It's a difficult decision to make. It's easy to say I love all my children, but we're trying to achieve a balanced market approach, or a balanced portfolio approach. That means not putting our eggs into too many baskets. Some destinations saw the growth by China and just put so much, a very high percentage, of their marketing budget into that market. We're trying to create a balanced approach, again based on where we think the best yield is.
I'm sorry my answers are very long and I'm taking all of your time, but it's interesting and I think it's important for the committee to know that we're actually punching well above our weight in some of those mature markets. We're doing well in emerging markets, but you can look at a market like Japan. The outbound numbers from Japan are flat or up 1%, and for us they were up 6% last year, which means that Canada's actually growing market share.
It's the same with the U.K., and we're getting almost record numbers out of France right now. Those are very high-yield customers, so we're doing our best to create a balanced portfolio approach with your investment, and the investment of our co-investors, to achieve the best results we can.