Shaikha Nasser Al Nowais becomes first woman Secretary-General of UN Tourism

June 2, 2025

Tourism /

Shaikha Nasser Al Nowais, an Emirati business leader with over 16 years of experience in global hospitality has been announced as the first woman Secretary-General of UN Tourism effective January 2026 and will be serving office for three years from 2026 to 2029.

Shaikha Nasser Al Nowais’s historic nomination as the first woman to become Secretary-General of UN Tourism is more than symbolic - it is transformative. Nominated during the 123rd session of the UN Tourism Executive Council in Madrid, she represents the values of inclusivity, innovation, and resilience. Her leadership marks a deliberate shift towards empowering women and amplifying the Global South’s voice in international tourism policy.

Nowais is set to begin her term after the retirement of Zurab Pololikashvili, the current Secretary-General.

Shaikha Nasser shared “as an Emirati woman, I’m honoured to make history as the first woman worldwide to win the nomination for Secretary-General of UN Tourism (2026–2029).

“My vision rests on five pillars that will transform global tourism: Responsible Tourism: Protecting our planet, cultures, and communities Capacity Building: Empowering women, youth, and local leaders. Technology for Good: Innovation that enhances lives while safeguarding privacy. Innovative Financing: Creating sustainable funding models for lasting growth. Smart Governance: Delivering transparent, accountable leadership. For a sustainable tourism future that serves communities around the world.”

As Corporate Vice President at Rotana Hotels, she has overseen owner relations across the Middle East, Africa, Eastern Europe, and Turkey. A graduate of Zayed University in Finance, she also chairs the Abu Dhabi Chamber's Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.

Julia Simpson, WTTC President and Chief Executive noted "on behalf of the World Travel & Tourism Council, our members and the global travel community, I extend my heartfelt congratulations to Shaikha Nasser Al Nowais on her historic nomination as the first woman Secretary-General of UN Tourism. Her appointment marks a significant milestone, reflecting the evolving leadership within our sector.

“Shaikha Al Nowais's extensive experience in hospitality and her commitment to sustainability, digital equity, and inclusive governance align seamlessly with our shared vision for a resilient and forward-thinking tourism sector. We look forward to collaborating closely with her to drive this vision."

His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE, also sent his best wishes to the new leader, congratulating her on his social media.

“Congratulations to Shaikha Nasser Al Nowais on becoming Secretary General of the United Nations World Tourism Organisation (UNWTO). As the first woman to assume this significant position, her appointment reaffirms the UAE’s commitment to empowering Emirati women in leadership roles and reflects the importance of the tourism sector as a key driver of sustainable economic growth”

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