UN Executive Council Proposes Shaikha Al Nowais as Inaugural Female Secretary-General of UN Tourism Organization, Fostering on Solid Heritage
The Sky's the Limit: Shaikha Al Nowais Set to Shatter Tourism Barriers as UN Lead
In the dynamic world of international tourism, change is a constant. According to the May 2025 World Tourism Barometer from UN Tourism, a whopping 300 million tourists traveled globally in the first three months of 2025, an impressive 4 million more than in the same period the previous year. This optimistic data has paved the way for progress and innovation within the sector.
The buzz around the industry was at an all-time high as Member States received an update on the advancements made in key areas designed to build a more robust, innovative, and sustainable tourism landscape. Secretary-General Zurab Pololikashvili, with a beaming smile, shared, "Over the past eight years, UN Tourism has embraced a transformative vision, elevating tourism to the forefront of the global agenda. We aim to boost its competitiveness and economic value, all while staying committed to our core priorities: education, investments, sustainable and rural development, women empowerment, new technologies, and international expansion."
A trailblazer takes the helm
In an unprecedented move, the Council elected Shaikha Al Nowais to serve as the next Secretary-General, slated to commence her term in January 2026. Her nomination will be presented to the UN Tourism General Assembly for their approval, marking a significant first for the sector – Shaikha Al Nowais will be the first woman leader of UN Tourism in its 50-year history.
Al Nowais boasts an impressive background as an Emirati business leader with over 16 years of experience in the global hospitality sector. As Corporate Vice President at Rotana Hotels, she oversees owner relations across the Middle East, Africa, Eastern Europe, and Turkey. Her academic credentials include a degree in Finance from Zayed University. Additionally, she serves as chair of the Abu Dhabi Chamber’s Tourism Working Group and sits on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Celebrating collective progress
Secretary-General Pololikashvili presented a comprehensive report in Segovia, reviewing the results of his eight-year mandate. The report's focus centered around the main outcomes of the approved Programme of Work: Tourism Insights, Knowhow, Investments and Innovation, Sustainability, Education and Human Capital development, UN Tourism’s on-ground assistance to Member States, Budget allocation, and Human Resources.
Highlights included improvements to tourism data systems, strengthened rural tourism initiatives, and new programming in gastronomy, sports, and urban tourism. The report also detailed the integration of Artificial Intelligence and social innovation into the Organization's broader agenda, as well as updates on the significant growth in the UN Tourism Online Academy, new International Academies, and impressive foreign direct investment figures.
Stepping up the game
The Council welcomed updates on the development of Thematic and Regional offices, with a particularly noteworthy announcement being the formalization of an agreement to create the first UN Tourism Thematic Office on Innovation for Africa in Rabat. This innovative office aims to position tourism as a key driver of development through innovation in the region, and advance UN Tourism's 2030 Agenda for Africa.
With her historic nomination and clear vision for the future of the organization, Shaikha Al Nowais is set to shake up the tourism landscape and shatter barriers for women in global governance. Her leadership comes at a pivotal time for UN Tourism, as the organization faces challenges such as declining membership and questions about its global relevance. Al Nowais is poised to restore trust, improve transparency, and steer the agency through a period of significant change in the travel industry.
- Shaikha Al Nowais' nomination as the next Secretary-General of UN Tourism marks a significant first, as she will be the first woman leader in the organization's 50-year history.
- As an Emirati business leader with over 16 years of experience in the global hospitality sector, Al Nowais manages owner relations across several regions and holds a degree in Finance from Zayed University.
- Under her leadership, UN Tourism will continue its commitment to sustainability, education, investments, and rural development, with a focus on women's empowerment, new technologies, and international expansion.
- Progress and innovation in the tourism sector have been evident, with a record 300 million tourists traveling globally in the first quarter of 2025, an increase of 4 million compared to the same period the previous year.
- In line with this growth, the UN Tourism Thematic Office on Innovation for Africa is being formally established in Rabat, aiming to drive development through innovation and align with the organization's 2030 Agenda for Africa.
- With this historic change, Shaikha Al Nowais is poised to take the tourism industry to new heights, addressing challenges such as declining membership and questions about the organization's global relevance while restoring trust and improving transparency.
- Al Nowais' leadership embodies a fusion of industries, blending her expertise in business, finance, leadership, and women's health with her passion for health-and-wellness, science, education, and the enhancement of womens-health.
