But every year the number of sponsors has been falling alarmingly. This year too, initially they got only a few firms to sponsor the chundans (boats).

Industries Minister Suseela Gopalan finally intervened asked some State PSUs to sponsor a few chundans taking part in the race. But not to much avail.

One may be surprised why this largest water carnival in the world does not get sponsors at a time when the sponsorship of mega shows has become a successful marketing mantra to sell the product at low price. And it is a fact that giant corporate houses are vying with each other to clinch the sponsorship.

The advantage of sponsorship is not only the finance, but the sponsors will promote the show along with their products. Then the organisers can concentrate on other aspects of the show.

But the boat race organisers do not give any role to the sponsorsduring the the event, and the sponsors are totally ignored.

`Why talk about any role in running the show. They don't even offer a decent place in the pavilion to watch the show for the sponsors who give Rs 35,000 to Rs 50,000,' thunders a PSU chief who had sponsored a boat.

`When I reached the pavilion, I found that my seat was already occupied by somebody else and there was nobody in the pavilion to vacate the intruder. I had to sit on the ground till the race was over,' he said.

For the organisers, the district administration and the local leaders of the ruling parties, this is a golden opportunity to please and show royalty to their masters and nothing more.

They will go to any extent to do this. A few years ago, two district officers from two departments locked horns in their bid to bring their respective ministers as the chief guest. Incidentally, the ministers were not even on talking terms then (even now though out of power).

The tussle between the two officers finally landed them in court asprivate complainants.

Not only the sponsors, even foreign tourists were the victims of the organisers' callousness.

This time also they were running from one jetty to another to catch the boat which would take them to the Punnamada lake from the town. There was nobody to guide them, not even to show the right place.

Tourism sources say the State is a prospective market for the tour operators and more international players will jump into the game with the arrival of more tourists after the commissioning of the Nedumbassery airport.

More hotels, airlines offices and foreign exchange shops will spring up in the State soon, they hope.

Says a major player in the industry on condition of anonymity: `It is high time to entrust the show to a professional body for a fee instead of the Nehru Trophy Boat Race Society, which currently runs the show.

The Government and the district administration can provide help the professional team to conduct the popular event.

`If it is conducted in the present form,there is no doubt, this unique show will very soon become a part of history,' he warns.