Gloria Guevara

Gloria Guevara Manzo (born September 1, 1967) is a business executive with experience in the private and public sectors. She was Secretary of Tourism for Mexico from March 10, 2010 to November 30, 2012. Guevara began her professional career at NCR Corporation in 1989 and worked in the IT industry in various roles, working for North America, Latin America, the Middle East and Africa regions. Since 1995 she has worked for Travel and Tourism in different capacities for Sabre Holdings, the Mexican Government, as independent.

Biography
She was born in Guadalajara Jalisco, Mexico. MBA from Kellogg School of Management Northwestern University and B.S. in Computer Science from Anahuac University. She has studied Marketing, General Management, Project Management, Leadership and other subjects at IPADE, George Washington University and other schools.

She is the daughter of Gustavo Adolfo Guevara Martinez, a retired General of the Mexican Army and Gloria Elizabeth Manzo Lopez.

Travel industry
Since 1995, Guevara has worked for the travel industry. She worked for Sabre Travel Network and Sabre Holdings for 15 years in a variety of positions. Based in Mexico city, then Coral Gables Florida, where she had regional responsibilities and worked for the Latin America and the Caribbean region, and later held global responsibilities as vice president for Customer Solutions and Vendor Management in the Information Office in the Sabre headquarter in Southlake Texas. Guevara was also the CEO of Sabre de Mexico, a joint venture between Aeromexico, Mexicana and Sabre holdings, where she was reporting to the board of directors.

During Guevara's time in the private sector, CNN and Expansion recognized her several years as one of the Most influential and powerful women in Mexico.

Cabinet position


On March 10 of 2010, President Felipe Calderon appointed Gloria as the Secretary of Tourism. Two weeks after her appointment, she was also given the responsibility of overseeing the Mexico Tourism Board.

During her time at Government, Mexico faced the accumulated impact of the worst financial and economic crises, in addition to H1N1 flu outbreak and the challenges in security, creating the most difficult and challenging environment in recent history.



G20 and T20


During the T20 in Mérida in 2011, all leaders of Tourism from the G20 economies, UNWTO, WTTC, WEF, IATA and leaders gathered to discuss the impact in Tourism and the creation of jobs due to Travel Facilitation.

In June 2012 thanks to her leadership for the first time in history, Travel and Tourism and its contribution to the economic growth of nations was included in the G20 leaders declaration of los Cabos Mexico.

Guevara was invited to speak at the House of Commons in London during the dinner offered by PATA and to several other forums to share the experience and the impact on travel facilitation public policies.



Other responsibilities
Guevara was the CEO and Chairman of the board of Mexico Tourism Board and the Chairman of Fonatur. During her time in Mexico Tourism board the country launched a campaign to reposition the country's image via online, public relations and traditional marketing.

Guevara is special advisor on Government affairs in the Harvard T.H. Chan School of Public Health. She is also part of the Future of Travel and Tourism Global Agenda Council of the World Economic Forum, and the World Tourism Think Tank. She offered conferences public speaking and consulting services to different corporations, countries and destinations around the world on Travel Destination DNA and expansion strategies.

She is also part of the advisory board for Comision Unidos contra la Trata that promotes and works against human trafficking and other organisations that protect children and youth from exploitation.

World Travel & Tourism Council (WTTC)
Since 15 August 2017, Guevara has been the President and CEO of World Travel & Tourism Council (WTTC), which represents the global Travel & Tourism private sector.

Recognitions
Guevara received the Good Neighbor Award from the US-Mexico Chamber of Commerce and Virtuoso awarded Mexico the Best Tourism board in the world due to the successful branding and reposition efforts. Guevara was also recognized by the United Nations World Tourism Organization for her contribution to the sector.