The highest business organization in the tourism sector made public its support for the candidacy. Among the members of the CNET are: the National Chamber of Air Transportation (CANAERO), the National Association of Hotel Chains (ANCH), the National Chamber of the Restaurant and Food Industry (CANIRAC), the National Chamber of Passenger and Tourism Transportation (CANAPAT) and the Mexican Association of Tourism Developers (AMDETUR).

Prior to the Council's announcement, Gloria Guevara posted on her X account: “I thank the Mexican government for its support and confidence in my candidacy for the General Secretariat of UN Tourism. Mexico is a tourism power and its commitment to the sector is recognized worldwide. I have worked for 35 years in tourism development, and support my country.

The International Federation of Associations of Executives of Tourism Enterprises (FIASEET), founded in 1980, is another entity that has expressed its institutional support to Guevara. This federation brings together more than 400 women executives and businesswomen in the tourism sector from countries such as Argentina, Brazil, Chile, Colombia, Spain, Panama, Paraguay, Peru, Dominican Republic and Uruguay, in addition to adherent members from Mexico. Its members are leaders in travel agencies, hotels, tourism journalism, operators and other related subsectors. FIASEET considers that Guevara's experience and professionalism represent an invaluable opportunity for international tourism, highlighting her female leadership as a source of pride for the federation.

In addition to institutional support, leading tourism figures have shown their support for Guevara, most notably, Mr. Najib Balala, Kenya's former Secretary for Tourism and Wildlife, publicly acknowledged his support for her candidacy. Balala is recognized for his leadership in promoting sustainable tourism in Africa and his collaboration with international organizations for the development of the sector. His endorsement underscores the confidence that global leaders place in Guevara's ability to lead UNWTO.

Gloria Guevara has a distinguished track record in tourism. She served as Mexico's Secretary of Tourism and Director General of the Mexico Tourism Board, where she implemented strategies that increased the number of visitors to the country. Subsequently, she assumed the position of president and executive director of the World Travel and Tourism Council (WTTC), where she led global initiatives to strengthen the tourism industry and promote sustainable practices. In recent years she has been the chief strategic advisor to the Ministry of Tourism of Saudi Arabia, contributing her experience in tourism development projects in the region.

The endorsement of Guevara is interpreted as a bid for a renewal of the organization's leadership, seeking to strengthen its role in promoting tourism globally.

Other organizations and professionals in the sector have also expressed their support. The World Tourism Network (WTN), which brings together professionals and organizations from more than 120 countries, has recognized Guevara's work in promoting resilient and sustainable tourism. 

The WTTC has also praised Gloria Guevara's leadership during her tenure at the WTTC, where she promoted key initiatives for the recovery and growth of the tourism sector worldwide.

Guevara's career has also been recognized in academia. Universities and tourism research centers have highlighted her contributions to the study and promotion of sustainable practices in the industry. Her focus on training new leaders and her commitment to tourism education have positioned her as a reference in the sector.

In the current context, where tourism faces significant challenges due to factors such as pandemic and climate change, UNWTO's leadership is crucial to guide the sector towards a sustainable and resilient recovery. Guevara's possible election as secretary general would represent not only a recognition of her track record, but also an opportunity to implement innovative strategies to strengthen the industry globally.

The broad support Gloria Guevara has received from various entities and leaders in the tourism sector reflects the confidence in her ability to lead the UNWTO in a crucial period for the industry. Her experience, vision and commitment to sustainable development position her as an ideal candidate to guide global tourism towards a prosperous and resilient future.