SKAL: A Tourism Landmark For India

Is the SKAL World Congress 2003 set to create a ripple effect in Indian tourism for the coming years? Susan George looks at the significance of the international conference in highlighting India on the world tourism map

A whopping Rs 4 crore is being funnelled into events, festivities and tours for five days. The figure is staggering proof that the 64th SKAL World Congress signals a milestone for Indian tourism. For starters, this is the first time that India will play host to the international Congress. SKAL is an association of top-level tourism professionals from the world over - decision makers from fields like hotels, airlines and tourism bodies will converge at Chennai from October 19-24, 2003, in what promises to be a landmark event that will provide the necessary fillip to the country’s tourism industry. In addition to the funds being poured into the event, the Congress has garnered substantial interest from the state and central government. What sets SKAL apart? What results is the Congress liable to bring to India?

Recap

Headquartered in Torremolinos, Spain, SKAL is a professional organisation of tourism leaders from around the world, promoting global tourism and friendship. It is the only international group uniting all branches of the travel and tourism industry. Today, SKAL International has approximately 25,000 members in more than 525 clubs throughout 80 nations. The five-day convention will witness around 600 international delegates and about 200 Indian tourism professionals meeting under one roof in Chennai. The SKAL Congress is expected to provide a fillip to tourism in the region and usually, wherever the SKAL convention has taken place there has been an increase in the inflow tourist in that region by 15 to 20 per cent.

"This is one of the biggest gathering of foreign delegates in any congress to be held in Chennai and it’s an opportunity for us to showcase Chennai to the international travel community" said Manoj Virmani, president - SKAL World Congress Organising Committee. "The response to the congress has been increasing day-by-day, which is really a positive sign and it also shows the growing interest about India among a global audience," he added.

The Expectations

Despite the hype and festivities of the Congress, the spotlight is being turned on the results the event will generate in the long term. Says Shaktikanta Das, commissioner - tourism, government of Tamil Nadu, "SKAL presents a tremendous opportunity for India. We don’t expect to see immediate results. We will have detailed individual interaction with participants and will continue that interaction even after the event is over. We will work closely with visiting delegates to ensure that more tourists will in turn visit the country." The Congress is also expected to boost revenue in related industries like hotels, handicrafts, airlines and so on, says the commissioner. "However, it is not only during the Congress that revenue will be generated. We definitely expect a spurt in foreign tourist influx over the next few years." The Tamil Nadu government has allocated Rs 26.79 lakh to tourism - the largest budgetary provision to the sector so far. Undoubtedly, the state is doggedly pursuing its tourism objectives. With one of the primary provisions in its tourism policy note being to increase the inflow of foreign tourists to the state, SKAL is a step in the right direction.

With the long-term windfall that the Congress is expected to generate, the state and central governments have adopted proactive roles in the event. In addition to taking a large pavilion during the travel exhibition, Das says that "The government of India and the Tamil Nadu government are sponsoring several activities including lunches, dinners, supplying kits etc."

The Incentives

However, although Chennai will be the focus during the event, the organising committee has ensured that the rest of India gets its due notice. Travel Corporation of India (TCI) has organised twelve tours for SKAL members and their spouses. Says Sudheer Nayar, regional manager, south India, "We’ve had a tremendous response so far, especially for tours to the Golden Triangle. Many of them are visiting India for the first time and would like to see the Taj Mahal. The pre- and post-tours provide members with an incredible opportunity to experience the country." TCI has actively promoted the tours with SKAL members via e-mail and the marketing efforts of their branch offices around the world. With Indian Airlines offering a hefty discount of 50 per cent on domestic flights, the response to the tours has been given a tremendous boost, says Nayar. He added that hotel accommodation has been priced competitively to give delegates an attractive package. "The tours are not about making money. This will certainly have an impact as the delegates are decision makers in their respective industries," says Nayar.

Conclusion

With the Congress inching closer, it remains to be seen how the 600 or so international delegates will respond to the unveiling of India’s rich heritage. Meanwhile, the organisers are investing time and effort into creating a magical ‘Incredible India’ experience for their red carpet guests. Will the delegates become cultural ambassadors for India in their respective countries? Optimistic predictions state that tourism is likely to go up by 20 per cent thanks to SKAL. With the emphasis being on long-term results, it will simply have to be a ‘wait and watch’ story for those monitoring the results of the Congress in India.