In a monumental step that could redefine global tourism leadership, Mexico has officially nominated Gloria Guevara Manzo for the prestigious position of Secretary-General of UN Tourism, formerly known as the United Nations World Tourism Organization (UNWTO). The nomination signals a powerful endorsement of Guevara’s unparalleled expertise and leadership, positioning her as a strong contender for the 2026–2029 term.
If successful, Guevara would not only bring decades of industry-defining experience to the role but could also become the organization’s first female Secretary-General, underscoring the United Nations’ commitment to gender equality in global leadership.
A Career Defined by Excellence in Tourism
Gloria Guevara is no stranger to leadership. With over 35 years of experience spanning public service and the private sector, her track record is a testament to her dedication to advancing tourism worldwide. As Mexico’s former Secretary of Tourism, Guevara spearheaded initiatives that placed Mexico firmly on the global tourism map. Her achievements include the creation of the National Agreement for Tourism in 2011, which was pivotal in incorporating travel and tourism into the G20 Leaders’ Declaration during the Los Cabos Summit.
Her time as the President and CEO of the World Travel & Tourism Council (WTTC) further cemented her global reputation. At WTTC, she united more than 200 CEOs from the private tourism sector, representing an industry that generates 10% of the world’s GDP and employs over 330 million people. Guevara’s leadership was instrumental in navigating the industry through the COVID-19 crisis, introducing groundbreaking health and safety protocols that became global case studies for recovery.
Reflecting on her nomination, Guevara expressed gratitude to the Mexican government:
“This nomination is an honor and a responsibility. My mission is to elevate tourism’s role as a driver of global development, sustainability, and innovation.”
A Vision for the Future of UN Tourism
The role of the Secretary-General is crucial in shaping the global tourism agenda. UN Tourism is tasked with promoting sustainable, accessible, and responsible tourism that benefits economies, communities, and ecosystems alike. If elected, Guevara plans to focus on five key areas:
- Strengthening UN Tourism’s Global Influence – Ensuring tourism is integral to decision-making at every level.
- Advancing Sustainability – Leading initiatives that combat over-tourism and promote eco-conscious practices.
- Enhancing Global Connectivity – Improving access and infrastructure for travellers worldwide.
- Driving Innovation and Investment – Encouraging entrepreneurship and transformative technologies.
- Empowering Women in Tourism – Building on her legacy of championing gender equality in a sector where women comprise 50% of the workforce.
“Tourism is a powerful tool for cultural exchange, economic growth, and environmental stewardship,” Guevara stated. “I am committed to ensuring its potential is maximized for the benefit of all.”
Global Achievements with a Local Impact
Guevara’s influence extends far beyond Mexico. Her recent role as Senior Special Advisor to Saudi Arabia’s Minister of Tourism showcased her ability to drive transformative change. Under Vision 2030, Guevara helped the Kingdom achieve its ambitious goal of 100 million tourists years ahead of schedule, redefining Saudi Arabia’s position as a global tourism hub.
Her private-sector experience is equally impressive. As the former CEO of Sabre Mexico, Guevara revolutionized the travel technology sector. She also served on the boards of leading organizations, including HSBC Mexico, American Express Global Business Travel, and Playa Hotels & Resorts. Her advisory roles at Harvard University and the World Economic Forum highlight her academic and strategic prowess.
Breaking Barriers and Building Legacies
Guevara has been a trailblazer throughout her career, earning numerous accolades for her contributions to tourism. She was the first woman and Latina to lead the WTTC, where she introduced initiatives like the “Women in Global Travel” program, empowering thousands of women in the tourism sector. Forbes, CNN, and Expansión have also recognized her as one of the most influential women in Mexico.
Her leadership during the WTTC Global Summit in Cancun, the first major international tourism event post-pandemic, demonstrated her ability to unite global stakeholders in adversity. The healthcare protocols introduced during this summit set a global benchmark for safe and sustainable tourism.
“My candidacy represents not just my vision but the collective aspirations of the global tourism community,” Guevara emphasized. “Together, we can elevate tourism as a force for good in the world.”
A Historic Opportunity for UN Tourism
The nomination of Gloria Guevara is pivotal for UN Tourism. With the sector recovering from the challenges of the COVID-19 pandemic, the organization requires visionary leadership to address pressing issues such as sustainability, over-tourism, and climate change. Guevara’s candidacy brings a fresh perspective, combining her extensive experience with a forward-thinking approach to innovation and inclusivity.
Her potential election would also mark a historic milestone, breaking barriers for women in leadership and reinforcing the importance of diverse representation in global governance.
Conclusion: A Leader for the Future of Tourism
Gloria Guevara’s nomination is more than a personal achievement; it is a statement of confidence in her ability to lead UN Tourism into a new era. With a career defined by groundbreaking initiatives, global influence, and a commitment to sustainability, Guevara is uniquely positioned to redefine the role of tourism in driving economic, cultural, and environmental progress.
As the world awaits the 2026 elections, one thing is clear: Gloria Guevara is ready to lead the charge for a more sustainable, inclusive, and innovative future for global tourism.
Written by: Soo James
