Seven decades strong: Skål Toronto swings into a milestone anniversary year

Seventy years in, and Skål International Toronto is still going strong on and off the fairway.

PAX joined in on the fun at Royal Woodbine Golf Club in Toronto on Thursday (Aug. 13) as Skål International Toronto celebrated a special milestone -- its 70th annual golf tournament. With 100 golfers on the course and approximately 117 guests for lunch, it was a perfect summer day to be outside with friends and colleagues.

"We've done it every year, except during COVID," said Susan Webb, president of Skål Toronto, speaking to PAX. "It brings together a lot of our members, but also industry partners and executives — and we do fundraising for the Daily Bread Food Bank, which we think is very important. So, it's a great networking opportunity, as well as giving back to the community."

A portion of proceeds from the day's raffles, 50/50 draws, silent auction, and three live trip auctions will be donated to the Daily Bread Food Bank, a cause the club has rallied behind in recent years.

Built on industry support

This year's tournament welcomed a strong roster of industry sponsors, with tour operator Exoticca returning once again as title sponsor. PAX caught up with Desiree Rolle, director of sales for Western Ontario and Atlantic Canada, on the fairway.

"We are incredibly proud to support this year's Skål golf tournament," said Rolle. "Events like this are such an important part of our travel community because they bring people together, strengthen relationships and create opportunities for meaningful new connections."

Kimberly Hartley of Hartley Marketing Solutions said Skål Toronto has intentionally opened the tournament beyond its own membership to welcome the broader travel industry — clients, colleagues, suppliers, trade media, and retail brands alike.

"We feel this is an opportunity for all of the industry to network," she said. 

A club on the rise

Skål Toronto currently has 70 members, with a few more pending approval, and Webb noted that a wave of younger professionals joining the club is bringing fresh momentum.

"We're getting some really excellent new members. Some younger people getting involved in the industry," Webb told PAX. "It's giving Skål Toronto a new perspective, and it's really getting these new members involved in events and activities."

Skål Toronto has also been stepping up its social media presence, with a newer member taking the reins on content.

"All of a sudden we're getting a lot more presence on social media. Not just our club, but all the clubs across Canada," Webb said, adding that a broader strategy is also helping drive membership growth and spread the Skål message across the industry.

Looking ahead, Skål Toronto will host a 70th anniversary celebration at the rebranded Pocket Planet Canada (formerly Little Canada) on October 15, welcoming Skalleagues from clubs across Canada and around the world, followed by its annual holiday gala on December 10.

"The motto of Skål is 'doing business with friends,'" Webb said. "It's people in the travel and tourism industry working together, networking. If you do it right as a Skål member and use the networking around the world with our Skål members, you can help your own business — as well as personally, when you travel, and you have friends around the world in the industry."

For more information on joining Skål or attending future events, visit here. See more photos from the day on PAX's Facebook page here.

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