performance and makes recommendations to them. In fact, we're now in discussions with Americans who actually want to be able to use our program south of the border. Anything pertaining to the environment is the number one issue. We've been providing this now for the better part of seven or eight years.
You hit the nail on the head, Madame, when you said that people are looking for an experience. That's what people want now. When we get 25 centimetres of snow, yes, in a way I wish I was in the Bahamas today too. I would have been on time today, as well. The reality is that people don't just want to lie on the beach any more; they want to do something. They want to see and do different things.
When you mentioned that in Marseilles people wanted to come over here and go snowmobiling, we're very much focusing on that. Not only does the old way of doing business not work because of changing economic conditions, but the fact is that we also have to become a lot more clever and provide you, when you're travelling, with something that's very different. You know, it used to be you would get into the station wagon and go across Canada for three weeks, and that was the summer holiday. Those days are gone; the average holiday now is three days.