Emirati business executive Shaikha Nasser Al Nowais has been nominated as the first woman Secretary-General of UN Tourism. Her nomination was announced at the 123rd session of the UN Tourism Executive Council, held near Segovia, Spain, on 29–30 May 2025.
Representatives from over 30 countries attended the session to discuss strategies around innovation, sustainability, investment, and education. Outgoing Secretary-General Zurab Pololikashvili highlighted the organisation’s focus on empowering women, integrating new technologies, and promoting rural development.
Al Nowais’s nomination will be presented for ratification at the organisation’s General Assembly in Riyadh, Saudi Arabia, from 7–11 November this year. Once confirmed, she will assume office in January 2026 for a four-year term, succeeding Pololikashvili.
Another candidate in the running was Gloria Guevara, who has experience in the Middle East through her advisory role with Saudi Arabia’s Ministry of Tourism.
Shaikha Al Nowais, 37, is an Emirati business executive with over 16 years of experience in hospitality and tourism. After earning a finance degree from Zayed University, she began her career at KPMG Abu Dhabi and later joined Rotana Hotels in 2018. Currently serving as Corporate Vice President for Owner Relationship Management at Rotana, she oversees partnerships across the Middle East, Africa, Eastern Europe, and Turkey, focusing on sustainability in hospitality operations.
Al Nowais also chairs the Tourism Working Group at the Abu Dhabi Chamber of Commerce and serves as a board member of the Dubai Hotel Group. Additionally, she is a board member of the Abu Dhabi Hospitality Academy (Les Roches), the Abu Dhabi Businesswomen Council, and the UAE Tourism Council, where she supports educational initiatives and women’s empowerment.
Vision and commitments
Shaikha Al Nowais has expressed her commitment to sustainable tourism, stating: “Sustainability isn’t a buzzword. It’s a contract, a contract between people, planet, and the future of our industry. If elected, I will lead a global shift toward regenerative tourism models that protect ecosystems while expanding opportunity. We will launch measurable eco-certification standards, reduce tourism’s climate footprint, and support communities on the frontlines of climate change. I’ll also work to ensure that sustainability is embedded in investment. So the more responsible you are, the more capital flows your way.”
She added: “Tourism can’t keep consuming without replenishing. Our future must be a net positive, locally driven, and systematically supported. This is not idealism. It’s good business and it’s the only kind that should survive.”
International reactions
UAE President Sheikh Mohamed bin Zayed Al Nahyan commended Al Nowais’s nomination as reflective of the country’s commitment to empowering women and highlighted tourism’s importance for sustainable economic growth. Dubai’s ruler, Sheikh Mohammed bin Rashid Al Maktoum, congratulated Al Nowais and expressed confidence in her ability to positively influence global tourism.
Spain’s Minister of Industry and Tourism, Jordi Hereu, noted broad international support for Al Nowais, particularly her emphasis on sustainable development in regions such as Africa, Asia, and the Americas. Ghana’s tourism authorities expressed interest in collaborating with her administration to enhance tourism development in Africa.
Priorities for UN Tourism
Al Nowais will assume leadership at a time when global tourism is recovering post-pandemic and facing sustainability challenges. Her priorities include leveraging technology, promoting inclusive growth, and developing sustainable and accessible tourism.
Recent initiatives by UN Tourism, such as the “Best Tourism Villages” programme, aim to support community resilience. Additionally, the newly established Innovation Office in Rabat, Morocco, seeks to drive tourism growth in Africa through innovative methods.
Shaikha Al Nowais’s tenure is expected to introduce a practical, innovation-driven approach to addressing global tourism’s challenges, particularly around sustainability and inclusivity.
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Photos: UN Tourism
