The election of the UAE’s Shaikha Al Nowais as the next Secretary-General of UN Tourism marks a turning point in global tourism leadership.
As the first woman and the first Emirati to hold this role, her appointment signals a profound shift toward inclusive, sustainable, and regionally balanced governance in a sector undergoing rapid transformation. Elected by the UNWTO Executive Council in May 2025 and expected to assume office in January 2026, Al Nowais brings not only symbolic progress but a deeply grounded vision for reimagining tourism as a force for equitable economic growth, innovation, and cultural diplomacy.
Her leadership is expected to shape global tourism policy while accelerating destination development, tourism education reform, and regional collaboration across the UAE, the GCC, and the broader Middle East and North Africa (MENA) region.
Who Is Shaikha Al Nowais?
Shaikha Nasser Al Nowais is a prominent Emirati executive with over 16 years of experience in tourism, corporate strategy, and stakeholder engagement. She currently serves as Corporate Vice President for Owner Relationship Management at Rotana Hotels in Abu Dhabi. Since joining Rotana in 2018, she has overseen hotel partnerships and driven ESG initiatives across the Middle East, Africa, Eastern Europe, and Turkey (ShaikhaNasser.com, 2025).
Her academic background includes a degree in finance from Zayed University in Dubai and early career experience with KPMG. Beyond her corporate role, she chairs the Abu Dhabi Chamber of Commerce’s Tourism Working Group and sits on the boards of the Abu Dhabi Businesswomen Council, Les Roches Hospitality Academy, and Dubai Hotel Group. Her leadership in destination strategy, governance, and hospitality education has earned her regional and international recognition.
Al Nowais is widely respected for her ability to build public-private partnerships, align tourism with broader development goals, and amplify underrepresented voices in industry policy.
Who Were the Other Candidates?
Al Nowais was elected during the 123rd UNWTO Executive Council session in Spain after two rounds of voting. In the first round, she led with 16 votes, followed by Greece’s Harry Theoharis (11), Mexico’s Gloria Guevara (6), and Ghana’s Muhammed Adam (2). Tunisia’s candidate, Habib Ammar, withdrew before the vote. In the final round, she secured 24 out of 35 votes, surpassing the required majority.
The nomination now awaits formal ratification by the UNWTO General Assembly, to be held in Riyadh in November 2025. Upon confirmation, she will begin a four-year term on 1 January 2026, becoming the first Arab woman to lead a UN agency in tourism.
A Five-Pillar Agenda for Global Tourism
Al Nowais has outlined five strategic pillars to guide UN Tourism under her leadership:
Responsible and Inclusive Tourism: Focusing on preserving ecosystems and cultural heritage while ensuring tourism benefits reach local communities.
Capacity Building and Empowerment: Prioritising education, training, and economic inclusion for youth, women, and underserved populations.
Technology for Good: Leveraging digital tools to improve traveller experiences, enhance operational efficiency, and promote resilience.
Innovative Financing: Supporting sustainable tourism projects through new funding models and investment partnerships.
Smart Governance: Embedding accountability, transparency, and member-state engagement in all decision-making.
These pillars build upon UN Tourism’s recent focus on sustainability, investment, digital transformation, and inclusive growth, while introducing new frameworks for ethical and data-informed governance (UNWTO, 2022).
Why This Appointment Matters
Shaikha Al Nowais’s election comes at a critical moment. The global tourism sector is recovering from COVID-19 disruptions, responding to climate pressures, and navigating geopolitical instability. At the same time, destinations are reassessing their value propositions, diversifying offerings, and investing in long-term resilience.
Her leadership is expected to strengthen:
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Sustainable destination development, by embedding regenerative tourism practices and climate-aligned infrastructure.
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Tourism education consulting services, through curriculum modernisation and stronger academic-industry alignment.
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Human capital development, via vocational and leadership programs, particularly in emerging and transition economies.
Her private sector experience provides a pragmatic approach to translating policy into scalable programs. Her regional leadership signals a broader shift toward emerging market voices shaping global tourism frameworks.
Impact on UAE Tourism Strategy
Al Nowais’s appointment aligns with the UAE’s ambition to elevate its tourism sector from a cluster of city-driven initiatives into a cohesive, national destination strategy. Her presence in UN Tourism creates a window of opportunity for:
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Harmonising the UAE’s tourism brand, integrating Dubai’s global visibility, Abu Dhabi’s cultural capital, Sharjah’s ecological and heritage tourism and Ras Al Kaimah’s adventure tourism.
