With the 64th SKAL World Congress inching closer, Chennai is gearing itself to host 1,500 delegates that the conference will bring together. The state and central government, hotels, airlines and a host of other services are pooling together their resources to showcase India, under the leadership of the SKAL Congress committee.

For the first time since the inception of SKAL in 1932, India will play host to the international conference from October 19-24, 2003. Manoj Virmani, chairman of the Congress and general manager of ITC Park Sheraton and Towers, believes that, "Chennai will definitely be on par with expected SKAL standards when the conference takes place. The city’s infrastructure has also been developed after it won the bid for hosting the Congress in 2000. We had approached the government to ensure that the airport would be upgraded and that has taken place. Now, we have a new departure block at the international airport with more facilities for customs, immigration, new aero-bridges in place and so on. We will be co-ordinating with various government agencies which include Airport Authority, Immigration, Traffic Police, and the Corporation to ensure that adequate signage’s are in place, the roads are better, and the city is neat and clean."

The state government is in partnership with the Congress, and the Chennai Trade Centre has been earmarked for one of the SKAL meetings. The government is in the process of constructing an additional auditorium within the CTC that can seat 1,500 members, to be ready by the end of September. A traditional south Indian meal, hosted by the chief minister, J Jayalalithaa, is also on the anvil.

The central government is also playing a substantial role, hosting a gala dinner for the delegates, flying in equipment that will facilitate simultaneous translation in three languages, and helping identify artists who can testify to the heritage of India through their performances. The SKAL committee has also urged the government to grant visas more easily to participants, and India tourism offices around the world will be promoting the Congress.

"India is a vast country with an array of things to showcase. Keeping in mind the current slogan for tourism, "Incredible India", we will be using the slogan and logo on all our merchandising material. We will be showcasing images of India - our culture, music, art, jewellery, etc. SKAL is the largest body of tourism professionals in the world. We can showcase all our southern states, as well as other destinations around the country, through the pre- and post-Congress tours," says Virmani.

The Plan

Luxury hotels around the city are pitching in as well. Based on the capacity and quality of the property, lists of deluxe and first-class hotels have been short listed for Congress delegates. About 1,000 additional rooms a day have already been booked during the event. The delegates can avail a range of deals during the congress - the package for 1,040 US$ includes accommodation and food for five days in a deluxe hotel, sightseeing tours, and access to art and cultural programmes, inclusive of taxes.

Airlines have offered delegates discounts ranging from 50-75 per cent, with Lufthansa and Air-India having already confirmed their participation. Domestic airlines like Indian Airlines, Jet Airways, and Air Sahara will also offer special fares encouraging delegates to explore the country after the Congress.

Travel Corporation of India P Ltd will work in conjunction with the SKAL committee to plan the pre- and post-event tours. Delegates can choose to experience India by way of the 12 tours that have been drawn up, including the Golden Triangle, the Kerala Spice Trail and Temple Trail.

Virmani further asserts that the Congress is based on ‘Cultural Tourism’, and that SKAL members have been promised the ‘best cultural Congress’ at Chennai.

Virmani believes that, "The Congress could reap long-term benefits for India. While the Congress alone is expected to rake in direct revenue of 950,000 US$, the advantages in the long run cannot be underestimated - India will come alive to the 22,000 SKAL members across 80 countries. The more delegates who come here and the better the experience they will have, they will recommend the destination to others as well. We should be able to get marketing directors from each participant, which will work much better than a ‘Visit India Year’. Making slogans doesn’t matter. The best thing is word-of-mouth exposure or when you actually experience the country."

The SKAL committee seems intent on delivering as authentic an experience as possible. Another event planned during the Congress is a traditional south Indian ‘sapadu’ served on banana leaves, with an audio-visual explaining what is being doled out, and how to eat it. Delegates will also be given traditional garments and accessories, and the SKAL committee is in the process of getting corporate sponsorship for participants’ gifts including Indian wines, teas, coffee, candles, incense sticks, handmade paper, leather goods, and so on.

Overcoming Impediments

Planning and executing an event on this scale is a momentous task and Virmani concedes that the committee faced several challenges along the way. Convincing the government and various co-ordinating agencies about the importance of the event was one such roadblock that the SKAL committee encountered.

"Although, it is the largest professional tourism body in the world, SKAL has never come to India before. People in India are not totally aware of the importance of SKAL, whereas if someone talks of the Pacific Asia Travel Association (PATA) or the Travel Agents Association of India (TAAI), people would respond to them. When we say, ‘SKAL’, then the first question is ‘what is SKAL?’ So we have to explain a little bit about the organisation and also about what SKAL can do for a country. Because everywhere, when a SKAL Congress has been conducted in a particular country, tourism has stood to gain from the event. First, the importance of the Congress has to be understood. Over the last two years we have been able to achieve that," says Virmani. Thanks to the efforts of the SKAL committee, the Central government, Tamil Nadu state government and neighbouring state governments are now supporting the Congress. Bringing different hoteliers under one umbrella to co-ordinate the event also proved to be a challenge, and Virmani says that various hoteliers have successfully working together to promote the Congress.

What Lies Ahead?

With 800 Indian members in 9 locations, SKAL India will be celebrating its Golden Jubilee, next year. With India hosting the Congress this year, the awareness about SK AL is set to increase. "We’re expecting about 250 Indian delegates during the Congress. There is already demand in the local SKAL clubs, as well. Practically every club is expanding," said Virmani. The Congress will also include a Young SKAL segment, where younger members in the industry will be encouraged. The General Assembly held during the Congress will be the venue for voting for the next executive committee.

The SKAL committee is also expanding base in terms of inducting new members from various fields. While there are several lose ends that are yet to be tied up, the Congress seems all set to unveil India’s tourism potential to the world.

SKAL International president - Chennai, Manoj Virmani exchanges the SKAL Congress flag with the SKAL International president - Nairobi, Mike Round Turner

President SKAL International, Mary Bennett with president SKAL Chennai, Manoj Virmani

The Venue - ITC Park Sheraton and Towers, Chennai