Interview with Gloria Guevara Manzo Candidate for Secretary General of the

Gloria Guevara Manzo

Candidate for Secretary General of the World Tourism Organisation

Gloria Guevara is emerging as one of the leading candidates to take over as Secretary General of the World Tourism Organization. With more than 35 years of global leadership in the public and private sectors, she has transformed tourism policy, crisis management and sustainable development.

As Mexico's Minister of Tourism, Executive Director of WTTC and a key advisor on Saudi Arabia's Vision 2030, she has successfully united governments, strengthened industries and promoted innovative solutions that are shaping the future of tourism.

Globally recognised for her expertise in tourism diplomacy, investment and digital transformation, Gloria Guevara has the vision and leadership to lead the World Tourism Organization into a new era of global impact. Her deep understanding of member states' priorities and results-based approach will ensure effective strategies that boost destinations, strengthen resilience and foster long-term prosperity.

A proven leader, she is poised to shape the future of global tourism.

Considering today's challenges, how do you plan to drive sustainable, inclusive and resilient tourism that benefits both travellers and local communities?

The challenges in tourism are diverse and depend on each destination. Not all places face the same challenges: while some receive a high volume of travellers, others have not yet managed to fully develop their tourism potential. More appropriate products and services still need to be developed.

However, there are common challenges on issues such as environmental impact, sustainability and inclusiveness. The key to addressing these challenges lies in engaging local communities. It is essential to understand their needs and support them in their development plans, ensuring that tourism is part of the solution in terms of sustainability and climate change.

For example, encouraging the consumption of local products is crucial to reduce the ecological footprint and minimise resource waste. Food waste alone accounts for 8-10% of total global emissions. If we can reduce this waste, along with excessive consumption of water and other resources, we can make significant progress in the sustainability of the sector.

In addition, traveller education plays a key role. We need to raise awareness among tourists so that they become agents of change, promoting responsible practices and supporting local initiatives.

To achieve sustainable and inclusive tourism, rhetoric is not enough: concrete actions that protect the environment, boost community development and generate positive social impact are required. While the challenges vary according to the level of development of each destination, we all share the responsibility to move towards more resilient, inclusive and sustainable tourism. The key lies in the collaboration of all stakeholders and the implementation of measurable and effective strategies to reduce the environmental impact of the sector.

Technology is transforming the industry and how will it drive tools such as artificial intelligence, blockchain and big data to improve tourism management and the traveller experience?

Technology is transforming the tourism industry through innovative tools such as artificial intelligence, blockchain and Big Data. These solutions not only optimise tourism management, but also significantly improve the traveller experience.

My professional background is deeply linked to technology and IT systems, although tourism has always been my passion. Artificial intelligence allows us to design better itineraries and understand travellers' preferences more accurately, adapting to their needs according to their profile and the type of trip they are making. The same traveller may have different requirements when travelling for leisure or business, and these tools help us to offer personalised solutions.

Blockchain, meanwhile, brings security and transparency to transactions, facilitating reliable digital payments and the secure management of personal data. Meanwhile, the use of Big Data makes it possible to analyse large volumes of information to improve tourism planning, predict trends and optimise destination resources.

In addition, technologies such as biometrics, virtual reality and augmented reality have gained relevance in recent years, improving the traveller experience and helping destinations to be more competitive. However, it is essential that all this innovation is implemented with respect for data privacy and security.

The responsible use of technology in tourism not only makes life easier for travellers and those who manage the industry, but also contributes to a more efficient, personalised and safer experience for all.

Cooperation is key to sustainable tourism. How will you encourage multi-stakeholder participation in tourism development in a balanced and fair way?

Sustainable tourism development is only possible if all sectors and stakeholders are actively involved. Without effective cooperation between the public sector, the private sector and local communities, long-term progress becomes difficult to achieve.

My experience in Mexico as Minister allowed me to see the relevance of this collaboration when we worked on the National Agreement for Tourism. Subsequently, at the World Travel & Tourism Council (WTTC), in Saudi Arabia, at Harvard and in other places where I have served throughout my 35-year career, I have seen how coordination between different sectors is key to successful tourism development.

