Finance committee  I'm probably going to get into trouble for this, but my opinion is it doesn't do enough. It's my main bent right now. Some of the presentations I've been making across the country on product development is that when people are coming in from overseas, before they get to customs, why don't we have something that talks about our country and starts getting people involved in the experience, rather than having them focus on getting through customs and picking up their bags, that sort of thing?

Finance committee  It is a bit of a shame. There are some pictures of some of the things you can do in the surrounding area. I did a walk-through today. Calgary is known.... Yes, we do have a lot of those displays on the baggage carousels, but the white hat volunteers say howdy to every visitor. That's what resonates with people.

Finance committee  We love working with the immigrant communities. They're so proud to be Canadians. It's fantastic because they do bring their friends and family to show them particularly where they were sworn in as Canadians. It's an incredibly emotional and powerful piece. I think there is a great opportunity to work with some of those community associations to encourage that type of behaviour.

Finance committee  Very quickly, currently in the west we're investing quite heavily into some of those source markets where some of the immigrant communities are coming from. Parks Canada also has some amazing programs right now. They're trying to engage new Canadians in camping in or experiencing the national parks.

Finance committee  It's fourth in Canada, and I can tell you it's third in Alberta.

Finance committee  It would be in the neighbourhood of 600,000, give or take.

Finance committee  Yes. We're by far the largest employer of youth in the country.

Finance committee  The empirical evidence of—

Finance committee  When Rob Ford was doing his thing, it scored quite highly.

Finance committee  He was. He created interest, and some interest in Canada as a whole, to learn what we're all about here.

Finance committee  I'll try not to be vain, because I think it's the Canadian Rockies. Most of the clients we're working with overseas speak of their interest in coming to the Canadian Rockies. They want to see Niagara Falls. Interestingly, Prince Edward Island scores very highly as well.

Finance committee  We definitely do have to think outside the box. The box currently is much different from what it was even 10 years ago. The path to purchase is no longer a straight line when people would find a brochure and buy. It is now a circular path to purchase, where at every point someone can hijack or get in between you and your client.

Finance committee  It's a very good question. I think it has, because more people have more access to find out about Canada than in the old traditional ways. I have a short story. When we opened Taiwan as a source destination market, Brewster went in there with CP Air, CP Hotels, and VIA Rail. That's how you had to open a new market.

Finance committee  It's $84 billion.

Finance committee  In Canada?