Sheikha Nasser Al Nowais of the United Arab Emirates has been elected Secretary-General of the United Nations World Tourism Organization (UNWTO), becoming the first woman in the organization’s 50-year history to assume the prestigious role.
Al Nowais, a prominent Emirati tourism executive and policy leader, will serve from 2026 through 2029, following her victory in a highly contested vote held yesterday at the UNWTO headquarters in Madrid. Representatives from 35 member states participated in the election, which drew global attention for its significance in reshaping the leadership landscape of one of the world’s most influential tourism bodies.
The election result was met with wide international praise, underscoring the UAE’s growing influence in global tourism policy and its longstanding commitment to sustainable development and innovation within the sector.
Collective Achievement for UAE and Arab World
In her official statement, Al Nowais expressed gratitude and pride in her appointment, dedicating the victory to the UAE’s leadership.
“I feel immense pride and honor in being chosen to lead the UN World Tourism Organization,” she said. “I dedicate this achievement to His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the UAE, and His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai, for their unwavering support of Emirati women and their visionary leadership.”
Al Nowais also paid tribute to Her Highness Sheikha Fatima bint Mubarak, lauding her as the “foremost supporter of Emirati and Arab women,” and extended her gratitude to the people of the UAE and the wider Arab world.
“This is a moment of collective achievement — a triumph for Emirati and Arab women and a stepping stone toward deeper integration and representation in global governance,” she added.
Sustainable Global Tourism
Al Nowais outlined an ambitious five-pillar agenda aimed at transforming the global tourism sector. Her strategy centers on:
- Championing responsible tourism that protects nature, culture, and human dignity;
- Empowering youth, women, and local communities to be active agents of tourism development;
- Harnessing technology for good to enhance quality of life while preserving privacy and identity;
- Developing innovative financing solutions that promote sustainable growth; and
- Fostering transparent and accountable governance through smart leadership models.
Proven Leader in Tourism Innovation
With over 15 years of experience in hospitality, Al Nowais has earned a reputation as a trailblazer in sustainable tourism, innovation, and policy development. She was the first woman to serve on the board of Dubai Hotels Group under the Dubai Chamber of Commerce and Industry and played a key role in bridging public-private collaboration.
She is also a member of the Middle East and Africa chapter of the Hospitality Asset Managers Association (HAMA), contributing to strategic investments and asset management in the tourism sector.
“I aspire to lead a global transformation in tourism — one that opens economic and developmental pathways while protecting our ecosystems and cultural heritage,” she said.
A graduate of Zayed University with a BSc in Business Administration (Finance, 2006), Al Nowais has received numerous accolades over the past five years, including:
- Best Hotel Brand in the Middle East (Business Traveller Middle East, 2021, 2022, 2024)
- Best Business Hotel Chain in the Middle East (Business Traveller UK, 2022–2024)
- Forbes Middle East Sustainability Leader (2023)
Elevating UAE’s Global Standing
Her election reflects the UAE’s continued ascendancy as a leader in sustainable tourism, gender equality, and economic diversification. It also signals a significant step forward for the region’s role in global development diplomacy.
The UAE delegation received strong commendations from participating nations following the vote, with many citing the country’s role in driving regional and international tourism reforms and its alignment with UN Sustainable Development Goals (SDGs).
As Al Nowais prepares to assume office in 2026, the world now watches as the UNWTO embarks on a new chapter of inclusivity, innovation, and visionary leadership — one shaped by the hands of history’s first woman Secretary-General.