It is essential that all sector representatives are at the table to devise coordinated strategies. Although the planning phase can take time due to the diversity of interests, once agreements are reached, the implementation of strategies becomes much more efficient.

Moreover, tourism must be an engine of equitable benefit. It should not only guarantee balanced development, but also ensure that travellers live harmoniously with local communities. When residents do not perceive benefits from tourism, imbalances arise that can affect both the industry and the quality of life in destinations.

It is therefore essential to strengthen cooperation between the public and private sectors, promoting tourism that is inclusive, sustainable and generates a positive impact for all. I have seen that this is possible and that, when working together, the results are successful and long-lasting.

Transparency in decision-making and accountability are essential. What measures will you implement to strengthen trust in UNWTO?

An efficient governance system must be transparent, accountable and ensure the responsible use of resources. It is essential that member states have a clear understanding of how funds are managed and what they are being used for. For me, this principle is essential and must be the basis of any effective management.

With my experience in the private sector, I know that accountability and audits are key practices to ensure the efficient use of resources. At the governmental and international level, whether in Mexico, Saudi Arabia, I have seen that transparency is a fundamental pillar of good governance.

To achieve this, it is crucial to establish clear and automated processes that allow for balanced and accessible accountability. This commitment must be made at all levels of the organisation, but primarily from the leadership, to ensure that resources are used efficiently and generate the greatest possible benefit for member states.

Transparency, accountability and clarity in resource management not only build trust, but also ensure that decisions are made with responsibility and long-term vision. These values should be non-negotiable, not only in international organisations or governments, but in any field, including the private sector and the roles that individuals play.

The Affiliate Members, which include businesses, universities and industry organisations, play a key role in the evolution of tourism. What strategies will you implement to encourage their active collaboration in decision-making and in the implementation of global initiatives?

Affiliate members, which include businesses, universities and various industry organisations, play a key role in the evolution and strengthening of tourism. To ensure their effective participation, it is essential to implement strategies that encourage their integration and active contribution.

The first step is to listen to them. As they represent diverse sectors, their needs may be different, but they also share common challenges. It is crucial to understand their perspectives and align them with the organisation's overall objectives. My initial approach will therefore be to engage in dialogue with affiliates and member states, in order to design a work plan based on their needs and aspirations.

Affiliate members bring great value to the organisation, as do member states, and it is essential that they receive a significant return for their participation. To achieve this, strategies need to be developed that offer them concrete benefits and encourage their continued involvement. The key is to generate action plans that not only provide continuity to what has been achieved, but also explore new opportunities to take the organisation to the next level.

Many people with disabilities or in vulnerable situations still face barriers to travel. How will you work to ensure truly accessible tourism for all?

Many people with special needs in vulnerable situations face barriers to travel, and it is critical to work to remove these barriers. From my experience at WTTC, we work closely with Accessible Travel, an organisation in the United States that specialises in accessible tourism, addressing not only certification of destinations and services, but also proper planning and training to ensure an inclusive experience.

It is imperative to ensure that tourism is accessible to all, not only as travellers, but also as part of the workforce. Accessibility must be a guiding principle in the design of tourism experiences, from infrastructure to services, allowing all people, regardless of their needs, to fully enjoy tourism.

Inclusion is not only a fundamental principle of equity, but also a key pillar in the sustainable growth of tourism. Ensuring that all people, regardless of their status, can participate and enjoy the sector is a commitment that we must take on with responsibility and vision.

What initiatives do you propose for tourism destinations and companies to adopt digital tools that optimise the promotion, management and sustainability of travel?

Digital tools have become essential for the promotion, management and sustainability of tourism. Not only do they allow destinations to improve their competitiveness, but they also facilitate communication with travellers, especially with the new generations, who interact mostly through digital platforms and seek innovative travel experiences.

Since the millennials, we have seen an increasing digitisation in the tourism industry, and today, all destinations should adopt and take advantage of these tools. There are multiple technological solutions already in use that could be documented, shared and implemented in different places to make tourism management more efficient.

