Interview for the National News Agency Bgtourism.bg with Gloria Guevara – candidate for Secretary-General of the UN Tourism
- Why did you apply and what are the main highlights of your vision for the future of tourism – the main pillars on which your program for sustainable tourism is built?
- This election for Secretary-General of UN Tourism is a critical turning point. The organization’s long-term success is at stake, and we must choose a path that restores good governance and protects core values. The current trajectory, with the potential for an unprecedented third term, has raised serious concerns within the global community, disregarding fundamental United Nations principles like regional rotation. We cannot afford to remain mired in controversy and secrecy any longer. Member states must choose transparency over obscurity, progress over inertia, and ethics over ego.
That’s why I’ve put my name forward. I offer a new chapter, a forward-looking vision rooted in more than 35 years of global tourism experience at the highest levels, in both the public and private sectors. My leadership has been proven through some of the most challenging crises the tourism sector has ever faced. Unlike other candidates, I bring unmatched international experience, having worked directly with ministers, CEOs, NGOs, SMEs, academia, and local communities across all five continents. The growing support for my campaign, with endorsements from over 200 global tourism leaders, validates my track record and commitment.
My mission is clear: to restore good governance and protect UN Tourism values, and to unlock the full power of tourism as a driver of sustainable development and shared prosperity. We simply cannot afford another term of controversy, opacity, and unchecked power. This is our moment to chart a new course for global tourism.
My vision is built on five key pillars: - Destination Management & Stewardship: Managing scale, concentration, and seasonality to ensure destinations are great places to live and visit. Reinvesting tourism revenues, regulating short-term rentals, and promoting lesser-known locales. This includes leveraging the Destination Stewardship Program to provide solutions and guidance using policy and technology to address tourism pressures and facilitate sustainable growth in emerging destinations.
- Sustainability & Resilience: Actively driving regeneration, embracing nature-positive approaches, circular practices, and multi-modal transportation. Building crisis readiness. To further this, I plan to establish a Global Sustainability Network to track the impact of recommendations on key sustainability issues and a Tourism Crisis & Resilience Centre to create a platform for emergency support and best practice sharing during tourism crises.
- Workforce Development: Investing in vocational training, upskilling, and promoting tourism careers. We will create a Solutions & Knowledge Hub to provide data-driven insights, best practices, toolkits & training for enhanced skills development and sustainable tourism.
- Digitalization, Entrepreneurship & Innovation: Fostering entrepreneurship and digital capacity, especially among SMEs. I will champion Tech in Action, connecting technology innovators with the tourism sector to develop concrete solutions using AI, IoT, and other technologies for mature and emerging destinations.
- Strategic Investment: Modernizing infrastructure, boosting competitiveness, and ensuring long-term resilience through public-private partnerships. To facilitate this, I will launch a Building Bridges in Tourism Forum, a global “Davos of Tourism” event connecting public and private sectors, including investment, finance, and technology, to foster collaboration. I will also implement a Destination Advisory Program to offer tailored support and connect Member States with investors to achieve tourism excellence based on specific needs.
These pillars are designed to increase value to Member States, position tourism as a force for good in the world, create more opportunities for people, and amplify the positive impact of the sector. I am ready to lead that change, to move forward and maximize the opportunities ahead with sustainable development, economic growth and positive social impact for communities around the world. - You have over 35 years of professional experience at the highest level in tourism. What are the most valuable lessons you have learned and today you want to use them to be helpful to both the industry and consumers?
- Looking back on my 35 years of professional experience at the highest level in tourism, from leading Sabre Mexico and serving as Secretary of Tourism of Mexico to becoming CEO of WTTC and, most recently, acting as Chief Special Advisor to the Minister of Tourism of Saudi Arabia, I’ve learned some invaluable lessons that I’m eager to apply to benefit both the industry and consumers.
First and foremost, I’ve learned the power of collaboration and partnerships. No single entity can solve the complex challenges facing tourism today. Building strong relationships with key stakeholders – the private sector, industry associations, international organizations, NGOs, and academic institutions – is essential to co-create and co-deliver a truly sustainable and prosperous tourism agenda. This is why I will prioritize initiatives like the Building Bridges in Tourism Forum to foster collaboration between public and private sectors.
Secondly, I’ve come to deeply appreciate the importance of a data-driven approach. We need to prioritize the development of impactful, solution-oriented research and best practices to inform our decisions and ensure that our strategies are effective. The Solutions & Knowledge Hub will be a key tool in this effort, providing data-driven insights and best practices for the industry.
Finally, I’ve realized the critical need for inclusivity. The tourism sector must be diverse, equitable, and welcoming to all, both in terms of employment opportunities and in how we cater to travelers from all backgrounds and abilities. We must strive to create a sector that benefits everyone, not just a select few. The Shared Prosperity Initiative will be instrumental in supporting communities in leveraging their unique attributes for tourism development, reducing poverty, and achieving positive social impact.
