It is an extremely valuable and living symbol, both as part of who and what we are and as an attribute that sets us apart and gives us an edge over our competitors in an increasingly competitive marketplace. I put on record my appreciation of the key role that initiatives such as the welcome awards play in helping to achieve our tourism goals. The scheme extends to a wide variety of enterprises across the tourism spectrum. It is based on a customer nomination system and, as such, provides the most appropriate basis for identifying tourism practitioners par excellence. Finally, and most importantly, it serves to acknowledge and celebrate the bringing together of the key ingredients necessary for tourism success.