For example, the management of tourism flows through digital tools is key to optimising the capacity of destinations, reducing waiting times and better organising the flow of visitors in crowded spaces. Technologies such as artificial intelligence, Big Data and queue management systems can significantly improve the traveller experience and destination planning.

To achieve effective digitisation, it is essential to work together with the private sector, universities and businesses, supporting them in the adoption of digital tools that optimise the operation of tourism and enhance its sustainable development. Technology not only improves efficiency, but also opens up new opportunities for innovation and growth in the sector.

Tourism must reduce its environmental footprint. How will you drive the reduction of emissions in the sector and the adoption of greener practices globally?

We are convinced that sustainability in tourism is a priority issue. Tourism must be part of the solution to environmental, social and nature conservation challenges. While much research has been done in this field, progress has been limited and the actions implemented vary significantly between countries and destinations.

There is a great opportunity to strengthen coordination, collaboration and exchange of best practices at the global level. It is key to focus on concrete and measurable actions to reduce the sector's environmental footprint and generate a positive impact. It is not just a matter of addressing one particular industry, but of applying cross-cutting strategies that cover all areas of tourism.

It is essential to identify and replicate successful initiatives that have proven to be effective, while promoting new actions where there are still opportunities for improvement. We cannot forget that sustainability involves not only the environment, but also the social sphere and the conservation of natural resources.

Tourism has the potential to generate a positive circle when properly managed, but if the necessary measures are not taken, it could become a challenge for the ecological and social balance. It is therefore essential to act responsibly and with a long-term vision, ensuring that the initiatives implemented benefit both communities and the natural environment.

Investment is key to the growth of the sector, but it must be responsible. How will you balance economic development with environmental and cultural preservation?

Investment is key to the growth of the tourism sector, but it must be carried out in a responsible and sustainable manner, ensuring a balance between economic development, environmental preservation and the protection of cultural heritage.

This balance is possible when investment is carried out in a coordinated manner, involving the public sector, the private sector and local communities. When investors understand the potential of a destination and work together with the community, a development model that respects cultural identity and protects natural resources is achieved.

It is essential to design clear strategies for different types of destinations. In the case of new tourism developments, it is crucial to establish investment plans that consider environmental and social impacts from the outset. In mature destinations, investment should focus on sustainable infrastructure, revitalization and improvements to manage growth without affecting the quality of life of residents or the attractiveness of the destination.

To achieve this, it is necessary to strengthen collaboration and build bridges between the public and private sectors. In many cases, these connections already exist, but in others they have yet to be developed. With my experience in both sectors, I can help foster these partnerships and ensure that tourism's economic growth is driven in an equitable and sustainable manner.

Well-managed investment not only drives economic development, but also protects and enhances cultural and natural heritage, ensuring that these assets continue to be a source of wealth and well-being for future generations.

There are global challenges that require cooperation between entities such as the UN, UNESCO and the World Bank. How will you strengthen these partnerships for the benefit of tourism?

Strengthening partnerships between global entities such as the UN, UNESCO and the World Bank is essential to address global challenges affecting tourism. To achieve this, it is necessary to strengthen ties with these organizations, understand their challenges, share ours and design a joint work agenda with concrete actions that benefit both parties.

Each of these organizations faces great challenges and has limited resources, so strategic cooperation can be key to maximizing impact. One way to strengthen these partnerships is to demonstrate with data the positive impact of tourism, such as its contribution to poverty reduction, employment generation and gender equity. Our sector benefits more than 50% of women and 30% of young people, figures that can help the UN to prioritize tourism within its global agenda.

In the case of UNESCO, tourism plays an essential role in the conservation of cultural heritage and the protection of historic sites, as it generates the necessary resources for their maintenance and preservation. Countries that have successfully developed cultural tourism have demonstrated how it can be a powerful tool for protecting traditions and strengthening cultural identity.

On the other hand, the World Bank can be a great ally in financing sustainable tourism projects, ensuring that investments have a positive impact on communities and promoting responsible development models.

