Former President of the World Travel and Tourism Council, Gloria Guevara, is running for the leadership of the United Nations World Tourism Organization, based in Madrid. In an interview with El Confidencial, Guevara expresses the need for more precise market research tools to adapt to current market demands.
In this regard, Guevara emphasizes the importance of ensuring transparency and fairness in the UN Tourism electoral process. She suggests the presence of a UN observer and the implementation of controls and ethical standards for any leadership position in the international organization.
The candidate highlights the need for a good coexistence between tourists and local citizens, noting that travelers seek authentic experiences and do not wish to visit 'fake cities.' With 35 years of experience in the tourism sector, Guevara advocates for adequate regulation of Tourist Use Housing (VUT) and emphasizes the importance of proper urban planning and quality services.
Guevara proposes the idea of Madrid being the knowledge hub for tourism, equating its importance with organizations like UNESCO in Paris or FAO in Rome. She believes the city can become a global reference in tourism and highlights the need for greater connectivity between UN Tourism and the World Travel and Tourism Council (WTTC), based in London, to complement the work of both organizations.
Regarding her stance on the new Trump Administration, Guevara underscores the importance of governance, transparency, and establishing clear and measurable goals in the tourism sector. In summary, Gloria Guevara presents her candidacy with the intention of improving and strengthening UN Tourism, seeking to promote sustainability, transparency, and development of the tourism sector globally.
