And to keep those seats filled on jets, it's all about maintaining marketing momentum. That means big money buys - how big? Tillett says they have budgeted just under 20 million for marketing this year.
Evan Tillet, Director of Tourism
"The bulk of the revenue that focuses on our marketing efforts definitely come from through the hotel tax and typical the marketing budget represents just probably around, under a little bit of 50% of the entire budget because we have a role to also invest in the product because yes you market but you also have to ensure that when the visitor gets here that what we are marketing they can experience. And so that is also a role of the BTB. But marketing is definitely one of the key or the key thing that we do at the BTB to market the destination on a whole to talk about all of the assets that we have and to push the destination in order to continue to get overnight visitors. From the perspective of our marketing objective and our marketing strategy, we have different marketing agencies that represent us globally. We have representation in Europe, we have representation in Latam which is Mexico, Central America and South America, and we do have in Canada and the US as well."
