We see all kinds of dynamics at play there, but that is the market that has been hardest hit. It's the drive market closest to the border coming to Canada. So you feel that, especially in that Golden Horseshoe and Windsor area and certainly coming up into Quebec and Montreal. All of those areas have felt that.
The traffic that is off the most is same-day travel, people who come to Canada for the day and go back home. That business is off by more than 50% when you compare it to the early 2000s. When you start to look at overnight travel and the folks who are more the traditional tourists, the numbers tend to get better, and the further you get away from the border, they're better yet. So we've had the most trouble closest to the border.
What we've seen in that number is that primarily, fewer of those folks were international travellers. Maybe Canada was the only place they ever travelled to internationally. They're the folks who are not as inclined to want to get a passport, and they also saw that there were alternatives to the types of experiences they could have in Canada closer to home. The U.S. was marketing very aggressively for that business as well. Combine that with some of the economic situations in those markets and it kind of conspires to create a difficult situation.
We've been fighting the passport issue for some years now. To the extent that people have heard the word “passport” in the media, they thought you already needed a passport to come to Canada. So it has been a difficulty for us for some long period of time, and we've been responding to that by moving a bit further away from the border in terms of our marketing effort and targeting air travellers, who tend to have passports and tend to travel more internationally.