This process is not only significant for UNWTO, but also for the 160 member countries that must elect the leader who will guide tourism towards a resilient, inclusive and sustainable future. The election, scheduled for next year, will be decisive in establishing the priorities and strategic actions that will define the sector in this decade.

• Gloria Guevara: Mexican leadership on the global stage

Gloria Guevara Manzo, backed by the Mexican government, has made official her candidacy to lead the UNWTO. With more than 35 years of experience in tourism and technology, Guevara holds a degree in Computer Science from Universidad Anahuac and an MBA from Northwestern University's Kellogg School of Management. Her career includes significant roles in both the public and private sectors. As Mexico's Secretary of Tourism (2010-2012), she implemented the “National Agreement for Tourism,” a strategy that positioned Mexico as a globally competitive destination. Subsequently, in 2017, she assumed the presidency of the World Travel and Tourism Council (WTTC), where she led key initiatives during the COVID-19 crisis, developing safe travel protocols and collaborating with governments globally. His vision for UNWTO focuses on strengthening the organization and maximizing value for its member countries, promoting tourism as a tool for sustainable growth and job creation.

• Harry Theoharis: innovation and sustainability from Greece

Harry Theoharis is recognized for his leadership at the Greek Ministry of Tourism, where he implemented strategies that prioritized sustainability and technological innovation. Under his leadership, Greece diversified its tourism offerings, promoted off-season tourism and adopted technologies that enhanced the visitor experience. During the pandemic, his management was key to the recovery of tourism in Greece, implementing health protocols and promotional campaigns that repositioned the country as a safe destination. Theoharis stresses the importance of tourism that minimizes environmental impact and maximizes economic and social benefits for local communities. His vision for UNWTO includes strengthening sustainable tourism policies, fostering cooperation among member countries, and promoting digitalization and innovation as essential tools to address the challenges of the sector.

• Zurab Pololikashvili: seeking a third term in office

The current UNWTO Secretary-General, Zurab Pololikashvili, has announced his intention to run for a third term, which would run from 2026 to 2029. His tenure, which began in 2018, has been marked by various initiatives and also by controversies in different areas. Pololikashvili, of Georgian origin, has held roles in the public and private sector, including serving as Georgia's ambassador to Spain and ministerial functions in economic development. In his next term, he looks forward to continuing to lead key projects, such as the statistical framework for measuring tourism sustainability, recently approved by the United Nations, and the implementation of innovative strategies.

Outlook for the UNWTO

The election of the next UNWTO Secretary-General is crucial at a time when global tourism faces significant challenges. Each candidate brings a unique vision and experience that could influence the future direction of the organization. Guevara offers a perspective focused on international collaboration and international experience to work together; Theoharis proposes a focus on technological innovation and environmental sustainability with a forward-looking perspective; while Pololikashvili seeks to continue with initiated projects and institutional strengthening.

The decision taken by UNWTO member countries will determine the direction of world tourism in the coming years, in a context where adaptation and resilience are fundamental for the sustainable development of the sector.