Gloria Guevara receives support from the World Travel and Tourism Council (WTTC)
11-01-25
The World Travel & Tourism Council (WTTC) has announced its endorsement of Gloria Guevara as candidate for the United Nations World Tourism Organization (UNWTO) Secretariat General for the 2026-2029 term. This endorsement reinforces her position as a leading figure in the global tourism arena.
Gloria Guevara, who served as Mexico's Secretary of Tourism and later as President of the WTTC, has more than 35 years of experience in the tourism industry. Her strong background spans both the public and private spheres, making her a uniquely knowledgeable and skilled candidate to lead UNWTO.
Since the beginning of her career, Guevara has worked in favor of tourism development, promoting initiatives that balance sustainability, innovation and economic growth. Her leadership and strategic vision have earned her international recognition, positioning her as one of the most influential voices in the sector.
The Mexican government has shown strong support for Guevara's candidacy. Both Foreign Minister Juan Ramón de la Fuente and Tourism Secretary Josefina Rodríguez Zamora have expressed their confidence that Guevara can play a key role in the UNWTO. This support is fundamental, as it highlights Mexico's interest in having representation in such an important international organization.
Gloria Guevara herself expressed her gratitude for this support, noting that her possible appointment would be an honor not only for her, but also for Mexico. If elected, she would become the first woman and the first Mexican to lead the UNWTO, a significant milestone for gender equality and Latin American representation in the global tourism arena.
Guevara's candidacy is based on a solid proposal that addresses the main challenges facing the global tourism sector. Her agenda prioritizes:
Sustainability: promoting responsible tourism that contributes to environmental conservation and the development of local communities.
Innovation: fostering the use of advanced technologies to improve the tourism experience and make the sector more efficient and competitive.
Entrepreneurship: support small and medium-sized tourism enterprises as a driver of economic development in vulnerable regions.
Investment: stimulate collaboration between the public and private sectors to increase investment in tourism infrastructure and services.
With this vision, Guevara seeks to transform the UNWTO into a more dynamic and effective organization, capable of responding to the contemporary challenges of global tourism.
The election of the next UNWTO Secretary-General will take place in May 2025 in Madrid. Member States have until January 31, 2025 to submit their official candidates. The current Secretary-General, Zurab Pololikashvili, will complete his term of office on December 31, 2025.
In addition to Guevara, other aspirants, such as Harry Theoharis, former Minister of Tourism of Greece, are expected to submit their candidacies. This process will be competitive, reflecting the importance of UNWTO's leadership in promoting sustainable, inclusive and accessible tourism worldwide.
Gloria Guevara's potential appointment would mark a significant change for UNWTO. Her experience, combined with her innovative approach and commitment to sustainability, could take the agency to a new stage of global relevance.
Guevara has demonstrated her ability to lead in times of challenge and transformation, essential qualities for a sector facing challenges such as pandemic recovery, climate change and the need for digitalization. His strategic vision not only seeks to sustain tourism growth, but also to make it more equitable and resilient.
Gloria Guevara's leadership could be key to strengthening tourism as a tool for economic and social development. Her comprehensive approach promises to generate a positive impact on both tourism destinations and local communities, driving significant change in the way tourism is developed and managed globally.
With a track record of accomplishments and the support of the international community, Guevara is emerging as a strong contender for the position. Her possible election would not only benefit the UNWTO, but also the millions of people who depend on the tourism industry around the world.
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