from the newsroom with more. you also got a comment from the british general for western canada today. >> reporter: we did. alex budden says the british government recognizes the oilsands contribute to a diverse source of oil. but says fossil fuel production has to jive with climate goals. >> lynda: so any sense of how damaging this campaign will be to alberta tourism? >> reporter: we took to question to robert fisher, a professor of marketing at the u of a school of business. he says it's difficult to gauge how many tourists will turn away as a result. he ballparks between 10 to 20%. >> there are a lot of people out there who don't know a lot about us. those types of images will probably be strongly associated with us. and may tip the balance. >> reporter: fisher does say rather than staying away completely, tourists may look to other places in canada like b.c.