RIYADH: The UAE’s Shaikha Al-Nowais has been elected secretary-general of the UN World Tourism Organization, becoming the first woman — and the first Gulf national — to lead the global tourism body in its 50-year history.
Her four-year term will begin in January 2026, following confirmation by the 26th UNWTO General Assembly held in Riyadh from Nov. 7 to 11. Al-Nowais was first endorsed in May by the organization’s Executive Council after securing a majority of member votes during its session in Madrid.
The appointment highlights the growing influence of Gulf countries on the global tourism landscape, as nations including and the UAE continue to position themselves as key industry players.
Addressing the Assembly, the Secretary-General-elect said: “This is a triumph for all of us. It is a shared moment that reflects our collective vision for a stronger, more connected, and more compassionate world of tourism. Together, we represent the hopes of millions whose lives are touched by this sector. Together, we carry the belief that tourism, at its best, can uplift nations and unite humanity.”
Looking ahead to her mandate, she outlined five core priorities: “Responsible tourism, capacity building, technology for good, innovative financing, and smart governance — each designed to make our sector more inclusive, resilient, and human.”
Al-Nowais also paid tribute to the incumbent Secretary-General Zurab Pololikashvili, commending his “vision, commitment, and role in strengthening UN Tourism’s voice and global presence.”
On its official X handle, UNWTO stated: “We are delighted to welcome Shaikha Al-Nowais as the new Secretary-General of UN Tourism — the first woman to lead our organization in its 50-year history. Her appointment marks an inspiring moment, continuing our shared commitment to a sustainable, inclusive & innovative future.”
’s Ministry of Tourism also congratulated Al-Nowais, describing her selection as a new chapter in the journey of global tourism from Riyadh at the 26th UNWTO General Assembly, “with renewed partnership between and UN Tourism.”
Extending his congratulations, Saudi Minister of Tourism Ahmed Al-Khateeb wrote on X: “I’m delighted that Riyadh was the stage of a historic moment with the announcement of the first woman and the first Gulf national to assume the top leadership position at UN Tourism.”
Addressing the assembly, Al-Nowais expressed her gratitude to member states for their trust and support, noting that the development underscores the UAE’s influential role in shaping global tourism policy and direction in the years ahead, the Emirates News Agency, also known as WAM, reported.
“Tourism is not merely an economic industry; it is a bridge for human connection and a cornerstone for promoting understanding, peace, and sustainable development among peoples and cultures worldwide,” she added.
Abdullah bin Touq Al-Marri, the UAE’s minister of economy and tourism, said Al-Nowais’ election reflects international recognition of the country’s growing prominence in tourism and economic diplomacy.
He added: “It also confirms our leading and growing role in promoting sustainable tourism development and cultural exchange among the peoples of the world.”
Al-Nowais brings over 16 years of experience in global hospitality and investment. She has served as corporate vice president at Rotana Hotels since January 2018, according to her LinkedIn profile.
A graduate in finance from Zayed University, she also serves as chairwoman of the Tourism Working Group at the Abu Dhabi Chamber, board member of the Abu Dhabi Businesswomen Council, and adviser to several national tourism bodies.
