The Tourism and Society, a think tank affiliated with UN-Tourism (former UNWTO), confirmed in an article published yesterday that the World Travel and Tourism Council (WTTC) announced its endorsement of Gloria Guevara for the upcoming election this year to replace the current UN Tourism Secretary-General Zurab Pololikashvili and lead the World Tourism Organization 2026-2029.
11-01-25
El Consejo Mundial de Viajes y Turismo (WTTC) ha anunciado su apoyo a Gloria Guevara como candidata para la Secretaría General de la Organización Mundial del Turismo de las Naciones Unidas (OMT) para el periodo
This is surprising and indicates trouble within WTTC and UN Tourism, or better, Zurab Pololikashvili and Julia Simpson, who had announced mutual support and a renewed partnership.
Zurab Pololikashvili from Georgia is a direct competitor with Gloria Guevara from Mexico, Harry Theoharis, former Minister of Tourism of Greece, and Mouhamed Faouzou Deme from Senegal, all of whom are seeking to become the next Secretary-General.
Gloria Guevara, who served as Mexico’s Secretary of Tourism and later as CEO and president of the WTTC, has over 35 years of experience in the tourism industry, understanding both the needs of the public sector as well as the needs of the largest 200 companies in travel and tourism, that formed WTTC.
Since the beginning of her career, Guevara has favored tourism development that balances sustainability, innovation, and economic growth. Her leadership and strategic vision have allowed her to gain international recognition, positioning her as one of the most influential voices in the sector.
Virginia Messina, senior vice president of the World Travel and Tourism Council (WTTC), said Gloria Guevara’s candidacy for the position of Secretary General of UN Tourism (the United Nations agency in charge of promoting responsible, sustainable, and accessible tourism for all) for the period 2026-2029 is excellent news for Mexico and the world.
At a press conference, she said Guevara has all the credentials to take on the position due to her significant experience in the sector, in both the public and private spheres. In fact, she is more than qualified.
“UN Tourism is our sister organization, and we work closely with them,” said Virginia Messina. “I think that, in general, for Mexico and the world, it is excellent news that Gloria Guevara is a candidate for that organization. As she was the previous president of the WTTC, we are with her,” said Messina.
The Mexican government has shown strong support for Guevara’s candidacy. Foreign Minister Juan Ramón de la Fuente and Tourism Secretary Josefina Rodríguez Zamora have expressed confidence that Guevara can play a key role in UN-Tourism. This support is fundamental, highlighting Mexico’s interest in having representation in such an important international organization.
Gloria Guevara expressed her gratitude for this support, highlighting that her possible appointment would be an honor for her and Mexico. If elected, she would become the first woman and Mexican to lead UN Tourism. This would be a significant milestone for gender equality and Latin American representation in the global tourism sector.
Guevara’s candidacy is based on a solid proposal that addresses the main challenges of the global tourism sector. His agenda prioritizes:
- Sustainability
- Innovation
- Entrepreneurship
- Investments
With this vision, Guevara seeks to transform UN Tourism into a more dynamic and effective organization capable of responding to the contemporary challenges of global tourism.
Gloria Guevara was the top advisor to HE Ahmed Al-Khateeb, the Saudi Minister of Tourism.
Her last day in Saudi Arabia was June 30, 2024.
Member States have until 31 January 2025 to present their official candidates.
Candidates must convince the UN Tourism Executive Council members to vote for them.
The council members’ recommendations will be confirmed at the UN General Assembly, scheduled for September in Riyadh, Saudi Arabia.
It may be a good sign for Gloria remembering the 22nd WTTC summit also took place in Riyadh, right after she took her assignment for the Saudi Government.
- Brazil (Chair)
- First Vice Chair: South Africa
- Second Vice Chair: Czechia
- Argentina (2025)
- Armenia (2025)
- Azerbaijan (2025)
- Bahrain (2025)
- Brazil (2025)
- Bulgaria (2027)
- Cabo Verde (2025)
- China (2027)
- Colombia (2027)
- Croatia (2025)
- Czechia (2027)
- Democratic Rep. of Congo (2027)
- Dominican Republic (2025)
- Georgia (2025)
- Ghana (2027)
- Greece (2025)
- India (2025)
- Indonesia (2027)
- Iran (Islamic Republic of) (2025)
- Italy (2027)
- Jamaica (2027)
- Japan (2027)
- Lithuania (2027)
- Morocco (2025)
- Mozambique (2025)
- Namibia (2027)
- Nigeria (2027)
- Republic of Korea (2027)
- Rwanda (2027)
- Saudi Arabia (2027)
- South Africa (2025)
- Spain (Permanent Member)
- United Arab Emirates (2025)
- United Rep. of Tanzania (2027)
- Zambia (2025)
With a track record of achievements and the international community’s support, Guevara is emerging as a strong contender for this position, and the WTTC endorsement is a significant milestone in her ongoing campaign.