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UN Tourism Secretary-General Elections 2025: A Crucial Crossroads for the Future of Global Tourism - News Detail

Author: Global Tourism Forum

Published Date: 5 months ago

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UN Tourism Secretary-General Elections 2025: A Crucial Crossroads for the Future of Global Tourism

As tourism stands on the cusp of technological reinvention a
As tourism stands on the cusp of technological reinvention and sustainability-driven reform, the May 30 vote will be more than a procedural formality—it will be a signal of what kind of global tourism leadership the world wants.

On May 30, 2025, the eyes of the global tourism community will turn to Madrid as the Executive Council of UN Tourism convenes to nominate a candidate for Secretary-General. With the travel sector undergoing profound transformation following the pandemic, this election presents a pivotal opportunity to define the strategic direction of global tourism governance for the next four years.

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UN Tourism Secretary-General Elections 2025: A Crucial Crossroads for the Future of Global Tourism

On May 30, 2025, the eyes of the global tourism community will turn to Madrid as the Executive Council of UN Tourism convenes to nominate a candidate for Secretary-General. With the travel sector undergoing profound transformation following the pandemic, this election presents a pivotal opportunity to define the strategic direction of global tourism governance for the next four years.

The selected nominee, requiring support from at least 18 of the Council's 35 members, will be recommended to the UN Tourism General Assembly, scheduled to meet in Riyadh in November. If no candidate reaches a majority in the first round, additional rounds will be held among the top contenders until consensus is reached.

Understanding the Voting Process

The Executive Council—UN Tourism’s main decision-making body between General Assemblies—includes 35 member countries:

Argentina, Armenia, Azerbaijan, Bahrain, Brazil, Bulgaria, Cape Verde, China, Colombia, Croatia, Czech Republic, DRC, Dominican Republic, Georgia, Ghana, Greece, India, Indonesia, Iran, Italy, Jamaica, Japan, Lithuania, Morocco, Mozambique, Namibia, Nigeria, South Korea, Rwanda, Saudi Arabia, South Africa, Spain, Tanzania, UAE, Zambia.

The Candidates

Gloria Guevara (Mexico)

Few figures in global tourism today bring as comprehensive a portfolio as Gloria Guevara. Former Secretary of Tourism of Mexico and ex-CEO of the World Travel & Tourism Council (WTTC), Guevara is a seasoned leader who has bridged the public and private sectors with exceptional skill.

She has also served as Chief Special Advisor to Saudi Arabia’s Minister of Tourism, playing a key role in shaping long-term tourism strategy in one of the fastest-growing destinations globally. With experience in government, international organizations, and the private sector, Guevara’s candidacy is widely seen as representing a balanced, inclusive, and forward-looking leadership approach.

Her unique understanding of industry dynamics and diplomacy gives her a distinct edge at a time when the sector is prioritizing resilience, innovation, and sustainability. Quiet but growing support from various regional blocs, including influential players in the Americas, Middle East, and Europe, reflects the growing appeal of a leader who combines strategic clarity with operational experience.

Zurab Pololikashvili (Georgia)

Currently serving his second term as Secretary-General, Zurab Pololikashvili is seeking a third mandate. His candidacy was initially met with legal queries concerning term limits, though those concerns have since been resolved within the organization’s governance framework.

During his tenure, Pololikashvili oversaw the organization through the turbulent COVID-19 crisis and supported the sector’s rebound in the years that followed. His leadership facilitated the opening of several regional offices—in Riyadh, Rio de Janeiro, and soon Marrakech—as part of a decentralization strategy intended to bring UN Tourism closer to its global membership.

While continuity has been a key theme of his campaign, some member states and observers note the need for enhanced transparency, deeper stakeholder engagement, and broader inclusion of diverse voices in the organization’s strategic planning. These perspectives, while respectful of his contributions, suggest that this election could be an opportunity to reinvigorate the organization’s mission in line with current global challenges.

Habib Ammar (Tunisia)

A senior civil servant with decades of experience in Tunisia’s public administration, Ammar brings a technocratic perspective. His campaign, however, faces challenges linked to the political and economic volatility in his home country, which has affected Tunisia’s standing in the international tourism arena.

Muhammad Adam (Ghana)

A respected diplomat and former ambassador to Spain, Adam offers a diplomatic background and knowledge of the UN system. While admired for his integrity, his limited direct experience in tourism policy and strategy may affect his ability to appeal broadly across the sector’s diverse needs.

Shaikha Al Nowais (United Arab Emirates)

Representing the rising voice of the private sector, Al Nowais serves as Vice President at Rotana Group, one of the Middle East’s most prominent hotel brands. Her profile brings a business-minded outlook, although her relatively recent entry into the policy sphere may require time to fully align with multilateral governance dynamics.

Harry Theoharis (Greece)

A technocrat with a background in software engineering, Theoharis served as Greece’s Minister of Tourism during the critical pandemic recovery phase. While praised for modernization efforts, his campaign remains niche, with a focus largely centered around digital transformation.

The Broader Context

As tourism evolves rapidly in a world shaped by digital disruption, climate change, and shifting traveler preferences, this election carries significant symbolic and practical weight. It is not simply a choice between individuals, but between strategies for the future.

Some Council members are emphasizing continuity and institutional memory. Others are voicing a desire for leadership that brings fresh energy, multi-sectoral perspective, and global alignment—qualities.

A Moment to Reset and Reimagine

At this crossroads, member states must consider which candidate is best equipped to:

Advance inclusive tourism growth

Deepen partnerships between the public and private sectors

Promote innovation and sustainability

Restore multilateral trust and engagement

As tourism stands on the cusp of technological reinvention and sustainability-driven reform, the May 30 vote will be more than a procedural formality—it will be a signal of what kind of global tourism leadership the world wants.

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