In a pivotal development ahead of the UN Tourism Executive Council meeting set for 29–30 May in Madrid, incumbent Secretary-General Zurab Pololikashvili has officially withdrawn from the race for a third term. The decision, confirmed by the Georgian government, signals a significant shift in the upcoming leadership race of the United Nations World Tourism Organization (UN Tourism).
Georgia shifts its backing to the UAE
The Georgian Ministry of Foreign Affairs announced it had rescinded its support for Pololikashvili and has formally endorsed Sheikha Al Nowais of the United Arab Emirates. This move alters the geopolitical calculus of the election and introduces fresh momentum for Al Nowais’ campaign.
A source close to the matter told Travel Tomorrow that Pololikashvili had recognised the difficulty of securing enough support to win re-election, contributing to his decision to step aside.
The announcement follows a report by The Diplomat in Spain, an online news outlet, which described the development as a “shocking political manoeuvre” aimed at replacing the current UN Tourism Secretary-General. The report alleged that Georgia’s ruling party (GD) had been preparing to withdraw support for Pololikashvili as part of “a covert agreement with the United Arab Emirates (UAE) to back the UAE’s candidate, Shaikha Al Nowais, for the position.”
Five candidates remain in contention
1. Gloria Guevara, Mexico
Widely viewed as the leading candidate, Guevara has been notably active in the lead-up to the vote. She recently outlined her strategic vision on CNN, emphasising transparency, inclusive growth, and greater engagement with the private sector. The former Mexican Minister of Tourism and ex-CEO of the World Travel & Tourism Council (WTTC) proposes a structural reform of UN Tourism to ensure the organisation is more adaptable, responsive and impactful. Her frequent media appearances and policy proposals have earned her considerable international attention and support.
2. Shaikha Al Nowais, United Arab Emirates
Currently serving as Director of Internal Audit at Rotana Hotel Management, Al Nowais promotes sustainable development and resilience. Backed by a robust government campaign, she is positioning herself as a candidate bringing private sector discipline and strategic oversight.
3. Harry Theoharis, Greece
The former Greek Minister of Tourism pledges to uphold transparency, technological innovation, and governance reform. He has also advocated for a two-term limit for the Secretary-General role.
4. Habib Ammar, Tunisia
With a background in national tourism administration, Ammar brings a focus on regional cooperation, sustainable tourism policies, and institutional development.
5. Mohammed Adam, Ghana
Ghana’s former ambassador to Spain and experienced diplomat, Adam is campaigning on strengthening Africa’s role in the global tourism narrative and increasing representation within international tourism institutions.
Shifting alliances ahead of Madrid vote
The political dynamics of the vote have become increasingly fluid. Georgia’s unexpected shift from Pololikashvili to Al Nowais has sparked speculation about broader realignments among UN Tourism member states. Meanwhile, Guevara’s prominence in international media, especially her CNN appearance, suggests she may be securing a growing coalition of support.
The recommendation of the new Secretary-General will be made by the Executive Council later this month, with the final appointment to follow during the General Assembly in November 2025.
