Breaking the gender barriers in global tourism, Shaikha Nasser Al Nowais of the United Arab Emirates has been nominated—and elected by the UN Tourism Executive Council—to serve as the next Secretary-General of UN Tourism. Her appointment, pending formal confirmation by the General Assembly, will mark the first time a woman leads the organization in its 50-year history. Al Nowais’s term will begin in January 2026 and will run through 2029.
With over 16 years of experience in hospitality and tourism, Al Nowais currently serves as Corporate Vice President of Owner Relationship Management at Rotana Hotels. In this role, she oversees stakeholder relations, governance frameworks, and sustainability initiatives across the Middle East, Africa, Eastern Europe, and Türkiye. Her leadership extends beyond the private sector—she also chairs the Tourism Working Group at the Abu Dhabi Chamber, is a board member of the Abu Dhabi Businesswomen Council, and sits on both the UAE Tourism Council Advisory Board and the Board of Trustees at Les Roches Hospitality Academy.
Central to her agenda is the strategic adoption of emerging technologies—particularly artificial intelligence and blockchain—to modernize critical tourism infrastructure. From digitized airport systems and smarter public transportation networks to more resilient healthcare solutions for travelers, her technology-driven proposals aim to enhance global tourism efficiency while reducing environmental impact.
Her vision is structured around seven strategic pillars: sustainability; inclusivity and capacity building; technology and innovation; cultural exchange; infrastructure; collaboration; and policy and governance. Key initiatives include launching sustainable tourism certification programs, investing in energy-efficient infrastructure, and expanding tourism access to underrepresented communities. Al Nowais has emphasized the importance of education and human capital development—particularly for women and youth—as essential to building a more resilient and equitable tourism sector.
The significance of her nomination resonates beyond the confines of the tourism industry. H.E. Abdulla Bin Touq Al Marri, UAE Minister of Economy and Chairman of the Emirates Tourism Council, praised the appointment as a reflection of the UAE’s growing leadership in sustainable development and international cooperation. President Sheikh Mohamed bin Zayed Al Nahyan also celebrated the milestone, describing it as a testament to the country’s longstanding commitment to empowering women and advancing global dialogue.
Al Nowais’s election comes at a pivotal time for global tourism, which continues to navigate post-pandemic recovery, climate change, and shifting geopolitical dynamics. According to the UN Tourism Barometer, international arrivals in early 2025 exceeded 300 million—14 million more than the previous year—indicating a strong global appetite for travel and renewed opportunity for strategic leadership. Against this backdrop, Al Nowais’s inclusive, tech-forward vision positions her to guide the organization through a critical era of transformation.
As the global community awaits her official confirmation later this year, Shaikha Nasser Al Nowais stands ready to not only lead UN Tourism—but to reimagine its role for a more innovative, inclusive, and sustainable future.
