Meet Ambassador Muhammad Adam - Ghana’s Candidate for UN Tourism Secretary-General

When the Executive Council of UN Tourism meets in Madrid later this month, it will elect the next person to be global tourism’s number one advocate, the Secretary-General. Who will that person be?

Tourism is a vital engine of economic growth, cultural expression, and international cooperation – and at the centre of its global governance is UN Tourism, the United Nations agency responsible for promoting responsible, sustainable, and universally accessible tourism and the person chosen as leader must understand this assignment and be ready for it.

Enter Ghana! As the race to elect a new Secretary-General for the 2026–2029 term gathers pace, Ghana has stepped forward with a strong, strategic and widely respected candidate – Ambassador Muhammad Adam.

Not only is he Ghana’s nominee, but he is also the sole candidate endorsed by the African Union, marking a significant moment for the continent’s growing voice in international tourism leadership.

Seasoned diplomat with global credentials

But who is Ambassador Adam? He is a career diplomat with over 30 years of experience in foreign service.

He has served Ghana with distinction in Spain, Japan, Saudi Arabia, and South Africa, and currently leads the Foreign Service Institute in Accra, where he is shaping the country’s diplomatic capacity for the future. 

Between 2020 and 2024, he served as Ghana’s Ambassador to Spain and Permanent Representative to the UN Tourism, an experience that places him at the heart of the organisation he now seeks to lead.

Fluent in English, French, Arabic, Spanish, and several Ghanaian and West African languages, Ambassador Adam is an accomplished polyglot who has forged meaningful partnerships across continents.

His academic pedigree includes degrees from the University of Ghana, Cambridge, Temple University, and the University of Pretoria, and he is currently pursuing a PhD in International Tourism Law at the University of Salamanca in Spain.

Vision for more inclusive, impactful UN Tourism

Ambassador Adam’s candidacy is built around a bold six-point agenda to transform UN Tourism into a more inclusive, resilient, and dynamic institution. His key priorities include:

• Strengthening institutional efficiency through closer engagement with member states

• Ensuring equitable leadership by increasing Africa’s representation in global tourism governance

• Enhancing financial sustainability through diversified funding sources

• Embedding sustainability and innovation in tourism policies

• Promoting tourism for peace, economic empowerment, and cultural exchange

• Supporting member states in education, training, and capacity-building

Perhaps the most poignant element of his campaign is the push to correct long-standing inequities.

Despite Africa making up a significant portion of UN Tourism’s membership, the continent has never produced a Secretary-General.

Ambassador Adam intends to change that, not through entitlement, but through merit and a transformative agenda.

The competition: A strong field of global candidates

Ambassador Adam is one of six officially declared candidates vying for the position of Secretary-General. The others are:

1. Zurab Pololikashvili (Georgia) – The incumbent Secretary-General, first elected in 2018 and seeking a third term. His tenure has included initiatives such as the ‘Best Tourism Villages’ and efforts to promote rural tourism and digitalisation.

2. Gloria Guevara (Mexico) – A high-profile former Tourism Minister of Mexico and former CEO of the World Travel and Tourism Council (WTTC). Guevara brings strong global industry ties and is campaigning on sustainable growth and innovation.

3. Harry Theoharis (Greece) – Former Greek Minister of Tourism and Deputy Finance Minister, Theoharis is focused on increasing membership, digital transformation, and innovation in tourism governance.

4. Shaikha Al Nowais (United Arab Emirates) – A corporate sector candidate, she brings private sector experience as the Director of Internal Audit at Rotana Hotels, highlighting the UAE’s growing global tourism ambitions.

5. Habib Ammar (Tunisia) – While less is publicly known about his campaign, Ammar’s inclusion adds to the diversity of the field and reinforces the strong interest from Africa and the Arab world.

Can Ambassador Adam win?

The path to the top job at UN Tourism is not an easy one.

The Executive Council, which will convene in Madrid on May 29–30, will nominate a candidate for approval by the General Assembly in November.

With strong contenders like the incumbent Zurab Pololikashvili and industry heavyweight Gloria Guevara in the race, it will be a competitive election.

However, Ambassador Adam’s candidacy brings unique strengths.

He is not only highly qualified, but he represents a continent that has long been underrepresented in global tourism leadership.

His backing from the African Union adds significant diplomatic weight, and his platform of equity, innovation, and sustainability is closely aligned with the evolving needs of the global tourism sector post-COVID.

His success will ultimately depend on how member states weigh their priorities: whether to maintain continuity, return to a private sector-driven model, or embrace the reform-minded vision of a new African leader who understands both diplomacy and tourism’s developmental power.

Ghana steps forward

Earlier this year, President John Dramani Mahama called for other countries to support Ambassador Adam’s candidature.

“We seek the invaluable support of your respective countries for this candidature,” President Mahama appealed to Members of the Diplomatic Community in Ghana in his address at the 2025 Exchange of New Year Greetings, the first since his assumption of office on January 7 for a second term in office.

For Ghana, this bid is more than a national nomination – it is a statement of global intent.

Ambassador Muhammad Adam represents the country’s deepening role in international diplomacy and tourism leadership.

His campaign reminds us that Africa is not just a source of spectacular destinations, but also of capable leadership.

As the tourism world looks ahead to a period of recovery, digital transformation and sustainability, the choice of who leads UN Tourism will matter more than ever.

In Ambassador Adam, Ghana and Africa present a candidate whose career, vision, and values make him a credible and compelling choice to lead the global tourism community into a more inclusive and impactful future.