2. Weaknesses in UNWTO management.

Since 2017, the management structure has changed in an arbitrary and inefficient manner. Initially, the Secretary-General shared responsibilities with a Deputy Secretary-General, but this was sidelined and replaced by three Executive Directors, resulting in a bureaucratic and costly administration.

The organisation has suffered from high staff turnover, with experienced staff replaced by new members selected under non-transparent criteria. Promotions and salary increases have been given to secure personal loyalties, increasing operating costs without justification. In addition, a report revealed that Pololikashvili hired an external firm to investigate employees considered adversaries, creating an atmosphere of mistrust and opacity within the organisation.

The UNWTO's financial crisis is alarming, with a budget deficit due to high staff costs and declining support from member states. The organisation has lost attractiveness and value, leading several countries to delay or suspend their contributions.

3. Lack of representativeness and credibility

Despite 157 members, the UNWTO has lost key countries such as the UK, Norway, Australia and Canada. Pololikashvili failed to bring these countries back on board or to attract the US. Moreover, in 2022, the organisation expelled Russia in retaliation for its invasion of Ukraine, a decision that was unprecedented within the UN system and further weakened the UNWTO's influence.

The current administration has favoured Executive Council countries with promises of projects and regional offices that, in most cases, lack funding and substance. The proposal to move the headquarters from Madrid to Riyadh, Saudi Arabia, was an attempt to secure political support, but was rejected by the Spanish government.

4. Call for reform and new leadership

The authors insist on the need to restore the values of ethics, transparency and fairness to the UNWTO by proposing a leadership that guarantees equal treatment of all members, eliminates wasteful spending and restores the organisation's credibility.

With elections coming up in May 2025, six candidates are running, with three viable options: the current secretary general, Gloria Guevara Manzo (Mexico), the one with the highest number of industry endorsements, and Harry Theoharis (Greece). Frangialli and Rifai believe that re-electing Pololikashvili could lead to an institutional stalemate and dark ages of decisions and relations, as his leadership faces growing rejection.

Guevara and Theoharis, on the other hand, have governmental experience and, in Guevara's case, a track record in the private and institutional sector where the common denominator has been success, which could strengthen collaboration between the UNWTO, countries and the tourism industry.

The report ends with a call to the countries participating in the Executive Council to be held in May to stop the institutional crisis of the UNWTO and to renew its leadership in the next elections. The future of global tourism depends on an organisation that is well managed, transparent and representative of the interests of all its members.