Shaikha Nasser Al Nowais to Lead UN Tourism as Its First Female Secretary-General Starting 2026

A Landmark Appointment in Global Tourism Leadership

The UN Tourism Executive Council has made a groundbreaking decision by nominating Shaikha Nasser Al Nowais from the United Arab Emirates as the new Secretary-General of UN Tourism, with her term beginning January 1, 2026. This nomination, unveiled at the 123rd session held in Segovia, Spain, will be finalized at the 26th UN Tourism General Assembly in Riyadh, Saudi Arabia, taking place between November 7 and 11, 2025.

Not only will Al Nowais become the first female to hold this prestigious position in UN Tourism’s half-century existence, but she is also the first Emirati appointed to lead the organization, marking a notable milestone in global travel governance.

Continuing a Momentum of Innovation and Growth

Reflecting on the leadership legacy preceding her, the Executive Council hailed the past eight years under Secretary-General Zurab Pololikashvili, who steered UN Tourism through a remarkable phase of modernization focused on innovation, education, sustainability, and international expansion. Pololikashvili emphasized that tourism’s role in the global economy grew significantly by embracing cutting-edge technologies, promoting sustainability, and targeting education and women’s empowerment as core priorities.

The outlook for global tourism remains encouraging. According to a recent UN Tourism World Barometer released in May 2025, the first quarter of the year saw over 300 million international travelers — an increase of 14 million compared to the same period in 2024 — revealing a strong recovery and a clear sign of expanding opportunities for the travel sector worldwide.

Profile of a Visionary Leader

With over 16 years of experience spanning hospitality and investment sectors, Shaikha Nasser Al Nowais brings a wealth of expertise to her future role. She currently serves as Corporate Vice President at Rotana Hotels, where her responsibilities include managing owner relations across multiple regions including the Middle East, Africa, Eastern Europe, and Turkey.

Her academic background in Finance from Zayed University complements her executive profile, alongside leadership roles such as Chair of the Abu Dhabi Chamber Tourism Working Group and board memberships at the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy. Her appointment reflects UN Tourism’s ongoing commitment to inclusivity and diversifying global travel leadership.

Steering Towards New Priorities and Enhanced Global Cooperation

The Executive Council’s recent discussions also revisited achievements and new goals for the organization’s future programs. Highlights from the eight-year Programme of Work include:

• Tourism Insights: Expansion of data collection systems and enhanced research capabilities.
• Tourism Knowhow: Diversification of tourism products with emphasis in gastronomy, sports, and urban tourism.
• Investment & Innovation: Record levels of foreign direct investment and adoption of AI technologies in tourism management.
• Sostenibilità: Alignment with UN Sustainable Development Goals, including initiatives like the Best Tourism Villages programme.
• Education & Human Capital: Growth of the UN Tourism Online Academy and formation of new International Academies with partner states.

The strengthened collaboration with member countries reaffirms tourism’s role as a vital economic driver, a source of employment, and a bridge for cultural understanding.

Expanding Innovation: Focus on Africa

In a significant move to boost innovation, the Council welcomed the establishment of the first UN Tourism Thematic Office on Innovation for Africa, based in Rabat, Morocco. This development, formalized in partnership with Morocco’s Minister of Tourism, Fatim-Zahra Ammor, aims to foster entrepreneurship and sustainable tourism practices across the continent.

This office will champion the UN Tourism Agenda for Africa 2030, positioning the region as a pioneer in economic and social advancement through technology-driven approaches.

Saudi Arabia’s Role in Shaping Global Tourism Dialogue

As host of the upcoming General Assembly, Saudi Arabia is cementing its role as an influential player in international tourism policy. Under the guidance of Minister Ahmed Al Khateeb, tourism has been integrated into the Kingdom’s Vision 2030, with ambitious targets of attracting 150 million visitors annually and contributing 10 percent to the national GDP by the decade’s end.

Saudi Arabia’s investments in infrastructure, technology, and workforce development align closely with global sustainability efforts, making Riyadh a fitting venue for such a pivotal UN Tourism event coinciding with the organization’s 50th anniversary.

Key Takeaways on This Historic Transition

The nomination of Shaikha Nasser Al Nowais heralds a new era for global tourism, emphasizing inclusivity, innovation, and sustainable growth. As the organization moves forward, her leadership is expected to build upon a strong collaborative foundation, steering UN Tourism’s mission toward advancing prosperity and cross-cultural understanding worldwide.

Important Points to Remember

• First female and Emirati to lead UN Tourism.
• Strong focus on integrating technology, investment, and sustainability.
• Expansion of tourism education and global data insights.
• New initiatives to boost African tourism innovation.
• Saudi Arabia’s strategic role as a global tourism convener.

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Looking Ahead: Impact on Global Tourism and Travel Industry

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Sintesi

The upcoming appointment of Shaikha Nasser Al Nowais as the first female Secretary-General of UN Tourism symbolizes the industry’s gradual yet promising shift toward diversity, innovation, and sustainable growth. Her strong leadership background and strategic vision promise continued progress in global tourism, touching on vital areas such as data intelligence, sustainable development, advanced human capital, and international cooperation. The enhanced focus on African innovation and Saudi Arabia’s emergence as a tourism hub also mark exciting advancements for the sector.

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