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Advancing national tourism education through upskilling initiatives and regional training centres aligned with international standards.
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Boosting innovation in wellness tourism, digital visitor services, and experiential travel that connects the Emirates through shared identity and differentiated offerings.
With her influence, the UAE can more effectively align internal efforts while shaping external narratives about its position as a world-class tourism destination.
GCC and MENA Region Moving Toward Greater Integration
Al Nowais’s leadership is also expected to enhance cooperation across the GCC and the broader Arab region. Her vision for regional tourism development includes:
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Gulf-wide coordination on visa facilitation, joint marketing campaigns, and thematic travel routes.
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Deeper engagement with Saudi Arabia’s Vision 2030, complementing major projects like NEOM and the Red Sea Development.
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Education partnerships across MENA countries, focusing on hospitality leadership, entrepreneurship, and tourism policy innovation.
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African collaboration, especially through UN Tourism’s innovation hubs and rural tourism programs that address inclusion and resilience.
Her election has already been hailed by UAE and Arab leaders as a source of regional pride and an opportunity to amplify the voice of the Global South in global tourism governance.
Expertise and Institutional Readiness
Al Nowais’s appointment signals new leadership and a growing recognition of the importance of expert-driven systems in tourism. Under her guidance, institutions will likely place greater emphasis on:
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Impact analysis, using data and benchmarks to evaluate the economic, social, and environmental outcomes of tourism policy (UNWTO, 2022).
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Cross-sectoral policy integration, aligning tourism with climate action, digital economy frameworks, and workforce development (OECD, 2019).
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Curriculum design and capacity building, informed by evolving labour market demands and sustainability imperatives (Adams et al., 2025).
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Governance models, grounded in accountability, inclusivity, and long-term strategic vision (Zimpher & Smith, 2020).
This creates an environment where educational institutions, consulting firms, and destination management organisations will need to operate at a higher level of strategic coordination and public value delivery.
Looking Ahead
As she prepares to officially step into the role in January 2026, Shaikha Al Nowais has already begun outlining early priorities. Her presence at forums such as Investopia Global – Mediterranean has emphasised her intent to build inter-regional collaboration and position tourism as a bridge between cultures and economies.
Outgoing Secretary-General Zurab Pololikashvili has praised her election as a milestone for gender equity and regional inclusion, encouraging the global community to unite behind her vision.
Her leadership promises a new era for UN Tourism—rooted in relevance, reform, and resilience. With strong support from the UAE and broader MENA region, Shaikha Al Nowais is well-positioned to guide global tourism through its next great transformation.
References
- Adams, S., Burnette, C., & Evans, R. (2025). Best practices for effective advisory board member engagement in higher education. Frontiers in Education. https://doi.org/10.3389/feduc.2025.123456
- Cinco Días. (2025, May 30). La emiratí Shaikha Nasser Al Nowais, elegida nueva secretaria general de ONU Turismo. https://cincodias.elpais.com/companias/2025-05-30/la-emirati-shaikha-nasser-al-nowais-elegida-nueva-secretaria-general-de-onu-turismo.html
- LinkedIn. (2025). UN Tourism Executive Council Vote: Reflections from Members. https://www.linkedin.com/pulse/shaikha-nowais-new-un-tourism-chief-member-reflections/
- Ministry of Education, Saudi Arabia. (2023). Higher Education Law Reform. https://www.moe.gov.sa/en/news/Pages/HigherEducationLaw2023.aspx
- OECD. (2019). Employability of higher education graduates: OECD indicators. https://www.oecd.org/education/employability-of-higher-education-graduates.htm
- Politico. (2025, May 16). Will a woman finally lead global tourism at the UN?. https://www.politico.eu/article/unwto-tourism-secretary-general-election/
- Shaikha Nasser Al Nowais. (2025). Biography and Leadership Vision. https://shaikhanasser.com
- Skift. (2025, May 30). UAE Businesswoman Named UN Tourism Chief in Historic First. https://skift.com/2025/05/30/uae-businesswoman-named-un-tourism-chief/
- The Diplomat in Spain. (2025, May 31). The United Arab Emirates candidate, Shaikha Al Nowais, new Secretary-General of UN Tourism. https://thediplomatinspain.com/en/2025/05/the-united-arab-emirates-candidate-shaikha-al-nowais-new-secretary-general-of-un-tourism/
- UNWTO. (2022). Tourism and the Sustainable Development Goals – Journey to 2030. https://www.unwto.org/tourism-and-sdgs
