Shaikha Al Nowais has championed innovation and sustainability
In a historic development, Shaikha Al Nowais has been elected as the first woman Secretary General of UN Tourism, at the 123rd session of the Executive Council of the tourism body of the United Nations, held in Madrid.
Shaikha Nasser Al Nowais is an Emirati business leader with over 16 years of experience in global hospitality. As Corporate Vice President at Rotana Hotels, she has overseen owner relations across the Middle East, Africa, Eastern Europe and Türkiye. A graduate of Zayed University in Finance, she also chairs the Abu Dhabi Chamber’s Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Al Nowais won the election which featured four other candidates. The Executive Council comprises 35 member countries. She will lead the organisation from 2026-2029 after taking over from the current officeholder, Zurab Pololikashvili of Georgia, has held the position since 2018.
Her nomination will be formalised at the UN Tourism General Assembly that is slated to be held in November in Riyadh.
In her campaign, Al Nowais said she represents the values of inclusivity, innovation, and resilience. Her leadership marks a deliberate shift towards empowering women and amplifying the Global South’s voice in international tourism policy.
"