These lessons, combined with my extensive experience and global network, will guide my efforts to lead UN Tourism towards a more sustainable, resilient, and inclusive future. 
- After Covid-19, global tourism is entering a new era. Can tourism be a driver for the sustainable development of the planet?
- Absolutely, I believe that tourism can be a powerful driver for the sustainable development of the planet, especially as we enter this new era after COVID-19. However, it requires a fundamental shift in how we approach tourism.
My Statement of Intent explicitly states that tourism has a “unique ability to contribute to the global sustainability agenda, both in terms of poverty reduction and social impact as well as environmental sustainability.” This isn’t just aspirational; it’s a core belief that will guide my actions.
To achieve this, we need to ensure proactive collective action in alignment with the Sustainable Development Goals (SDGs). This means: - Lowering Emissions: We must actively support the lowering of emissions from the tourism sector while simultaneously protecting nature and biodiversity. This will require innovation, investment in sustainable technologies, and a commitment to responsible practices.
- Strategic Management: We need strong alignment among key stakeholders at the destination level to enable strategic management of tourism. This includes ensuring inclusive, sustainable, and resilient growth that benefits both visitors and local communities. The Destination Stewardship Program will be crucial in helping destinations manage tourism pressures and facilitate sustainable growth.
- Focus on Sustainability: Sustainability must be at the heart of every decision we make, from promoting responsible travel behavior to supporting businesses that prioritize environmental and social responsibility. The Global Sustainability Network will help us track the impact of our recommendations on key sustainability issues.
By embracing these principles, we can transform tourism from a potential threat to the planet into a force for good, driving economic growth, creating jobs, and protecting our natural and cultural heritage for future generations. - What is the role of women for the development of tourism?
- The role of women in the development of tourism is absolutely critical. It’s not just a matter of fairness; it’s a matter of unlocking the full potential of the sector.
My Statement of Intent includes a specific priority to “Empower youth, uplift women, and engage with underserved groups.” This is a commitment I take very seriously.
Women already play a significant role in tourism, holding 40% of jobs in the sector overall, and an even higher 50% in hospitality. However, we need to do more to ensure that women have equal opportunities for leadership, entrepreneurship, and advancement.
Recognizing that it will take 131 years to close the global gender gap, it’s essential that I prioritize the engagement and empowerment of women in all aspects of my work at UN Tourism. This includes: - Promoting Education and Training: Ensuring that women have access to the skills and knowledge they need to succeed in the tourism sector. The Solutions & Knowledge Hub will be a valuable resource for women seeking to enhance their skills and advance their careers.
- Supporting Entrepreneurship: Creating an enabling environment for women to start and grow their own tourism businesses.
- Addressing Barriers to Advancement: Tackling the systemic barriers that prevent women from reaching leadership positions.
- Championing Gender Equality: Advocating for policies and practices that promote gender equality throughout the tourism value chain.
By empowering women, we can create a more inclusive, sustainable, and prosperous tourism sector that benefits everyone. - I cannot help but ask you about education, innovation and digitalization, which can be the key to a better life for people seeking a career through tourism or new and authentic experiences during their travels. Are you ready to offer quick solutions in these three areas that will be useful for the industry?
- You’re absolutely right, education, innovation, and digitalization are key to unlocking a better future for those seeking careers in tourism and for travelers seeking new and authentic experiences. I am fully committed to offering quick and effective solutions in these areas.
Here’s how I plan to address these critical needs: - Skills Development: I will prioritize supporting personal growth and skills development throughout the tourism sector. This means investing in training programs, mentorship opportunities, and initiatives that help individuals acquire the skills they need to succeed. The Solutions & Knowledge Hub will be a central platform for providing access to these resources.
- Global Academic Network: I envision building a global academic network to amplify the effects of training and education. This network will connect leading institutions, share best practices, and ensure that everyone, regardless of where they live, has access to high-quality education and training opportunities.
- Enabling Environment for Innovation: I will work to foster an enabling environment that fuels innovation, entrepreneurship, and investment in the tourism sector. This includes streamlining regulations, providing access to funding, and promoting collaboration between startups and established businesses. The Building Bridges in Tourism Forum will be a key event for connecting innovators with investors and industry leaders.
- Frugal Innovation: I believe that we need to emphasize frugal innovation and entrepreneurship to find quality and impactful solutions, especially in resource-constrained environments. This means encouraging creativity, resourcefulness, and a focus on delivering value with limited resources.
