We won't even talk about Dubai, which is investing billions and billions of dollars into infrastructure and new products, because that's an anomaly, I believe. But certainly there are more countries marketing their destinations than ever before for tourism. The World Tourism Organization, our international body, released a study that showed that out of all the countries that were marketing their destinations, in one year their advertising had gone up 11% on average. At the same time, Canada's investment at the national level in marketing our destination had gone down 12%. So when the rest of the world seems to have understood the benefits that tourism can bring to their economy, Canada seems to be pulling away from its marketing.
There are many countries, like Australia, that have taken their advertising budget for marketing tourism and it's now double ours. New Zealand is doing a great job. We believe Australia is another country that's doing a great job in tourism. Obviously, the exotic and unique countries now seem to be taking on more interest to travellers. Africa and Russia are countries that are becoming more and more appealing to travellers because of their unexplored nature, not their natural environments but their unexplored countries.