Shaikha Nasser Al Nowais confirmed as first female Secretary General of UN Tourism | News
Shaikha Nasser Al Nowais, Secretary General of UN Tourism
The UN Executive Council on Tourism has taken a historic step by nominating Shaikha Nasser Al Nowais of the United Arab Emirates as the next Secretary General of UN Tourismeffective January 1, 2026. Her appointment, announced at the 123rd Session of the Executive Council in Segovia, Spain, will be submitted for confirmation at the 26th UN General Assembly for Tourism in Riyadh, Saudi Arabia, scheduled for November 7-11, 2025.
Al Nowais will become the first woman and first Emiratis to lead UN tourism in its 50-year history – a decisive milestone for the global travel industry.
Building on a legacy of transformation
The Executive Council meeting reflected on eight years of leadership Secretary General Zurab Pololikashviliin which the organization redefined its global role through innovation, sustainability and education.
“Over the past eight years, UN Tourism has embraced a transformative vision. We have put tourism at the top of the global agenda to increase its competitiveness and economic value. And we have never lost sight of our key priorities: education, investment, sustainable and rural development, women’s empowerment, new technologies and international expansion.” Pololikashvili said.
According to the May 2025 UN Tourism World Tourism Barometer, more than 300 million international travelers were registered in the first quarter of 2025 – 14 million more than in the same period of 2024 – indicating a strong recovery and continued growth.
Shaikha Al Nowais: a leader for the future of tourism
Al Nowais brings more than 16 years of global hospitality and investment experience and is Corporate Vice President at Rotana Hotels, where she oversees owner relationships in the Middle East, Africa, Eastern Europe and Turkey. She is a graduate of Zayed University in Finance, chairs the Abu Dhabi Chamber Tourism Working Group and serves on the boards of the Abu Dhabi Businesswomen Council and Les Roches Hospitality Academy.
Her nomination underlines UN Tourism’s commitment to inclusivity and representation. If approved by the General Assembly in Riyadh, her leadership will mark a new era focused on innovation, education and equitable development in the global tourism landscape.
Assess progress and set new priorities
During the session, Member States discussed a comprehensive report summarizing the main achievements of the past eight years of the approved work programme. Major highlights included:
• Tourist insights: extensive data systems and research capabilities.
• Tourism know-how: product diversification in gastronomy, sports and city tourism.
• Investment & Innovation: record levels of foreign direct investment and adoption of artificial intelligence in tourism systems.
• Sustainability: initiatives that align with the UN Sustainable Development Goals (SDGs), such as the Best Tourism Villages program and the STAR tool.
• Education and human capital: the growth of the UN Tourism Online Academy and new international academies in collaboration with Member States.
The Council also reviewed UN Tourism’s global outreach programs, reported on strengthened cooperation with Member States, and reaffirmed its commitment to ensuring that tourism remains an engine of employment, economic diversification and intercultural understanding.
Expanding Presence: New Innovation Agency for Africa
In a significant development, the Council welcomed the establishment of the first UN Thematic Office on Tourism for Innovation for Africa, based in Rabat, Morocco. The agreement was formalized between UN Tourism and Fatim-Zahra Ammor, Moroccan Minister of Tourism, with the aim of promoting innovation and entrepreneurship across the region.
The agency will advance the UN Tourism Agenda for Africa 2030 and strengthen the continent’s role in driving economic and social progress through technology and sustainable tourism practices.
Saudi Arabia’s global role
As host of the upcoming UN Tourism General Assembly, Saudi Arabia continues to strengthen its influence in shaping global tourism policy. Led by His Excellency Ahmed Al Khateeb, Minister of Tourismthe Kingdom has positioned tourism as the cornerstone of its kingdom Vision 2030 strategy – targeting 150 million visitors per year and a 10 percent contribution to GDP by the end of the decade.
In one interview with Breaking Travel News earlier today, Minister Al Khateeb reaffirmed that Saudi Arabia sees tourism as a vehicle for international cooperation and innovation, noting that the Kingdom’s investments in infrastructure, technology and workforce development are in line with global sustainability standards.
Hosting the 26th General Assembly in Riyadh – which coincides with the 50th anniversary of UN Tourism – strengthens Saudi Arabia’s role as an organizer of the global tourism dialogue and an advocate for inter-regional cooperation.
A defining moment for global tourism
Shaikha Nasser Al Nowais’s nomination represents a turning point for UN tourism and for the global travel community. As the organization enters its next chapter – shaped by innovation, inclusivity and sustainability – its leadership pledges to build on a strong foundation of collaboration built over the past decade.
The upcoming Riyadh General Assembly will not only confirm her historic appointment, but also set the agenda for how tourism can continue to drive progress, prosperity and understanding worldwide.
