One of the UNWTO's most relevant initiatives

was the adoption of the Global Code of Ethics for Tourism in 1999. This code establishes guidelines for responsible tourism practices, emphasizing respect for cultural diversity, environmental protection and equitable treatment of tourism workers. In addition, UNWTO has been instrumental in promoting the 2030 Agenda for Sustainable Development, highlighting the role of tourism in achieving the Sustainable Development Goals (SDGs). Specifically, tourism is mentioned in SDG targets 8 (decent work and economic growth), 12 (responsible production and consumption) and 14 (underwater life), highlighting its potential to drive inclusive economic growth, promote sustainable practices and conserve oceans and marine resources.

Recent challenges and transformations

The COVID-19 pandemic, which broke out in 2020, represented one of the biggest challenges for the global tourism sector. According to UNWTO reports, 2020 was the worst year in the history of tourism, with a 74% drop in international arrivals and an estimated loss of US$1.3 trillion in export revenues. This crisis highlighted the vulnerability of the sector and the need for recovery and resilience strategies.

However, under the current Secretary-General, the UNWTO has remained in a state of paralysis, without taking concrete measures that would have a real impact on the recovery of global tourism. The actions taken have not had a significant impact, which may be due in part to the severe economic crisis that the institution is going through. This lack of leadership and action has generated criticism within the sector, as many tourism organizations expected a more forceful and effective response to the current challenges.

The future of the UNWTO: the need for urgent reforms

Today, the entity needs reforms to align itself with the best practices followed by other UN agencies. A key and urgent reform is to limit the term of office of the Secretary-General to a maximum of two terms, rather than allowing the current incumbent to manipulate the system for a third term, in violation of the two four-year term limit that applies to all heads of UN agencies. This practice has generated concern among member states, who consider it essential to strengthen transparency and renewal in UNWTO governance.

In the upcoming elections, candidates such as Gloria Guevara, representative of Mexico and considered a great hope for the future of the institution, stand out. The former Minister of Greece, Harry Theoharis, is also running, both with the necessary endorsement to compete without violating the rules established by the UN. These elections represent a crucial opportunity to transform the course of an entity that, in recent years, has been the subject of controversy, with a management characterized by a lack of transparency, attraction of support through incentives and the accumulation of doubts about its true independence. The possibility of these candidates joining forces could mark a turning point, generating a structural change that would restore confidence in the organization and its role in the international community. In this context, the voters' decision will be decisive in defining the future of an institution that is at a historic crossroads.

Furthermore, the UNWTO must prioritize education and training in sustainable tourism, promoting innovation and capacity building in member countries. Initiatives such as the creation of specialized educational programs in sustainable tourism could be key to preparing a new generation of leaders in the global tourism industry.

Author: Gustavo J. Márquez Avelluto

Consultant and retired professor in Tourism Management