UN Tourism should position itself as a strategic partner of these organizations, promoting cooperation and the implementation of joint initiatives to combat global challenges. Working together, we can harness the power of tourism to generate a positive impact on global economic, cultural and social development.

Some destinations suffer from the impact of excessive tourism. What vision do you propose to regulate the flow of tourists without affecting the local economy?

Planning is a key element in tourism management, as we have seen in iconic destinations such as Amsterdam and Venice. Sustainable tourism development is only possible when all relevant stakeholders are integrated: the public sector, the private sector and, above all, the local community.

For tourism to function as a balanced ecosystem, it must generate benefits for both visitors and residents. When tourism is a “win-win” model, both parties prosper; but when it becomes a “win-lose” system, in which one party is harmed, the ecosystem deteriorates and can generate long-term negative effects.

It is essential that local tourism plans include strategies to manage the impact of tourism on key resources such as water, energy and waste generation. While tourism brings economic benefits to communities, an uncontrolled volume of visitors can affect the quality of life of residents and the balance of the environment.

The key is to find a balance: maximizing economic benefits without compromising the well-being of the local population or damaging the environment. With proper planning, tourism can be a powerful tool for sustainable development, ensuring that all stakeholders benefit in a fair and equitable manner.

Tourism can be affected by health crises, natural disasters or conflicts; what plans do you have to work with governments to prevent and respond to these risks?

Crises profoundly affect tourism, and their impact can come from multiple fronts: health crises, natural disasters, geopolitical conflicts and other emergencies. During my time at WTTC, I interviewed more than 100 CEOs to understand what their biggest concerns and challenges were. From an analysis of 20 years and 90 different crises, we identified four main categories and came to a clear conclusion: preparedness is key.

It is essential that governments work hand in hand with the private sector and other relevant stakeholders to establish prevention, response and recovery plans. Crisis management in tourism must include three essential phases:

Prevention and preparedness:

Identify potential risks and vulnerabilities at each destination.
Implement security and resilience protocols.
Develop clear and effective response plans.

2. Crisis management:

Have efficient communication mechanisms in place.
Coordinate actions between governments, companies and local communities.
Reduce the impact on the industry and travelers.

3. Post-crisis recovery:

Reactivate the tourism sector with well-structured strategies.
Support affected destinations in their economic and social reconstruction.
Share knowledge and best practices to strengthen global resilience.

Currently, although there is a lot of knowledge and experience in crisis management within the sector, information is not always shared effectively. Therefore, I strongly believe that UN Tourism should have a specialized body to advise and support destinations in crisis management, ensuring that the industry is better prepared to deal with any eventuality.

Tourism is a global and dynamic industry, and its resilience depends on our ability to anticipate, act quickly and recover effectively. Collaboration and strategic planning are key.

Technology can enhance heritage conservation and outreach; how will you encourage the use of digital tools to enrich travelers' experience at historic sites?

Definitely, the use of digital tools is key to enrich the tourism experience and preserve cultural heritage. Technologies such as augmented reality (AR) and virtual reality (VR) allow travelers to be transported back in time and experience what archaeological or cultural sites were like in their time of splendor.

The use of these innovations not only enhances the visitor experience, but also broadens the dissemination of history and traditions, ensuring that they are kept alive. In addition, technology is a great ally in heritage conservation, making it possible to digitize historic sites to protect them from physical deterioration, recreate original environments with high accuracy making history accessible to more people, reduce the impact of mass tourism by allowing virtual visits to fragile or difficult to access areas, and foster education and cultural interest through immersive experiences.

In my experience working with companies specializing in virtual and augmented reality, I have seen a big difference between destinations that take advantage of these technologies and those that have yet to implement them. Their use not only transforms the way tourists interact with history, but also helps protect cultural heritage by reducing physical intervention at sites. Therefore, it is critical that destinations embrace these digital tools by ensuring that technology is used strategically to preserve, disseminate and enhance the cultural tourism experience.

SMEs are the backbone of tourism in many destinations. What initiatives will you promote to help them compete in an increasingly digitized environment?

