Greece’s Harry Theoharis, a leading contender in the race to become the next Secretary-General of UN Tourism, has made a compelling pitch to African stakeholders during a recent visit to Ghana, outlining an ambitious vision to reform, unite and grow global tourism—with Africa playing a central role.

In an exclusive interview with CHTV during his campaign tour of Africa, Theoharis said he was in the race to “transform the organisation into a responsive one,” placing transparency, sustainability, and inclusivity at the heart of his leadership agenda.

“The organisation needs a reboot,” said Theoharis. “My motto is reform to transform, unite to grow. These are not just words—they are the foundation of a programme to restore credibility, drive sustainable development, and elevate tourism as a force for good.”

A Vision Born of Crisis Management

Theoharis, a seasoned Greek parliamentarian and former Minister of Tourism, brings crisis-tested leadership to the table. During the COVID-19 pandemic, he steered Greece’s tourism industry through turbulent times, helping the country earn global acclaim for its response.

“Greece was awarded the best country in the world in dealing with COVID,” he noted. “That experience taught me that even in the darkest moments, tourism can be a driver of recovery, unity, and hope.”

Prior to this, he also served as Deputy Minister of Finance and Head of Greece’s Tax Administration, giving him deep insight into fiscal policy, investment strategies, and institutional reform.

Africa at the Heart of His Campaign

In a move that has caught the attention of African tourism leaders, Theoharis has placed the continent at the core of his campaign. He is the only candidate so far to propose a detailed Africa-focused strategy, dubbed Mission 100, which aims to mobilise: $100 billion in tourism investment, 100 million tourist arrivals, 10 million new jobs and 1 million upskilled tourism workers by 2030.

“I cannot help Africa—only Africa can help Africa,” he declared. “But I can be the catalyst. I will bring ministers to the same table, unify the continent around shared goals, and connect Africa to global capital, expertise, and opportunity.”

Reversing the Organisation’s Credibility Deficit

UN Tourism, formerly UNWTO, has faced criticism in recent years over transparency and strategic direction, leading some countries to withdraw from the organisation altogether.

“Too many countries have left because they no longer saw value,” Theoharis admitted. “We must rebuild trust. That means establishing transparency, using KPIs, leveraging digital tools, and aligning the organisation’s goals with the needs of member states.”

A software engineer by training, Theoharis says his digital-first approach will modernise the organisation. “We need to move beyond events and marketing,” he argued. “It’s time to focus on infrastructure, education, and long-term strategy.”

A Strategic Partnership with Ghana

While in Ghana, Theoharis praised the country’s success in marketing itself as a destination for the African diaspora. “You have a clear strategy, especially in bringing African Americans to reconnect with their roots. Ghana is now known and loved by many who return again and again,” he said.

He proposed a collaborative long-term tourism strategy with Ghana, similar to how Greece has worked with multilateral institutions to unlock infrastructure funding. “We will sit with Ghana’s ministries and the President to co-create a 5- to 10-year strategy. We’ll take that plan to development banks, and then to private investors. That’s how we’ll get roads built, hotels funded, and communities empowered.”

Unlocking Africa’s Tourism Potential

Theoharis was candid about the continent’s untapped potential. “Africa has the biggest gap between reality and potential,” he stated. “Greece has a population of 10 million and received 36 million tourists last year. Why not Ghana? Why not Senegal or Tanzania?”

He called for the removal of intra-African barriers such as visa restrictions and high roaming charges. “The first goal should be intra-African travel. If Africans don’t travel within Africa, how can we expect the rest of the world to do so?”

Tourism, he stressed, should not only be about attracting foreigners but also about lifting communities out of poverty and allowing youth to thrive. “Africa has a young population. Let’s reform tourism education, provide vocational skills, and open up real pathways to employment.”

The Three Promises: Transparency, Unity, Growth

As he wrapped up the interview, Theoharis looked straight into the camera and made a simple pledge.

“My ambition is to make UN Tourism transparent to earn trust. Second, we must unite—there is strength in numbers, and we need that strength now more than ever. And third, we must grow. That’s the only way we can deliver prosperity and dignity to people across the world.”

A Message to Ghana and Africa

Addressing Ghana directly, Theoharis acknowledged the country’s own bid for the UN Tourism leadership but suggested partnership over rivalry.

“A small country in Europe and a small country in Africa can join forces and show the world that unity beats division. We can win together and transform tourism—not just for Ghana or Greece, but for the whole world.”

With elections set for late May during the UN Tourism Executive Council meeting, Theoharis’ Africa tour may prove pivotal. Whether his vision will resonate with voters remains to be seen, but one thing is clear—Africa is no longer a footnote in the global tourism conversation. It is at the center of it.