The new leader arrives at a decisive moment. During the aforementioned Executive Council session, UNWTO presented its global barometer: more than 300 million travelers crossed international borders in the first quarter of 2025, an increase of about 14 million compared to the same period the previous year.
These figures underscore tourism’s strategic relevance to today’s global economy and the responsibility that visionary management entails. Al Nowais has indicated that her term will be structured around three main pillars: the ecological regeneration of destinations; digital equity—ensuring communities and small businesses share in technological transformation; and inclusive governance that promotes women’s leadership as well as the representation of youth and rural areas.
Her hands-on experience across multiple regions and deep familiarity with the private sector position her as a leader capable of connecting with tourism’s diverse stakeholders—from governments and multilateral organizations to companies and local communities.
The fact that UNWTO is headquartered in Spain—the only United Nations agency with a permanent base on Spanish soil—adds an extra layer of symbolism to Al Nowais’s appointment, opening an opportunity to further strengthen global tourism policy from a perspective of international cooperation.
At the same time, her Emirati nationality highlights the growing prominence of the Middle East in global tourism affairs, while underscoring the need for a truly global approach encompassing Africa, Asia-Pacific, and Latin America.
The outgoing Secretary-General, Zurab Pololikashvili, who began his mandate in 2018, prioritized placing tourism at the center of the international agenda, focusing on education, investment, rural development, women’s empowerment, technology, and global expansion.
Now, the transition to Al Nowais’s leadership opens the door to a stage in which these priorities can be deepened and more explicitly aligned with the Sustainable Development Goals.
The confirmation of Al Nowais as Secretary-General marks not only a milestone for UNWTO but for the entire tourism sector, which faces challenges such as accelerated digitalization, post-pandemic recovery, pressure for sustainability, and the need to ensure tourism’s benefits reach all communities. Her vision proposes precisely that tourism should be not only a generator of income or jobs, but a driver of inclusive development that respects the environment.
The election of Shaikha Nasser Al Nowais ushers in a new chapter for UNWTO and the global tourism industry. Her leadership formally begins in 2026, but the announcement has already sparked expectations about the direction that global tourism policies may take. With her stewardship, tourism is expected to become an even more powerful force for sustainable development, innovation, and equity across regions, genders, and generations.
Author: Meryem Çal
TSTT Correspondent at the General Assembly
