As the global tourism sector charts a post-pandemic course toward inclusivity, sustainability and digital transformation, a familiar and widely respected name has entered the race for its top public-sector post. Gloria Guevara, the former Minister of Tourism for Mexico and most recently a senior advisor to Saudi Arabia’s Ministry of Tourism, is officially a candidate for the role of Secretary-General of UN Tourism.
Her candidacy is already attracting strong support from both governments and the private sector. Backed formally by the Government of Mexico and endorsed by dozens of senior industry figures, Guevara is emerging as a front-runner with a uniquely well-rounded resume and global vision.
Having held top roles in government, business, and multilateral organisations, she is widely seen as a bridge-builder between the public and private spheres — a quality many consider essential for the evolution of UN Tourism itself.
A bridge between sectors
Before serving the Kingdom of Saudi Arabia as chief special advisor to its Minister of Tourism, Guevara spent four years as CEO and president of the World Travel & Tourism Council (WTTC). Under her leadership, the WTTC strengthened its position as the voice of the private sector in global tourism, forging critical alliances and championing post-COVID recovery strategies.
Her earlier career includes a transformative period as Mexico’s Secretary of Tourism, where she implemented one of the country’s first integrated public-private tourism strategies. With 35 years of experience across sectors and continents, she is seen as someone who not only understands policy and diplomacy, but also the commercial dynamics of travel and tourism.
A transformative tenure in Saudi Arabia
Guevara’s three years as chief special advisor to H.E. Ahmed Al Khateeb, Minister of Tourism of Saudi Arabia, were widely recognised as a time of exceptional progress. During this period, she played a pivotal role in supporting Vision 2030’s tourism objectives — from policy strategy and project acceleration to global partnerships.
She was closely involved in Saudi Arabia’s milestone achievement of surpassing 100 million visitors seven years ahead of schedule, and worked across the broader tourism ecosystem, including with leaders such as H.H. Princess Haifa Al Saud, Fahd Hamidaddin of STA, Qusai Al-Fakhri of the Tourism Development Fund, and Jerry Inzerillo of Diriyah Company (who is also on the board of Saudi Tourism Authority).
Guevara was instrumental in the launch of the Sustainable Tourism Global Centre (STGC), a major Saudi-led initiative aimed at accelerating the sector’s transition to net zero. She also hosted over 200 CEOs and dignitaries in Riyadh, sharing insights and facilitating international investment opportunities.
Speaking to sa-fe.org at the 2024 Future Hospitality Summit in Riyadh, she noted: “What’s fascinating is that the changes are almost weekly — not just annually. The momentum and energy here are unlike anywhere else.”
Projects such as Diriyah, and the Red Sea Project, with its first hotels already welcoming guests, were among the transformational efforts she supported. “It has been a privilege to be part of this journey,” she said, “and I remain convinced that Saudi Arabia will become one of the world’s top five destinations.”
A vision for the future of UN Tourism
In her official statement, Guevara says she wants to position tourism not just as a sector, but as a driver of global progress:
“Tourism is more than an industry — it is a driver of global progress, connecting cultures, empowering communities, and shaping economies. As UN Tourism Secretary-General, I will champion tourism’s full potential as a force for sustainable development, economic growth, and social prosperity.”
Her platform centres on increasing the value of UN Tourism for its member states. She is also pledging to build stronger ecosystems for innovation, entrepreneurship and investment — while advancing skills development, resilience, and tourism’s place within the broader United Nations agenda.
A contested race
Guevara is one of six officially confirmed candidates for the post, according to UN Tourism. Also in the running are:
- Zurab Pololikashvili of Georgia, the incumbent Secretary-General seeking a third term
- Harry Theoharis of Greece, former tourism and finance minister
- Habib Ammar of Tunisia
- Muhammad Adam of Ghana, a senior diplomat and former ambassador to Spain
- Shaikha Al Nowais of the United Arab Emirates, an experienced auditor and corporate director
Pololikashvili has led UN Tourism since 2018, including its response to the COVID-19 crisis and recovery. In a move that has generated significant debate, he also oversaw a change to the organisation’s statutes, allowing him to seek an unprecedented third term — a decision that some observers say risks politicising the role and concentrating power. His current agenda includes expanding the organisation’s regional offices, strengthening rural and sectoral tourism, and continuing high-profile initiatives such as Best Tourism Villages and global investment guides.
Guevara, meanwhile, has voiced admiration for the legacy of former Secretary-General Taleb Rifai and expressed her desire to bring the institution closer to its members while championing inclusivity, sustainability, and digital transformation.
Decision timeline
The race for the next Secretary-General is now well underway. The UN Tourism Executive Council will meet in Madrid from May 28 to 30, 2025, to issue its recommendation. A final vote will be held during the General Assembly in Saudi Arabia in November 2025.
As the sector faces pressing challenges — from climate impact to geopolitics and shifting traveller behaviour — many eyes are on the outcome. With her deep international experience, collaborative leadership style, and record of transforming both institutions and industries, Gloria Guevara’s candidacy is being watched closely across both hemispheres.
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Read also: Exclusive Interview: Gloria Guevara – Special Advisor to the Ministry of Tourism
