Global Tourism Leaders Support Gloria Guevara for UN Tourism Secretary-Gene

Global Tourism Leaders Support Gloria Guevara for UN Tourism Secretary-General

11-03-25

The world's top tourism leaders have expressed their unwavering support for Gloria Guevara as a candidate for the Secretary-General of UN Tourism, highlighting her more than 35 years of experience in the industry and her ability to drive innovation, investment, and sustainable growth in the sector.

Through a letter of support signed by top executives and CEOs of the world's leading tourism companies, strong international backing for her candidacy has been consolidated. Among the signatories are Hilton, Marriott, Accor, Expedia, Uber, Radisson, Hyatt, and Meliá Hotels International, among other industry leaders.

In the letter, business leaders emphasize Gloria Guevara's extensive experience, her ability to forge partnerships between the public and private sectors, and her commitment to the development of global tourism. They also highlight her skill in promoting economic growth and job creation, essential elements for strengthening the tourism sector at an international level.

A proven track record in global tourism

Guevara has held key leadership positions in the tourism sector. She served as Mexico’s Minister of Tourism, led the World Travel & Tourism Council (WTTC), and played a crucial role in Saudi Arabia’s Ministry of Tourism. Her crisis management skills and strong focus on sustainability have been widely recognized.

The signatories of the letter highlight that Gloria Guevara possesses a unique combination of experience in both the public and private sectors, making her the best candidate to lead UN Tourism at a critical moment for the global industry.

The letter emphasizes that Guevara has demonstrated a unique strategic vision, strong leadership skills, and a firm commitment to the positive transformation of global tourism. Additionally, it underscores her focus on strengthening the sector’s resilience and ensuring that tourism has a meaningful representation within the UN ecosystem.

"Gloria has demonstrated a unique strategic vision, strong leadership skills, and a firm commitment to the positive transformation of global tourism," states the letter of support.

In particular, her commitment is recognized in the following areas:

Increasing value for UN Tourism member states by focusing on their specific needs.
Promoting innovation, entrepreneurship, and investment within the sector.
Enhancing crisis preparedness and strengthening tourism resilience in times of uncertainty.

Endorsement Letter with logos. V.1 Companys.pdf

The support of Gabriel Escarrer and otheriIndustry leaders

One of the signatories of the letter is Gabriel Escarrer, CEO of Meliá Hotels International, who reaffirmed his support for Guevara’s candidacy through his social media channels. In his post, he emphasized the importance of having experienced and committed leaders driving the development of global tourism.

"Tourism needs leaders with experience and commitment, and Gloria Guevara is the ideal person to guide UN Tourism in this new stage," Escarrer stated in his message.

Gabriel Escarrer is a renowned Spanish businessman and CEO of Meliá Hotels International, one of the world’s leading hotel chains. Under his leadership, the company has become a benchmark for sustainability, digitalization, and responsible growth within the tourism industry. His strategic vision has significantly contributed to the development of sustainable and competitive tourism on a global scale.

In addition to Escarrer’s support, the letter has been signed by more than 40 CEOs and executives from major companies in the tourism sector, further reinforcing the strength of Gloria Guevara’s candidacy.

A pivotal moment for the future of tourism

The tourism industry is facing unprecedented challenges, from post-pandemic recovery to the need to promote more sustainable and resilient models. In this context, the leadership of UN Tourism will play a crucial role in defining strategies to drive the sector’s growth.

The strong support from leading companies in the industry for Guevara’s candidacy reflects confidence in her ability to strengthen international cooperation and lead a positive transformation within global tourism.

Moreover, Gloria Guevara’s expertise in job creation, attracting investment, and her strategic vision for tourism development are key aspects highlighted in the letter of support.

The selection process for the next Secretary-General of UN Tourism is currently underway, and the backing of key industry figures further solidifies Guevara’s candidacy as the best option to lead the future of international tourism.

Former UNWTO Secretaries-General speak out against current Secretary-General Zurab Pololikashvili

In the context of the election for the Secretary-General of UN Tourism, former Secretaries-General of the World Tourism Organization (UNWTO), Francesco Frangialli and Taleb Rifai, have publicly expressed their concerns over the current leadership of Zurab Pololikashvili and have voiced their support for a change that could be represented by the candidacy of Gloria Guevara.

In an open letter published in Tourism and Society Think Tank, Frangialli and Rifai highlight several irregularities and shortcomings in Pololikashvili's administration since his election in 2017. They point out that his initial election was marked by irregularities, including the questionable elimination of an African candidate, and that his re-election in 2021 was influenced by restrictions imposed during the COVID-19 pandemic, which hindered fair competition.

Additionally, they emphasize that while the organization's regulations limit terms to two four-year periods, the lack of formal ratification of this rule allows Pololikashvili to run for a third term, raising concerns about the integrity of the electoral process.

The former UNWTO leaders also criticize the internal management of the organization under Zurab Pololikashvili’s leadership. They highlight arbitrary changes in the administrative structure, high staff turnover, and non-transparent hiring practices that have created an environment of distrust and opacity. Additionally, they warn of a financial crisis within the UNWTO, attributed to an unjustified increase in operational expenses and a decline in support from member states, which has led several countries to delay or suspend their contributions.

Regarding the organization's representativeness and credibility, Frangialli and Rifai point to the loss of key countries such as the United Kingdom, Norway, Australia, and Canada during Pololikashvili’s tenure. They also criticize the unprecedented decision to expel Russia in 2022 as a response to its invasion of Ukraine, arguing that it further weakened the organization’s influence. Moreover, they mention that the current administration has favored Executive Council countries with promises of projects and regional offices that, in most cases, lack funding and substance.

Given this situation, both former Secretaries-General stress the need to restore ethics, transparency, and fairness in the UNWTO. They propose leadership that ensures equal treatment for all members, eliminates excessive spending, and restores the organization’s credibility. In this regard, they consider Gloria Guevara’s candidacy—given her extensive experience in both the public and private tourism sectors—as a potential turning point for strengthening collaboration between the UNWTO, member states, and the tourism industry, representing the necessary change to revitalize the organization.

This endorsement from prominent figures in UNWTO’s history reinforces Guevara’s candidacy and underscores the importance of renewed leadership to address the current challenges of global tourism.

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Time for a change - final Francesco and Taleb Rifai.pdf

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