 The program that we're launching today is an investment to help boost tourism in British Columbia. It's an investment in our provincial economy. And it's also a way to tell the many and varied stories of British Columbians to visitors from both near and far. I'm sure you are all familiar with signs along our highways that tell the stories of our history and our heritage. These markers, stop of interest signs, enhance the traveling and visiting experience, and they inform us all of the rich and the varied history that exists everywhere, from right here in Victoria to all corners of British Columbia. The time has now come to refresh these signs. We want to make British Columbia a place where people have memorable experiences. I'm already thinking of some places in northern British Columbia that may very well warrant a stop of interest sign. So we shouldn't minimize the impact of, first of all, the tourism sector and the ability to provide great experiences for people. If they have a great experience, they're going to come back. One of the best ways to really attract repeat visitation is to tell stories and have our customers tell stories. And this type of initiative will really, really help that. So what this little bit of information does is it adds value to our visit here for travelers like us who are sophisticated and high-yield and inspires them to learn more. And that's really the best strategy for building long-term, sustainable, competitive advantage in all of our destinations. We're looking to British Columbians to help us decide what these signs should be all about and where we should put some new ones. We're asking the public to help us tell the stories of their communities and to connect visitors with their history. What we're looking for is the impact a person, a place or an event has had on the lives of British Columbia and indeed on the development of this great province of ours. Certainly as the Minister of Tourism, the importance of this industry cannot be underestimated. And at a time when British Columbia has the leading economy in the country, one of the factors that's influencing that growth is certainly the tourism sector. These new stop of interest signs demonstrate our commitment to promoting and preserving the culture from the past. Celebrating the communities of today and instilling a sense of pride for the future, for those who live here and for those who choose British Columbia as their travel destination.