Gloria Guevara Unveils Roadmap for a More Inclusive and Sustainable UN Tourism

Gloria Guevara, former Minister of Tourism of Mexico and a prominent voice in global tourism, has officially presented her vision and strategic roadmap as a candidate for Secretary-General of UN Tourism. With the vote approaching on May 30, she expressed her commitment to a more unified, sustainable, and impact-driven organization that reflects the priorities of all regions, especially Latin America.

Boasting more than 35 years of experience in both the public and private sectors, Guevara emphasized the need for regional rotation in leadership to ensure a balanced and global perspective. Her credentials include roles as President and CEO of the World Travel & Tourism Council (WTTC) and advisor to the Saudi Ministry of Tourism. This background, she said, equips her to bridge sectors, unlock the industry’s full potential, and deliver measurable results that benefit local communities.

Her proposals prioritize stronger public-private collaboration, enhanced government coordination, and the adoption of innovative technologies such as biometrics and artificial intelligence. Guevara outlined a regionalized approach, beginning with a needs-based assessment, followed by the definition of concrete performance indicators to ensure transparency and accountability in UN Tourism’s operations.

For Latin America, her leadership could mean attracting global events, channeling investment into sustainable projects, and supporting tourism entrepreneurs, especially small and medium-sized enterprises (SMEs). She highlighted the example of Mexico’s Magical Towns program, which empowers communities, preserves cultural identity, and transforms local assets into authentic tourism experiences — a model she believes can be replicated globally.

Addressing the global challenges facing the industry, Guevara underscored the urgent need for sustainability, noting that tourism accounts for 8% of global emissions. However, she views this not only as a challenge but also as an opportunity for the sector to become a driver of employment, equity, and development. She also stressed the importance of involving the private sector from the outset in shaping public policies to ensure they are both practical and effective.

The vote for the next Secretary-General of UN Tourism will take place on May 29 and 30 in Segovia, Spain, with six candidates in contention: Gloria Guevara (Mexico), Harry Theoharis (Greece), Zurab Pololikashvili (Georgia), Muhammad Adam (Ghana), Shaikha Nasser Al Nowais (UAE), and Habib Ammar (Tunisia). The process will include up to two voting rounds, with a final ratification meeting scheduled for November in Saudi Arabia.