It's not sharks or airport security or even pandemics. It's that the tourism industry doesn't have a system in place to fix the big issues that come up -- just adjust the messaging about them. Tourism has traditionally been marketing... run by professional marketing people. No one hired management experts nor gave tourism officials the mandate to manage. We have some policy officials, but they are often playing catch up to things in the industry. So if we want to improve tourism, we need a new mechanism in place.