A distinguished group of global former tourism leaders has come together to endorse Gloria Guevara as the next Secretary-General of UN Tourism, citing her unmatched experience, visionary leadership, and proven ability to drive inclusive and sustainable growth across the Travel & Tourism sector.
The endorsement comes from a coalition of icons of the industry consisting of former CEOs and Presidents who have collectively shaped the global tourism landscape over the past three decades. Representing every major region of the world—including Africa, Asia, Europe, the Americas, and the Middle East—these leaders have helped transform tourism into a powerful force for economic and social progress.
In a joint letter to UN Tourism Member States, the group praised Guevara as a “transformational leader” with over 35 years of experience across the public and private sectors, as well as academia. They emphasized her unique ability to unite diverse stakeholders, shape effective policy, drive investment, and deliver measurable results. “We are united in our belief in tourism’s power to create positive change. Gloria Guevara shares our values and vision,” the letter states. “Her leadership has delivered real impact—locally and globally—helping tourism become a true catalyst for economic growth, sustainability, and community development.”
The endorsers highlighted Guevara’s leadership in both national and international institutions, underscoring her status as the only candidate with executive-level experience across all three pillars of the sector. Her ability to foster collaboration, promote innovation, and champion inclusive development was described as essential to guiding the organization into a new era.
Brett Tollman, Chairman of The Travel Corporation stated: “Few leaders in our industry have delivered the kind of measurable, lasting impact that Gloria has. She’s not just a strategist—she’s a catalyst for real change, with a track record that speaks for itself.”
Alejandro Zozaya, Chairman Apple Leisure Group said: “Gloria’s strength lies in her ability to bring people together—across sectors, cultures, and continents. She has the clarity and conviction to lead UN Tourism into a new era of relevance, purpose, and inclusive growth.”
Michel Taride, Former President Hertz, stated: “In every corner of the world, Gloria is trusted. She listens, she unites, and she acts. At a time when tourism needs leadership with real global backing, there is no one more qualified or more ready.”
Responding to the endorsement, Gloria Guevara said: “I am honoured and deeply grateful for the support of these iconic leaders who have each played a defining role in our industry. This endorsement reaffirms my belief in tourism as a force for good. If elected, I will work hand-in-hand with all Member States to ensure our sector drives growth, empowers communities, and builds bridges across cultures. Together, we can shape a more resilient and inclusive future for global tourism.”
Guevara’s candidacy for the 2026–2029 term as Secretary-General of UN Tourism has already drawn significant support from public and private stakeholders around the world, reinforcing her position as a unifying and forward-looking choice for the role.
The election for Secretary-General will be held at the end of May near Madrid.
