African Tourism Board - USA endorses Gloria Guevara for UN Tourism

28-04-25

The U.S. affiliate of the African Tourism Board (ATB USA) has announced its strong endorsement of Gloria Guevara Manzo as a candidate for UN Tourism Secretary-General, highlighting her as the ideal leader to guide the future of global tourism with vision, transparency and commitment.

Gloria Guevara, internationally recognised for her transformative leadership, has an outstanding track record. Former Secretary of Tourism of Mexico and former President and CEO of the World Travel and Tourism Council (WTTC), she has been instrumental in driving sustainability initiatives, technological innovation and public-private cooperation. Her work at the helm of the WTTC, especially in times of pandemic, cemented her reputation as one of the industry's most influential figures, designing global protocols that enabled the safe recovery of international travel.

Today, her role as a senior advisor to Saudi Arabia's Minister of Tourism has been instrumental in advancing Vision 2030, transforming tourism into an engine of economic diversification. This experience reinforces her ability to lead change processes in highly demanding scenarios and global projection.

Guevara's candidacy has already received the endorsement of more than 200 tourism leaders from around the world, including prominent African figures such as Najib Balala, former Kenyan Minister of Tourism, and Mouhamed Fauzou Deme from Senegal. This wave of endorsements reflects the deep confidence in her ability to promote a more transparent, ethical and effective UN Tourism.

In her interventions, Gloria Guevara underlined the urgent need to modernise UN Tourism to respond to new global challenges. Her proposal is based on responsible, inclusive and sustainable development-focused management, with the firm intention of strengthening international cooperation and ensuring that tourism benefits all communities.

With the election scheduled for May 2025 and six official candidates running, Guevara is positioned as a solid and transformative choice. Her strategic vision, ethical commitment and passion for tourism as a tool for development make her the leader UN Tourism needs to usher in a new era of progress and inclusion.

The endorsement of the African Tourism Board USA is a recognition of her track record, but also a call to build a stronger, more sustainable global tourism that is truly representative of the world's diversity.

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