SMEs are the backbone of tourism, representing more than 80% of the travel and tourism sector. More than just an essential part, they are the engine that drives many of the unique and special experiences that make travelers truly enjoy a destination. Therefore, it is essential to work hand in hand with them, providing them with tools so that they can increasingly digitize and adapt to a constantly evolving environment.

It is key to support them with training, share best practices and generate strategic alliances with universities and specialized institutions. My plan is to create a global network of alliances that will benefit SMEs through online training, access to digital tools and key information to make them more competitive.

The most important thing is to help them grow their business and take full advantage of the potential of tourism in their destinations, allowing them to focus 100% on what they do best: offering authentic and high-value experiences for travelers.

Some regions have less participation in decision-making. How will you work to make the UNWTO a more equitable and globally representative organization?

It is essential to invite countries that have left the UNWTO in recent years and encourage their return, as all nations must have a seat at the table, regardless of their size or level of development. A tourism plan cannot be one-size-fits-all; it must be tailored to the specific needs of each region and country.

Europe's tourism needs are different from Africa's, and within Europe itself, each country and destination faces different realities. Some destinations have already reached a point of maturity with a large influx of visitors, while others, even within developed regions, have not yet managed to attract enough tourism, despite having great potential.

It is therefore crucial to make a clear segmentation, assess the particular needs of each region and work on strategies that allow all destinations to make the most of their potential. Some need to manage sustainable growth, while others require support to boost their development and attract more visitors.

In addition, each destination can specialize in different tourism segments according to its strengths, whether it is cultural, nature, gastronomic, medical, business, wellness or congress tourism. It is not just about growth, but about balanced and inclusive development, ensuring that all regions benefit from their participation in the UNWTO and from working together to maximize their opportunities in the sector.

Training is key to the professionalization of the sector. How will you promote the development of tourism talent through partnerships with universities and specialized institutions?

Training and professionalization of the tourism sector is key to its development and sustainable growth. There is a great opportunity to strengthen collaboration with universities and specialized institutions at a global level and establish strategic alliances to promote talent and prepare new generations to successfully integrate into the labor market.

To achieve this, it is essential to work with universities that already collaborate with the industry, but also to add many others that want to be part of the solution. These institutions can contribute by developing curricula and training plans that train young people and professionals, providing them with the necessary skills to join the sector, either as employees or as entrepreneurs.

In addition, the use of technological solutions can expand access to education through online courses and certifications, benefiting people in places where training opportunities are limited. Today, training can reach any part of the world and become a key tool for reducing inequalities in access to employment within the sector.

The most valuable aspect of tourism is its people. While cultural, natural and heritage attractions are essential, what really makes the industry thrive is the hospitality and service offered by those who are part of the sector. Therefore, training should focus on empowering women, youth and workers of all ages, ensuring that those already in the industry can grow professionally and that those not yet in the industry find new opportunities.

Through education and professionalization, we can generate more employment, reduce poverty and generate a greater social impact, benefiting many communities and consolidating tourism as an engine of inclusive and sustainable development.

Gloria Guevara Manso has proven to be a visionary and tireless leader in the global tourism industry. Her extensive experience in both the public and private sectors, her ability to manage crises with determination, and her strong commitment to innovation have been key drivers in the evolution and transformation of tourism worldwide.

During our conversation, she shared an inspiring vision for a stronger, more resilient, and inclusive UNWTO, where collaboration between governments, businesses, and communities serves as the foundation for the sector’s sustainable development. Her focus on investment, digitalization, and sustainability presents a solid roadmap for successfully addressing challenges and seizing future opportunities.

We sincerely appreciate her time and valuable perspective, which undoubtedly inspires those striving for a more prosperous and equitable tourism industry. We are confident that her leadership, experience, and dedication will be recognized in the upcoming election for the UNWTO Secretary-General in Madrid this May. Regardless of the outcome, her impact and vision will continue to shape the future of global tourism, driving a more dynamic, sustainable, and future-ready sector.

If you are interested in contacting the interviewee, click here.

The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.

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