Shaikha Al Nowais has been officially confirmed as the new Secretary-General of UN Tourism, making history as the first woman to lead the United Nations specialized agency for tourism in its 50-year history. The landmark decision was ratified during the 26th UN Tourism General Assembly held in Riyadh, Saudi Arabia, following her nomination by the organization’s Executive Council in May 2025.
Al Nowais is set to assume office at the beginning of 2026, succeeding current Secretary-General Zurab Pololikashvili, whose leadership she lauded for strengthening UN Tourism’s voice on the global stage and promoting sustainable, inclusive tourism policies.
A Distinguished Career in Hospitality and Tourism
Before her appointment, Shaikha Al Nowais has built an impressive career in the hospitality and tourism sector, currently serving as Corporate Vice President at Rotana Hotels. She also chairs the Abu Dhabi Chamber’s Tourism Working Group, and sits on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy. Her diverse experience positions her uniquely to guide UN Tourism toward innovative, people-centered solutions for global travel and tourism challenges.
Al Nowais has long advocated for responsible and inclusive tourism, highlighting the sector’s potential to connect cultures, empower communities, and drive sustainable development. Her appointment reflects a growing recognition of the need for diverse perspectives in international leadership.
Historic Election and Vision for UN Tourism
In her address to the General Assembly, Al Nowais described her election as “a triumph for all of us,” underscoring tourism’s power to unite people and uplift communities worldwide. She outlined five core priorities for her tenure, which aim to make global tourism more inclusive, resilient, and human:
- Responsible Tourism: Encouraging practices that protect communities, culture, and the environment.
- Capacity Building: Enhancing skills and opportunities for local stakeholders to actively participate in tourism.
- Technology for Good: Leveraging innovation to improve sustainability, accessibility, and efficiency.
- Innovative Financing: Mobilizing resources for sustainable tourism projects globally.
- Smart Governance: Strengthening institutional frameworks to ensure effective, transparent, and accountable management.
Al Nowais emphasized that her leadership would prioritize people and planet alongside economic growth, reinforcing UN Tourism’s mission to advance sustainable development through tourism.
Global Representation and Strategic Focus
The 26th UN Tourism General Assembly saw representatives from 160 member states convene in Riyadh, engaging in plenary sessions and committee meetings focused on investment, innovation, education, and expanding opportunities in the global tourism sector. Participants discussed strategies to modernize the industry, improve tourism infrastructure, and ensure the sector contributes meaningfully to the United Nations Sustainable Development Goals (SDGs).
Al Nowais’ appointment coincides with a pivotal time for global tourism, as the sector continues to recover from the impacts of the COVID-19 pandemic while addressing climate change, over-tourism, and digital transformation. Her leadership promises to bring a fresh perspective, encouraging collaboration among governments, private enterprises, and local communities to achieve equitable and sustainable growth.
A Milestone for Gender Equality in Global Tourism
Her appointment is also a landmark moment for gender equality in international organizations. By breaking the glass ceiling in a major UN agency, Al Nowais’ leadership is expected to inspire women across the tourism and hospitality industries to pursue leadership roles and champion inclusive policies.
Members of the General Assembly and international stakeholders welcomed the announcement, highlighting her experience, vision, and commitment to sustainable development as key assets for guiding UN Tourism into its next phase.
Looking Ahead: Inclusive and Resilient Tourism
As Shaikha Al Nowais prepares to take office, expectations are high for her to shape global tourism policies that balance economic growth, cultural preservation, environmental stewardship, and social inclusion. Her focus on responsible tourism, innovative financing, and technology for good reflects a modern approach to tourism leadership, emphasizing collaboration, accountability, and human-centered development. With her appointment, the UN Tourism agency signals a new era of inclusive, innovative, and resilient global tourism, led by a visionary woman at the helm.