- Automate Predictable, Humanize Exceptional: I want to leverage technology to automate the predictable aspects of tourism, freeing up human resources to focus on delivering exceptional customer service and creating memorable experiences. This includes exploring the potential of AI, IoT, the metaverse, big data, and robotics to enhance travel, improve efficiency, and provide personalized experiences. Tech in Action will be the driving force behind connecting technology innovators with the tourism sector to develop concrete solutions.
- There are also many problems in tourism. What will be the main challenges for you if you are trusted to lead UN Tourism?
- If I am entrusted with the leadership of UN Tourism, I know I will face several significant challenges. Here are some of the most pressing:
- The Talent Crisis: Addressing the unprecedented talent crisis and staff shortages in the tourism sector will be a top priority. We need to attract, train, and retain skilled workers to ensure the industry can meet the growing demand for travel. The Solutions & Knowledge Hub will be instrumental in providing the necessary training and resources to address this challenge.
- The Perception Challenge: We must address the perception challenge surrounding the quality of employment in the tourism sector. We need to showcase the diverse and rewarding career paths available and ensure that tourism jobs offer fair wages, benefits, and opportunities for advancement.
- Ensuring Inclusivity: Making sure the sector is diverse, inclusive, and equitable is paramount. We need to create opportunities for people from all backgrounds and abilities to participate in and benefit from tourism. The Shared Prosperity Initiative will help us support communities in leveraging their unique attributes for tourism development, reducing poverty, and achieving positive social impact.
- Balancing Growth and Sustainability: Managing the scale, concentration, and urban infrastructure of tourism while ensuring safety, security, and environmental readiness will be a constant balancing act. We need to promote responsible tourism practices that minimize negative impacts and maximize positive contributions to local communities and the environment. The Global Sustainability Network will help us track our progress in achieving this balance.
- Overcrowding: Addressing destination overcrowding and poor management is crucial. We need to develop strategies to distribute visitor flows more evenly, protect cultural and natural heritage, and enhance the quality of life for local residents. The Destination Stewardship Program and Destination Rebranding Program will be key tools in managing visitor flows and promoting underserved destinations.
- Crises: Enhancing preparedness for and the ability to manage and swiftly and effectively recover from crises, whether they be pandemics, natural disasters, or geopolitical events, is essential. We need to build resilience into the tourism sector and ensure that destinations are equipped to respond to unexpected challenges. The Tourism Crisis & Resilience Centre will provide a platform for emergency support and best practice sharing during tourism crises.
I am confident that by working collaboratively with member states, industry stakeholders, and local communities, we can overcome these challenges and build a more sustainable, resilient, and inclusive tourism sector for the future. - Many leaders in tourism who know you well and have worked with you have said that you have the power to unite and have excellent knowledge of the industry at every level! From your answers I see that you think globally and this will be a privilege for every destination, but I cannot help but ask you about Bulgaria, Greece, Romania, Türkiye and other countries in the region, which over the years have been an important bridge between East and West – how will you use this connection effectively so that tourism in this part of the world has its special place on the map of global tourism and is a guarantor of peace and sustainability?
- I truly appreciate the recognition of my ability to unite and my deep understanding of the tourism industry. I believe my global perspective will be a valuable asset to all destinations, and I’m particularly excited about the potential of Bulgaria, Greece, Romania, Türkiye, and other countries in that region.
I see this area as a vital bridge between East and West, and I’m committed to ensuring that it has its rightful place on the map of global tourism. Here’s how I plan to leverage this connection effectively: - Increased Representation: My Statement of Intent includes a priority to “Increase strategic representation of countries within UN Tourism & solutions for all.” I will actively work to ensure that this region’s voice is heard and that its unique needs and perspectives are taken into account.
- Engage Non-Member Destinations: If any countries in the region are not currently members of UN Tourism, I will make it a priority to engage and integrate them into the organization.
- Tailored Support: I will provide tailored strategic guidance to these countries, focusing on enhancing their competitiveness, promoting prosperity, creating jobs, and fostering sustainable development. The Destination Advisory Program will be available to connect these Member States with investors to achieve tourism excellence based on specific needs.
- Facilitate Seamless Travel and Connectivity: I will work to enhance air and ground connectivity within the region and with the rest of the world, making it easier for travelers to experience all that it has to offer. The Tourism Facilitation Partnership will be key to enhancing air and ground connectivity, utilizing smarter visa policies, and implementing seamless travel initiatives.
- Promote Peace and Understanding: I believe that tourism can be a powerful force for peace and understanding. By connecting people and communities from different cultures, we can foster empathy, tolerance, and mutual respect. I will actively promote initiatives that encourage cultural exchange and dialogue in this region.
Ultimately, my goal is to help these countries leverage their unique position and assets to develop a thriving tourism sector that is both sustainable and a guarantor of peace and stability in the region.
Interview by Ruslan Yordanov
