Why Today’s UN Tourism Election Could Make Or Mar The Organisation’s Fairness And Credibility

As delegates gather to elect a new Secretary-General for the United Nations World Tourism Organization [UN Tourism] today, the stakes have never been higher. The outcome of this election will either reposition the organisation for true global representation or reinforce the status quo of regional dominance by Europe and the Middle East regions that no longer reflect the majority of the world’s tourism realities.

The election is not just about leadership. It is about vision, equity, and the future of a body tasked with guiding the global tourism sector in a post-pandemic world riddled with climate challenges, economic uncertainty, and an urgent need for inclusive growth. If the wrong candidate emerges, one who is more of the same, more of the past; it could mar the organisation’s credibility and alienate the very regions driving global tourism growth today.

Since its formation, UN Tourism has been largely steered by leaders from Europe and, more recently, the Middle East. This pattern is glaringly out of step with global tourism statistics. Africa, Asia, and Latin America represent the fastest-growing tourism markets, brimming with untapped potential, dynamic destinations, and young, tech-savvy populations.

Yet these regions have had little say in shaping global tourism policy and strategy.

The structural imbalance is further compounded by the fact that many key decisions within UN Tourism, including the location of its headquarters and its top appointments have remained centred in and around Europe. This geographical and ideological insularity undermines the organisation’s claim to be a truly global body.

Tourism is more than leisure. It is a critical pillar of development, particularly for emerging economies. For many countries in Africa, tourism is among the top five sources of foreign exchange. It supports millions of jobs, sustains heritage, fosters cultural exchange, and drives infrastructure development.

Yet these same countries often find themselves on the periphery of UN Tourism’s decision-making.

The next Secretary General must be someone who understands these dynamics, but not just theoretically, but experientially. They must come from a region that has lived through the challenges of underfunded tourism, visa restrictions, poor connectivity, and negative perceptions. Only then can they advocate effectively for policies that level the playing field and drive inclusive development.

If today's election results in yet another candidate from the traditional power bases of Europe or the Middle East, UN Tourism risks losing its relevance in the eyes of the Global South.

The organisation cannot continue to claim universality while promoting a narrow view of the tourism world. In a time when trust in multilateral institutions is already fragile, legitimacy depends on equity.

This is a pivotal moment. The world is watching to see whether UN Tourism will embrace the future or cling to outdated hierarchies. A win for a candidate from the Global South would not only signal a shift in power, but also bring new ideas, energy, and urgency to the table. It would restore faith among countries that have long contributed to the tourism ecosystem but reaped little from its governance.

Gloria Guevara brings over 35 years of experience in both public and private sectors of the tourism industry. She has served as Mexico's Secretary of Tourism, President and CEO of the World Travel & Tourism Council [WTTC], and most recently as Senior Special Advisor to Saudi Arabia's Minister of Tourism. Her leadership during the COVID-19 pandemic was pivotal in developing recovery strategies and promoting sustainable tourism practices.

Guevara's candidacy has garnered substantial support, with endorsements from more than 100 global tourism leaders, including 20 tourism ministers and CEOs from major travel companies such as Expedia, Hilton, and Marriott. Her campaign emphasises innovation, sustainability, and empowering local communities, aiming to usher in "a new era for tourism."

She has also been endorsed by the African Travel Commission [ATC], an organization that played a pivotal role in the transformation of the International Union of Official Travel Organizations [IUOTO] from a quasi-international entity into the World Tourism Organization [WTO], which later became the United Nations World Tourism Organization [UNWTO], and is now known simply as UN Tourism; a fully governmental body since the late 1960s and early 1970s.

The ATC has also been recognised and credited with initiating the observance of September 27 as World Tourism Day [WTD], an annual celebration of the tourism sector that has been marked globally since 1980.

If elected, Guevara would become the first woman and the first Mexican to lead UN Tourism, marking a significant step toward greater diversity and representation in global tourism leadership.

Harry Theoharis, Greece's former Minister of Tourism, is recognised for his role in revitalising Greece's tourism sector post-pandemic.

Theoharis's vision for UN Tourism includes comprehensive reforms aimed at increasing transparency, accountability, and effectiveness. He proposes implementing measurable governance standards, regular reporting, and a centralized platform for real-time data on project outcomes.

Today’s vote must not be a rubber stamp for tradition. It must be a bold choice for transformation.

By Lucky Onoriode George, Executive Director, African Travel Commission [ATC]: Email: executive.director@africantravelcommission,org. www.africantravelcommission.org