In a landmark moment for the UAE and the global tourism industry, Her Excellency Shaikha Nasser Al Nowais has been unanimously appointed as Secretary-General of the United Nations World Tourism Organization (UN Tourism / UNWTO) for the term 2026–2029.
The announcement was made during the 26th session of the UN Tourism General Assembly in Riyadh, Saudi Arabia, where over 160 member states voted in full agreement. The UAE delegation was led by H.E. Abdulla bin Touq Al Marri, Minister of Economy and Tourism.
This achievement marks a historic milestone the first time an Emirati and a woman will lead the global tourism body in its 50-year history.
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A Trailblazer for Global Tourism Leadership
H.E. Shaikha Nasser Al Nowais is widely recognized as a transformative leader in tourism, hospitality, and sustainable development. A graduate of Zayed University with a degree in Business Administration and Finance, she has spent over 15 years shaping the UAE’s tourism and hospitality landscape.
As Corporate Vice President of Owner Relations at Rotana Hotel Management Corporation, she has managed strategic portfolios across the Middle East, Africa, Eastern Europe, and Turkey focusing on partnership development, investor relations, and hospitality innovation.
Her leadership roles include serving as:
- Chair of the Tourism Working Group, Abu Dhabi Chamber of Commerce and Industry.
- Board Member, Abu Dhabi Businesswomen Council.
- Advisory Board Member, Les Roches Hospitality Academy.
Guided by a vision of sustainable, inclusive, and tech-driven growth, Shaikha Al Nowais advocates for gender equality, youth empowerment, and innovation as central drivers of economic resilience in the tourism sector.
UN Tourism (UNWTO): The Global Voice for Sustainable Travel
UN Tourism (formerly UNWTO) is the United Nations’ specialized agency responsible for promoting responsible, sustainable, and inclusive tourism worldwide. Headquartered in Madrid, Spain, the organization brings together over 160 member states and key private sector partners to:
- Advance global tourism policy and standards.
- Promote innovation and RegTech adoption.
- Strengthen international cooperation and crisis resilience.
- Support the UN Sustainable Development Goals (SDGs) through tourism.
UN Tourism plays a vital role in aligning global tourism strategies with climate goals, community development, and digital transformation ensuring the industry continues to be a force for economic and social progress.
Driving Business Growth Across the UAE and GCC
H.E. Shaikha Nasser Al Nowais’s appointment represents more than a diplomatic milestone; it signals a strategic business opportunity for the UAE and the GCC region.
Under her leadership, the UAE’s expanding influence within UN Tourism will:
- Strengthen investor confidence in the region’s regulatory and business frameworks.
- Attract international tourism partnerships and sustainable investment in travel, hospitality, and infrastructure sectors.
- Promote GCC tourism integration, supporting shared goals such as regional visa systems, joint tourism strategies, and cross-border sustainability initiatives.
- Encourage innovation and entrepreneurship, particularly in eco-tourism, digital travel platforms, and hospitality startups aligned with ESG standards.
Her global representation of UN Tourism will also spotlight Abu Dhabi and Dubai as global centers for policy, investment, and innovation, reinforcing the region’s role as a bridge between East and West.
In the long term, this leadership is expected to fuel tourism-driven diversification, creating new avenues for SMEs, investors, and multinational firms especially those operating in sustainable finance, hospitality, real estate, and cultural ventures.
A Vision Aligned with the UAE’s Global Ambition
Shaikha Al Nowais’s appointment aligns seamlessly with the UAE’s economic diversification agenda, emphasizing sustainability, knowledge-based growth, and international collaboration.
With tourism contributing significantly to the UAE’s GDP and employment landscape, the nation’s leadership role within UN Tourism will amplify its global economic standing, opening new partnerships that strengthen the country’s long-term vision for 2030 and beyond.
