A similar pattern was observed during his presence at the International Tourism Fair (FITUR) in Madrid, where he not only led the celebration of the 50th anniversary of UN Tourism, but also announced the opening of a new institutional headquarters in front of the Santiago Bernabeu stadium. Although it was presented as an institutional advance, some sectors interpreted it as a symbolic gesture aimed at gaining the support of the Spanish government, historically influential within the organization.

To the agenda of strategic visits of the current secretary general of UN Tourism is now added an intense diplomatic offensive on the African continent. In March 2025, Zurab Pololikashvili visited Morocco, South Africa, Tanzania, Ghana and other African countries which, coincidentally, have the right to vote in the Executive Council to be held in May. In all cases, the common denominator has been the meeting with Ministers of Tourism and senior government officials, to whom he has promised future actions that, according to different sources, lack technical support and, above all, economic viability, in a context marked by the deep financial crisis that the organization is going through. These visits have been interpreted as part of a strategy aimed at securing support among African countries with voting rights on the Executive Council, whose influence could be key in the May election.

The Secretary General has also intensified his international agenda with trips to China, Japan, Lithuania, Georgia, Brazil, Dominican Republic, Uzbekistan and other countries with the same pattern as the one used in Africa. In the coming weeks, he plans to travel to Argentina and again to Brazil, the current Chairman of the Executive Council, as well as to other Latin American countries. On his visit to Argentina, he will be accompanied by the regional director for the Americas, the Argentine Gustavo Santos, a central figure in his strategy to strengthen support in the region.

At the same time, the frequent appearances of public figures with controversial profiles at events organized or sponsored by UN Tourism have generated criticism. In particular, the presence of the former Prime Minister of Spain, José Luis Rodríguez Zapatero, at recent institutional events has attracted attention. Zapatero is widely known for his closeness to and defense of Venezuelan President Nicolás Maduro and his political system, which has generated concern in sectors that question the type of references with which the organization is publicly associated. Their presence has been interpreted by some analysts as an attempt to appeal to specific audiences within Latin America, a key region in the balance of power within the Executive Council.

The constant inclusion of political, business, sports and cultural personalities in official events has generated suspicions about an instrumental use of UN Tourism's institutional visibility to project the image of the current Secretary General. Although these figures are presented as ambassadors or allies of tourism, their participation in strategically scheduled events -just before crucial decisions- casts doubt on the neutrality of the organization.

These actions have raised concerns about the possible use of institutional resources to promote their candidacy. Various analysts and players in the tourism sector have warned that these practices could contravene the principles of ethics and impartiality that should govern the actions of any United Nations agency.

The pattern of behavior observed - with official trips concentrated in countries with direct influence in the electoral process - raises doubts as to whether the organization is being used as a personal platform. This could seriously affect the perception of UN Tourism as an impartial entity at the service of global tourism interests, rather than a particular agenda.

As the election approaches, expectations are growing as to how the Executive Council will respond to these criticisms. Not only is Zurab Pololikashvili's continuity at stake, but also the credibility, legitimacy and transparency of UN Tourism as an international organization committed to universal principles of good governance.

In this context, the current Secretary General's electoral strategy leaves open a disturbing question: Is it ethically acceptable for the leader of an international organization to use institutional resources and official events to reinforce his re-election campaign? The decision of the Executive Council in May will not only define a leadership, but will also set a precedent on the ethical limits of management in multilateral organizations.

Author: Vanessa Theuriau

Journalist and influencer