A powerful coalition of former global tourism leaders has officially endorsed Gloria Guevara for the position of Secretary-General of UN Tourism, hailing her as the most qualified candidate to lead the organization into a new era of inclusive and sustainable growth.
The endorsement, which comes ahead of the highly anticipated election scheduled for the end of May near Madrid, unites influential former CEOs and presidents from every major region—Africa, Asia, Europe, the Americas, and the Middle East—who have collectively shaped the global tourism sector over the last three decades.
In a joint letter addressed to UN Tourism Member States, the group described Guevara as a “transformational leader” with a proven track record spanning over 35 years across government, private industry, and academia.
“We are united in our belief in tourism’s power to create positive change. Gloria Guevara shares our values and vision,” the letter stated. “Her leadership has delivered real impact—locally and globally—helping tourism become a true catalyst for economic growth, sustainability, and community development.”
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Guevara, who has previously served as Mexico’s Minister of Tourism and Chief Special Advisor to the Saudi Minister of Tourism, is the only candidate with executive-level experience across all three pillars of the sector—public, private, and academic. Her supporters cited her ability to build consensus, drive innovation, and promote inclusive development as critical assets in responding to the evolving challenges facing the industry.
Brett Tollman, Chairman of The Travel Corporation, said:
“Few leaders in our industry have delivered the kind of measurable, lasting impact that Gloria has. She’s not just a strategist—she’s a catalyst for real change.”
Alejandro Zozaya, Chairman of Apple Leisure Group, echoed similar sentiments:
“Gloria’s strength lies in her ability to bring people together—across sectors, cultures, and continents. She has the clarity and conviction to lead UN Tourism into a new era of relevance, purpose, and inclusive growth.”
Michel Taride, former President of Hertz International, added:
“In every corner of the world, Gloria is trusted. She listens, she unites, and she acts. At a time when tourism needs leadership with real global backing, there is no one more qualified or more ready.”
Responding to the outpouring of support, Gloria Guevara expressed her gratitude and reiterated her commitment to a more inclusive and resilient tourism sector.
“I am honoured and deeply grateful for the support of these iconic leaders,” she said. “If elected, I will work hand-in-hand with all Member States to ensure our sector drives growth, empowers communities, and builds bridges across cultures.”
Guevara’s candidacy for the 2026–2029 term as UN Tourism Secretary-General has been steadily gaining momentum, drawing endorsements from both public and private stakeholders globally.
As the election date approaches, her growing support signals a strong call for experienced, visionary leadership to guide global tourism through its next transformative chapter.
