Amid rising global conflict, António Guterres remains a powerful voice for peace. As political divisions weaken multilateral institutions, leaders in the global travel sector—such as Gloria Guevara—may help bridge diplomacy and industry, positioning tourism as an influential force for dialogue, stability, and global understanding.
In a fractured world, the power of a single voice can still echo across borders.
Recently, as Muslim communities observe Ramadan and Christians enter the solemn season of Lent, António Guterres spoke with visible sorrow about escalating violence in Lebanon. These sacred weeks, he reminded the world, are meant for compassion, generosity, and solidarity—not war.
His message was direct: this war must stop.
It is a call that has become characteristic of Guterres’ leadership at the United Nations. Since taking office in 2017, he has repeatedly warned that humanity stands at a dangerous crossroads, where geopolitical rivalry threatens the fragile architecture of global cooperation.
Yet his persistence also highlights a growing paradox: while the UN continues to provide a moral compass for the world, its ability to influence events is often constrained by politics among member states.
In this evolving landscape, another actor is quietly gaining influence in global diplomacy—the international travel and tourism industry.
António Guterres, the United Nations, and the New Influence of the Global Tourism Industry
Before becoming Secretary-General, António Guterres spent ten years leading the United Nations High Commissioner for Refugees.
Few positions expose a leader more directly to the consequences of war. In refugee camps across the Middle East and Africa, Guterres saw the human cost of conflict: families uprooted, cultures fragmented, and generations growing up without stability.
These experiences shaped his belief that preventing conflict must be the central mission of international diplomacy.
During the COVID-19 pandemic in 2020, he issued an unprecedented appeal for a global ceasefire, urging nations to silence their guns and focus on humanity’s common struggle.
While the appeal did not halt every conflict, it reinforced the idea that the UN still represents the world’s conscience.
Tourism: The Human Bridge Between Cultures
Peace, however, is not built only through diplomacy. It is also created through human contact. This is where tourism enters the story.
The UN’s tourism body, UN Tourism, was founded on the belief that travel fosters understanding between cultures. When people visit other countries, they replace distant stereotypes with personal experiences.
Few leaders articulated this vision more passionately than Taleb Rifai, who led the organization from 2010 to 2017. Rifai frequently described tourism as a “passport to peace.”
Every traveler crossing a border represents a moment of trust between societies. Through tourism, people discover that their differences are often overshadowed by shared human aspirations.
Under Rifai’s leadership, tourism diplomacy was not merely about economics but about building bridges between civilizations.
The Tradition of UN Voices for Peace
The idea that peace depends on cultural understanding runs deep within the UN system.
Kofi Annan championed the concept of global citizenship, emphasizing that globalization should unite humanity rather than divide it.
His successor, Ban Ki-moon, reinforced this philosophy by declaring 2017 the International Year of Sustainable Tourism for Development, highlighting tourism’s role in fostering intercultural dialogue.
Meanwhile, Federico Mayor Zaragoza promoted a culture of peace through UNESCO, emphasizing that cultural heritage and tourism help remind humanity of its shared story.
When Tourism Diplomacy Became Quiet
Despite this strong tradition, the tourism branch of the UN has sometimes adopted a more cautious voice in recent years.
Under Zurab Pololikashvili, who led the organization from 2018 to 2025, the focus shifted strongly toward economic recovery after the COVID-19 crisis devastated global travel.
Pololikashvili’s leadership emphasized innovation, investment, and rebuilding tourism economies. While tourism continued to be described as a force for unity, the organization rarely addressed geopolitical conflicts directly.
Today, Shaikha Al Nowais leads UN Tourism, bringing a background in global hospitality and private sector partnerships.
Her challenge is formidable: navigating the political complexities of the UN while maintaining tourism’s role as a driver of development.
The Impact of Political Disengagement
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Travel from and to the United States and the industry behind has changed under US President Donald Trump. There are new challenges, expectations, and regulations.
The effectiveness of the United Nations has also been shaped by the attitudes of major powers.
During Donald Trump’s administration, the United States took a more skeptical stance toward multilateral institutions.
Washington withdrew from several global initiatives, including the Paris Climate Agreement, and disengaged from bodies such as the UN Human Rights Council.
Funding debates and policy disagreements also affected cooperation on humanitarian and development initiatives connected to organizations such as UNICEF and the United States Agency for International Development.
Critics argued that this retreat weakened international cooperation at a time when global challenges—from climate change to inequality—required stronger collective action.
A New Actor: The Global Travel Industry
In today’s political climate, the private travel and tourism sector may play an increasingly important role. Unlike intergovernmental institutions, global tourism organizations and companies are not bound by the same political constraints. They operate across borders, connect millions of people every day, and possess enormous economic influence.
At the forefront of this private-sector voice is Gloria Guevara, who leads the World Travel & Tourism Council.
Guevara brings a rare combination of experience: she previously served as Mexico’s Minister of Tourism and later became one of the most influential leaders in global travel. Today she is also seen as a potential bridge between the public and private sectors in tourism governance.
Because the WTTC represents major global travel companies—from airlines and hotel groups to cruise lines and destination operators—it sits directly at the pulse of the global tourism economy. Guevara understands that tourism is not just an industry but a global ecosystem that touches diplomacy, development, and cultural understanding.
In a world where UN agencies sometimes struggle under political pressure from member states, the private tourism sector may have greater freedom to speak about the broader importance of peace and stability.
Tourism as a Global Diplomatic Force
The scale of the global tourism industry makes its influence significant. Travel and tourism account for hundreds of millions of jobs worldwide and connect nearly every country on the planet.
Airlines, hotels, tour operators, and digital travel platforms create networks that transcend politics. Because the industry depends fundamentally on stability and open borders, it has a natural interest in advocating for peace.
Leaders like Gloria Guevara recognize that the private sector may increasingly need to complement the diplomatic efforts of institutions like the United Nations. Without political constraints, global tourism organizations can sometimes act as informal ambassadors for dialogue between cultures.
