Günter Eckart
Why Europe must lead change at UN Tourism: a historic opportunity with Gloria Guevara
Günter Eckart
Why Europe must lead change at UN Tourism: a historic opportunity with Gloria Guevara
As a European citizen, I would like to share these reflections in this article, which I am grateful for having been kindly published by the Tourism and Society Think Tank.
In these lines I would like to express my opinion on an institution that, despite having faced various problems over time, enjoyed a recognised prestige in the past. Today, however, that prestige seems to have faded, eroded by questionable decisions, lack of adaptation to the new times or, perhaps, by the loss of a clear vision of its purpose. My intention is not to criticise for the sake of criticising, but to provide a constructive view based on respect and European commitment.
The World Tourism Organisation (UN Tourism) is going through one of the most delicate moments in its recent history. Faced with increasingly questionable management and internal structures weakened by non-transparent practices, the opportunity has arisen to regenerate its leadership with a solid, respected and widely supported international candidacy: that of Gloria Guevara Manzo.Günter Eckart
Beyond the candidate's personal merits - of which there are many - this renewal process represents a critical choice for the future of the organisation: to continue along the path of immobility and concentration of power, or to make a decisive commitment to institutional integrity, technical efficiency and global vision. In this context, as a European citizen, I make an explicit appeal to the European countries entitled to vote in the next Executive Council, to be held between 28 and 30 May, to assume their historic responsibility and adopt a common position in favour of change.
Gloria Guevara needs no introduction in the world of tourism. Former Mexican Secretary of Tourism, former Chair of the World Travel and Tourism Council (WTTC), and former Chief Strategic Advisor to the Saudi Arabian Ministry of Tourism, Guevara has proven time and again her ability to manage, to build consensus and to innovate. Her leadership during the pandemic from the WTTC was key to promoting harmonised measures, promoting safe tourism corridors and gradually reviving the sector's activity.
Today, her candidacy for the UN Tourism Secretariat General has been endorsed by a wide range of international actors: the Mexican National Tourism Business Council, the International Federation of Associations of Tourism Executives (FIASEET), and prominent former ministers and global tourism leaders. This support is not accidental: it responds to the urgency of recovering the institution's credibility.
In contrast, the management of the current Secretary General, Zurab Pololikashvili, has been severely questioned for its opacity and for manoeuvres that have compromised the democratic principles of the organisation. Two former UNWTO Secretary-Generals, Taleb Rifai and Francesco Frangialli, openly denounced this in a public letter entitled ‘UNWTO: Time for a change’, in which they expressed their alarm at the irregular practices and the attempt to modify the statutes to allow a third consecutive re-election.
This proposal was presented at the UNWTO General Assembly in Samarkand in 2023. Despite Pololikashvili's remaining control over certain internal mechanisms, the initiative was rejected for not reaching the necessary two-thirds, demonstrating a growing unease among member states. However, the fact that the proposal was even voted on at all is a clear symptom of the institutional deterioration of the organisation.
Europe must lead the turnaround
Against this backdrop, the responsibility of European countries cannot be avoided. The UNWTO, with its headquarters in Europe (Madrid), needs the States of the continent to act with coherence, firmness and long-term vision. At key moments in history, Europe has been able to rise to global challenges: now, it must do so once again.
A fragmented, ambiguous or neutral position would de facto benefit the continuity of the current model. It is therefore imperative that European countries vote in a coordinated manner in favour of a candidate who embodies transparency, professionalism and effective multilateralism. This is not a question of support for a nationality, but for a vision. It is not a regional issue, but an ethical and institutional one.
The damage that UN Tourism has suffered over the years transcends borders. It affects all members and erodes the legitimacy of decisions taken in the name of world tourism. If countries in other regions of the world want a strong, effective and representative UNWTO, they must also seriously assess what is at stake in allowing - or failing to prevent - a third consecutive term of office for someone who has been responsible for one of the most opaque stages of the organisation.
Tourism, as a global phenomenon, needs healthy global institutions. And for that, it needs leaders with legitimacy, strategic vision, and the ability to listen. Gloria Guevara meets all these conditions and has demonstrated, in different cultural and political contexts, that she can build bridges, find consensus and transform challenges into opportunities.
The next meeting of the UN Tourism Executive Council, 28-30 May 2025, will be decisive for the future of international tourism. It is not just another election, nor a diplomatic formality. It is a moment of definition. Europe has in its hands the possibility - and the obligation - to set the course towards a regenerated, transparent and effective UNWTO.
As a European committed to the values of democracy, international cooperation and institutional integrity, I strongly urge European countries to act with unity and vote for Gloria Guevara. And I also call on other Member States, especially in Africa, the Americas, Asia and the Middle East, to join in this renewed momentum.
The credibility of UN Tourism is at stake. But so is the possibility of having an institution that is truly representative, professional and ready to lead tourism in the 21st century. Let us not waste this opportunity.
Author: Günter Eckart
Journalist and policy advisor
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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