Gloria Guevara: Strong Leadership Needed for Tourism’s Future
Gloria Guevara, the leading candidate for Secretary-General of 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 shift in leadership style — one grounded in action, integrity, and delivering 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 tangible results. The future success of UN Tourism and its member states will rely on experience and knowledge of the industry, coupled with a deep understanding of the responsibility of leading such an organisation.”
Guevara’s distinguished career spans four continents and encompasses public and private sector leadership at the highest levels. As Secretary of Tourism for Mexico, she led one of the most effective national tourism strategies of the last decade, navigating public health and security crises while propelling the country to record-breaking growth and global recognition. Her leadership emphasized innovation, market diversification, and close coordination between government and industry.
As President and CEO of the World Travel & Tourism Council (WTTC), she elevated the global voice of tourism by engaging with world leaders, shaping policy, and championing inclusion, sustainability, and coordinated recovery. During the COVID-19 pandemic, she played a pivotal role in aligning international safe travel protocols and mobilizing economic relief efforts.
Most recently, Guevara served as Chief Special Advisor to the Minister of Tourism of Saudi Arabia, where she was instrumental in designing and executing one of the world’s most ambitious tourism transformations. Her work supported international market openings, large-scale investments, and the promotion of sustainability, culture, and innovation as foundational pillars of long-term growth.
At the core of Guevara’s candidacy is a commitment to returning UN Tourism to a position of global credibility and relevance — one anchored in action, outcomes, and accountability. Her vision includes restoring trust in the organization’s leadership, ensuring that all member states — regardless of size or economic power — are equally represented, and driving real value through sustainable development, innovation, and job creation.
“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 organization 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 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, with over 200 global tourism leaders publicly endorsing her vision for a revitalized and inclusive UN Tourism. Academic leaders from top global institutions have also voiced strong support for her evidence-based, sustainability-focused approach. These endorsements reflect a deep and diverse confidence in Guevara’s ability to guide the organization toward a stable, innovative, and inclusive future.
Paul Polman, former CEO of Unilever and member of the UN High-Level Panel for the SDGs, remarked:
“I had the pleasure to work with Gloria Guevara on several occasions — in Mexico, at WTTC, and most recently in Saudi Arabia. Gloria combines deep industry knowledge with a powerful ability to build coalitions for a more resilient and regenerative tourism sector. I strongly recommend her for this important UN position.”
Christopher J. Nassetta, President & CEO of Hilton Worldwide, said:
“Gloria has been an incredibly strong advocate for travel and tourism. Her deep understanding of the global tourism landscape and ability to shape impactful policy make her an excellent choice for Secretary-General of UN Tourism.”
Anthony Capuano, President & CEO of Marriott International, noted:
“Having worked with Gloria in many capacities, I’ve seen firsthand her global experience and collaborative spirit. She’s the ideal candidate to lead UN Tourism into its next chapter with win-win solutions for governments and industry alike.”
Gabriel Escarrer Jaume, Chairman & CEO of Meliá Hotels International, added:
“Gloria embodies the leadership qualities essential for global tourism governance. Her ability to unite diverse perspectives, prioritize the general interest, and champion public-private collaboration makes her an exceptional candidate to lead UN Tourism.”
The election for Secretary-General of UN Tourism will take place at the end of May near Madrid.
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