The Government of Mexico has proposed Gloria Guevara Manzo as a candidate for the position of Secretary-General of UN Tourism for the 2026-2029 term. With over 35 years of experience in the travel and tourism sector, Guevara Manzo has an impressive track record that supports her aspiration to lead the international organization.

In her work plan, the candidate emphasizes strengthening the Organization and its members on a global scale. “I will work to ensure that the travel and tourism sector maximizes its potential and opportunities in this new era while elevating the Organization to the next level, enhancing its positioning, increasing its value, and creating a positive impact for Member States, the world, people, and the sector as a whole,” Guevara declared.

Key Proposals

Among her key proposals, Guevara highlights the importance of ensuring a prominent role for tourism in global decision-making, advancing the sustainability agenda, fostering innovation and entrepreneurship, and improving connectivity and travel. She also aims to develop strategies to enhance the positive impact of tourism on the Sustainable Development Goals (SDGs).

A Career of Global Leadership

Gloria Guevara has held various high-level positions, establishing herself as an influential figure in international tourism. From 2021 to 2024, she served as Senior Special Advisor to Saudi Arabia’s Ministry of Tourism, contributing to the country's transformation under Vision 2030. This included achieving the goal of 100 million domestic and international tourists seven years ahead of schedule.

She was the first woman and the first Latina to lead the World Travel & Tourism Council (WTTC) as President and CEO, guiding the private sector through the Covid-19 pandemic and organizing key global events, such as the first Global Forum on the Environment and Climate Action and the WTTC Global Summit in Cancun in 2021. This summit marked the reopening of the sector after the health crisis and positioned Mexico as a global example for its health protocols.

Her career also includes serving as Mexico’s Secretary of Tourism from 2010 to 2012, during which she spearheaded the creation of the National Tourism Agreement and successfully placed tourism on the G20 agenda.

The Challenge of Leading UN Tourism

UN Tourism, the specialized agency of the United Nations, is tasked with promoting responsible, sustainable, and accessible tourism for all. To date, it has never been led by a woman, despite women accounting for 50% of the jobs in the sector.

Guevara’s candidacy represents an opportunity to bring attention and action to fundamental issues such as gender equality, women’s empowerment, and tourism as a tool for sustainable development. Her experience and commitment could herald a new chapter for the organization and the global tourism sector.