Gloria Guevara declares the need for a new era for global tourism
22-04-25
The candidate for UNWTO Secretary-General launches a strong call to the international community to bet on change, proven leadership and the recovery of the principles that gave life to the World Tourism Organization.
Gloria Guevara Chance UN Tourism.mp4The election of the next Secretary General of UN Tourism represents a historic opportunity to redefine the direction of the sector on a global scale. Candidate Gloria Guevara has launched a strong call to the international community to bet on change, proven leadership and the recovery of the principles that gave life to the World Tourism Organization. Her message, clear and forceful, sets out two clearly differentiated paths: the perpetuation of an exhausted model or the beginning of a new stage with global vision, legitimacy and commitment to sustainable development.
Gloria Guevara, with more than three decades of experience in the tourism sector in both the public and private spheres, has pointed out that the current situation calls for a profound transformation of the way in which the institution that represents world tourism is managed. Faced with the attempt to force an unprecedented third consecutive mandate, which defies the regional rotation established in the United Nations system and generates growing international concern, Guevara proposes a responsible and renewing alternative.
With experience in five continents and a consolidated network of ministers, CEOs, non-governmental organisations, small and medium-sized enterprises, universities and local communities, Guevara assures that she is prepared to lead this new phase. ‘My vision has been forged by facing some of the biggest challenges in the sector, and I know what it means to lead with transparency, inclusiveness and effectiveness,’ she said.
Support for his candidacy has been growing steadily. More than 200 global tourism leaders from both the public and private sectors have expressed their support for a proposal that prioritises the recovery of good governance, the defence of institutional values and the strengthening of tourism as an engine for economic development, social cohesion and environmental sustainability. For these global leaders, Guevara represents a unique opportunity to restore credibility and dynamism to an organisation whose mission must be aligned with the challenges of the 21st century.
‘The international community cannot afford another period marked by controversy, concentration of power and loss of trust. The future of the organisation, and with it the future of millions of people who depend on tourism, is at stake,’ she warned. Faced with this scenario, her commitment focuses on leading UN Tourism towards a modern, transparent, participatory leadership model that is fully aligned with the Sustainable Development Goals.
Gloria Guevara argues that the next stage should focus on maximising the opportunities that tourism offers as an instrument of progress and global well-being. Her programme is committed to an organisation that is more open to dialogue with all stakeholders in the tourism ecosystem and determined to promote policies that generate economic growth with a positive social impact.
‘We are at a turning point,’ he says. ‘It is time to look forward, to move forward decisively, to open the doors to a new era for global tourism. I am ready to lead that change, with integrity and with the firm conviction that tourism must remain a force for good around the world.’
With a vision for the future and widely recognised leadership, Gloria Guevara offers UN Tourism a strong, legitimate and hopeful alternative. Her candidacy represents not only a response to the present, but a strategic bet to ensure the organisation's success, relevance and effectiveness in the years to come.
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