Shaikha Al Nowais: First woman to lead UN Tourism

31-05-25

In a historic milestone for the United Nations World Tourism Organization (UNWTO), Princess Shaikha Nasser Al Nowais of the United Arab Emirates has been elected as the first woman to hold the position of Secretary-General, marking a significant change in the organization's leadership since its founding in 1975.

Al Nowais was elected during the 123rd meeting of the UN Tourism Executive Council, held at the Royal Site of San Ildefonso in Segovia, Spain. In the second round of voting, the United Arab Emirates’ candidate received 24 votes, defeating Greek contender Harry Theoharis, who secured 11 votes. Other candidates, including Mexican Gloria Guevara and Ghanaian Muhammad Adam, were eliminated in the first round.

This appointment must still be ratified by the UN Tourism General Assembly, scheduled to take place in November in Riyadh, Saudi Arabia. If confirmed, Al Nowais will officially take office in January 2026, succeeding Georgian Zurab Pololikashvili, who has led the organization since 2018.

With more than 16 years of experience in the hospitality and tourism industry, Al Nowais holds a degree in Finance from Zayed University in Dubai. She has played key roles at the Rotana hotel group, including as Corporate Vice President for Owner Relations. Additionally, she chairs the Tourism Working Group at the Abu Dhabi Chamber of Commerce and is a member of the city’s Businesswomen Council.

Her vision for UN Tourism focuses on three core pillars: ecological regeneration, digital equity, and inclusive governance. Al Nowais has stressed the importance of ensuring that tourism growth benefits everyone, advocating for a model that fosters shared prosperity.

Spanish Minister of Industry and Tourism, Jordi Hereu, who was present at the Executive Council meeting, congratulated Al Nowais on her appointment and emphasized the significance of her leadership in advancing the sustainable transformation of global tourism. Hereu also highlighted that UN Tourism, with its permanent headquarters in Madrid, is the only UN agency based in Spain, reinforcing the country’s commitment to sustainable tourism development.

Al Nowais’s election also represents a notable step forward for gender representation in top-level international positions, as she becomes the first woman to lead UN Tourism in its 50-year history. Her appointment has been widely celebrated, including by UAE President Sheikh Mohamed bin Zayed Al Nahyan, who praised the country’s dedication to empowering women in leadership roles.

Within UN Tourism circles, anticipation is building to learn more about Shaikha Al Nowais’s strategic vision as she prepares to lead the organization into a new era of innovation, sustainability, and inclusion—as she has pledged. Her leadership is expected to address the complex challenges of global tourism while promoting equitable development across all regions of the world.

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