Six candidates are vying for the position of Secretary General of UN Tourism starting in 2026, including the former Minister of Tourism of Mexico, Gloria Guevara, who sees the rotation of regions in the highest position of the organization as important, advocating that it is now Latin America's turn. With over 35 years of experience in the public and private sectors, Guevara was also the president and CEO of the World Travel and Tourism Council (WTTC, the largest private tourism organization in the world) and chief advisor to the Minister of Tourism of Saudi Arabia.
In an interview with EFE, she does not explicitly disclose her support but claims to have verbal backing from more than the 18 supports needed among the 35 member countries of the Executive Council, aiming to reach 25. Guevara aims to foster greater collaboration between the public and private sectors, accelerate the adoption of sustainable tourism practices, and leverage digital transformation to create a more resilient industry.
According to sources from the organization based in Spain and the candidates consulted by EFE, the candidates with the most support are the current Secretary General, Georgian Zurab Pololikashvili, and the Mexican executive, although Greek Harry Theoharis claims to be the most backed. In addition to these three candidacies, the Emirati Sheikha Al Nowais, Ghanaian Muhamad Adam, and Tunisian Habib Ammar are also competing for the top role in the United Nations agency for tourism between 2026 and 2029.
An election that reaches its first milestone at the end of May, where the candidacy for a third term of the current Secretary General, in office since 2018, has raised concerns among his opponents.
Several candidates, especially Guevara and Theoharis, have criticized the Secretary General's moves to seek a third term, a practice that - they argue - is not common in United Nations agencies, which are limited to two terms.
According to Guevara, the electoral process is being 'complicated' because the current Secretary General 'uses the organization's resources to travel and campaign' and alleges that Pololikashvili has attempted to prevent her from participating in various UN Tourism events.
The current Secretary advocates for a continuity program with his previous mandates, while Theoharis, former Greek Minister of Tourism, calls for reforming the organization to ensure greater transparency and accountability. The candidate from the United Arab Emirates, Sheikha Al Nowais, also advocates for a 'deep and urgent' reform of governance, while promising to work for the rights of indigenous communities, local leadership in tourism economies, and the protection of heritage.
