Admin I Monday, May 19, 2025
LONDON – Gloria Guevara, the leading candidate for Secretary-General of the UN Tourism has issued a renewed call for bold, decisive leadership rooted in substantial, real-world experience — urging member states to back a new era of stability, vision and innovation for the global tourism sector.
With over 35 years of experience across government, private industry, and international policy, Guevara is widely regarded as the most qualified and capable candidate to lead UN Tourism through a critical period of transformation. Her campaign reflects mounting global support for a change in leadership style to one that is grounded in action, integrity, and outcomes that deliver real world results for all – not just the few.
Gloria Guevara stated:
“What the sector needs now is leadership that brings people together, delivers with purpose, and restores stability to an institution that must evolve to deliver real world tangible results. The future success of UN Tourism and member states will rely on experience and knowledge of the industry coupled with a deep understanding of the responsibility of the role in leading such an organisation.”
Gloria Guevara’s distinguished career spans four continents and encompasses both public and private sector leadership at the highest levels.
As Secretary of Tourism of Mexico, she led one of the most effective national tourism strategies of the last decade steering the country through public health and security crises to achieve record-breaking growth and international recognition. During her tenure, Mexico rose to become one of the top destinations in the world, powered by innovation, market diversification, and close coordination between government
and industry.
As President and CEO of the World Travel & Tourism Council (WTTC), Guevara elevated the global voice of tourism, engaging with world leaders, shaping policy, and advocating for inclusion, sustainability, and coordinated recovery. During the COVID-19 pandemic, she played a pivotal role in mobilising international alignment around safe travel protocols and economic relief.
She most recently served as Chief Special Advisor to the Minister of Tourism of Saudi Arabia, where she was intrinsic to the design and rollout of one of the most ambitious tourism transformations in history helping open the country to international tourism, support large-scale investment, and promote sustainability, culture, and innovation as pillars of long-term growth.
At the heart of Guevara’s campaign is a commitment to returning UN Tourism to a position of credibility and relevance, anchored in action, outcomes, and accountability. She is focused on restoring trust in the organisation’s leadership, ensuring that all member states regardless of size, geography, or economic power are equally engaged and heard, and delivering real value through sustainable development, innovation, and job creation. Her approach is informed by decades of experience, a track record of delivery, and a deep understanding of how to align public and private interests to unlock global progress.
“This is a moment that demands competence, not inexperience,”
said Guevara. “The next Secretary-General must have the ability and know how to act from day one, the relationships to build consensus, and the courage to take this organisation forward for a future that benefits all.”
“I’ve dedicated my career to tourism — not for personal gain, but for real world results that improve communities around the world while benefiting local economies,” Guevara continued.
“Now, I’m ready to bring that commitment to UN Tourism. I will serve every member state, listen with humility, act with integrity, and lead with experience.”
Gloria Guevara’s candidacy has garnered substantial international backing, underscoring her position as the leading contender for the UN Tourism Secretary-General
role. Over 200 global tourism leaders have publicly endorsed her vision for a revitalized and inclusive UN Tourism. Academia has also voiced strong support with leaders from renowned and highly respected global institutions praising her commitment to evidence based decision making and sustainable tourism practices. These widespread endorsements from diverse sectors reflect a collective confidence in Guevara’s ability to steer UN Tourism towards a future marked by stability, innovation, and inclusive growth.
Paul Polman, former CEO Unilever and Member high level panel for the SDG’s, said:
“I had the pleasure to work with Gloria Guevara at various occasions over the past few years. In Mexico when she was minister of tourism, in her role at the WTTC and lately in Saudi. Gloria not only has a deep understanding of the tourism industry and clear vision of where the industry should be heading but also a track record to pull effective coalitions together and drive a more resilient and regenerative industry that works for all including the planet. I can therefore highly recommend her for this important UN position.
Christopher J Nassetta, President & CEO, Hilton Worldwide, stated: “I have known Gloria for many years, and she has been an incredibly strong advocate for the travel and tourism industry. She has a unique understanding of the global tourism landscape and uses her expertise to push for policies and initiatives that bring greater prosperity to our industry, but more importantly, the global economy. Gloria’s leadership has had a huge impact already, and I know that she would be an excellent Secretary General of UN Tourism.”
Anthony Capuano, President & CEO, Marriott International, said: “Marriott International leaders and I have had the privilege of working with Gloria in her various capacities over many years in the industry. Her extensive experience working with governments of the world’s largest travel economies and heading multilateral organizations make her an ideal candidate to lead UN Tourism into its next chapter.
I have no doubt she will bring her passion for our dynamic industry and commitment to win-win policy solutions from around the globe to the role, helping our industry and talented workforce grow and thrive.”
Gabriel Escarrer Jaume, Chairman & CEO, Meliá Hotels International, stated: “Gloria Guevara embodies the essential qualities to lead the world’s foremost institution dedicated to tourism. Throughout her distinguished and impeccable career, Gloria has consistently demonstrated the ability to listen and understand diverse perspectives, seamlessly integrating management and political agendas while steadfastly prioritizing the defense of the general interest, which is undeniably represented by the global tourism industry.
“As a staunch advocate of public-private collaboration, I invite the global tourism sector to leverage Guevara’s extensive experience as a leader in both public and private entities, her significant contributions to enhancing some of the world’s largest tourist destinations, and her exceptional leadership and influence capacity. These attributes, which transcend regional or gender quotas, make Gloria an outstanding candidate for the position of Secretary-General of UN Tourism.”
The election for Secretary-General will be held at the end of May near Madrid.
