Mexico.- Gloria Guevara’s bid to become Secretary-General of UN Tourism for the 2026-2029 term has been hailed as a positive development for global tourism. Virginia Messina, Senior Vice President of the World Travel and Tourism Council (WTTC), praised Guevara’s extensive experience in both public and private sectors, highlighting her qualifications for the role. As a former WTTC president, Guevara enjoys strong backing from the organization and the Mexican government.
Guevara, who would be the first woman and Mexican to hold the position, emphasized the importance of Mexico having a voice in global tourism decisions. Her agenda focuses on sustainability, innovation, entrepreneurship, and fostering public-private investment. She aims to maximize the potential of the travel and tourism sector while advancing the organization’s mission. The new Secretary-General will succeed Zurab Pololikashvili, whose term ends on December 31, 2025, with the announcement set for November 2025 in Riyadh, Saudi Arabia.
The selection process requires candidates to be endorsed by their government and submit a detailed statement of intent. UN Tourism seeks candidates with proven leadership, international relations expertise, and strong diplomatic and communication skills, underscoring the critical importance of this role in promoting responsible and sustainable global tourism.