It's absolutely a fact. One thing that's interesting is that the Canadian Museum of Nature visitorship, say in 2010, on average was about 250,000 visitors a year. It is now up to 500,000 visitors a year. The visitorship has increased substantially, but the awareness of the Canadian Museum of Nature among citizens across Canada is very low. When we surveyed it in 2011, 4% of those surveyed had unaided awareness. Now it has gone up to 6%. I would like to say that it went up 50%, but it's still only 6%, whereas the awareness of the Canadian Museum of History is 13%. With history, war, and all the stories, the more you are in the news, the more the awareness is.
We have lots of work to do to raise that awareness. We are doing that by sending travelling exhibits to all kinds of communities across Canada and getting our research finds in the news. Who knew that there were camels in the Arctic? That was one of our researchers' finds, and we have evidence of that find in our Arctic gallery. It's a constant exercise to make sure people know that there is a national museum of natural history and natural sciences.
However, the good news is that everything is going up. There is more and more visitorship, and we are consistently getting a nine out of 10 in visitor satisfaction. More than nine out of 10 say that they are going to recommend a visit to the Museum of Nature to somebody else. We are fortunate: we appeal to the young and to the young at heart, so we get them all.