History has been made in Riyadh as the UN Tourism General Assembly has formally ratified Shaikha Nasser Al Nowais as the next Secretary-General of UN Tourism, marking the first time in the organisation’s 50-year history that a woman — and a Gulf national — will lead the global body.
The decision, confirmed on the opening day of the 26th General Assembly (9–12 November 2025), reflects both the growing influence of the Gulf Cooperation Council (GCC) in the international tourism landscape and the global community’s commitment to greater inclusivity and innovation at the highest level of governance.
From the Gulf to the world
Al Nowais brings over 16 years of private-sector experience, most notably as Corporate Vice President at Rotana Hotels, where she oversaw owner relations across more than 100 properties in the Middle East, Africa, and Eastern Europe. She also chairs the Abu Dhabi Chamber’s Tourism Working Group and sits on the boards of both the Abu Dhabi Businesswomen Council and the Les Roches Hospitality Academy — roles that underline her deep engagement in tourism development, education, and empowerment.
Her appointment — ratified by all 160 member states — follows her nomination earlier this year by UN Tourism’s Executive Council, chaired by Saudi Arabia. For many delegates, her selection in Riyadh felt especially symbolic, given the city’s emergence as a global capital of tourism diplomacy and host of the organisation’s Regional Office for the Middle East.
A vision rooted in responsibility and innovation
Addressing the Assembly, Al Nowais struck a tone of unity and purpose:
“This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism. Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity.”
Looking ahead to her mandate, which begins in January 2026, she outlined five strategic priorities:
“Responsible tourism, capacity building, technology for good, innovative financing, and smart governance — each designed to make our sector more inclusive, resilient, and human.”
Her message resonated strongly with delegates and industry observers alike, marking a generational and philosophical shift in how global tourism leadership defines success.
Al Nowais also paid tribute to outgoing Secretary-General Zurab Pololikashvili, commending his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.” His tenure saw the creation of the Middle East regional office in Riyadh, expanded global investment in tourism education, and the integration of sustainability goals into the organisation’s agenda.
By acknowledging her predecessor while setting a fresh, future-facing agenda, Al Nowais signalled a leadership style that combines continuity with transformation — an approach many analysts say is essential in a sector reshaped by AI, climate change, and shifting traveller expectations.
In a post on LinkedIn, Saudi Arabia’s Tourism Minister, Ahmed Al Khateeb said, “I congratulate Sister Sheikha Nasser Al-Nowais on the approval by the United Nations Tourism Organization (UNWTO) General Assembly at its twenty-sixth session held in Riyadh on her appointment as Secretary-General of the United Nations Tourism Organization (UNWTO), achieving a new achievement as the first woman and the first Gulf woman to hold a leadership position in the United Nations, looking forward to building a strategic partnership that will shape a prosperous and sustainable tourism future.”
The significance of Riyadh
The appointment of Al Nowais was the defining moment of the Riyadh General Assembly, an event that has underscored Saudi Arabia’s growing leadership in global tourism. Under the theme “AI-Powered Tourism: Redefining the Future,” the four-day gathering attracted delegations from more than 150 countries, cementing the Kingdom’s reputation as a bridge-builder in the global tourism dialogue.
For the GCC, Al Nowais’s appointment represents regional recognition at the highest level of the United Nations system. It follows years of collaborative growth — from infrastructure investment and sustainable destination development to the upcoming Schengen-style GCC visa, expected to simplify cross-border travel within the bloc.
Al Nowais’s leadership marks a turning point in how global tourism defines inclusion and sustainability. With her background in private enterprise and her grounding in the Gulf’s tradition of hospitality and innovation, she is expected to bridge the divide between policy and practice — uniting the public and private sectors under a shared vision of progress.
For tourism investors, destination leaders, and high-end travel professionals, her appointment is more than symbolic. It signals that the next era of global tourism will be defined by responsible growth, technological integration, and cross-cultural connection — principles that are as essential for global resilience as they are for premium travel experiences.
As she told delegates in Riyadh:
“We carry the belief that tourism, at its best, can uplift nations and unite humanity.”
With Shaikha Al Nowais at the helm, the world’s most human industry enters its most promising — and inclusive — chapter yet.
…
Photos – UN Tourism
…
Read also: UN Tourism General Assembly: Riyadh world capital of tourism for 4 days
