APPOINTMENT
The United Nations World Tourism Organization (UN Tourism) has elected Shaikha Al Nowais as the next Secretary-General. She will be the first woman to lead since the organization’s establishment in 1975, marking a significant milestone in its 50-year history. The election took place during the 123rd session of the UNWTO Executive Council in Madrid, where Shaikha Al Nowais secured 24 out of 35 votes, surpassing the 18 required for victory. Her appointment is set to be ratified by the UNWTO General Assembly later this year in Saudi Arabia.
Currently serving as the Corporate Vice President of Owner Relationship Management at Rotana Hotel Management Corporation in Abu Dhabi, Al Nowais brings over 15 years of experience in the hospitality and tourism industry. Her leadership is expected to steer the UNWTO towards a future characterised by sustainable, inclusive, and technologically advanced tourism practices, marking a deliberate shift towards empowering women and amplifying the Global South’s voice in international tourism policy.
Following the vote, she outlined a five-pillar strategy aimed at transforming the sector: responsible tourism, capacity building, technology for good, innovative financing, and smart governance.
“As an Emirati woman, I’m honored to make history,” said Shaikha Al Nowais. “This is not only a personal achievement but a commitment to advancing global tourism in a way that benefits our planet, empowers communities, and ensures inclusive growth.”
Her election comes at a time when UN Tourism faces considerable challenges, including declining membership and questions over its global relevance, especially following the withdrawal of major countries such as the United States, Canada, and the United Kingdom. Shaikha Al Nowais will be tasked with restoring trust, improving transparency, and steering the agency through a post-pandemic era of rapid change and innovation in the travel industry.
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