The ASEAN Tourism Forum (ATF) that was opened by President Marcos, Jr. in Cebu on Jan. 28 has adopted a theme that captures both the urgency of the moment and the promise of the region: Navigating our tourism future together. It is a fitting call to action at a time when global economic uncertainty, geopolitical tensions, climate risks, and shifting travel patterns continue to test the resilience of nations and industries alike.

The forum’s artistic and thematic logo—drawing from the ancient balangay or balanghai, the seafaring vessel that carried early Filipinos across open waters—offers a powerful metaphor. Just as the balangay relied on collective effort, shared direction, and trust among those on board, ASEAN’s tourism future depends on solidarity, coordination, and a common sense of purpose. No single country can weather global storms alone; progress requires moving forward together.

At the heart of ATF 2026 is the ASEAN Tourism Sectoral Plan for 2026–2030, a strategic roadmap that elevates tourism from a recovery tool to a long-term driver of sustainable and inclusive growth. The plan recognizes tourism as one of ASEAN’s most people-centered industries—one that creates hundreds of jobs quickly; supports micro, small, and medium enterprises; and strengthens cultural and community ties across borders.

Before the pandemic, tourism accounted for roughly 12 percent of ASEAN’s gross domestic product and sustained the livelihood of millions of families. Its rebound in recent years has been among the clearest indicators of regional recovery. Yet the lesson of recent disruptions is clear. Resilience cannot be improvised. It must be built deliberately through cooperation, innovation, and foresight.

The tourism sectoral plan seeks to do just that. By promoting ASEAN as a single yet diverse destination, enhancing digital transformation, prioritizing sustainability, and improving connectivity—especially to secondary destinations—it encourages longer stays, multi-country travel, and broader economic spillovers. In uncertain times, this collective approach stabilizes demand, strengthens investor confidence, and anchors growth in shared regional strengths.

For the Philippines, hosting ATF 2026 in Cebu is both symbolic and strategic. Cebu’s selection reflects international confidence in its tourism infrastructure and its capacity to showcase the best of Filipino hospitality, culture, and creativity. The immediate economic boost—from hotel bookings and transport services to local food and retail—will be felt across the city and nearby communities.

More importantly, the forum reinforces tourism’s central role in Philippine economic growth. Tourism generates employment faster than many sectors and disperses income more widely, reaching local communities that are often left behind by capital-intensive industries. In a period marked by fiscal pressures, infrastructure gaps, and climate vulnerability, tourism remains one of the country’s most practical engines for inclusive development.

The balangay imagery also carries a quiet reminder for our policymakers. Regional cooperation can amplify national efforts—but only if the Philippines rows in step. This means easing travel frictions, improving connectivity, investing in digital platforms, safeguarding environmental assets, and ensuring that tourism growth translates into decent jobs and resilient communities.

ATF 2026 is more than a showcase of destinations. It is a reaffirmation of ASEAN’s collective journey. As the region navigates uncertain waters, the message from Cebu and the Philippines is clear. The voyage toward a sustainable, resilient tourism future is best undertaken together, guided by shared values, common direction, and the enduring spirit of the balangay.