UAE’s Shaikha Al Nowais to lead UN world tourism body in historic first
She is the first woman elected UNTWO secretary-general since its inception in 1975
DUBAI: Shaikha Nasser Al Nowais has been elected as the next secretary-general of the United Nations World Tourism Organization (UNWTO), becoming the first woman to hold the role since the agency’s founding in 1975.
The vote, conducted at the UNWTO’s Madrid headquarters, saw 35 member states participate in choosing the Emirati leader, who will begin her four-year term in 2026.
In her statement following the election, Al Nowais described the appointment as a victory for the UAE and Arab women, crediting the leadership of His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of UAE and Ruler of Abu Dhabi, and His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai.
She also praised Her Royal Highness Sheikha Fatima bint Mubarak for advancing the cause of female empowerment across the region.
“I dedicate this historic moment to the people of the UAE and to all those working to shape a more inclusive, resilient, and sustainable tourism sector,” Al Nowais said.
Who is Shaikha Nasser Al Nowais?
Bringing more than 15 years of experience in the hospitality and tourism sectors, Al Nowais has carved out a reputation for excellence in asset management, investment strategy, and public-private partnerships. She previously served as corporate vice president for owners’ relationship management at Rotana Hotel Management Corporation and became the first woman appointed to the board of the Dubai Hotel Group under Dubai Chambers.
In addition to her past roles, Al Nowais remains actively involved with the Hospitality Asset Managers Association (HAMA) for the Middle East and Africa. Her portfolio focuses on investment planning and the strategic development of hospitality assets across the region. She holds a degree in business administration and finance from Zayed University and has received industry recognition for sustainability initiatives and performance enhancement in hotel management.
Strategic vision
In her first public address as secretary-general elect, Al Nowais outlined five strategic priorities for her tenure: responsible tourism, youth and women empowerment, innovation through technology, sustainable financing models, and governance based on transparency. She stressed the need for proactive sector-wide reforms to tackle pressing issues such as climate change, evolving traveller preferences, and global economic uncertainties.
Her appointment comes at a critical time for global tourism, which is undergoing rapid transformation in both policy and practice.
نبارك لشيخة ناصر النويس انتخابها أميناً عاماً لمنظمة الأمم المتحدة للسياحة ونتمنى لها التوفيق في مهامها الأممية. هذا الفوز يبعث على الفخر، ويجسد ما تتمتع به دولة الإمارات من ثقة واحترام على الساحة الدولية، وموقعها المهم على خريطة السياحة في العالم. هذه أول مرة تفوز فيها امرأة…
— محمد بن زايد (@MohamedBinZayed) May 30, 2025
Leaders in the UAE have welcomed the decision, calling it a significant endorsement of the country’s growing influence in international cooperation and policy-making.
نبارك لبنت الإمارات شيخة النويس فوزها بمنصب الأمين العام لمنظمة الأمم المتحدة للسياحة .. خريجة جامعة زايد .. وخبرة 15 عاماً في المجال السياحي .. وحاصلة على العديد من الأوسمة والجوائز السياحية … وهي أول امرأة في تاريخ المنظمة خلال خمسين عاماً تحصل على هذا المنصب .. وتطمح لإحداث… pic.twitter.com/Fm7kVu9QYH
— HH Sheikh Mohammed (@HHShkMohd) May 30, 2025
The election is widely viewed as a progressive step not just for the UAE but for the broader MENA region, which has seen increasing calls for greater female leadership in international institutions.