Gloria Guevara, former Tourism Minister of Mexico and former Chief Executive Officer of the World Travel and Tourism Council [WTTC], has emerged as a compelling and well-qualified candidate for the position of Secretary General of UN Tourism.During a virtual presentation on Monday, 5th May 2025, Guevara underscored her commitment to inclusivity by pledging to appoint an African as her deputy should she secure the position.

The virtual event, organised by the African Travel Commission [ATC], a non-profit organisation headquartered in Accra, Ghana, was moderated by ATC Executive Director, Lucky Onoriode George. The ATC, which has recently endorsed Guevara’s candidacy, is urging the 11 African Executive Council members eligible to vote to support her in the upcoming election.According to George, “Gloria Guevara brings extensive experience from both the public and private sectors. Her leadership would represent a shift towards inclusivity, fresh perspectives, and essential reforms and that supporting her candidacy aligns with the principle of regional rotation, preventing any single continent from monopolising leadership within key UN institutions.”Guevara, whose tenure at WTTC was marked by significant strides in global tourism policy, emphasised her commitment to advancing tourism as a driver for sustainable development, economic growth, and job creation. She noted that the appointment of an African deputy would foster greater regional representation, amplify diverse voices, and contribute to transformative leadership of UN Tourism.George further stated that as members of the Executive Council of UN Tourism, the 11 African representatives bear a critical responsibility in selecting the next Secretary General of the organisation. He noted that their decision would not only shape the direction of the agency, but also reflect the core principles of equity, fairness, and global representation upon which the United Nations [UN] was believed to have been founded.”Vote with integrity, discernment, and in defence of these principles,” he urged. “The current Secretary General is completing his second term, and reports of attempts to circumvent established protocols to secure a third term contravene the values of good governance and democratic rotation.”George stressed that no UN agency permits its leadership to serve beyond two terms, adding that Africa, which played a pivotal role in transforming the International Union of Official Travel Organisations [IUOTO] into the World Tourism Organisation [WTO] in 1975 through the efforts of the ATC, must uphold these standards and set a precedent.He also expressed concern over reports of some African groups or countries potentially endorsing another European candidate, Harry Theoharis of Greece, as a successor to the current European Secretary General. “If Africa does not assert itself now, when will the opportunity arise for qualified Africans, or at least capable candidates from other underrepresented regions, to assume leadership? Representation matters; for equity, legitimacy, and the future of multilateral cooperation,” he concluded.