Thank you so much for the question.
The tourism ecosystem is a very complex one of different partnerships across our nation and, really, across the world. When I was with Destination British Columbia, which was one of the provincial partners in Team Canada, we very much worked with Destination Canada and our provincial and territorial counterparts to ensure that where we had overlaps, they were productive overlaps.
We are the leading entity for international marketing. We work with our partners to ensure that specific interests of our provincial and territorial demand stimulation programs are represented. Traditionally, those partners would invest in programs that we take internationally, where we have key account relationships in key markets around the world. Those have proven to be extremely beneficial for Canada as a whole, but also for individual regions within Canada.
In terms of where we see our future role, one of the key elements of being competitive as a destination within a world where growth is, or was, very much a part of our future was to ensure that we had a product on the ground that remained competitive, that remained innovative and that was responding to the changing needs of travellers every day. That's where we see a more important strategic role for Destination Canada going forward—taking the demand-side information and market intelligence that we have and helping industry understand where the private and public sector can come together to make our product more competitive on the ground. That will be a new area for us, which we see as critical to our competitiveness as a nation.