The international friendship and close personal contact of Skål must be experienced to be appreciated. Skål is not a community organization like Rotary or Lions, rather it benefits and develops the professional sector while assisting the community at large. Skål is an Association of Tourism Professionals which encourages and creates a network of professionals around the world. It promotes, "Doing business among friends," through seminars and conferences to strengthen the industry’s professionalism.

Through participation in local activities and events at all levels, members meet industry colleagues from around the world. Here, in an atmosphere of amicable ideas, opportunities and industry matters in general, can be shared on a personal and business level. Skål members should promote the organization, the formation of new Clubs and recruit qualified members.