Gloria Guevara, one of the most influential figures in global tourism and a former senior advisor to Saudi Arabia’s Minister of Tourism, is emerging as a leading contender to become the next Secretary-General of UN Tourism, following the surprise announcement by the Georgian government that it will no longer support the re-election bid of incumbent Zurab Pololikashvili.
The decision, confirmed this week by the Georgian administration, comes ahead of a crucial vote expected to take place in Madrid later this year. That vote, held by the UN Tourism Executive Council, will determine the final candidate to be presented at the organisation’s General Assembly—set to be hosted in Riyadh from 7-11 November this year.
Guevara brings unmatched experience to the role. A former Mexican Minister of Tourism and CEO of the World Travel & Tourism Council (WTTC), she has most recently served for four years as Chief Special Advisor to His Excellency Ahmed Al-Khateeb, Saudi Arabia’s Minister of Tourism. In that role, she was instrumental in supporting Saudi Arabia’s bold transformation of its tourism sector, advancing policies aligned with Vision 2030 and enhancing the Kingdom’s standing in global tourism governance.
Guevara’s potential appointment would mark a number of firsts: the first woman to lead UN Tourism, the first Mexican in the role, and the first candidate with extensive experience working within the Saudi government—an increasingly influential player in shaping the future of global tourism.
While Shaikha Al Nowais is expected to receive strong regional support, many observers believe Guevara’s record of global collaboration, her sustainability focus, and her understanding of both Western and emerging markets may give her broader appeal among voting members.
With the upcoming vote in Madrid and the next General Assembly convening in Riyadh, Saudi Arabia’s growing leadership role within the organisation is clear. Guevara’s candidacy would not only reflect the Kingdom’s rising global influence but also affirm its commitment to advancing sustainable, inclusive tourism worldwide.
