SAN PEDRO SULA, Honduras — With the participation of more than 1,000 attendees, representatives from 23 countries, and nearly 100 public, private, academic, and multilateral institutions, the III Ibero-American Tourism Forum officially opened in San Pedro Sula. The event, considered one of the most important gatherings for the tourism industry in the region, is being held from June 1 to 3 under the theme “Technology and Development: Intelligence that Empowers Territories.”

The official welcome was led by Honduras’ Secretary of Tourism, Andrés Ehrler, who highlighted the country's commitment to sustainable, regenerative, and innovative tourism while delivering a message of confidence to the international delegations.

“Honduras is a safe country to visit. Our main tourism destinations are protected and fully prepared to welcome visitors from around the world,” Ehrler said before government officials, business leaders, academics, and representatives of international organizations.

The tourism secretary also invited participants to visit southern Honduras to observe both the effects of climate change on tourism activity and the resilience and adaptation initiatives currently being implemented throughout the country.

During his speech, Ehrler emphasized that the forum represents a historic opportunity to build the future of tourism in Ibero-America.

“The Ibero-America we dream of is an Ibero-America filled with peace, one that opens its doors to tourism and is prepared to welcome the sustainable and regenerative tourism of the future,” he stated.

He also stressed that artificial intelligence, technological innovation, and regional cooperation will be among the key challenges shaping the future of the tourism industry.

Ehrler welcomed representatives of Central American tourism chambers, delegates from the tourism ministries of Guatemala, El Salvador, and Nicaragua, as well as regional private-sector leaders, noting that important tourism cooperation initiatives will be presented during the event.

San Pedro Sula, the Host City

The opening ceremony was also attended by San Pedro Sula Mayor Roberto Contreras, who welcomed participants from across Ibero-America. San Pedro Sula has established itself as one of Honduras’ leading destinations for meetings, conventions, and congresses, becoming this week the epicenter of regional tourism discussions.

Private Sector Highlights Public-Private Collaboration

Ana Morales, President of the Honduran National Chamber of Tourism (CANATURH), underscored the significance of Honduras hosting this international gathering and highlighted San Pedro Sula’s growing role as a city for events and conventions.

Morales encouraged participants to take advantage of the forum to exchange experiences, build partnerships, and discover Honduras’ tourism potential.

“The only way to achieve sustainable tourism is by working together. This forum is the best example of the partnership between the private sector, government, and local authorities,” she said.

She also encouraged attendees to become ambassadors for Honduras and share their experiences with the world.

Gastronomy, Culture, and Regenerative Tourism

One of the highlights of the welcome program was Ehrler’s invitation for participants to experience Honduras’ rich gastronomy through showcases representing different regions of the country.

The secretary also highlighted the planned visit to the archaeological site of Copán, which this year celebrates 1,600 years of history, as a leading example of regenerative tourism and cultural heritage preservation.

Over the coming days, ministers, business leaders, multilateral organizations, academics, and tourism experts will discuss governance, sustainability, connectivity, digital transformation, artificial intelligence, and innovation applied to tourism in a forum that aims to strengthen its position as the leading public-private cooperation platform for tourism across Ibero-America.