Her professional background stands in stark contrast to that of other contenders for the post, many of whom, while nationally accomplished, lack comparable global experience or direct involvement in shaping international tourism governance.
Throughout her campaign, Guevara has met with over 50 tourism ministers from around the world and secured the backing of more than 200 private sector leaders and around 20 academic institutions. This broad base of support reinforces her credibility as a consensus candidate capable of bridging diverse perspectives and delivering tangible results. The election, scheduled for May 30 in Segovia, Spain, is set to take place in a context of high expectations following the withdrawal of Zurab Pololikashvili, who unsuccessfully sought a controversial third term—an attempt widely criticized for contradicting the established norms of multilateral institutions.
Guevara has not shied away from controversy, firmly stating that her candidacy is grounded in legitimacy, transparency, and adherence to rules. She has openly questioned the international experience of some of her rivals, including Greek candidate Harry Theoharis, Emirati Shaikha Al Nowais, Ghana’s Muhammad Adam, and Tunisia’s Habib Ammar, emphasizing that none of them possess equivalent backgrounds in international organizations or sustained engagement with the global tourism industry.
Moreover, she has denounced recent political and diplomatic pressure aimed at influencing the outcome of the election and renewed her call for a fair process where ethical competition and professional merit prevail. According to Guevara, the tourism sector today requires strategic leadership that understands its global challenges, such as digital transformation, sustainability, the inclusion of local communities, and resilience to future crises.
Her platform includes a roadmap built from the expressed needs of member states, with measurable objectives, concrete action lines, and clear accountability mechanisms. It also proposes strengthening UN Tourism’s institutional framework, decentralizing its activities, and fostering closer coordination with other international bodies. Her approach aims to empower emerging destinations, integrate innovation into policy-making, and promote tourism governance grounded in data and evidence.
If elected, Guevara would make history as the first Mexican and Latin American woman to lead UN Tourism—a milestone that would mark a shift in direction after years of criticism regarding the organization’s leadership. Her appointment would also open the door to fairer regional representation for the Global South, which has traditionally been underrepresented in the highest decision-making bodies of international tourism.
The final vote will be validated during the UN Tourism General Assembly, to be held in November in Saudi Arabia. If no candidate secures an absolute majority in the first round, a second vote will be held between the top two candidates. In any scenario, Gloria Guevara stands out as the candidate with the most extensive international experience, the strongest connections with key sector stakeholders, and the only one offering a realistic yet ambitious global vision for the future of tourism.
