One single platform hosting a congregation of marketing managers from around the globe promoting India, is what the SKAL Congress president, Manoj Virmani, believes the forthcoming five-day conference will generate. In an exclusive exchange with Express Travel & Tourism, Virmani points out the tourism potential of Tamil Nadu that could be tapped by the forthcoming SKAL Congress.

He says, “Whenever a SKAL Congress has gone to a country, tourism in that country has registered an upward trend. With 1,500 delegates expected to attend the SKAL World Congress in Chennai, Tamil Nadu promises to be no different. Tourism in India remains one of the largest foreign exchange earners, next only to gems, jewelery and garments. With the Tamil Nadu government allocating Rs. 26.79 lakh to tourism (the largest budgetary provision to the sector so far) the state is doggedly pursuing its tourism objectives. One of the primary provisions in the recently released Tourism Policy Note was to increase the inflow of foreign tourists to the state. Last year 8.05 lakh foreign tourists visited Tamil Nadu. In this year’s budget, the state government has clearly specified that it plans on extending the period of stay of foreign tourists from 4-7 days to 6-8 days. Recognising that the SKAL World Conference is bursting with potential, the state tourism department is partnering with the SKAL committee. In the policy note, the state tourism department declares that the conference will be the ideal opportunity to showcase Tamil Nadu to an elite international audience under one roof.”

Manoj Virmani

According to the Tamil Nadu Tourism Development Corporation (TTDC), the benefits are not going to be merely one time, but the Congress will have a multiplier effect. “As long as we conduct the conference perfectly, there is no doubt that each of the delegates will promote Tamil Nadu in their own countries. The congress is an ideal platform to showcase Tamil Nadu’s tourism initiatives and unveil its culture, handicrafts, silk, leather goods, gem and jewellery to the world. Exhibitions will be conducted during the Congress, so that delegates can explore the heritage of Tamil Nadu,” informed a TTDC official.

According to sources in TTDC, the state’s conectivity and world-class medical facilities would also be highlighted to the incoming visitors. Visitors to the conference will have the opportunity to witness firsthand the tourist highlights of Chennai, during the four-hour city tours that have been planned. Other tours that will disclose the state’s tourism potential include that of Mamallapuram and Kanchipuram, the abode of temples. Under the central government’s ‘integrated development of tourism circuits’ scheme, Mamallapuram has been chosen as one of the twenty-five Indian destinations that the government will promote. Close to Rs. 500 lakh is being poured into the first phase of the integrated development of Mamallapuram alone. pre- and post-event tours for the SKAL congress delegates are being organised by Travel Corporation of India Pvt Ltd. and include 12 tours covering prime destinations in India. The Trichy-Tanjore-Madurai tour will put the spotlight on Tamil Nadu.

Says S Subramaniam, manager tours, TCI, “The rich cultural heritage, temples dating back to the 6th century, our way of life and dance forms will be highlighted though the tours. It will put Tamil Nadu on the world tourism map. When the SKAL members see for themselves the hospitality of the city, tourism to the state will naturally be augmented. Additionally, in the past few months, 22,000 SKAL members from 80 countries have been receiving newsletters highlighting Chennai. SKAL members will be well-versed with the city’s history, current profile, famous sites and food, before they hit the shores of Chennai.”

Besides the obvious, the Congress is likely to benefit Tamil Nadu’s hospitality and transport industry. Shops retailing souvenirs, handicrafts and other products are also bullish about the coming months as the official SKAL itinerary slots three-hour shopping trips on two separate days.

With delegates given the option of shopping around Chennai, there’s no doubt that foreign exchange earnings will be on the upswing. According to the TTDC, there will definitely be more demand for transport, hotels and food outlets. There is also a considerable revenue that is expected to be generated from the large volume of advertising during the period. With the Congress less than three months away, it is apparent that Tamil Nadu is poised for international branding as a world-class tourist destination.