54th TAAI Convention Pays Tribute To Indo-Lankan Relations

Indrani Rajkhowa/New Delhi

The mood was buoyant at the BMICH convention centre in Colombo on September 24, as TAAI kicked off its 54th annual convention with a fitting innauguration that both dazzled as well as informed its members of how to meet an exceedingly dynamic future. In keeping with its endeavour to further evolve the Indian travel trade, TAAI chose ‘New Waves-New Ways’ as its central theme.

A 1,200-strong contingent, which affirmed its faith in Sri Lanka as a destination and stood by agreeing to implement changes imperative to see them beyond the decade, participated in the convention. And none were disappointed. Erudite speakers, introspective business sessions covering a comprehensive range of issues crucial to the future of the industry and above all, the opportunity to network and widen horizons - the convention delivered on all counts. The first business session which dealt with the future role of travel was particularly crucial as it dealt with the next level of evolution for the agent community at a juncture when the travel agent community is at the crossroads owing to all the changes in composites of the trade, including the product, pricing, promotion and distribution. And the convention, by highlighting the process of transformation and ways to tackle it, assured the travel agent that all's well and they need to do away with the fear of being labeled the 'endangered species'.

The theme, ‘New Waves- New Ways’, represented the ethos of the current environment in the travel and tourism industry. The theme exemplified the focus on adopting a new approach, expanding horizons, opening up larger markets and creating more options for customers. Moreover, it highlighted the need for immediate change. Colombo itself represented an enduring image of resilience, having bounced back from natural and geo-political crisis. TAAI members took the opportunity to re-affirm their solidarity with Sri Lanka's tourism and travel trade and provide them with an opportunity to showcase the tourism development that has taken place over the last few years. The convention also helped open new frontiers between the two nations and laid open vast vistas for both to grow together as partners in the travel and tourism industry.

The inauguration witnessed leading luminaries from the Indian as well as the Sri Lankan travel industry. While TAAI president Balbir Mayal and Udaya Nanayakkara, chairman, Sri Lanka Tourist Board stressed the need for the travel agent to embrace a future where they would not have to depend on the airlines, Indian high commissioner to Sri Lanka Nirupama Rao and Arjuna Ranatunga, deputy minister, tourism, Government of Sri Lanka, paid rich tributes to the model of joint cooperation that was India and Sri Lanka. The evening was all about mingling of business and art and culture as the Sri Lankan Dancers Guild enraptured a packed audience with their ethnic presentation. The speakers stressed on the extension of the two nation's cooperation on the tourism front to a larger partnership on the SAARC level, thereby providing a fillip to the entire region. An integrated approach towards a more liberal aviation policy, easy immigration and better aviation infrastructure to increase inter-regional tourism was urged for.

Ranatunga said that India and Sri Lanka's cooperation on the tourism front could be extended to a larger partnership on the SAARC level, thereby lifting the whole region. He believed that an integrated approach towards a more liberal aviation policy, eased immigration and better airport infrastructure could increase inter-regional tourism as well as bring in more tourism from the West.

Mayal affirmed his association's solidarity with Sri Lanka, particularly during the torrid times in the aftermath of the tsunami late last year. Alluding to the theme of the convention, Mayal said that the very nature of travel is about change and it is essential that travel agents embrace it. "India is changing in every positive way possible. The country's GDP is growing at seven per cent inflation is at a benign three per cent and our foreign exchange reserves have ballooned to more than 140 billion. The sensex is at an all-time high and the middle class that is driving this growth constitutes more than 300 million individuals. All this has not gone unnoticed on the international front. WTO has predicted an annual compounded growth for Indian tourism of over 20 per cent and the well-regarded Conde Nast Traveller ranks India as the 9th most favoured destination," Mayal stated. He quickly tempered the euphoria with a reminder of the imperatives. "The travel agent must emerge as a single window travel consultant and the traveller must derive more value from the agent than just the ticket," he said. On the front of regional cooperation to increase tourism, he said that TAAI had suggested that SAARC countries could consider accepting each other's currency in the current absence of a common currency to encourage and facilitate travel. "Another major need is for the industry to raise its voice in union and in that direction TAAI has proposed the formation of a joint council comprising the heads of all travel trade associations to communicate with the government," he said.

Further highlighting the example of regional cooperation that India and Sri Lanka had set, Rao pointed to the fact that TAAI's fourth convention in Sri Lanka in 54 years, represented a resounding vote of confidence in Sri Lanka. “India accounts for the single largest tourism arrivals into Sri Lanka - about 20 per cent. The two governments have also played their role in this regard. Indian tourists have been granted visas on arrival while India has liberalised its aviation policy for Sri Lankan Airlines as a result of which, it is the largest international carrier operating out of India, operating 90 flights a week,” Rao informed

Keynote speaker, Nanayakkara, delivered perhaps the most poignant message to the agents, unequivocally exhorting them to carve a permanent identity independent of the airlines simply because the product that the two were selling is different. He went to great lengths to illustrate the benefits that travel agents could derive from a zero commission regime and by diversifying into other travel-related services. "70 per cent of the travel business outside of the US is done on a non-commission basis and if one considers that 100 per cent of America's travel business is conducted on non-commission basis, the verdict is obvious. In fact, recently, Finland's travel agents urged their government to move towards a zero commission regime. Indian travel agents must achieve independence in this regard by offering a more rounded product that includes other products that are critical to the travel experience and value in the form of consultancy."

The business sessions throughout the convention reiterated the fact that a TAAI convention is not only the ultimate conglomeration of the industry for networking but is also a time for reality check for the industry. Topics ranging from ‘Vision 2010: Reality Bytes’ to ‘Virtual v/s Real: The Net Wave’ to ‘Aviation: Boom or Bust!’ highlighted issues dogging the industry. Featuring the industry's think thank, Sri Lankan dignitaries and international travel honchos as panellists, the session echoed the punch line: Think regionally, act locally and plan globally.

On their part the Sri Lankan delegates thanked TAAI for choosing their country as the venue, bringing to light the abundant tourist opportunities the land has to offer. Besides stating examples of how the country had battled political turmoil and natural disasters to build a world-class tourism product, the Sri Lankan travel trade also urged the SAARC countries to forge ahead with strategies for proactive joint campaigns to promote inter- and intra-regional tourism, which will reap economic, social and cultural dividend to the people of the entire region.