The 45th Association of Southeast Asian Nations (ASEAN) Tourism Forum officially opened Wednesday in Cebu City, with President Ferdinand Marcos Jr.’s speech highlighting a positive outlook for the region’s enterprises.

The President’s speech was read by Tourism Secretary Christina Garcia Frasco during the opening ceremony.

The Philippines, hosting the forum’s 45th edition—first held in Malaysia in 1981—welcomed ASEAN leaders with pride and is guided by five strategic thrusts collectively called “SAIL ASEAN” or “SAIL-A.”

“This stands for strengthening trade and investment linkages, accelerating digital transformation, integrating ASEAN’s MSME (Micro, Small, and Medium Enterprises) development agenda, leveraging the creative economy and innovation, and advancing sustainable and inclusive economies,” Marcos said.

The President also highlighted the rich history over the past four and a half decades of partnerships, shared policies, and aspirations that have strengthened tourism “as a driver of opportunity for economies and communities.”

Marcos explained the meaning behind the ASEAN Chairship 2026 logo, which features the balangay—a boat that connects borders across open waters. Significantly, the vessel serves as a foundation for the concept of community in the Philippines. The logo aligns with the theme “Navigating Our Future, Together,” symbolizing partnerships that require clarity in navigation, solidarity in sailing, and persistence in reaching shared shores.

“A major milestone under this forum is the completion and adoption of the ASEAN Tourism Sector Plan 2026–2030, which sets out a clear and unified course for advancing sustainable and inclusive tourism across the region,” Marcos said.

“It supports Filipino farmers, fisherfolk, creatives, transport providers, hospitality workers, and entrepreneurs,” he added, noting that tourism goes beyond destinations.

Marcos said tourism becomes empowering when it is inclusive, and sustainability is achievable when policies are driven with care.

“With that, and with great pride, I now officially declare the ASEAN Tourism Forum 2026 open,” the speech concluded.