Industry committee  Thank you. The opportunity we have in Canada to develop new destinations is immense, and the extent to which we can do that will help make us more competitive. We know that our customers like to travel from point to point as much as possible. If they don't have to transfer thro

Industry committee  We have research to support that. I can provide research that shows where the customer demand is going, and it would support new destinations for Canada.

Industry committee  They're looking at different things. From twelfth to sixth to second is a measure of Canada's tourism brand reputation. From seventh to twelfth and then fourteenth is where we rank in the world in the number of visitors we receive and the amount of revenue. That is driven by the

Industry committee  You're seeing increases coming from some of these new and emerging markets. Mexico has been our shining-light market. And we are working diligently with DFAIT and all of our partners in that market to bring that business back. We know that business is there. We're focused on the

Industry committee  There's something I'd probably add to that, though. We should not paint the U.S. with one brush. There are many different markets in the U.S. Certainly the air traveller who comes to Canada spends about twice what the average auto traveller does when coming to Canada. It's a very

Industry committee  It really depends on the market, because different markets have different interests in coming to Canada. But I think the theme is that there is no typical visit anymore. Perhaps there was more of that in days gone by, when there was a predominance toward group travel from the int

Industry committee  I'd like to add that the CTC also has been very involved in working with our colleagues at Industry Canada, who have taken a strong lead in terms of the whole-of-government approach. It's been a very robust working relationship.

Industry committee  We've not been involved in a passport campaign that has targeted certain areas. What we have done is work with the authorities in the U.S. We have taken their passport promotion road team into trade shows so that they're with us in our booths. We take American passport applicatio

Industry committee  Thank you. I guess we need to explain a little the reason we launched a refreshed tourism brand for Canada, because people would say that people kind of already know what Canada is. It's one of the most loved countries in the world. People want to live here. They want to immigra

Industry committee  We just ran the LOCALSKNOW campaign this summer, to try to inspire Canadians about the very exotic types of experiences they could have in Canada. They wouldn't have to travel all around the world to have these experiences. One of them was a dinosaur experience that they could ha

Industry committee  In September 2009 the automobile traffic was up 14% year over year, from September 2008, so that was a very positive sign. And air travel was down for that month. So we think that we've hit the bottom in terms of where automobile travel will go, and we'll grow back now. We think

Industry committee  It's about 75% of visitation, and almost 50% of our revenue.

Industry committee  No. Primarily it's because we have a larger number of short-term stays coming from the U.S. People who are coming from markets further away are coming for longer periods of time. That's the primary dynamic in that number.

Industry committee  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

Industry committee  Thank you. The strategy during the games is to feature all of Canada. So we are taking advantage of the fact that the media will be shining their light on Canada and they'll be looking for stories about Canada. The world's in love with the idea of Canada, but they don't really u